Understanding the Non-Traditional Independent School Buyer – School Market Research

A new perspective on independent education demands

As the independent education sector evolves, schools are seeing increased interest from non-traditional and first-time buyers – families who may not have previously considered private education. Our latest piece of school market research shines a spotlight on this growing demographic, revealing how their motivations, expectations, and behaviours differ from more traditional independent school parents.

Understanding these differences is not only useful, it’s essential for schools looking to broaden their appeal and retain these families long term.

Key findings from the research

Our study uncovered several important differences between traditional and non-traditional buyers of independent education. These differences influence how families perceive the value of a school, how they plan financially, and how they engage with the admissions process.

Why this matters for your school

Engaging and retaining non-traditional buyers requires a shift in how schools think about marketing, admissions, finance, and communication.

Implications include:

Revising your messaging to recognise different values

Offering a transparent fee structure, with flexible financial options

The importance of representation – relatability matters

Understanding this market is crucial for future-proofing your school in a changing landscape.

Get the full report

If you’d like a deeper look into this research and what it means for your school, simply fill in the form below to receive a copy of the full report by email.

Let’s talk

If you’re interested in exploring how your school can better connect with this emerging demographic – or if you’d like to commission tailored school market research – please take a look at our Products and Services page and get in touch with our team via our contact form.

We’d be happy to support you.