| Primary customer | UK student and family | International students; universities pay | UK applicants | Institutions and recruitment partners | Applicant (public service) | University commission, sometimes student fee |
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| Direction of mobility | UK outbound | Inbound to partner countries, strongest in China, Malaysia, Germany | Into the UK | Into Canada, US, UK, Australia, Ireland, Germany | Into one country each | Mostly into the UK |
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| One application, many universities | Yes, three per fee | Yes, one profile for many programmes | Yes, five choices | Yes, partner institutions | Within one country only | Varies |
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| Fee to student | £49 introductory, plus third-party fees | Standard service free; paid Priority and Guaranteed tiers | £34.50 | Free; university fees apply | Portal or handling fees | Often four figures |
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| UK qualification mapping (A-level, BTEC, IB) | Core of the service | General admission-chance tools | Not applicable | Not UK-outbound | Evaluation by the portal (uni-assist) or university | Varies |
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| Human help with documents and deadlines | Named adviser, included | Flags missing documents; paid tiers add review | Via schools | Via recruitment partners | — | Yes |
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| Verified traction | None yet; pilot 2027 | 3,832 students since 2015 (company claim) | 759,830 applicants, 2025 | Large, but 150+ roles cut in 2025 after visa-policy changes | National systems | Fragmented |
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