The evolving role of education service providers in global recruitment
From shifting enrolment trends to policy changes and economic fluctuations, universities must navigate a complex environment to attract and retain international students.
Univive, part of the Planet Education Networks (PEN) group, draws on the collective expertise and global reach of a trusted education service network, enabling us to deliver strategic support and promote ethical internationalisation across all the regions we serve.
Univive, formerly UAP Global, works with institutions, agents, and students across the UK, Central Asia, South Asia, Southeast Asia, West Africa, Europe, and MENA. As a service provider, we focus on strengthening the systems behind student recruitment, ensuring that universities grow responsibly in key regions – supported by accurate information, localised strategies, and well-aligned partnerships. Our model is grounded in ethical recruitment practices, where transparency, student wellbeing, and long-term outcomes take precedence over volume.
Shifting trends in the UK international education sector
UK universities saw around a 3% decline in international student enrolments in 2023/24, driven by tighter visa rules, rising costs, and uncertainties surrounding post-study work options. These changes demand a smarter, more ethical approach to recruitment.
These changes demand a smarter, more ethical approach to recruitment
To navigate the headwinds, institutions must draw on local insight and structured support, enabling them to adapt responsibly and strengthen their internationalisation efforts. Univive assists by refining student messaging based on market realities, equipping agents with up-to-date compliance knowledge, and streamlining application processes to ensure both quality and efficiency. Our focus on ethical recruitment and regional strategy alignment ensures that institutions not only attract students but also build lasting, sustainable global engagement.
Key operational challenges in global recruitment
Beyond external pressures such as visa changes, universities face ongoing operational challenges that impact recruitment outcomes. Recent sector reports highlight three persistent issues: gaps in communication with agents, uncertainty around post-study work options, and a growing need for deeper, market-specific insights.
The evolving role of education service providers
As international education becomes increasingly complex, the role of service providers is changing. Institutions are no longer seeking intermediaries who deliver volume alone; they want partners who provide market intelligence, ethical frameworks, and operational alignment.
We believe that building sustainable international growth means helping institutions anticipate changes, maintain compliance, and centre student wellbeing at every stage. Our role is to align institutional ambitions with on-the-ground realities, ensuring long-term success through thoughtful, structured engagement.
Integrating strategy, marketing, and operations for sustainable growth
Our approach combines strategic foresight, market intelligence, and operational rigour to support institutional success in an increasingly competitive global sector. Our marketing strategies are built on research-driven insights that shape student engagement, programme positioning, and regional adaptation – ensuring that each institution’s brand connects meaningfully with diverse student audiences. We work closely with universities to identify and promote the right programs for each region, align marketing collateral with local expectations, and highlight unique selling points (USPs) that differentiate institutions in competitive markets.
Through our regional offices and on-the-ground presence, we strengthen brand visibility, foster trusted relationships with key stakeholders, and deliver tailored campaigns that drive both awareness and high-quality enrolments. Our operational frameworks focus on optimising agent networks, improving application readiness, enhancing compliance processes, and maintaining agility across evolving markets. By integrating strategic planning with operational execution, Univive helps institutions grow responsibly – ensuring their internationalisation efforts are grounded in sustainability, structure, and long-term value.
Partnering for long-term success
As international education continues to evolve, institutions will prioritise partners who offer strategy, ethics, and genuine insight. At Univive, we are committed to helping universities navigate change with structure, trust, and a clear vision for sustainable global growth.
About the authors: This article was co-authored by Saurabh Navande, director of operations at Univive, and Mohsina Malik, marketing and global communication lead at Univive.
Saurabh is a commercially driven higher education professional with over a decade of leadership experience, specialising in strategic planning, operational management, customer relationship development, and global partnership building. He holds a master’s degree in international relations from the UK and is a member (MCMI) of the Chartered Management Institute.
Mohsina brings nine years of marketing and communication experience across diverse sectors, with expertise in brand positioning, digital marketing, campaign development, and communication strategy. She holds an MSc in marketing and advertising and has led initiatives to build digital customer experiences, drive revenue growth, and strengthen brand visibility across competitive markets.
Together, they support universities in strengthening global brand visibility, optimising operational structures, and driving sustainable international growth.
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