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EAB has purchased Cappex, a web business where students search for colleges.

For EAB, which advises 1,700 colleges on a range of issues, the purchase is the latest expansion of its role from advising colleges to also offering them specific products and services.

EAB officials said that the purchase reflected the growing importance of nontraditional college searches, where students may discover a college not by visiting the college's websites.

“Current events have catalyzed the trend toward self-directed student search and forced schools to rethink how they find right-fit students and meet important enrollment targets,” said a statement from EAB's CEO, David Felsenthal. “Connecting our partners with Cappex’s growing student audience can help institutions thrive amid continued market turbulence.”

He also cited the trend -- exacerbated by the coronavirus pandemic -- of students applying to college without taking a standardized test. The College Board and ACT have typically sold names of test takers to colleges.

Cappex reaches 1.5 million high school students each year and has more than 600 colleges as partners.

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