College applications have risen by 8% this year, with over 4 million submissions through the Common App. Growth is strongest in the Southwest and South, with Texas reporting a 32% increase and Florida close behind. Public universities are growing faster than private schools as families focus on affordability, while applications from underrepresented groups, first-generation students, and lower-income ZIP codes steadily rise, thanks to expanded outreach and financial aid. For the first time since 2021, half of all applicants are submitting test scores, signaling a shift in the test-optional trend. These patterns reflect a changing admissions landscape, with a more diverse and value-focused pool of students preparing for college.

Several factors contribute to this persistent rise in applications, often referred to as application inflation:

• Increased Focus on Reach Schools: Students are applying to more colleges overall, with many prioritizing applications to highly selective reach schools, driven by the allure of prestige and the belief that “it doesn’t hurt to try.”
• Test-Optional Policies: The shift to test-optional admissions has encouraged more students, especially those with weaker test scores, to apply to schools they may have otherwise avoided.
• Aggressive Recruitment Efforts: Colleges leverage data-driven marketing to expand their applicant pools and enhance their selectivity metrics.

The surge in college applications is transforming the admissions landscape. Texas A&M, for example, has experienced remarkable growth, with applications soaring from 42,000 in 2019 to nearly 75,000 for Fall 2025—a 79% increase in just six years. Nationally, schools like Duke, Rice, and Penn are reporting record-breaking early decision application numbers, pushing acceptance rates to historic lows and making strategic planning more important than ever. This trend underscores the rising popularity of public universities and the increasing competition students face.

What Should Your Student Focus On?

1. Balancing College List-Insurance Against Application Surges

With rising application volume, schools once considered safety options are now as competitive as possible choices. This shift makes a balanced college list more important than ever. A well-rounded list should include a mix of reach, possible, and match schools aligned with your student’s strengths and interests. This approach insulates against application inflation, reduces stress, and ensures students focus on schools where they can thrive academically and personally.

Expanding beyond local schools is also key. Colleges farther from home often provide excellent opportunities for admission and financial aid as they manage capacity challenges. Start by identifying at least two "match" schools where your student’s academic profile exceeds the median GPA and test scores. These schools should offer strong admission odds and align with your family’s financial plan through merit-based scholarships, in-state tuition, or other aid. A solid foundation of match schools ensures realistic options that fit your student’s goals.

2. Showcasing Rigor in Class Choices

In today’s admissions landscape, academic rigor is a key factor in evaluating college readiness. Admissions committees closely examine performance in challenging courses like AP, IB, and Honors classes. Strong grades in these courses demonstrate readiness for demanding material and can help compensate for missing or lower test scores. Highlight your academic rigor throughout your application by showcasing advanced coursework and successes in your activities list, essays, or additional information section.

For students with limited access to advanced coursework, it’s crucial to show how you’ve maximized available opportunities, such as excelling in dual-enrollment classes, independent study, or major projects. Admissions officers value evidence of academic growth and accomplishments like AP exam scores or significant achievements in rigorous courses. Demonstrating your ability to thrive in challenging environments signals readiness for college-level work, making academic rigor essential to a competitive application.

3. Extracurriculars: The Key to Standing Out in Selective Admissions

While test scores and transcripts provide baseline academic metrics, sustained extracurricular involvement can truly set an applicant apart, especially for competitive majors and highly selective schools. Admissions committees value initiative and impact demonstrated through meaningful, multi-year commitments. Whether through school organizations, community engagement, or independent projects, these activities showcase what excites you and how you’ve made a difference. Colleges prioritize quality over quantity, so focus on leadership, growth, and depth of exploration rather than compiling a long list of surface-level activities.

For students targeting selective majors like Engineering, Business, or Pre-Med, extracurriculars are even more critical in demonstrating "fit to major." Activities aligned with your intended field—such as leading a robotics team, launching a nonprofit, or interning in a medical setting—show preparation and dedication to the demands of the program. Use supplemental essays to highlight these long-term commitments and how they’ve shaped your goals. By emphasizing focus, growth, and impact, you signal to admissions officers that you’re passionate and ready to excel in your chosen major.

4. Test-Optional ≠ Test-Ignorant: How to Approach Standardized Testing in College Admissions

With 80% of colleges now test-optional, families might assume SAT and ACT scores no longer matter. However, test-optional doesn’t mean test-irrelevant. Many selective colleges still value strong scores as a measure of academic readiness, and data shows submitting them can boost admissions chances. For example, Boston College admitted 29% of applicants with scores compared to 11% without, and at the University of Virginia, the admit rate was 26% with scores versus 14% without. For students targeting competitive programs or majors, test scores remain a powerful tool for standing out.



Strategic submission is key to maximizing the impact of test scores. Strong scores above a college’s median can validate academic ability, especially for students from schools with less rigorous curriculums. For selective majors like Engineering, Business, or Pre-Med, scores can highlight preparedness and "fit to major." Beyond admissions, many colleges use test scores to award merit scholarships, making a top school more affordable. In today’s competitive and cost-conscious landscape, families should carefully evaluate testing strategies to ensure scores enhance both admission and scholarship opportunities.