What K–12 and Higher Education Leaders Need to Know from ExcelinEd’s National Summit on Education.
At this year’s ExcelinEd National Summit on Education, few topics generated as much energy, or debate, as Education Savings Accounts (ESAs). With policy momentum accelerating across the country and Texas emerging as a focal point of conversation, ESAs are poised to become one of the most consequential shifts in the education landscape in the coming decade.
For K–12 and higher-ed institutions alike, understanding the why and what’s next of ESAs is no longer optional. It’s strategic.
What Exactly Are Education Savings Accounts?
An Education Savings Account (ESA) is a state-authorized account that allows parents to use public education funds for a range of approved educational expenses—not just traditional public schooling. Think of it as a state-funded debit account dedicated to a child’s learning.
Depending on the state, ESA funds can typically be used for:
- Private school tuition
- Tutoring and supplemental instruction
- Online learning programs
- Educational therapies
- Textbooks, curriculum, testing, and learning tools
- Approved transportation or specialized services
In short: ESAs shift control of a portion of public education dollars from systems to families, creating unprecedented flexibility in how education is designed and delivered.
Why States Are Embracing ESA Programs
1. Expanding Parental Choice
States see ESAs as a way to give parents more agency over their child’s learning environment. Instead of being tied to a residentially assigned school, families can customize education to fit academic, cultural, developmental, or logistical needs.
2. Targeting Support for Specific Populations
Some ESA programs prioritize students with disabilities, low-income families, military-connected students, or other groups whose needs may not always be fully met by standard public school settings.
3. Managing Costs and Increasing Flexibility
Because ESAs often allocate a defined amount per student (sometimes less than traditional per-pupil public school funding), some policymakers view them as a way to manage long-term costs while offering families more choice.
Why Texas Took Center Stage at ExcelinEd
Texas’ new ESA program was a major point of discussion—and for good reason. It represents one of the largest and most expansive ESA initiatives in the country.
Broad Eligibility
The Texas ESA is open to all K–12 students eligible for public school, positioning it as one of the most universal programs in the nation. Priority tiers will apply if demand exceeds available funding, with students with disabilities, siblings of current ESA students, and low- or middle-income families receiving early consideration.
Flexible Use of Funds
Texas’ program allows ESA dollars to be spent on a wide range of approved expenses beyond tuition—including instructional materials, tutoring, assessments, therapies, transportation, and more—making it appealing across diverse demographic and educational groups.
A High-Interest Rollout
Passed in 2025 and set to go live in the 2026–2027 school year, Texas’ ESA program is generating major attention from families, districts, private schools, higher-education institutions, and policy watchers nationwide.
Even as key funding amounts are still being finalized, one thing is clear: Texas is emerging as a bellwether for how large-scale ESAs might operate nationwide.
How ESAs Will Likely Impact K–12 and Higher Education Nationwide
While the specifics of each state program vary, the national trajectory is unmistakable—and institutions across the educational spectrum should prepare for lasting shifts.
Implications for K–12 Institutions
1. Increased Competition and Market Dynamics
Public districts, charter schools, virtual schools, microschools, and private schools will compete more directly for students whose funding now follows them.
2. Greater Demand for Specialized Services
Therapies, tutoring, online programs, and supplemental learning offerings are likely to see increased demand as families assemble individualized learning portfolios.
3. Messaging and Community Engagement Become Critical
Districts and schools may need to proactively communicate their value, differentiation, and outcomes—much like higher education has had to do for decades. Clear positioning and compelling storytelling will matter more than ever.
Implications for Higher Education Institutions
While ESAs are primarily a K–12 policy, the downstream effects on colleges and universities are real—and growing.
1. Long-Term Shifts in Student Preparation
Customized K–12 pathways may lead to more variability in academic preparation, requiring colleges to adapt advising, placement, and first-year support systems.
2. New Recruitment Opportunities
Students educated through hybrid or nontraditional K–12 routes may be more open to flexible, modular, credential-based higher-ed models—opening doors for innovative programs.
3. Strategic Partnerships with K–12 Providers
Higher-ed institutions may find new relevance by collaborating with ESA-eligible schools, online learning providers, and enrichment programs to create clearer pathways into postsecondary education.
What This Means for Education Leaders Going Forward
Whether you lead a school district, manage a charter network, operate an independent school, or steward a university—ESAs signal a broader, faster-moving realignment in how families think about education.
The conversation is shifting from systems to students.
From assigned pathways to personalized ones.
From institution-centered models to family-centered choices.
As more states look to follow Texas’ lead, institutions that invest now in clear positioning, differentiated value, and future-focused programming will be the ones best positioned to thrive.
Steel Advertising: Partnering With Education Leaders in a Transforming Landscape
At Steel, we’re not just observing this shift, we have a front row seat. Our team is currently working on the launch campaign for Texas’ ESA program, giving us a view into how these policies are being communicated, received, and implemented across the state.
This work places us at the intersection of policy, public perception, and family decision-making, and we’re bringing those insights to every education partner we support.
If you’re a K–12 or higher education leader navigating how ESAs may influence enrollment, messaging, or long-term strategy, we’re ready to talk. Let’s explore what this moment means for your institution, your audiences, and your future.
