HECA Core Values

The Higher Education Consultants Association’s Standards and Ethics Statement for our members is based on four core values:

Ethical Counsel

HECA members discuss appropriate educational options with students and families and make referrals to other members/organizations when indicated.


HECA members respect the student/school relationship. They strive to work as a team with other independent consultants, high school counselors and related professionals. They respect students’ work and encourage student ownership of the application process.


HECA members clearly communicate what services they offer and do not guarantee admissions or financial aid results. HECA members act in the best interest of the student.


HECA members respect the confidential nature of their relationships with students, families, and related professionals.

Read the full HECA member Standards and Ethics Statement.

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