In this conversation with ºÚÁÏÉç Academy, Krishna shares his views on the challenges agents face today, the value of professional training, and the advice he would give to anyone considering a career in the sector.

What inspired you to become an education agent, and how did you get started in the industry?

I founded my education consultancy in 2008, but my journey in the international education sector actually began with my own plans to study abroad after finishing my master’s. I researched courses and universities in Australia, Germany, Belgium, and New Zealand so thoroughly that I became, in effect, an education consultant for myself. 

Although I wasn’t able to go overseas for my studies, that deep, genuine interest and passion that I had in finding the right universities and programmes stayed with me. At the time, there weren’t many professional education consultancies in Nepal, so my partner and I decided to start one. I’m an owner, but first and foremost, I consider myself an education consultant.

What does a typical day look like for you as an education consultant, and how do you approach your responsibilities?

After nearly 18 years in the business and having advised hundreds of students, my days are a mix of routine and flexibility. I usually start at the office by checking and responding to emails — I manage relationships with a lot of partner universities, so clearing my inbox and ensuring all queries are answered is my first priority. Most mornings, I spend an hour in a team meeting where we review recent trends, flag any issues, and align on what needs attention that day.

I intentionally keep the second half of the day more open. I use that time for research, training, and keeping up with changes in destinations and programmes, and I also take some student enquiries. As a co-founder, I still do counselling myself — I enjoy talking with students and helping them to work through their options — so I keep room in the day for those conversations.

“In our business, relationships grow organically – you build one connection at a time. For us, that starts with a simple principle: ethical counselling that prioritises the student’s best interests.”

When it comes to students, how do you maintain strong relationships with them and even with the institutions?

In our business, relationships grow organically – you build one connection at a time. For us, that starts with a simple principle: ethical counselling that prioritises the student’s best interests. Yes, it’s a business and we need a revenue model, but our 18-year reputation is built on client referrals, a nod to our honesty and helpfulness.

Our counsellors offer personalised support to students, sometimes extending beyond regular office hours. We maintain contact with students even after they’ve commenced their studies, and proactively check in, help resolve any issues, and remain accessible for any unforeseen challenges that they may face.

As for our partner institutions, we make a point of getting regular feedback from them through forms, follow-up calls or in-person meetings, so that we can continuously improve our services. We also collect feedback from our students. For example, when we place students in a new university, we ask them about the quality of support received from the institution’s international admissions and support teams, to determine if we should recommend more students.

To maintain strong relationships, we keep our institution partners visible in the market through info sessions, webinars, and fairs, even if that destination is relatively ‘quiet’ because of policy changes or other factors. That ongoing activity reassures universities that we’re always working on their behalf, and it helps us to know whether to scale recruitment up or down based on real, on-the-ground experience.

What are the main considerations that students and their parents or guardians have when choosing a study destination or an institution?

From our experience in Nepal, a few clear priorities do come up again and again. Families usually ask about the total cost of attendance — tuition plus living expenses — and that often becomes the first filter. Nepal is a price-sensitive market for the majority of applicants, so budget drives many early decisions.

That said, there’s also a noticeable segment of families who will pay a premium if they believe an institution is highly reputable. They may even stretch their budget for perceived prestige or better long-term returns.

City, lifestyle, and proximity to support networks also matter a lot in Nepal. Students are often influenced by where their relatives or friends live; for example, a student with friends or relatives in Sydney is likely to favour Sydney universities even if there are good options elsewhere. 

Visa policy is the next major factor — when visa rules or approval rates shift, students and agents react quickly. I’ve seen whole cohorts move interest from one country to another because of perceived visa difficulties. 

Safety and campus support are also real concerns, especially for families of female students. Parents frequently ask about on-campus security, student services, and how well a university supports international students.

How do you adapt to industry shifts and ensure that your agency stays sustainable?

This industry changes constantly — not just because of external factors like visa policies or economic shifts, but also because of changing student needs. Over 18 years, I’ve learned that the best survival strategy is to provide excellent service. 

Even in a digital age where social media heavily influences decisions, strong word of mouth still matters. Many of our students come to us through referrals from friends or family who’ve had a good experience. That steady flow has helped us remain sustainable through market ups and downs.

Another important approach is not putting all our eggs in one basket. In Nepal, student preferences can shift overnight. If the US feels uncertain as a destination, or Australia’s financial requirements are too high, students may quickly turn to a more feasible option. Early on, our agency focused heavily on the US and Canada, but we’ve expanded to include other destinations, so that when one market slows, another can pick up the slack.
 
We’ve also changed the way we recruit students. In the past, we were mostly relying on walk-ins or referrals. Now, we actively reach out — visiting schools, running information sessions, even offering test preparation services on-site. And of course, we meet students where they are online, whether that’s through Instagram or other social platforms.

As an education agent, what are some of the biggest challenges you’ve faced — and how do you navigate them?
 
One of the biggest challenges we’ve faced is the rise of aggregators – particularly when it comes to ethics and the way they recruit students.

There’s no entry barrier in this industry. Anyone can start an education consultancy and now, with so many aggregators in the market, agencies can recruit students without having direct institutional partnerships. The downside is that many aggregators — understandably, from a business point of view — focus only on the institutions in their portfolio. That means students might never hear about other universities that could be a better fit for their needs, simply because they aren’t in that portfolio.

For me, that approach doesn’t sit right. If a student comes to me and none of the universities I represent are a good match, I still believe it’s my responsibility to guide them toward better options — even if that means recommending institutions I don’t directly work with. Students make a huge investment of time, effort, and money in their education, and we owe them advice that’s in their best interest, not just ours.

Recruitment targets and revenue goals are part of running a business, but when they start driving every decision, we risk losing the heart of what education consulting should be about. The challenge for me is to keep holding onto the original values that got me into this profession: acting in the student’s best interests, building trust, and thinking long-term, even when the market is pushing for short-term gains.

How have professional development courses, like the ones offered by ºÚÁÏÉç Academy, helped you in your career? 

When you’ve been in this industry for a long time, it’s easy to feel like you already know everything. But taking the ºÚÁÏÉç Academy training reminded me how much there still is to learn. 

When I started my career, my focus was mainly on university requirements and basic details about study destinations. But through ºÚÁÏÉç Academy’s training, I’ve gained a much deeper, 360-degree understanding. For example, while taking the Canada Course for Education Agents, I didn’t just study admission requirements — I learned about different provinces, cultural nuances, economic activities, and even local industries. This kind of knowledge helps me give students a more complete picture of where they’ll be living and studying.

The training has made me a more well-rounded counsellor. It’s helped me connect the dots between academic fit, lifestyle considerations, and long-term opportunities for students. The structured format means I can get in weeks the same depth of insight that might take six months to gather on my own. In fact, I’ve found it so valuable that I’m encouraging my team members to take these courses as well.

Why do you think it’s important for education agents and agencies to invest in professional certifications?

I think certifications are important for two main reasons: validation and credibility.

In today’s world, people want proof of expertise. I may have years of experience as a counsellor, but without a recognised certification, my authenticity could still be questioned. A credential from a reputable body like ºÚÁÏÉç provides that validation — both to students and institutions — that I have met a certain professional standard. It’s something tangible they can trust, and it becomes a lifetime investment in my career.

The second reason is institutional partnerships. When I approach universities to build new relationships, one of the first things they often ask is how many of our counsellors have completed ºÚÁÏÉç or other recognised training programmes. Having a certified team gives universities confidence that we understand their programmes well and can represent them accurately to students. It also demonstrates our commitment to professional development, which sets us apart from agencies that don’t make that investment.

What advice would you give to someone who’s just starting out in the international education industry?

The first thing I’d say is that you need genuine passion for helping students. This industry is full of opportunities and career growth, but it also comes with challenges. If you’re not truly interested in guiding students toward the right path, it’s going to be difficult to sustain yourself here.

Second, do your research — and then do some more. You need a deep understanding of the destinations you’re advising on, including not just entry requirements but also culture, lifestyle, and long-term prospects. Students are trusting you with their future, and this responsibility requires more than just surface-level knowledge.

Third, stay updated. This industry changes constantly — policies shift, visa rules evolve, and global events affect student mobility. Don’t rely solely on what you learned when you started. Follow reliable sources like ºÚÁÏÉç Monitor and the PIE. Keep reading, keep learning, and keep refining your expertise so you can provide accurate, timely advice.

If you combine genuine passion with constant learning and a commitment to research, you’ll be in a strong position to thrive in international education.

The post Trust, Training, and Tough Markets: An Agent’s Story of Resilience appeared first on ºÚÁÏÉç Academy.

International student numbers have more than , with the most rapid growth having occurred in the last two decades. While this growth has unlocked new opportunities for institutions around the world, it has also highlighted the need for reliable oversight of the student recruitment process, especially when it involves third-party partners such as agents and counsellors. 

In response to the growing concerns around quality assurance, ethical practice, and accountability in recruitment, a number of destination countries are introducing formal frameworks and codes of conduct to govern the activities of education agents, protect students, and uphold the reputation of both the nation and institutions. 

Among these initiatives is the UK Agent Quality Framework (AQF), a selection of eight tools – including stakeholder guides, training, and an agent database –  designed to improve governance, professional competence, and partnership standards between agents and institutions. 

This article will explain what the AQF covers, outline its implications for UK providers, and offer practical guidance as to the training steps institutions can take to meet its requirements.

Understanding the UK Agent Quality Framework

Developed by the British Council following a lengthy consultation period with key stakeholders and created in close partnership with a number of sector bodies, including BUILA, UKCISA, and Universities UK International (UUKi), the AQF is a voluntary, sector-led approach to recruitment that supports agents and institutions in working more effectively together. 

The AQF is built around four key principles:

• Student choice: Agents must provide impartial, up-to-date information on programmes, fees, support services, and outcomes so that each student can weigh their choices objectively.

• Governance: From handling enquiries and tracking applications to managing complaints, agents must follow documented processes that are regularly reviewed through audits.

• Ethics: Agents must act with integrity by prioritising student needs, disclosing any conflicts of interest, and avoiding misleading claims. They must be able to demonstrate up-to-date knowledge of UK education and visa policies.

• Transparency: Agents must clearly communicate information about their services, fees, and institutional relationships while maintaining accurate records of all interactions and transactions.

By adhering to these principles, your institution can demonstrate compliance with sector expectations, maintain consistent oversight of agent activities, and build a more reliable, transparent recruitment process that prioritises student welfare.

The Role of Agent Training in the AQF

To meet the expectations laid out in the AQF, your agent partners must represent your institution professionally, stay informed about UK education and visa policies, and act in the best interests of students. Effective training plays a key role in achieving this, with well-trained agents contributing directly to a positive student experience and protecting your institution’s reputation.

The British Council’s UK Agent and Counsellor Training Course is an integral part of the AQF. This free, online programme covers areas such as the UK education system, visa and immigration rules, student support, and ethics, providing agents with a clear foundation upon which to build their professional development. 

Agents who complete the UK Agent and Counsellor Training Course receive a certification which is valid for two years, and they also have the option to appear on a public register, making it easier to verify their credentials. With the current push to drive up standards, this certification is increasingly being seen as a baseline for partnering with agents, instead of an optional extra.

Under the AQF, institutions have a clear duty to ensure their agent partners are properly trained and compliant. In practice, this may involve:

• Verifying each agent partner’s certification via the .
• Providing formal onboarding training for all new agents as well as supporting ongoing training by offering or signposting refresher and specialist skills courses to help agents stay up to date.
• Ensuring agents understand an institution’s unique selling points, compliance obligations, and specific partnership requirements through workshops, knowledge checks, and other resources. 
• Reviewing agent performance through data such as application volumes, conversion rates and training engagement to pinpoint knowledge gaps, evaluate the impact of existing training, and tailor future learning modules accordingly.

Taking these steps helps foster consistency, transparency, and quality in your recruitment partnerships.

Challenges of Agent Training 

The AQF is driving an evolution in agent training standards across the UK, shifting from informal, institution-specific practices to a more structured and accountable approach. However, delivering consistent, high-quality training across a global network of agents can be a significant challenge. 

Moreover, as your agent network expands to meet growing student mobility and competitive recruitment demands, you will need a scalable training model to avoid repeatedly running time and resource-intensive induction cycles.

At the same time, differences in time zones, language barriers, and limited access to the internet make live sessions impractical for many partners. Additionally, developing bespoke training materials in-house can quickly exceed your institution’s budget and internal capacity, leaving gaps in agent knowledge and reducing the likelihood of effective compliance.

The need for transparency and accountability adds a further layer of complexity. You must not only deliver training but also be able to track completion, assess knowledge retention, and act on student feedback. Integrating these monitoring processes into existing systems often involves technical work and data privacy considerations. Without a clear strategy and structure, it’s easy to lose track of agent progress, potentially undermining both AQF best practices and the student experience.

Practical Approaches to Meeting AQF Training Requirements

Meeting the AQF’s expectations for agent training doesn’t require a one-size-fits-all approach, but it does call for structure and consistency. As an education provider, you can take practical steps to embed good training practice into your institution’s agent partnerships by focusing on the following:

• Structured onboarding: Ensure all new agents receive a consistent induction covering your institution’s unique value proposition and ethical recruitment standards. Embed short quizzes with minimum pass scores to confirm understanding and reduce the need for manual follow-ups.
• Continuous professional development: Include upkeep of certification as a contractual requirement.
• Flexible training: Offer on-demand online modules to make training accessible across time zones and adaptable to different learning styles. 

Include case studies in your courses to test decision-making and reinforce the real-world application of AQF standards. If resources are available, complement online training with in-person meetings to strengthen your agent partnerships.

• AQF alignment mapping: Assign one or more of the AQF pillars to each of your training modules and run periodic checks to ensure every pillar is fully covered in your training and identify any gaps.
• Introduce micro-credentials:  Depending on your available resources, break your core topics into bite-sized badges or certifications that agents earn one by one. You can also gamify this by introducing leaderboards or point systems to boost engagement and reward top performers.
• Real-time monitoring: Host your content on a scalable digital platform such as Train Your Agents or your Learning Management System (LMS) to automate assignments, track completions, and maintain audit-ready records of training activity.
• Regular content refreshes: Schedule updates according to your resources, to reflect policy changes, institutional developments and sector best practices, ensuring all agents remain current.

The AQF’s focus on professionalism, ethics, and transparency offers a clear roadmap for elevating your agent partnerships. By combining structured onboarding, flexible delivery methods, and targeted module-to-pillar mapping, you will be able to build a compliant training programme that drives more effective, student-centred recruitment.

Furthermore, by integrating real-time monitoring tools and committing to regular content reviews, you will ensure your agents remain current and aligned with your institution’s strategic goals. In so doing, you’ll safeguard student outcomes and reinforce your institution’s reputation.

The post How the UK Agent Quality Framework (AQF) Will Shape the Future of Agent Training appeared first on ºÚÁÏÉç Academy.

Further adding to this challenge is the need for training to be kept up to date. The impact of policy decisions on factors such as visa applications and minimum entry requirements, as well as evolving curricula, means that all personnel, including sub-agents, need to receive consistent and regularly updated training, representing a logistical challenge for the institution. This is further exacerbated by the potential reluctance of experienced agents to revisit updated training, with the institution not only having to deliver updated materials but also check to ensure that they have been completed. 

Drawing upon the experience of leading institutions, we have identified five effective training methods to help you develop scalable counsellor training, effectively supporting successful international student recruitment.

1. Online Training Platforms

Online training platforms provide a scalable, flexible solution for delivering comprehensive training to a global network of agents. Platforms such as ºÚÁÏÉç Academy’s Train Your Agents allow institutions to implement a ‘little and often’ approach, delivering training through short, digestible modules that are easily absorbed and retained by agents. This approach also ensures that agents can receive regular, consistent updates on enrolment trends, new initiatives, and policy changes, keeping them informed and equipped to represent your institution effectively.

Online platforms offer easy access to training materials, allowing agents to learn at their own pace. They enable institutions to create a diverse range of training courses tailored to specific programmes, regions, and target audiences. Additionally, their flexibility allows for a more nuanced approach to delivering training, ensuring that agents receive the most relevant and up-to-date information for their specific needs.

To enhance engagement, online training platforms allow you to incorporate interactive elements such as quizzes, while real-time tracking and rewards such as certificates enable you to monitor agent progress and identify areas for improvement. They also serve as a central repository for all training materials, providing agents with easy access to a wealth of information and resources.

2. Familiarisation Trips and Tours

Familiarisation (FAM) trips offer agents an invaluable opportunity to gain first-hand experience of an institution. By immersing themselves in the campus environment, interacting with faculties, and observing student life, agents develop a deeper understanding of the institution’s unique character and offerings. Providing insights that extend beyond brochure-based information, these visits enable agents to offer authentic, informed guidance to prospective students.

While in-person visits provide the most immersive experience, virtual alternatives can effectively complement this approach. Virtual 360-degree campus tours, live Q&A sessions with faculties and current students, as well as interactive webinars all offer engaging experiences that can be tailored to specific agent needs and regional preferences. By strategically planning a mix of in-person and virtual experiences, institutions can ensure that agents, regardless of their location, have access to the information and insights necessary to effectively represent your institution.

3. Agent Handbooks

A well-structured agent handbook serves as an essential resource for agents, providing a comprehensive, easily accessible reference point.

Your handbook should include detailed information, including programme descriptions, admission requirements, application deadlines, contact information, and FAQs. This enables agents to address common student inquiries efficiently and confidently, building a positive experience from the outset. By providing a high-level overview of your institution’s offerings, a handbook reduces agency dependency on ad-hoc queries and helps them to operate more independently.

4. Regulatory and Compliance Training

Regulatory and compliance training is not merely a box to tick; it is fundamental to ethical partnerships between institutions and education agents, and many institutions now contractually require their agents to undergo compliance training. 

It is important to go beyond generic training modules and implement a structured approach that prioritises agent awareness of the relevant regulations, highlighting the potential consequences of non-compliance through the use of real-world case studies, interactive scenarios, and engaging discussions. 

This in-depth training approach may include a combination of face-to-face workshops, interactive webinars, as well as dedicated online courses, such as ºÚÁÏÉç Academy’s , ensuring accessibility for agents across diverse regions.

Prioritising regulatory training strengthens trust between institutions, agents, and prospective students, with well-trained agents enhancing your credibility. Additionally, it will minimise errors in the application process, and ensure students receive ethical and compliant guidance throughout their application journey.

5. Mentorship and Support Programmes

Agent training doesn’t simply stop after onboarding; it’s an ongoing process that benefits both agents and your institution. If you establish a mentorship or peer coaching programme, you can pair experienced agents with new recruits, creating a collaborative learning environment where knowledge and insights can be shared. This peer-to-peer support system helps new agents build confidence, refine their skills, and adopt best practices more quickly.

Beyond mentorship, offering hands-on training opportunities, such as simulation exercises and role-playing scenarios, allows agents to practice real-life interactions in a low-stakes setting. Regular peer coaching sessions and dedicated institutional support teams ensure that agents always have someone to turn to when they need guidance. 

By investing in long-term agent support, you will be able to build a network of highly skilled and motivated professionals, ultimately improving student satisfaction and recruitment outcomes.

Raise Professional Standards Through Agent Training

Strong, structured training equips agents with the knowledge and confidence to represent your institution accurately and ethically. Well-trained agents build credibility, foster student trust, and drive successful recruitment by delivering clear and reliable information.

By prioritising training excellence, you will create a network of skilled professionals who uphold the highest industry standards. This commitment improves recruitment outcomes and strengthens your global regulation, making your institution more attractive to prospective students in a highly competitive industry. 

The post 5 Most Effective Agent Training Methods Used by Institutions appeared first on ºÚÁÏÉç Academy.

A vital component of any internationalisation strategy, education agents can help institutions navigate the increasingly complex landscape of international student recruitment. With their extensive networks, local know-how, and logistical expertise, they are perfectly placed to guide students successfully in their aim of studying abroad.

What do education agents do?

For students and their families, agents play the role of advisors, supporting students in selecting the most suitable programmes, destinations and educational institutions. For institutions they can act as local representatives and brand advocates, offering a range of services including:

• Direct access to the markets they represent, their linguistic and cultural knowledge providing a bridge between the student and the institution.
• Representation at recruitment fairs, exhibitions and events.
• Promotion and referral directly through their own networks and channels.
• Support in verifying academic credentials.
• Extended support post-enrolment, including keeping families updated and helping institutions overcome cultural and linguistic issues.

Despite these advantages, some institutions remain unsure as to whether they should work with agents, and express concern over compliance and value alignment. While the rapid growth of the international education sector has inevitably allowed some poor quality agents to flourish, an increasing focus on quality, including through accreditation schemes such as ºÚÁÏÉç Agency Status (IAS), means that there are thousands of reputable, experienced education agents in operation, whose support can offer institutions a distinct international recruitment edge. The key, however, is to adopt a strategic approach to selecting the right agent for your institution’s needs.

The following steps will help you to consider whether you are ready to work with an international education agent and, if so, the process you need to follow to ensure quality. However, for a deeper dive into building fruitful agent partnerships and a step-by-step framework to build your agent recruitment strategy, consider enrolling in ºÚÁÏÉç Academy’s self-paced, online training programme, the Working with Education Agents Course.

1. Assessing the need for an agent

The first question to consider is whether your institution is ready to start working with an agent. Start by evaluating your current international recruitment strategy. Here are some key factors to consider include:

• Current recruitment outcomes: Is your institution meeting its international student recruitment goals in terms of quality, number, and diversity of students? 
• Market intelligence: Do the people involved in recruiting students like recruitment officers have a comprehensive knowledge of your target markets including cultural nuances, student preferences and local education systems?
• Resource allocation: Does your institution have sufficient resources, such as staff and budget, dedicated to international student recruitment?
• Strategic goals: Do your institution’s long-term goals involve reducing reliance on highly competitive markets or expanding to more markets?

If, when considering the above, you highlight potential gaps, forming partnerships with reliable education agents could help you overcome these issues.

2. Finding high-quality, reliable agents

Before you begin finding and selecting reputable agents, ensure that you have a set procedure and criteria for selection. This might include:

1. Looking for agents listed in online directories of national education organisations, or those who are listed in ºÚÁÏÉç’s global directory of IAS-accredited agencies. 
2. Attending specialised networking events where you can connect with screened agents with a proven track record of successful student placements and compliance with industry standards.
3. Interviewing and personally screening potential agent partners to ascertain their credibility and alignment with your institution’s goals and values.

When selecting agents, prioritise quality in terms of student outcomes. Reputable agents should be able to provide you with references and testimonials from satisfied clients, demonstrating their adherence to best practices. Focus on agencies that are best suited to your institution’s goals, and with which you have a good rapport, shared values, and a real opportunity to grow over the long term.

3. Initial steps after partnering with an agent

After choosing to partner with an agent or agency, it’s important to define the terms and conditions of your partnership early on. This includes setting clear targets, agreeing on a communication flow, establishing commission structures, and drawing up a formal contract. It is imperative that both sides set their expectations clearly and concisely for the partnership to be effective. 

Consider putting a performance review mechanism in place to measure factors such as application conversion, completed enrolments, and student retention. If you would like to enhance your knowledge of best practices in engaging an agent, ºÚÁÏÉç Academy’s Working with Education Agents Course covers the key elements of establishing a strong and fruitful agent partnership, and it can guide you through the process in more detail. 

4. Optimising the educator-agent partnership

Once you’ve established a partnership with an agent or agency, continue strengthening the relationship with consistent communication via regular meetings, updates, and feedback sessions. Offer regular training in the form of workshops or webinars to update the agent on your institution’s offerings. ºÚÁÏÉç research through surveys such as highlights the fact that agents are increasingly eager to receive training, both online and in person, from partner institutions, as this helps them to fulfil their role more effectively.

Similarly, familiarisation tours are a great way to keep your agents up to date with the opportunities your campus offers. They will also be able to meet your team, existing students and the academics who work with them, and gain insight into the student experience.

In Conclusion

Each institution’s needs are unique. However, for those focused on international growth, partnering with education agents can be a truly effective way of expanding student recruitment efforts. By conducting a structured selection process and choosing agents according to your specific goals, you can leverage specialist expertise to supercharge your efforts.

ºÚÁÏÉç can support you in your journey. Alongside professional training and certification, ºÚÁÏÉç offers educator-agent networking events in 24 locations globally.

The post  A Guide to Working with Education Agents appeared first on ºÚÁÏÉç Academy.