Market

A large global market, a specific UK cohort, and an honest set of filters between them.

7.3mInternationally mobile students worldwide, 2023 (UNESCO). Context, not our market.

328,390UK 18-year-olds who applied through UCAS by 30 June 2025, a record. Our serviceable cohort each year.

EstimateThose seriously considering a full degree abroad, with eligible grades and family funding. We have no survey data yet; establishing this number is a pilot objective.

10 → 600Pilot cohort for September 2027 entry, then a Phase 1 target of 600 paid applications for September 2028 entry. Management targets, not demand evidence.

Why now

The home-fee cap now rises every year. £9,790 for 2026/27, £10,050 for 2027/28, indexed thereafter. Families are doing the comparison; most lack the information to act on it.
English-taught supply in Europe keeps growing. Roughly 183,000 English-taught programmes worldwide in 2024; the fastest recent growth outside the big four came from Italy, Portugal and Türkiye.
Brexit created the friction and the opportunity. UK students now need residence permits and, in some countries, pay non-EU rates. The process got harder at the moment the cost comparison got more interesting.
The constraint is funding, not interest. Because UK student finance does not cover a degree abroad, our realistic customers are families who can fund tuition and living costs up front. That narrows the market and must be reflected in every forecast.

Sources: UNESCO Higher Education Global Trends Report · UCAS 30 June 2025 release · GOV.UK tuition fee changes · StudyTravel on English-taught growth · European Commission, Study in Europe (Netherlands non-EU tuition) · Student Finance England on complete degrees abroad