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Abstract We consider a supersymmetric type-I seesaw framework with non-universal scalar masses at the GUT scale to explain the long-standing discrepancy of the anomalous magnetic moment of the muon. We find that it is difficult to accommodate the muon g-2 while keeping charged-lepton flavor violating processes under control for the conventional SO(10)-based relation between the up sector and neutrino sector. However, such tension can be relaxed by adding a Georgi-Jarlskog factor for the Yukawa matrices, which requires a non-trivial GUT-based model. In this model, we find that both observables are compatible for small mixings, CKM-like, in the neutrino Dirac Yukawa matrix.