Claudine Ng, CEO and Founder of Electivity, is an organizational psychologist turned entrepreneur whose career spans education, aviation, consulting, and multiple startups. After co-founding three companies, she now leads Electivity — an innovative platform dedicated to curating and administering enrichment programs in schools. Claudine previously served as President of the National Association of Women Business Owners (NAWBO), where she championed initiatives to empower women in leadership.
Recently recognized in the Best in Class category for the BASA Awards, Electivity’s success reflects Claudine’s visionary leadership and deep commitment to community impact. We caught up with her.
What excites you most about the work that you do?
Creating a school ecosystem that connects local providers—many of them women and people of color—with schools and families brings me so much joy. Seeing these small business owners share their talents and passions with students is incredibly inspiring. Through Electivity, I get to watch communities thrive as we open doors, create opportunities, and make enrichment more accessible for every child. It’s deeply purpose-driven work that celebrates diversity, empowers others, and strengthens connections.
Where did your career begin?
My earliest roles were in education. I worked as a substitute teacher and as a piano teacher, drawing on my classical training. Those experiences taught me patience, creativity, and the importance of meaningful connections with learners. They also sparked my passion for education and planted the seeds for what would eventually become Electivity.
What is your idea of perfect happiness?
Perfect happiness, for me, looks like traveling to new places, writing a book, and enjoying long walks. These moments offer space for reflection and creativity, and they help me reconnect with myself, with others, and with the world around me. I find happiness in exploration, simplicity, and experiences that nourish both the heart and mind.
What was your journey like to get where you are today?
My journey has been full of twists, challenges, and growth. Electivity has gone through several iterations, including buying out partners’ equity, and we’ve weathered significant obstacles along the way — from COVID closures and school shutdowns to power outages and even a fire. Each challenge tested our resilience, creativity, and commitment to our mission. What I’ve learned is that persistence, adaptability, and a strong focus on community can make the impossible possible. Electivity thrives today because of every challenge we faced and the incredible team, partners, and families who believed in the vision.
"People will never forget how you made them feel. Leading with compassion and empathy is at the heart of everything we do. Meaningful work is measured not just by results, but by the lives we touch."
Claudine Ng is the CEO and Founder of Electivity, based in Novato, California, USA. Learn more about her business here.
