Guiding the Journey: My Feature in The Source Weekly

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College Counseling: Helpful or Highway Robbery? Private college counseling is a growing industry, but questions of equity and accessibility remain
By Lauren Shein

Once students reach their junior year, they seem to cross a very important threshold—they are no longer just high school students; it is time to plan for the future. Whether it be questions from well-meaning adults, discussions with older friends or the constant flow of college mail into students’ inboxes, the thought of college becomes an undeniable aspect of everyday life for the university-bound.

Of course, preparing for the future is exciting, but with this excitement comes fear, and the immense pressure can quickly become overwhelming. Students are inundated with information, amplifying confusion and leaving them wondering where to even begin the process of planning their futures. This is where private college counseling comes into play.

Though the industry has played a quiet role in the world of college admissions for decades, it has exploded in recent years, increasing from approximately $1.97 billion in revenue in 2013 to $2.88 billion in 2025, according to a report from IBISWorld. This growing niche is present in our own community, which supports at least 10 college counseling businesses. However, even as college consultants gain popularity, many high schoolers and their families remain in the dark about these services and how they impact the college admissions process.

So, what does a college counselor do? While the answer may differ from counselor to counselor and student to student, their main duties are helping students strengthen their academic and extracurricular resume, research colleges they are interested in and write their application essays.

“I help them pick classes that are gonna align with their interests and also, from a college application standpoint, [will] allow them to be most competitive in the college application process,” said Sophia Basurto, owner of 3C Admissions. “I help them think about activities…A big piece is coming up with a balanced list of colleges…Then we move to the essay.”

Arguably, the primary benefit of a private counselor is the one-on-one attention. According to Katie Lamarre, a local college counselor and owner of Journey’s Consulting, this level of personalization is simply not possible when working with a school guidance counselor or Future Center coordinator.

“College counseling is only a smidgeon of their job,” Lamarre explained. “If you think about all the academic counseling [high school counselors] do and all the parent communication…I just don’t think that they are able to spend the same amount of time independently with each student.”

This can only be expected, as the average student-to-counselor ratio in Oregon high schools is 330:1, significantly higher than the recommended ratio of 250:1. Due to this shortage and the wide array of duties assigned to high school counselors, the National Association for College Admission Counseling found that only 20% of counselors’ time is spent on college-related work and public high school students receive only 38 minutes of in-school college counseling per year.

Taken together, the abundance of services and one-on-one assistance often win praise from students and their families. Summit High School junior Gemma Moussa, for one, has appreciated the help of her college counselor, with whom she has worked since middle school.

“I’m very indecisive about what I want to major in or what I’m interested in, and it kind of changes every week,” said Moussa, whose counselor has helped her find schools with flexible major declaration processes and small, academic environments. “I think [private college counseling] is really helpful, especially if you’re kind of confused on where to start your college journey.”

Jonathan Cupit, a senior at Summit, has been similarly satisfied with his experience.

“It relieved so much stress that usually surrounds the college process because I knew in the back of my mind, like, OK, if something comes up, then we’ll work on it together and we’ll be able to tackle it and move forward,” Cupit explained. “[I] could kind of relax a little bit throughout the whole process instead of being so on edge.”

Unfortunately, the positive aspects of private college counseling are often overshadowed by a widely-recognized issue: to many students, the service is simply not accessible.

According to a Miami Herald article, the average hourly cost for college consulting services is $250, though some may charge significantly more. Many counselors also offer package deals, in which clients can receive a wide range of services for a set price, often thousands of dollars. While many of Bend’s local college counselors strive for affordability, offering payment plans and sliding pricing scales, not all families are capable of squeezing college counseling into their budgets.

As Brian Taylor, the managing director of online college consulting company Ivy Coach, stated in The New York Times, “Is that unfair? That the privileged can pay? Yes. But that’s how the world works.” Ivy Coach charges astounding prices of up to $1.5 million for its five-year admissions package, a far cry from the cost of local college consultants, but the idea still applies.

This underlying financial inequity is why Nica Broadman, a junior at Bend Senior High School, sometimes feels guilty for working with a college counselor.

“I think it’s a pretty expensive resource that probably most families can’t afford,” Broadman explained. “I don’t think that the level of counseling is equitable to everybody.”

There are resources available in our community to combat this issue—each of Bend’s major high schools operates a Future Center, where students can receive college admissions advice and learn about crucial parts of the process, such as writing essays and applying for scholarships and financial aid.

In addition, local college consultants such as Basurto and Suzanne Moore of MOORE Educational Services offer their services pro bono to low-income students. Moore has even participated in a program providing college counseling to high-achieving high schoolers in Ukraine. Other counselors work with local organizations like the Office Group to help disadvantaged teens achieve their college goals.

“I do think if a student were to reach out to myself or a local counselor…and they had a financial need…I know I would provide assistance,” said Basurto.

The internet also offers near-infinite sources of college advice, but according to Lamarre, random web browsing is not equivalent to the guided research facilitated by a college consultant. After all, a simple Google search can pull up hundreds of articles, leaving students overwhelmed and confused.

“I do use Internet resources and I want the students to use those,” she said. “But I also want to guide them to the ones that are going to be accurate and the ones that are most efficient and they’re going to learn the most from.”

However, Basurto always recommends College Essay Guy as an online resource, and Moore is a strong proponent of websites like College Board and College Data.

Without question, a college consultant is the most comprehensive resource for college-bound students. The world of private college counseling is invaluable to those who can access this resource, but as prices soar, this group of students comprises only a fraction of local high schoolers. The industry is incredible and inequitable and, above all, an enigma. After all, the wealthy are often the only ones who understand that these services are even available.

Bend’s contingent of college consultants are selfless, dedicated to the success of the students they serve and determined to expand the accessibility of college counseling, but the industry itself is built upon privilege, and that is a fact that no one can change.