About
Meet the Founder
Zandra Marie Santella, MA, BCBA
I’m Zandra, a Board Certified Behavior Analyst (BCBA) with over 12 years of experience supporting neurodivergent learners and their families across home, school, clinic, and community settings. My work has primarily focused on supporting autistic individuals ages 2 through 20. I am also PEERS® Certified and a co-founder of the Asian and Pacific Islander Association for Behavior Analysis (APIABA).
In 2020, I founded Beauty in Behavior as a blog and social media platform to share honest, real-world perspectives on Applied Behavior Analysis (ABA) used as a therapy for neurodivergent populations. The mission was to support the industry’s growth and retention by highlighting both its beauty and its challenges. All behavior has meaning and understanding the why behind behavior is where compassionate, effective support begins. That’s the beauty I wish for all to know.
What began as a passion project has grown into consultation, fieldwork supervision for aspiring behavior analysts, and parent coaching services. Following the birth of my son in 2024, Beauty in Behavior became my primary professional focus, guided by a deep commitment to strengthening our field and supporting families with care that is ethical, human, and sustainable.
Today, I’m also on a mission to build a parent coach directory and community for behavior analysts who are deeply grounded in the parent-led model of care. After years of noticing the same patterns (revolving-door staff, overextended care, and stunted progress), I realized that the gap was in how providers were prepared to support parents. I believe parents should be equipped first-hand with the tools to support their families. My goal is to grow this space into our version of Psychology Today, a space that uplifts practitioners doing meaningful work while helping families find the support they long-deserved.
As Seen On
Our Values
Humility: We remain open and learn alongside those we support.
Curiosity: We explore new perspectives and discover better ways to apply behavior science.
Empowerment: We give families and professionals the tools and confidence to create meaningful change.
Connection: We nurture relationships and encourage collaboration, ensuring families and professionals feel supported, valued, and part of a community.
Statement on ABA
We believe Applied Behavior Analysis (ABA) is a powerful framework for understanding and supporting human behavior—one that, when used ethically and compassionately, can spark real, meaningful, and lasting change. We tailor our approach to each individual, ensuring our support is not only effective but also respectful, empowering, and human at its core. We recognize the harm that can result from the misapplication of ABA and are committed to moving the field forward through ongoing reflection, learning, and training. Through our content, we also aim to debunk misinformation and provide clear, accurate insights to better serve those seeking evidence-based support for themselves or their loved ones.