The Pulse of Higher Ed

By Dave Jarrat

The “traditional” student is quickly becoming a relic of a bygone era. The future of enrollment is concentrated in new, non-traditional markets: adult learners seeking rapid re-skilling, dual-enrolled high school students, and the millions of Americans with “some college, no credential” who represent a significant scalable opportunity for growth.

Universities know they must pivot decisively to build a sustainable future, but their operational infrastructure is often stuck in 2015, unable to keep pace with the volatile reality of today’s market. For corporate partners, this operational gap is the key to becoming essential. You are not just vendors; you are the crucial bridge to this new demographic. To win in 2026, your thesis must be simple: align your solutions with the digital behaviors and immediate expectations of the Modern Learner, as identified in our latest research.

Win the “AI Search” Battle

The Data: The era of keyword-driven search is over. Prospective students are now interacting with AI-powered tools daily or weekly to research programs. While traditional search engines remain the most relied-on source (84%), AI is defining the initial consideration set. Many prospects (62%) strongly agree that AI-generated search results improve their ability to find relevant programs, according to data from UPCEA and Search Influence.

The Pitch: Help institutions dominate “Search Everywhere.” If you are a marketing agency or a technology provider, show them how you ensure their content is optimized for AI-generated overviews and how you get them into the AI consideration set. SEO is now GEO (Generative Engine Optimization).

Fix the “Ghosting” Problem

The Data: Modern learners expect instant gratification and a seamless digital experience. However, the Enrollment Process Review Secret Shopper Analysis reveals a severe operational disconnect: 44% of inquiries sent to institutions went unanswered. This “ghosting” is not just poor service; it is lost revenue.

The Pitch: Sell speed and personalization. Position your solution as mission-critical infrastructure that closes the communication gap. This includes 24/7 student support, advanced chatbots, and automated lead nurturing platforms that ensure every inquiry receives a personalized touch. If your tool cuts response time, it pays for itself by preventing lead abandonment.

Solve the “RFI Barrier”

The Data: Institutions often create unnecessary friction at the point of inquiry. The Secret Shopper review highlights that common areas for improvement include demanding physical addresses on forms (a huge drop-off risk) and failing to include an open field where prospects can pose program-specific questions. Lengthy inquiry forms easily overwhelm prospective students, increasing the likelihood of incomplete submissions.

The Pitch: Focus on UX and CRO (Conversion Rate Optimization). Offer to audit and streamline their intake processes. Your value proposition is to remove the friction that prevents high-intent learners from converting. Help them adopt best practices, such as providing an open field for questions, to capture nuanced interest and build personalized engagement from the first click.

Deliver “ROI” or Die

The Data: Public skepticism about the value of a degree is deepening, putting pressure on institutions to prove the tangible value of a college education. Students and their families are demanding outcomes. To win trust, institutions must lead boldly by publishing transparent data, strengthening employer partnerships, and showing tangible career pathways in every program.

The Pitch: Your product must be positioned as the “proof of value” engine. Whether you offer career services platforms, alumni networking tools, or labor market analytics, frame your solution as the indispensable component for demonstrating and delivering a return on investment for the student. Help institutions move beyond passive defense of the status quo and boldly claim their role as career accelerators.

Support the “Non-Traditional” Lifestyle

The Data: The adult learner is the new growth engine for enrollment. These non-traditional students demand a model that fits their life. The Benchmarking Online Enterprises (BOnES) Report shows that program portfolios are anchored by offerings like graduate degrees and certificates, alongside expanding undergraduate options and microcredentials that cater to this market.

The Pitch: Your focus must be on flexible delivery and support. Sell solutions that enhance the experience of a student who is logging on at 11 p.m. after their children are asleep. This means robust LMS integrations, asynchronous tools, and virtual student services that directly address the retention challenges inherent in the non-traditional lifestyle.

Conclusion

In the shifting landscape of higher education, institutions are looking for partners who can help them catch up to their students. The successful corporate partner in 2026 will be the one that positions its brand as the expert on the Modern Learner, including their search behavior, their communication preferences, their financial anxieties, and their desire for career outcomes. Pivot your pitch from selling technology features to selling a strategy for student success.

Dave Jarrat serves as a Senior Fellow for UPCEA and as a Strategic Advisor to a broad range of higher education institutions and organizations, including the University of Cambridge, Edquity and Scholarships360. He is a social impact executive focused on improving educational opportunities and outcomes for historically underrepresented populations. 

Content for this resource was developed with the assistance of AI. All text has been thoroughly reviewed, edited, and approved by UPCEA staff with subject matter expertise. References and links have been verified for accuracy and reliability.