Part 1/3: The Real Truth About College Pricing with Mark Salisbury, PhD

Part 1/3: The Real Truth About College Pricing with Mark Salisbury, PhD

Author: Next Gen Personal Finance April 14, 2026 Duration: 52:52

Higher education researcher and founder of Tuition Fit and Pathways, Mark Salisbury, explains how college pricing actually works behind the scenes. He debunks four common myths: that all colleges are too expensive, that in-state public universities are always the cheapest option, that net price figures are entirely accurate, and that financial aid is a limited resource.

He outlines how colleges set sticker prices as messaging tools, use "financial aid optimization" (algorithmic discounting designed to extract the maximum each family will pay), and engage in what he calls surveillance pricing by monitoring demonstrated interest and FAFSA data.

To conclude, he offers practical advice: focus on post-graduation outcomes rather than prestige, establish a price range early, use net price calculators and tools like Tuition Fit, and remember that people succeed at every price point.


Behind the mission of Next Gen Personal Finance-a nonprofit dedicated to ensuring every U.S. high school student takes a personal finance class-is a vibrant community of educators constantly refining their craft. The NGPF Podcast sits at the heart of that conversation. It’s a space where teachers, curriculum specialists, and sometimes even students share their real-world experiences and challenges in bringing financial literacy to life. You’ll hear practical discussions about what actually works in the classroom, from innovative lesson plans to navigating tricky topics like investing, credit, and behavioral economics. The episodes, often born from the organization's deep investment in teacher professional development, feel less like formal lectures and more like insightful coffee-break chats with colleagues who are just as passionate about empowering the next generation. Tuning into this podcast offers a direct line to the strategies and stories that are shaping financially capable young adults, all grounded in the high-quality resources NGPF is known for. It’s an essential listen for anyone invested in the practical side of financial education, whether you're in a classroom or simply believe in the critical importance of these skills for the future.
Author: Language: English Episodes: 50

NGPF Podcast
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