Admission Trends and Insights
Trends in College Admissions: What 2025 Is Showing Us
The college admissions landscape is evolving fast. For students, families, and advisors alike, staying abreast of the latest trends is essential—not just for strategy but for managing expectations. Below, we analyze six of the most salient trends emerging from recent data, explain what they mean in practice, and offer takeaways for those preparing for upcoming application cycles.
1. Resurgence of Test Scores & Shifts in Test-Optional Policies
What the data shows
After several years of declining test submissions under test-optional policies, the 2024–25 cycle saw test score submission increase by 11%, outpacing the growth in students opting not to submit scores.
For the first time since 2021–22, the growth of students reporting test scores exceeded growth among those notreporting.
Some highly selective institutions are reinstating test requirements. For example, Harvard, Yale, Brown, and Dartmouth have announced that they will require SAT/ACT scores in future application cycles.
Despite these reversals, many schools still maintain test-optional or test-flexible policies. In fact, in 2024, over 80% of four-year U.S. institutions did not require SAT/ACT scores (or did not consider them if submitted) for fall 2025 admission.
Interpretation & implications
The pendulum may be swinging back toward greater weight on standardized tests, especially at highly selective institutions. Students who can submit strong scores could have a competitive edge even at schools that don’t require them.
Test-optional no longer means “test irrelevant.” For competitive applicants, omitting test scores might be a strategic decision—but one that must be weighed carefully.
Applicants should closely monitor each target school’s policy because the variation is increasing (some programs or departments within a university may require scores even if the institution as a whole is test-optional).
Tip for advisors & students
Encourage test preparation early (sophomore to junior years) so that if testing becomes advantageous, the student is ready. And always check the specific policy for major/program and class year, not just the general institutional stance.
2. Application Volume Is Rising — Especially to Public Universities
What the data shows
Between 2023–24 and 2024–25, applications to public colleges increased by ~10%, while applications to private college members grew by only ~3%.
In particular regions, application increases are dramatic. For example, in the Southwest, some institutions saw application growth of 30–34%.
UT Austin is one high-profile case: it saw a 24.3% jump in applications year-over-year, with out-of-state applications alone increasing ~48%.
Among the 50 most-applied-to colleges in 2025, many saw large applicant pools. For example, Harvard had 56,937 applicants; Columbia, 57,129.
Interpretation & implications
The growing popularity of public institutions suggests families are prioritizing value, affordability, and flagship/home-state institutions.
As application volume rises, acceptance rates may compress further. A student’s “safe” or “match” school may become more competitive.
The sharp increases from out-of-state applicants (e.g., UT Austin) mean that competition is getting tougher for those applying from beyond the home state. In-state vs. out-of-state admission dynamics matter more than ever.
Tip for advisors & students
Encourage students to diversify their list: include a mix of reach, match, and safety schools, with attention to state vs. non-state admit profiles. Also, leverage honors programs, dual-enrollment, or early decision edges to improve odds at public institutions.
3. More Active Use of Waitlists & Deferred Offers
What the data shows
As more students apply broadly, universities struggle to predict yield (the proportion who accept offers). This uncertainty has led to more reliance on waitlists and deferrals.
In extreme cases: the University of Virginia waitlisted 10,470 students and admitted only 242 from that list (~2.3% acceptance from the waitlist).
Some institutions admitted very few students from waitlists; these numbers sometimes fill just a fraction of class size.
Interpretation & implications
Being waitlisted is not “dead in the water”—many admissions hinge on yield management. Students who signal interest (by updating applications, sending notes, or new achievements) may improve their chances of being admitted from waitlists.
Because universities increasingly tier acceptances (offering early admits, then holding spots in reserve), the final picture may shift late in admission cycles.
Some students may receive multiple offers or “soft commitments” before final enrollment decisions are due—leading to churn that institutions respond to via waitlists.
Tip for advisors & students
If placed on a waitlist, encourage students to write a “letter of continued interest,” highlight any major updates (e.g. awards, new test scores), and reaffirm fit. But also accept or confirm elsewhere in the meantime. Don’t hinge on the waitlist.
4. Holistic Review Continues — With More Quantitative Modeling
What the data shows
Institutions are increasingly modeling holistic review using multi-modal scoring systems. For example, the recent model “Comprehensive Applicant Profile Score (CAPS)” predicts admissions decisions by combining academic scores, essay quality, and extracurricular impact.
Admissions offices are also battling challenges like fraudulent applications and “gaming” by applicants.
Some universities are expanding beyond traditional metrics, placing more emphasis on demonstrated interest, personal context, and nonacademic factors.
Interpretation & implications
Holistic review doesn’t mean subjective chaos—it’s becoming more data informed. Colleges are attempting to quantify qualitative aspects for consistency and fairness.
Applicants should view essays, recommendation letters, extracurriculars, and personal context as integral—not optional extras. A strong narrative and alignment with institutional values may tip the scale.
Because admissions offices increasingly use internal modeling, they may detect inconsistencies (e.g. mismatch between claimed interests and demonstrated past involvement).
Tip for advisors & students
Help students build a coherent, authentic narrative. Ensure that extracurriculars, community work, and essays align in theme, mission, or values, rather than being a disjointed set of activities.
5. Rise of AI & Technology in Application Review & Support
What the data shows
Many admission offices are exploring AI tools for initial screening, anomaly detection, or flagging inconsistencies.
On the applicant side, students increasingly use AI (e.g. ChatGPT) to brainstorm essays, refine drafts, or generate outlines. Some reports suggest that ~30% of students used AI tools to research academic programs, campus life, or policies.
However, institutions are also wary of over reliance on AI for essays, plagiarism, or misuse.
Interpretation & implications
Technology is becoming a double-edged sword: it can help applicants refine writing and research, but misuse or over reliance may backfire (e.g. generic essays, detection of AI use).
Admissions offices may implement AI-based checks to spot formulaic or template-based responses.
The use of AI may push the importance of “authentic voice” even more—to distinguish human nuance from machine-generated text.
Tip for advisors & students
Encourage students to use AI tools as assistants, not as writers. The essay must remain the student’s voice. Use AI for brainstorming, structure, and feedback—then revise deeply in their own voice. Always check for plagiarism or “AI fingerprints.”
6. Demographic Shifts & Diversity Patterns
What the data shows
Growth in application volume has been strongest among underrepresented and first-generation student groups.
However, as the Supreme Court’s rules on race-conscious admissions restrict certain practices, institutions must find alternative strategies to maintain diversity.
Enrollment trends also show variation. Undergraduate enrollment grew by 3.5%, reaching 15.3 million, though still below pre-pandemic levels.
Adjustments to legacy admissions, test policies, and financial aid may influence which populations benefit or are disadvantaged.
Interpretation & implications
Advisors must pay attention to shifting institutional policies around diversity, race-neutral strategies, and socioeconomic context.
Students from underrepresented groups may benefit from highlighting context (e.g. adversity, first-gen experiences) more explicitly.
Institutions are under pressure to maintain equity while navigating legal constraints, which may shift weight toward personal statements, leadership, and community impact.
Tip for advisors & students
If relevant, help students weave their personal context and challenges into the narrative of their applications (without making it feel forced). Highlight leadership, resilience, and growth rather than simply focus on “fitting a diversity quota.”
Synthesis & Strategic Takeaways for 2025-2026 Applicants
Final Note
2025 is a transitional moment in college admissions. While some older practices (like heavy test reliance) are reasserting themselves, many of the innovations from the post-COVID era—holistic review, technology, reconsideration of equity metrics—remain in play. The best applicants will be those who:
Remain informed (track policy updates at each target school).
Build a coherent, authentic story.
Stay agile — being prepared for multiple paths (early, regular, fallback options).
