The African education market is undergoing a significant transformation, challenging the traditional models of student recruitment. With private schools and students themselves taking a more active role in the international education process, the long-established agency model is showing signs of potential obsolescence. For institutions relying on these traditional pathways, now is the time to reevaluate and adapt strategies to stay ahead of the curve.

When Your Client Becomes Your Competitor

Private schools in key markets like Nigeria and Ghana are no longer just intermediaries in the pipeline of international education—they are becoming direct competitors. Many schools are establishing dedicated departments to support students in applying to universities abroad, effectively bypassing traditional recruitment agencies.

In some cases, these schools are even declining visits from international educators unless an agency agreement is in place, signalling a shift in how partnerships and collaborations are valued. This evolution is not just a challenge but an opportunity for institutions to rethink how they engage with schools and students in these regions.

The Rise of Savvy Prospective Students

Another emerging trend is the increasing agency of prospective students themselves. With greater access to information, these students are taking control of their application process and demanding a share of the commission traditionally earned by agents. This development underscores a broader shift in power dynamics, as students become more discerning and assertive about their role in the international education ecosystem.

What This Means for International Education Providers

1. The Traditional Agency Model Is Under Pressure: As schools and students take on more direct roles, the traditional agent-driven model of recruitment faces significant disruption. Institutions must explore new ways to connect with prospective students and their influencers.
2. Private Schools Are Key Partners: Schools with dedicated higher education departments are now pivotal players in the recruitment landscape. Building meaningful partnerships with these schools can ensure access to high-quality students and sustainable recruitment pipelines.
3. Transparency and Fairness Are Critical: Students’ demand for a share of commissions reflects a need for greater transparency in the recruitment process. Institutions should be prepared to address these expectations, perhaps by offering direct benefits to students or exploring alternative incentive models.
4. The Need for a Proactive Strategy: Waiting for the market to stabilize is no longer an option. Institutions that take proactive steps to adapt to these changes—by fostering partnerships, diversifying recruitment channels, and investing in brand awareness—will emerge stronger.

Adapting to an Evolving Market

The evolving landscape in Africa is both a challenge and an opportunity for international education providers. To stay competitive, institutions must:

• Develop long-term partnerships with private schools and other local influencers.
• Create innovative, student-focused incentives that reflect the changing dynamics of the market.
• Invest in digital platforms and strategies to reach students directly, bypassing intermediaries when necessary.
• Stay informed about market trends to anticipate and adapt to further changes.

The Time to Act Is Now

Africa remains one of the most promising markets for international education, but the rules of engagement are changing. Institutions that recognize and adapt to these shifts will be best positioned to capitalize on the continent’s growing demand for global education. The question is not whether to evolve but how quickly you can act to stay relevant in this dynamic market.