Helping Students Choose Wisely—and Elevating Your University in the Process

By Jeff Hulett, President and Founder, Personal Finance Reimagined (PFR)

Put yourself in the student’s shoes.

They’re 17 or 18 years old—facing what feels like the biggest decision of their life. They understand that college is important for their future, but they’re not yet sure what that future looks like. They know higher education is expensive and often requires student loans. They want guidance from their families but also seek to assert independence. And they’re overwhelmed—not because of a lack of information, but because they’re drowning in it.

This generation of students is no longer starved for data. They’ve grown up with Google, YouTube, and now use ChatGPT and other GenAI tools to research schools, careers, and college costs.

The challenge is no longer an information problem—it’s a decision problem.

Think about it—today, there’s a Gen AI prompt that can instantly review everything about your university and summarize it with clarity, precision, and impact. Information is no longer the barrier. Students now have unprecedented access to tools like ChatGPT and other generative AI platforms that can digest, compare, and synthesize volumes of college data in seconds.

Yet most universities still approach admissions as if it’s an information problem. They position themselves as one of 3,000 colleges in the U.S., striving to explain what makes them unique through brochures, websites, tours, and webinars—then step back, hoping students “make the right choice.”

This is a missed opportunity.

Instead of competing from the "one of many" sidelines, universities have a powerful chance to move up the decision chain. By stepping into the role of decision-making partner, rather than just an information provider, a university can fundamentally transform its relationship with prospective students.

Imagine the impact of saying:

“We certainly hope you choose our university. But more importantly, we want to help you make the best decision for you.”

This subtle yet profound shift changes the entire narrative. It elevates the university above the noise—not as one of many options, but as the institution that guided the student through their decision.

How to Do This: Introducing College Xoice

At Personal Finance Reimagined (PFR), we specialize in structured, high-stakes decision-making. Built on a foundation of structured decision-making and decades of research, College Xoice is a patented platform helping students confidently navigate the complex college decision process.

College Xoice helps students:

• Clarify what truly matters to them.

• Weigh and prioritize decision criteria using behavioral science-backed methods.

• Compare colleges based on what fits them, not just rankings or brand recognition.

• Use GenAI responsibly to gather relevant information, while keeping human judgment at the center.

It’s not just a tool—it’s a framework that empowers students to make confident, informed choices in a noisy and uncertain world.

What’s In It for the University?

Partnering with College Xoice gives universities a competitive advantage in today’s complex admissions landscape:

• Enter the decision process: Become a trusted guide, not just another voice.

• Custom branding: The app can feature your institution’s logo and messaging.

• Default inclusion: Your university appears on all student shortlists by default—opt-out rather than opt-in.

• Real-time communication: Use the platform to deliver personalized event invitations, reminders, and insights.

• Strategic differentiation: Subtly but powerfully position your university as the only one that helped them decide.

In an era where students are overwhelmed and underserved by current admissions models, the universities that step up to help with decision-making—not just information—will be the ones that win trust, increase yield, and attract best-fit students.

Let’s stop treating college admissions like an information game. Let’s lead where it matters most—at the decision point.

Let’s not just compete. Let’s lead.