← The student decision journey

    Research · Pain point

    Skyrocketing acquisition cost

    Paid search and agent commissions keep climbing while conversion rates flatten.

    $1,640 median CAC

    $1,640 median higher-ed CAC

    Legacy

    Paid-ad bidding wars and 10–25% agent commissions on every enrolled student.

    UpperClass

    Near-zero-marginal-cost peer distribution: one creator post reaches thousands.

    What this means

    • Cost per qualified inquiry drops as the creator catalog compounds.
    • Marketing spend shifts from rented impressions to owned content.

    Sources: Higher-ed CAC benchmark studies, 2023–2024

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