Next Gen Personal Finance

Higher ed finance expert, Mark Salisbury, pulls back the curtain on how the financial aid system really works and why it looks nothing like what most families expect. From the FAFSA to the CSS Profile, he explains how colleges use the data families voluntarily provide not to help them afford school, but to calculate the minimum discount needed to get them to enroll. He breaks down how institutional aid is front-loaded to attract freshmen while costs quietly balloon in later years, how the private scholarship industry profits off parental anxiety, and how misleading award letters use "magic math" and jargon to obscure the true price of attendance. Using real examples from schools like Howard University, DePaul, and Loyola Chicago, he shows exactly how these tactics play out in practice. The conversation also covers practical strategies families can use to fight back, including the importance of early planning, understanding who should and shouldn't rush to file the FAFSA, and why appealing your financial aid o