Expensive

Let’s talk about college—and more specifically, why it’s so expensive. After over 16 years working with families on college planning, I’ve seen the same patterns repeat. And yes, there are many reasons why student loan debt has reached staggering levels, but here are a few key factors I see all the time.

In no particular order:

• Parents aren’t saving – New homes, new cars, lifestyle upgrades… college savings often get pushed to the back burner.

• Students aren’t saving either – Daily lattes and impulse buys add up quickly. Many teens aren’t thinking long-term about what they’ll need for college.

• Lifestyle vs. Legacy – Are you building lasting financial health, or just keeping up appearances?

• Skipping the money talk – Families dive into college applications without ever discussing what’s affordable.

• Forgetting college is a privilege, not a guarantee – A sense of entitlement can lead to unrealistic expectations—and big debt.

• Parents not saying “no” – Or making excuses. Setting boundaries is tough, but necessary.

• Missed opportunities – Students who don’t take standardized tests, meet with reps, or market themselves are leaving money and options on the table.

• Yes, your child is amazing—but… – Not every “top” school is the right school. Fit matters more than prestige.

• Labels don’t pay the bills – Focus on outcomes, not name recognition.

• It’s okay to say no – If the school doesn’t make sense socially, academically, or financially, it’s okay to walk away.

At the end of the day, it comes down to having honest conversations—together. Sit down as a family. Look at your budget. See how much you’ve saved and explore ways to save more. In our workshops, we often joke that “SAVE” is the new four-letter word, but for many families, it’s a foreign concept.

I could go on a full-on rant, but that’s not going to help anyone. What will help? Attending one of our free college planning workshops. Signing up for a no-cost consultation. And most importantly—starting to save today.

Your future self will thank you.