College Board Announces Acquisition of Campus Sonar, Expanding Data-Driven Recruitment Solutions for Higher Education

College Board

• April 22, 2026

New York, NY - College Board today announced the acquisition of Campus Sonar, a leading higher education advisory service specializing in bringing near-real-time, actionable insights to campus leaders about their institutions, the market, and what matters most to students.

This investment reflects College Board's deep commitment to delivering innovative services and tools that help institutions see what's possible for every student and to connect more students to college opportunities and the lives they imagined for themselves. It comes at a critical moment, as the recruitment environment becomes more complex, more competitive, and harder to navigate for both students and institutions.

"Colleges are on the front lines of opening doors for more students, but it can be difficult to keep pace with how students' priorities and decision making are evolving," said Amy Reitz, senior vice president of BigFuture^®. "This service brings forward students' perspectives in a way that helps institutions better understand where they're meeting student needs and where they can improve to adapt, communicate more effectively, and support students in finding the right fit."

The addition of Campus Sonar's capabilities strengthens College Board's partnership with enrollment leaders across the country. Institutions will have the opportunity to gain a better understanding of prospective students' needs to strengthen and adapt their outreach. Paired with College Board's decades of expertise and strong higher education membership, these data-driven insights will help institutions create more relevant experiences for students nationwide.

"Traditional recruitment models don't fully capture the interests, concerns, and influences that drive student decisions, limiting institutions' ability to effectively engage prospective students," said Liz Gross, CEO of Campus Sonar. "Joining College Board is an opportunity to expand these capabilities to more institutions and offer them tailored insights."

College Board is integrating the Campus Sonar team and their expertise into a new advising service, available for institutions this fall.

About College Board

College Board reaches more than 7 million students a year, helping them navigate the path from high school to college and career. Our not-for-profit membership organization was founded more than 120 years ago. We pioneered programs like the SAT^® and AP^® to expand opportunities for students and help them develop the skills they need. Our BigFuture^® program helps students plan for college, pay for college, and explore careers.

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