7 insights from Flywire’s CMO on what international students actually need

Universities have to stop viewing international students as just tuition figures with passports says Allison MacLeod, Chief Marketing Officer at Flywire. According to her, student expectations are higher, the digital landscape is evolving fast, and what they need is real support.

Here’s how your institution can keep up:

1. 🤖 Make AI Work for Students (Not Just Your Team)

Why it matters: 86% of Gen Z students are already using AI for academic purposes, and 24% use it daily (Intelligent.com, 2024). MacLeod’s take: “Use AI-driven platforms to deliver 24/7 support in their language, especially for common questions like deadlines, payment plans, and visa steps.”

2. 📑 Automate the Admin Chaos

Why it matters: 51% of students say payment and documentation processes are confusing or stressful (Flywire Student Payment Survey, 2023). MacLeod’s take: “Automate payment tracking, deadline reminders, and document collection to free up your staff for high-touch moments.”

3. 🌎 Partner With Agents on the Ground

Why it matters: 58% of international students say they relied on an agent or recruiter to apply (ICEF Monitor, 2024). MacLeod’s take: “Agents are your frontline allies. They can bridge cultural gaps and deliver local context that helps students choose your school.”

4. 🏠 Community Is Currency

Why it matters: Belonging impacts retention, students who feel connected are 2.5x more likely to persist in their studies (ECAR Study of Undergraduate Students and IT, 2023). MacLeod’s take: “Support peer-led orgs and community-building events. The ROI on belonging is huge.”

5. 💳 Flex the Payment Options

Why it matters: 43% of international students report financial stress as their top concern (QS International Student Survey, 2023). MacLeod’s take: “Installments. Local currency options. Mobile-friendly payment portals. Make it easier to pay and stay.”

6. 🗣️ Speak Their Language (Literally)

Why it matters: 41% of prospective students said unclear communication in a second language nearly stopped them from applying (StudyPortals, 2023). MacLeod’s take: “Support isn’t support if they can’t understand it. Translate onboarding docs, admissions info, and support materials into key languages.”

7. 📢 Say It Clearly. Repeat It Often.

Why it matters: 1 in 3 international students reported feeling uninformed about important campus changes during their first semester (Flywire, 2023). MacLeod’s take: “Clarity wins. Use email, SMS, WeChat, whatever works in their region, and repeat the key messages.”