It used to be so simple, many parents think. Students earned top grades, aced their standardized tests, participated in extracurricular activities, took on leadership roles, ran for student body president or spearheaded a campus club, and earned admission to their dream school.
Not anymore.
The admissions landscape has changed dramatically since parents applied to college years ago. Amidst declining admissions rates, swelling applicant pools, and an ever-changing target of what admissions officers are looking for, many families are discovering that the process is nearly impossible to navigate alone—and they are turning to private college consultants in record numbers in the hopes of gaining a competitive edge. Thirty-three percent of upper division students at Horace Mann, a top private school in New York City, self-reported using a private consultant in a recent survey conducted by the school newspaper (a number that is likely higher than reported due to the stigma surrounding college consultants). Additionally, one in five surveyed incoming freshmen in Harvard’s Class of 2026 reported working with a private admissions consultant.
When I founded Command Education in 2016, private college consulting was a cottage industry with only a handful of major players. Now, it is an approximately $3 billion industry, and families shell out tens of thousands of dollars annually to receive support through the admissions process. While the dramatic growth of the college consulting industry offers a range of options for families seeking support, it can also pose fresh challenges—not every college admissions consultant is created equal, and weeding through hundreds of firms to find the right one can be a daunting prospect.
But beyond changing families’ college application prep, the explosion of private college admissions consulting firms has fundamentally transformed the college admissions landscape itself—and families should adjust their admissions strategy accordingly.
What students do outside of the classroom is critical.
There are a number of truisms that the college consulting industry has brought into the mainstream: great grades and test scores are no longer enough to secure admission to a top school; colleges are not seeking to admit well-rounded students, but to build well-rounded classes; and students need to demonstrate their specialized interests outside of the classroom in order to stand out. Ten years ago, these three concepts were revolutionary. While the majority of students were still relying on their 4.0 GPA and participation in every school club to earn them an Ivy League acceptance letter, the few students who worked with consultants were privy to insider information about what colleges really wanted.
But the boom in consulting firms and widely publicized information about the admissions process that surfaced following the Supreme Court’s case on affirmative action resulted in a much savvier population of parents and applicants. Everyone now knows that Harvard ranks applicants on a scale of 1–6, that standardized test scores almost always boost your chances of admission (even at test-optional schools), and what kind of essays appeal to admissions officers.
This means that it is all the more challenging for students to stand out, and applicants need to hone their strategic approach early in order to do so. It’s not necessarily about working harder—signing up for more clubs, growing a flashier passion project, or participating in more competitions, though these are all good things. It’s ultimately about working smarter—crafting a bespoke and compelling narrative through unique, creative, and original extracurriculars, initiatives, and summer activities. In a landscape where everyone has access to the same “insider” knowledge, it’s no longer about having the playbook. It’s about executing it with a more unexpected and original perspective than anyone else.
“In today’s competitive admissions landscape, students stand out by demonstrating both intellectual breadth and depth,” says Dr. Rachel Rubin, CEO of Spark Admissions. “Colleges value applicants who pursue their academic passions and dive deeply into specific niches. Authenticity is crucial—students should showcase genuine interest through meaningful experiences, not just by ticking off boxes.”
Colleges are laser-focused on authenticity.
Many consulting firms provide students with a checklist of flashy resumé line items that they believe will impress admissions officers, from internships to publications to expensive programs and corporate internships. Many consultancies’ pay-to-play approach pads students’ applications with activities that parents assume will wow admissions officers at top schools.
But nothing could be further from the truth. Admissions officers have grown increasingly adept at sniffing out applications that have been overly “packaged” or manipulated, and such inauthentic activities cast doubt on a student’s real passions. A personal statement that reads like it was written by a marketing team? A passion project with global impact that a student manages alongside their full course load and numerous extracurriculars? Extracurricular involvements that crop up around application season and fizzle out after it ends? Student publications in paid-for research journals? These activities signal to admissions officers that a student has been coached.
Simply working with a consultant will not negatively impact a student’s application—in fact, the right consultancy can significantly improve their application profile and admission odds. The key is in the approach. A great consultant should help a student discover their authentic voice, not manufacture it.
Top colleges are not looking for students who are perfect; they are looking for students who are passionate, purpose-driven, and self-aware. Cultivating these qualities takes time, effort, and personalized mentorship; they don’t spontaneously appear as a result of checking boxes or following a formula.
Choosing the right college consultant matters more than ever.
With this in mind, parents need to be more strategic and critical than ever when choosing a college consultant. From boutique firms to corporate-style behemoths, part-time freelancers, ex-admissions officers moonlighting as essay coaches, the plethora of options easily overwhelms parents. Yet despite sky-high prices, not all consultants offer the same quality of service—or the same results.
The most effective consultants don’t just understand the admissions process, they understand teenagers and know how to help students push themselves, develop genuine interests, and tell their story with confidence and clarity.
“Colleges notice when applications lack authenticity, so families should look for consultants who elevate their child’s individuality, not replace it,” says Rubin. “The best consultants are transparent about their process, provide tailored, one-on-one guidance, and empower students to take ownership of their journeys. In contrast, some pay-to-play firms prioritize outcomes over intellectual integrity, often shaping students into what they believe colleges want to see rather than helping them express who they truly are. That’s why our model at Spark Admissions embraces mentorship, not manufacturing. Our consultants work closely with each student to help them reflect deeply, think independently, and present a compelling and genuine narrative—one that reflects their voice, values, and aspirations.”
The college admissions landscape has dramatically changed. It’s more competitive, more complex, and more cutthroat than ever before. The explosion of the college consulting industry has fundamentally changed the game—not only for families, but also for the schools themselves. If you’re a parent of a high-achieving student, the question isn’t should you work with a consultant; it’s which consultant will give your child the guidance, attention, and strategy they need to succeed in this hyperselective process.
Originally published on Forbes.
