signals in higher ed

Artificial intelligence has become the buzzword of the moment in higher education, but for many enrollment teams, it often feels like just another layer of complexity on top of an already demanding job. Budgets are tight, teams are stretched thin, and the pressure to recruit and retain students has never been greater. What leaders are really asking now is whether AI can move past the hype and actually help them do what matters most—build real, human connections with students. After all, research shows that a student’s sense of belonging is one of the strongest predictors of retention, yet most tools on the market still prioritize mining data over nurturing relationships.

Can AI actually help enrollment teams create meaningful human connections, rather than simply adding to technology fatigue?

Welcome to signals in higher ed. In the latest episode, host Darin Francis sits down with Tim Brandt and Lungile Tshuma, co-founders of Kai, to explore how their solution is reframing the role of AI in higher education. Together, they unpack how Kai Nurture is designed to give enrollment leaders more time back, amplify human voices rather than replace them, and build belonging as the foundation for lifelong learning.

The main topics of discussion…

Kai as a relationship-nurturing system: Rather than functioning as another CRM, Kai Nurture integrates with existing systems to surface only the most actionable insights, allowing recruiters and counselors to focus on authentic engagement.

Efficiency with humanity: Enrollment leaders and frontline recruiters benefit from a tool that clears away data “noise” and prioritizes proactive student engagement, ultimately strengthening yield and retention.

AI that amplifies, not replaces: The founders believe that higher ed should adopt AI to support human connection, not substitute for it—using technology that “disappears” into the background while enabling better relationships.

Tim Brandt is the Co-Founder of Kai, where he focuses on transforming the higher education enrollment experience through technology that fosters student belonging. He previously served in corporate strategy and innovation roles at Cognizant, bringing expertise in strategic growth, consulting, and cross-industry problem solving. With a background in biomedical engineering and experience in medical device research and entrepreneurship, he combines technical depth with business acumen to build impactful solutions in education.

Lungile Tshuma is the CEO and Co-Founder of Kai, where he is leading efforts to transform higher education by reimagining the enrollment experience and fostering student belonging from day one. He brings experience as a Senior Consultant at World Wide Technology and as a business development advisor in Africa-focused investment strategy, combining expertise in growth, consulting, and technology. A former international rugby player for Zimbabwe, he has also worked in leadership training and culture development, giving him a unique background in both team-building and organizational transformation.

With enrollment numbers slipping and student expectations shifting, colleges are under more pressure than ever to create real, lasting connections that make students feel part of a community. Research shows that institutions lose up to 10–40% of admitted students to “summer melt” each year, a challenge that directly impacts revenue and retention. At the same time, today’s students increasingly view platforms like Instagram and TikTok as search engines—turning to them for day-in-the-life videos, roommate searches, and social cues about campus culture. As MeetYourClass heads to the NACAC Conference 2025, its leaders highlight how its social-first model offers institutions new ways to bridge these gaps and strengthen student belonging.

How can enrollment leaders engage students on the platforms they turn to every day, while also improving outcomes for their institutions?

Welcome to signals in higher ed. In the latest episode, host Darin Francis sits down with Jonah Liss and Blake Mischley, Co-Founders of MeetYourClass, the social-first enrollment platform that helps institutions reduce melt, increase yield, and strengthen student belonging before day one. Together, they explore the company’s origin story, early partnerships, and how social media data can be leveraged as a powerful new enrollment tool.

Highlights from the conversation…

• From Instagram groups to enterprise solution: How MeetYourClass grew from grassroots student-led efforts into a platform now used by 23 universities in just 14 months.

• Data-driven enrollment insights: Why student engagement on social platforms provides some of the most accurate early indicators of intent, melt risk, and long-term community connection.

• The future of student success: How MeetYourClass is testing not just enrollment and yield outcomes, but also long-term retention—proving that early social connection boosts persistence.

Jonah Liss is the COO and Co-Founder of MeetYourClass, a social-first enrollment platform that partners with universities to boost yield and reduce summer melt by connecting prospective students through peer communities on popular apps. Under his leadership, the company has grown to serve over 600,000 students across 1,000+ universities, with official partnerships at institutions including St. John’s, Dayton, and Missouri S&T. Recognized on Forbes 30 Under 30, Liss brings experience in entrepreneurship, data-driven enrollment strategies, and prior roles in investment banking and business development.

Blake Mischley is the CEO and Co-Founder of MeetYourClass, a Forbes 30 Under 30 honoree recognized for transforming how universities engage Gen Z through social media platforms like Instagram, TikTok, and Discord. Under his leadership, MeetYourClass has partnered with major institutions and earned backing from Techstars and J.P. Morgan. He is also an active leader in the Future of Higher Ed community, advancing innovation across admissions, enrollment, and student success.

As higher education faces declining public trust and heightened financial pressure, colleges are being pushed to rethink how they manage enrollment and financial aid. Data analytics and predictive modeling are emerging as critical tools, with institutions seeking ways to allocate limited aid dollars while still aligning with their missions. According to the most recent data from the National Center for Education Statistics, tuition dependence varies widely across sectors: for-profit institutions rely on student tuition and fees for nearly all of their revenue (93 percent), while the share is closer to one-fifth for private nonprofit colleges (19 percent) and even lower for public institutions (16 percent). This reliance underscores just how vital financial aid strategies are to institutional sustainability, especially for schools with smaller resource bases.

So how can colleges transform financial aid from a “black box” into a transparent, mission-driven process that builds trust with students and families?

Welcome to signals in higher ed. In this episode, host Darin Francis, CEO & Managing Partner at Harbinger Lane Consulting, speaks with Scott Cline, Ed.D., consultant at SightLine and veteran enrollment leader. Their conversation spans the challenges of demystifying financial aid, the promise (and pitfalls) of AI, and what smaller colleges can do to thrive in an era of constrained resources.

The duo discuss…

Why financial aid optimization is often misunderstood as opaque, and how institutions can reclaim ownership of their data to build transparency and trust.

The role of AI and predictive analytics in shaping enrollment and aid strategies—and why colleges must understand the technology before they adopt it.

How small institutions, often unable to build in-house data teams, can leverage boutique partnerships like SightLine to integrate analytics without losing sight of mission and values.

Scott Cline, Ed.D., is a senior higher education leader with over 20 years of experience in enrollment management, financial aid, and organizational strategy. He is the Founder & Principal Consultant of SCC Consulting, a consultant with SightLine, and former Senior Vice President of Enrollment Management & Auxiliary Services at California College of the Arts. Known for his expertise in higher ed leadership, policy, and data-informed decision-making, he also works as an advisor, executive coach, and speaker to help institutions navigate challenges and drive measurable impact.

Colleges and universities face mounting challenges in reaching prospective students who never formally identify themselves in the recruitment process—often called “stealth shoppers.” Research shows that at least one in three applicants to private four-year colleges in the U.S. apply as stealth students. For enrollment leaders, this hidden audience—students who research institutions anonymously online before ever filling out a form or inquiry card—presents both a major challenge and a tremendous opportunity.

So, how can institutions uncover and engage stealth students in a way that is both ethical and effective?

Welcome to signals in higher ed. In this episode, host Darin Francis, CEO & Managing Partner at Harbinger Lane Consulting, speaks with Joe Petrucci, owner of GHOST Targeted Marketing. Together, they explore how new technologies—ranging from patented tracking to AI-driven modeling—are enabling colleges to identify and communicate with audiences they’ve never reached before.

The conversation delves into…

Precision over volume: Rather than broad regional targeting, GHOST focuses on identifying and marketing to highly specific households, enabling even small-budget institutions to reach stealth prospects.

Measurable ROI: Case studies show dramatic results, including one graduate program that generated $2.5 million in tuition revenue from just $75,000 in marketing spend, a return on ad spend in the 30–40x range.

Privacy safeguards: While leveraging advanced tracking, GHOST maintains strict compliance with data protection laws by never unmasking individual identities, instead reporting activity at the aggregate or zip code level.

Joe Petrucci is the owner of GHOST Targeted Marketing, where he leverages patented tracking technology, advanced modeling, and machine learning to help institutions and organizations identify and engage previously untapped audiences. He brings over two decades of experience in marketing and business development, including co-founding Way Better Marketing, which served dozens of universities nationwide, and Fescue & Dunes, focused on optimizing e-commerce for destination golf courses. With a background spanning higher education, digital marketing, and entrepreneurial ventures, Petrucci has built a career around driving measurable growth and innovation across industries.