An increasing number of parents in the UK are turning to education consultants to assist with choosing private schools for their children, a trend driven in part by rising costs and the complexity of admissions processes. The introduction of VAT on school fees has pushed the average expense of a private education from reception through sixth form to approximately £410,000, with boarding and sought-after London day schools often exceeding this amount.

According to industry professionals, the demand for consultancy services has expanded significantly, not only to help families gain entry into schools but also to support university applications, including to institutions such as Oxford and Cambridge. This surge has attracted new entrants to the consultancy sector, many of whom are pursuing this work as a second career.

Steve Spriggs, managing director of William Clarence Education, noted that selecting the right school or university ranks among the most critical decisions a family can make. He observed that seeking professional advice is increasingly common, moving beyond a service once limited to a relatively small demographic. Spriggs also anticipates the UK following the United States’ model in growing the market for specialist college admission advisers. Additionally, there is a rising demand for consultants with expertise in supporting pupils with special educational needs and disabilities.

The education consultancy industry in the UK currently operates without formal regulation and is broadly categorized into four types. The most established consultancies are often staffed by former senior school leaders. Other providers include smaller family-run operations led by parents experienced with the admissions process, tutors offering localized advice, and corporate tuition agencies that include consultancy among their offerings.

A key distinction exists between “agents” and consultants. Agents typically charge lower upfront fees but receive commissions from schools where they place students, while consultants generally provide impartial and objective guidance without financial incentives tied to placements. This difference can be unfamiliar to some international families, particularly those from the United States, where the admissions culture may include behind-the-scenes arrangements.

Edward Borton, co-founder of ESB Consulting, emphasized that ethical consultants cannot and should not guarantee admission to any particular school, highlighting potential mismatches in expectations between cultures.

The role of an education consultant often involves working with families during periods of considerable pressure, which may coincide with relocations or other major life changes. Spriggs pointed out that the work frequently extends beyond regular office hours, with consultations commonly taking place after school time.

For some consultants, personal experience in both teaching and parenting informs their approach. Alex McLusky of Beyond the Prospectus explained that effective consultants blend educational expertise with empathy. She stressed the importance of evaluating whether a school is the right fit for a child, rather than focusing solely on the child’s suitability for a prestigious institution. McLusky noted that while receiving an offer from a well-regarded school can feel like an achievement, it does not necessarily mark the end of the decision-making process, as the school environment must align with the child’s individual needs.