For most students, higher education is a major investment and for many, it can feel like a financial gamble.  They are increasingly uncertain if the return on investment is there. This is especially true for those attending Regional Public Universities (RPUs), institutions that primarily serve their surrounding communities. RPUs tend to enroll a higher proportion of first-generation students and those from lower-income backgrounds compared to private colleges and larger public flagship universities.

And while these are not the schools that are talked about frequently in the news, they also educate nearly 70% of all public four-year college students in the U.S., making them a cornerstone of American higher education.

With college enrollment steadily declining and students becoming more cost-conscious, price transparency is no longer just beneficial—it’s critical. While all institutions should prioritize clear pricing and modern net price calculators, RPUs, in particular, serve students who are among the most price-sensitive. Ensuring they have clear, upfront access to real the real price they will pay, after aid is calculated, can significantly impact their decisions, persistence, and overall success.

What Are Regional Public Universities (RPUs)?

Regional Public Universities (RPUs) are state-funded institutions that primarily educate students within their local and regional communities. Unlike flagship universities that often emphasize research and global outreach, RPUs focus on affordable, accessible education and workforce development.

They play a crucial role in driving social mobility by offering degree programs aligned with regional workforce needs, ensuring economic stability for both students and the communities they serve.

A recent Third Way report highlights the strong return on investment (ROI) RPUs provide to students. However, that ROI becomes irrelevant if prospective students struggle to decipher the true cost of attendance to begin with—a common challenge across higher education.

The Hidden Cost Problem in Higher Education

Many RPUs pride themselves on affordability, yet complex tuition structures and unclear pricing often leave students and families guessing about what they will pay to earn their degree. Across all institutions, factors like sticker prices, tuition differentials, and financial aid complexities create significant barriers, which can be particularly problematic at RPUs:

1. Sticker Shock Discourages Enrollment

Many students assume the published tuition price is what they’ll actually pay, leading them to rule out affordable options before even applying. RPUs often offer generous financial aid, but without clear and transparent pricing, students may miss out on opportunities that make college feasible.

2. Financial Aid Confusion Leads to Poor Decisions

Students who don’t fully understand their financial aid packages may:

• Take on unnecessary debt
• Miss out on grants and scholarships they qualify for
• Make financial decisions that add unnecessary strain

3. Unexpected Costs Lead to Dropouts

Hidden fees, escalating course material costs, and unexpected housing expenses can derail students mid-degree, forcing them to pause or abandon their education due to financial hardship.

Why Price Transparency Matters for RPUs

Unlike many private institutions or large flagship universities, RPUs primarily serve students who are more cost-sensitive and debt-averse. Prioritizing price transparency benefits both students and institutions in several ways:

1. Empowers Students to Make Informed Choices: Clear pricing allows students to accurately compare costs, plan ahead, and make decisions that align with their financial reality.
2. Supports Retention and Graduation Rates: Unexpected financial burdens are a leading cause of student dropouts: Transparent pricing reduces uncertainty, helping students stay on track toward graduation.
3. Strengthens Institutional Trust and Reputation: RPUs that clearly communicate tuition, fees, and financial aid opportunities build trust with students and families, positioning themselves as student-focused institutions. This, in turn, can boost enrollment and engagement.

How RPUs Can Improve Price Transparency

The good news? Price transparency doesn’t have to be complicated. RPUs can take straightforward steps to ensure students and families have a clear picture of costs:

✔ Modernize Net Price Calculator – Ensure estimates accurately reflect financial aid and out-of-pocket costs; offer the calculator in multiple languages.

✔ Clearly Outline the Full Cost of Attendance – Websites should display total costs, including tuition, fees, housing, books, and other expenses.

✔ Simplify Financial Aid Award Letters – Students should be able to easily understand what’s covered, what needs to be repaid, and what options exist for minimizing debt.

Final Thoughts: Affordability Only Works If Students Can See It

RPUs are uniquely positioned to provide students with a high-quality, affordable education—but affordability only matters if students can see it clearly.

By prioritizing price transparency, RPUs can:
✅ Break down financial barriers
✅ Boost enrollment
✅ Help more students reap the benefits of their degrees without unnecessary financial stress

It’s time for RPUs to not just be affordable—but to be open and clear about that affordability. The success of their students—and the economic health of their communities—depends on it.