Choosing an education adviser: who pays, and why it matters

Families moving to another country, or bringing children back to the UK, often look for help in choosing a school. Some engage an education agent, some an independent adviser, and many manage with neither. Before engaging anyone, ask who pays them.

Two ways advisers are paid

Education agents are usually paid by schools. The Boarding Schools' Association's guide for parents states that agent fees "are typically covered by the school/college in the form of a commission payment". One school's published agency agreement, for example, pays the agent a percentage of the boarding fees for every year the pupil stays. The national code of ethical practice for UK education agents, published by the British Council, asks agents to make clear which of their services the school pays for and which the family pays for. It does not expect them to disclose how much commission they receive.

Independent advisers are paid by the family. They have no agreements with schools and receive nothing from a school when a child is admitted.

A good agent can serve a family well. The difference lies in where the shortlist begins.

What this means for your shortlist

An agent works with the schools it represents. Its advice starts from those schools, and a school outside that group may never be mentioned, however well it would suit the child. An independent adviser starts from the child: their academic profile, their wellbeing, the curriculum they have followed and where the family may move next. Any school can be on the list.

No adviser of either kind can obtain better entry terms. The same guide is clear that agents cannot offer favourable entry requirements or information that differs from what a family applying directly would receive. Anyone who promises a place, or an easier route in, should be questioned closely.

Is an adviser worth it?

Many families choose a school well on their own, using inspection reports, school visits and conversations with admissions teams. Advice is most useful when time is short before a move, the education system is unfamiliar, the child is changing curriculum, there are several children to place, the child has special educational needs, or the move falls mid-year and the schools you want have waiting lists.

Families also face a great deal of marketing. In a 2026 survey of 400 parents in Dubai, commissioned by a school group, 93% said they felt overwhelmed by school marketing and 91% said exaggerated claims had reduced their trust in schools.

Questions to ask any adviser

1. Who pays you? Do you receive commission, fees or any other benefit from any school? Ask for the answer in writing.
2. Which schools do you work with? Will you consider schools outside that list?
3. What will I receive, by when, and for what fee? Agree the scope in writing before work begins.
4. What do you know about my child's curriculum? Ask about both the one they follow now and the one they may follow next.
5. How will you handle my child's information? Ask who will see it and how it will be protected.
6. Can you guarantee a place? No one can. The decision rests with the school.
7. Can I speak to families you have advised?

If an employer's relocation package pays for the advice, confirm that the adviser still acts for the family and not for the employer or the schools.

The decision on where your child studies remains yours.

How Education Options works with families

Education Options receives no commission from schools or universities, and schools cannot pay to be included in our recommendations. Each engagement begins with a complimentary consultation, and the scope and fee are agreed in writing before any work starts.

Read about our advice for families or request a complimentary consultation.