Education Brief
Virginia parents are hiring college consultants as early as 9th grade
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Illustration: Maura Losch/Axios
The pressure of getting into college has Virginia families increasingly turning to an academic lifeline: private consultants.
Why it matters: The admissions game has become more of a puzzle in recent years, and families who can afford to are paying for whatever edge or clarity they can get.
State of play: Richmond-area college consultants tell Axios that most parents aren't chasing prestige — they're just trying to contend with a raft of changes to the process. The new forces include:
- Colleges are using AI as a first pass on applications, or to track interest. Virginia Tech introduced AI reviewers this year.
- Grades and scores matter less. Colleges are placing more weight on authenticity and purpose, which makes it harder to stand out.
- The pendulum on standardized tests keeps swinging.
- See also: the end of affirmative action and legacy admissions, and changes to federal student aid.
Zoom in: Families are reaching out as early as freshman year to plan coursework and reduce pressure during the process, says Richmond-based Stephanie Pluta, who's spent about 15 years as an educational consultant.
- More students are eyeing southern SEC schools for their lower costs, warmer weather and Greek life, says Richmond consultant Jake Pasternak of Grateful College Counseling.
- Students also want to use AI to jump-start essays, but consultants warn against it, Pasternak adds.
What they're saying: "Part of what I bring to the table is family peace, because the parents are not having to micromanage the process," says Amy Jasper, a Richmond consultant and founder of MyCollegeFit.
Yes, but: Even with extra help, families can't plan for everything.
- Pasternak pointed out that Tulane University has banned early-decision applications from an entire Colorado high school for a year after one of its students backed out of an early-decision offer last year — a move he said shows how unforgiving the system can be.
How it works: Consultants are part strategist, part coach — helping families find colleges that fit their student's goals and budget.
- Comprehensive packages in Richmond typically range from $5,000 to $15,000, where consultants like Pasternak will essentially be on call.
- Many also offer pro bono guidance.
The big picture: Applications are climbing and acceptance rates are dipping.
- The number of Richmond-area students applying to a public four-year institution was up about 8% in the 2024–25 school year, according to an Axios review of data from the State Council of Higher Education for Virginia.
- The acceptance rate fell by about 1.4% percentage points in the Richmond area, with only Hanover bucking the downward trend.
The bottom line: Private consultants insist they're not selling anyone a golden ticket — just peace of mind and a bit of realism.