College costs keep climbing as families face FAFSA and admissions pressure

New 2026 data puts the average one-year cost of attendance at $38,270, raising the estimated four-year price tag to about $160,000. College planning experts say families can still improve aid, admissions and affordability by preparing FAFSA data early, targeting stronger-fit schools and focusing on scholarship opportunities.

Why it matters: - College remains a major household expense, and rising costs can push families toward larger student loans or retirement savings tradeoffs. - The FAFSA process also affects how much aid a student can receive, which can change the true price of college by tens of thousands of dollars. - Stronger admissions strategy can improve a student’s chances of getting in and may also create more room to negotiate financial aid.

What happened: - New data shows the average one-year cost of attendance has climbed to $38,270. - That figure includes tuition, fees, books, living expenses and personal expenses. - Brian Safdari, a Certified College Planning Specialist and CEO of College Planning Experts in Northridge, California, said that puts the average four-year degree at roughly $160,000. - Safdari said the price at private schools can be even higher. - Safdari said families often do not realize the FAFSA uses older income information when they apply.

The details: - Families should be direct with college-bound students about what the family can realistically afford. - A private college can sometimes cost the same as or less than a public university if it offers more financial aid. - Pepperdine University’s average scholarship and financial aid package for first-year students is $44,096. - FAFSA results help colleges calculate a family’s Student Aid Index, or SAI. - A lower SAI generally helps a student qualify for more aid. - Safdari said families submitting FAFSA often make at least one mistake, with estimates reaching 90%. - For fall 2027 admission, the FAFSA will use 2025 income information from the tax return filed in 2026. - Families cannot change reported income and assets from that already-closed tax year. - Families still have later years in college to adjust adjusted gross income and assets and potentially lower the SAI. - Safdari recommends printing the FAFSA PDF forms from studentaid.gov and reviewing every question with the instruction page before filling them out. - Safdari said families can pay someone to complete the FAFSA, but that adds no special advantage.

Between the lines: - More applicants are competing for the same seats, which makes generic resumes less effective. - Safdari said students need depth, not just breadth, in their activities and academic interests. - A focused narrative, built around one career direction, can make essays, volunteering and course choices more compelling. - Admissions offices are also using data analytics to track demonstrated interest earlier in high school. - Safdari said schools may monitor requests for information, emails, office contacts and campus visits starting in ninth and 10th grade. - Safdari cited research showing six to eight such inquiries can correspond with an 83% chance of accepting an offer of admission. - Families that become more competitive may gain leverage when schools package aid. - The best financial outcome often comes from maximizing grants, scholarships, need-based aid and merit aid instead of borrowing more.

What’s next: - Families applying for college will need to plan around older income data, current savings and the coming years of college costs. - Students should build academic and extracurricular profiles that match a clear field of interest. - Parents may want to work with a fiduciary financial planner who specializes in college planning. - Safdari said that approach can help families navigate both admissions and financing, no matter when a student starts college.

The bottom line: - College affordability is now a planning problem, not just a price problem. Families that prepare early for FAFSA, admissions strategy and aid negotiation can reduce debt and protect long-term savings.