Agent engagement is increasingly seen as a strategic priority across the sector. In the UK, the introduction of the Agent Quality Framework (AQF) has encouraged institutions to reflect on the systems they have in place to support transparency and quality across their agent networks. Globally, similar conversations are taking shape, with growing recognition of the need to strengthen oversight and communication between universities and their recruitment partners.
While many international teams already deliver onboarding sessions, regular webinars, and ongoing updates for agents, maintaining consistency and visibility at scale is increasingly difficult. As agent numbers grow, and counsellor turnover remains high in some markets, it becomes harder to monitor who has accessed what, when training needs updating, or whether key messages have actually reached those supporting prospective students.
This lack of visibility often results in more manual follow-ups, repeated briefings, and one-off sessions that don’t always reach the right people. For many institutions, there’s now a growing need to automate and structure parts of this process – not to replace human interaction, but to make it more targeted, timely, and effective.
Embedding structure into engagement
Engagement, like any meaningful partnership, benefits from structure. For universities, this means having confidence that agents are equipped with up-to-date, accurate information, and being able to evidence that this information has been shared and understood. For agents, it’s about knowing where to go for training, how to stay aligned with institutional expectations, and having clarity around policies and processes.
When new agents are signed, institutions often invest time in tailored onboarding. But in fast-paced recruitment cycles, that knowledge can quickly become outdated or forgotten. Without a way to track who has received what, or when a refresher is needed, key information can be missed or miscommunicated.
This is where expiry-based training models can add value. By setting defined timeframes for completion and recertification, institutions can reinforce core messages while ensuring that counsellors remain equipped with the latest updates, particularly as teams change or markets shift.
The role of infrastructure
Managing agent relationships effectively, particularly across multiple regions and time zones, brings a unique set of challenges. From onboarding and training to compliance reporting and maintaining up-to-date communications, the workload can quickly become fragmented, especially when systems are reliant on manual tracking or informal processes.
For many international teams, these pressures are compounded by limited staff capacity and increasing institutional expectations. Without the right infrastructure, it becomes difficult to scale partnerships while maintaining consistency, transparency, and accountability.
What’s needed is a system that supports:
- Structured and trackable training delivery: aligned with institutional goals
- Training expiry options: to support ongoing recertification and updates
- Centralised access for agents: to find policies, marketing assets, and programme information
- Real-time visibility: on agent engagement and training completion
- Clear audit trails: to support both internal quality assurance and external reviews
When these elements are in place, international teams can reduce duplication, streamline communication, and focus on strengthening relationships rather than chasing updates. It also creates a stronger foundation for institutional governance, supporting strategic growth while ensuring partners are informed, supported, and aligned.
Exploring structured solutions
As expectations around agent engagement continue to evolve, institutions are beginning to reassess the role of digital platforms in supporting long-term quality and consistency. The focus is gradually shifting away from one-off training or static communications and towards solutions that can support dynamic, ongoing relationships.
There is growing interest in platforms that offer institutions greater visibility, reduce repetition, and provide agents with the tools and information they need, all within a structured, accessible environment. A number of sector-led initiatives, including The JADE App, are emerging in response to this need, exploring new ways to embed structure and clarity into international recruitment practices.
While each institution’s approach may differ, the direction is clear: sustainable agent engagement requires systems that can scale, adapt, and align with both institutional priorities and the evolving global landscape.
Looking ahead
Agent engagement is no longer an isolated task, it’s an integral part of quality assurance, student support, and international growth strategies. As expectations continue to shift and institutional responsibilities expand, having the right tools in place can make all the difference. What matters now is ensuring that engagement is consistent, structured, and truly collaborative.
As international recruitment becomes more complex, there’s a real need for tools that help institutions stay aligned with their agents, reduce inefficiencies, and maintain consistent communication. It’s encouraging to see platforms like JADE emerging to support structured engagement in a way that reflects both institutional priorities and the pace of change in the
sector
Amr Fahhad, regional manager, Loughborough University
About the author
Kamila Malavia is co-founder and CCO of The JADE App, a platform supporting scalable and structured engagement between universities and education agents. She is also the CEO of Veritas Mundi Education, bringing over 17 years of experience in international student recruitment, institutional partnerships, and strategic global engagement.
