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The New (Better) 1% Rule for Real Estate


For years, investors were using the one-percent rule to quickly determine if a real estate deal would cash flow. But the one-percent rule, rent-to-price ratio, and other common rules of thumb have a glaring blind spot. They account for purchase price, but they don’t account for expenses.

Meanwhile, mortgage rates, taxes, and insurance have all risen across the board—expenses that can easily kill your cash flow.

So, Dave’s come up with a new rule of thumb you can use to quickly analyze rental properties and markets. He’s calling it the rent-to-payment ratio. By comparing estimated rents to the estimated PITI payment itself, you’ll have a much better idea of whether a rental property will actually cash flow month to month.

And today, we’re not just breaking down how the formula works. Dave also built an entire spreadsheet that ranks U.S. real estate markets by their rent-to-payment ratios. Whether you’re looking for the best cash flow markets to invest in or a quick way to weed out unprofitable properties, this is the kind of math you need to make sharper investing decisions in 2026.

Dave:
This is the new 1% rule for real estate investors. For decades, investors use the 1% rule to pick markets and properties. If a house’s rent was more than 1% of the purchase price, it would probably cash flow. But today, 1% rule deals are almost impossible to find in most places. And that rule was created when interest rates and insurance payments and property taxes were much lower. Recently, I’ve been using a new different metric, the rent to payment ratio. It’s rent divided by your full mortgage payment, including principal, interest, taxes, and insurance. And in my own deal analysis, it’s been a much more reliable predictor of cashflow in 2026. So today I’m going deep on this 1% rule 2.0, what it does and doesn’t reveal about a property, the sweet spot ratio I’d target instead of just chasing the highest number and the full ranking of the top rent to payment markets across the US.
This is the new cashflow math you need to know.
What’s up everyone? I’m Dave Meyer, chief investment officer at BiggerPockets. And today I’m going full data nerd on you guys with a new investing metric, the rent to payment ratio. Now, if you’re investing back in the 2010s or even a couple of years ago, you may have heard of a rent to price ratio or you may have heard of the 1% rule as a rule of thumb for measuring cash flow. That rule of thumb is exactly what it sounded like. You would compare one month of rent to the purchase price of a property. And if it was at or near 1%, your deal was probably going to cash flow. If it was higher than 1%, you were probably getting a great cash flowing deal. And it was a really useful metric for a really long time. During the 2010s when interest rates were lower and taxes were lower and insurance was lower, it worked really well, but it has become a little bit outdated.
I personally haven’t used rent to price ratios in my own underwriting and analysis for a while because I don’t think it actually tells me that much anymore. First and foremost, it’s really hard to find 1% rule deals right now. And it can be really discouraging using a benchmark from a different era when cashflow was easier to find in today’s market because you’re probably missing good deals and good opportunities using an outdated metric. The other thing is that sometimes now when you use rent to price ratio, you might find a deal that looks really good by rent to price, but if it’s in an area that has super high property taxes or super high insurance, it might not actually cash flow and you could actually be getting a false positive because of an outdated metric. So instead, I created a new metric. It is a slight variation on a debt service coverage ratio.
If you’re familiar with that or if you’ve used a DSCR loan before, this will be very familiar to you. I didn’t make this up out of thin air. But what I did was pull together a bunch of different data sources that don’t normally talk to each other to create this new metric. What it is, is the rent to payment ratio. So instead of comparing rent to the purchase price of a property, what I’m doing is comparing the rent to what you’re actually paying to your mortgage company each and every month. This is also known as your debt service. That’s why it’s similar to a debt service coverage ratio. Your full debt service includes your principal that’s paying down your mortgage, interest, that’s the profit that goes to the bank, your taxes, super important in this new era of real estate, because taxes have gone up a lot.
And insurance also really important in this new era of real estate. That has gone up a lot, particularly in some markets that are prone to natural disasters. By doing this, you’re better incorporating the expenses that investors are facing on a day-to-day basis. Instead of just saying that the purchase price of a property is indicative of what your expenses are going to be, this actually measures the majority of your expenses, but it is not a substitute for underwriting your deal. Once you’ve looked at these deals and though, okay, this one has at least the benchmark level of cashflow that I am looking for, that’s when you go put it in the BiggerPockets calculator, do the full analysis, understand how this deal is going to add to your portfolio, how it’s going to move you towards financial freedom over time. You can’t substitute that stuff. You got to do it.
But by using this rent to payment ratio, you’re going to be able to look through markets and deals so much quicker. So if you want to calculate this for yourself, it’s actually quite easy. All you need to know is one month of rent and your total mortgage payment. So if you’re looking at a deal, just estimate the rent, estimate what the mortgage payment’s going to be, divide the rent by the mortgage payment, and you got it. The higher the number, the better cashflow potential it’s going to have. And actually, we’ll talk about this in a minute, but 1% is actually a pretty good benchmark similar to the rent to price ratio for this new metric. If you are getting a 1% rent to payment ratio or better, you’re going to cash flow, but you do not need to get 1%. I want you to know that.
We’ll talk about different tiers, but I’ll just give you a little bit of a preview. If you’re at like 0.7, 0.75 or above, you’re probably going to have cash flow potential. You still have to go analyze the deals to figure out what it’s going to be, but 1% is not a hard and fast cutoff rule, but if you’re close to 1%, you should feel pretty good about that market or about that deal. So calculating it for yourself on an individual deal, super easy, right? You’re just taking two numbers and dividing them. Calculating it on a market level is just a little bit trickier because you need to know the average taxes and average insurance. I was able to gather the top 54 biggest markets in the country. I figured out all this information for you and I will share that with you in just a minute and you can download it for free on the BiggerPockets website as well.
All right, so hopefully this all makes sense and you’re bought in on this new rule of thumb. I’m clearly stoked about it. I’ve been using it and think it works really well. I’m going to show you the market rankings and I’m actually going to just walk you through how to use this with a real deal, but we do have to take a quick break. We’ll be right back.
Welcome back to the BiggerPockets Podcast. I’m Dave Meyer. Today we are talking about the new 1% rule for real estate investors. Instead of using the outdated rent to price ratio, we’re going to be talking about and using the rent to payment ratio where you compare one month of rent to your mortgage payment rather than comparing rent to the purchase price of the property. We are going to talk about how to use this when analyzing a deal. It’s super easy, but I’m going to show you and walk you through some actual real live deals in just a minute. But first, I want to show you this spreadsheet that ranks some of the top markets in the country by this new ratio that I created. So what I did was I actually went out and gathered data from a bunch of different sources, but I used Zillow data for home values.
I know people get all up in arms about zestimates and zestimates on any individual property can vary a lot, I admit that. But actually when you aggregate zestimates and look at a whole county or a whole city level, it’s pretty accurate. I’ve looked into this, it is pretty accurate. We’re also doing the same thing with rents. So when you aggregate the data, it’s pretty accurate. I know if your property’s estimate is off, I’ve seen that many times or your neighbor’s is off, I get it. That definitely does happen. But this data for our purposes here, I do think is reliable. We also, I just found a bunch of different tax sources and aggregated those and insurance costs as well. Keep in mind, these are averages. They are not going to be the same for every single property, but what I found is that there are sort of like 10, I would say, elite level cash flow cities in the country right now.
These are cities where the average deal has a rent to payment ratio of 1% or above. Those cities, if you’re in one of these 10 cities, it is going to be much easier for you to find cash flow than any other city. Now keep in mind, other cities will cash flow. A lot of these other cities on this list will cash flow, but these ones are going to be the easiest. So those 10 are, I’m going to start with number 10 and I’ll just count down. So this is the 10th best is Milwaukee. That’s at 0.99. I’m rounded up to 1%, 0.99. Then we have Pittsburgh, Pennsylvania, Baltimore, Maryland, Philadelphia, Pennsylvania, St. Louis, Missouri, Hartford, Connecticut, Birmingham, Alabama, Memphis, Tennessee, Cleveland, Ohio, and Detroit, Michigan. Now you’ll probably notice a pattern here. Eight out of 10 here are in the Midwest and all 10 of them are relatively inexpensive markets.
The most expensive market on this list with the highest median home value is Philadelphia at 248,000. That is well below the national average, which is about 440 right now. But the other markets like Milwaukee’s at 195, Pittsburgh’s at 198, Cleveland 135, and Detroit really stands alone at $72,000. So if you’re in any of these markets, cashflow is going to be easier to find than any other markets in the country. Now you still have to go out and find the right deals, but if you are an investor wondering where to invest, this is such a good way to create a short list. You shouldn’t use this to pick the whole market, but if you say cashflow is a priority to me, the first 10 or 20 on this list is where I would start my further research. And we’ve talked a lot on the show about how to do more research into a market because you can’t just use cashflow.
You need to figure out are there good economic prospects? What are the appreciation is going to be? What’s happening with population? You still have to do all of that, but if I were a cashflow focused investor, I’d take the first 10 or 15 here and then figure out which of them has the best blend of other metrics that are in line with my long-term strategy. So for me, I’m not a pure cash flow investor. So what I would be looking for is what’s a good hybrid market? I want a market that is going to appreciate and I’m willing to sacrifice cash flow for some of that appreciation. So when I’m just eyeballing this list, I would say places like Hartford, Connecticut stand out to me. Philadelphia is a good market. Indianapolis, Columbus, Ohio, those are still below 1% during the top 15 or so, but still really good markets with strong fundamentals, exciting things happening and do offer good cash flow.
Now, if you’re looking at this on YouTube, you’ll see that I’ve ranked the markets green, yellow, red. And if you’re listening on audio, I’ll just let you know. The top 10, the ones I named to you, those are green. Those are kind of like the elite level cashflow markets. Then I brought in another 19 markets are in yellow and those are going to be solid cash flow markets. You could probably still find cashflow in any of these markets with the exception of New York. New York just has some unique idiosyncrasies here where it’s on this list, but I don’t think you could probably find cashflow there. But all the other ones here, maybe not Minneapolis, but a lot of them you will be able to find cashflow on these deals because two things here. First and foremost, 1% rule is not dogma. It is not the be all end all.
It is just telling you how likely it is you are to find cash flow. The second thing to remember here is these are averages. So if you’re looking at a city like Buffalo, New York, I’m just picking one random, it has a rent to payment ratio of 0.89. That means that’s the average of all of the deals. So as an investor, you better not be looking for average deals, right? If it’s at 0.89, that means by rule, just the math, half of the deals in that market are better than 0.89. And so your job as the investor is to go out and find that deal that is better than 0.89. That is a really good way to use this metric. Even if you’re in some of these lower markets, I think Dallas is a great example. It’s actually in my third tier by rent to payment ratio at 0.74.
It’s not terrible. That’s still pretty good, but Dallas is a great market. So can you go out and find a deal in Dallas at 0.9? I bet you can because half the deals in that city are going to be above 0.74. And so just knowing that 0.74 is the average and that average is kind of low, your goal should be to say, “Hey, how much can I beat that average by? How much can I beat 0.74 by?” And you can do this in almost every market. Now I’m not going to say every market cash flows like when you get down to the bottom of this list, San Jose, California, Austin, Texas, Los Angeles, Seattle, San Francisco, these markets are probably not going to cashflow. They just aren’t. It’s really, really challenging. Now, I want to just call out a couple of things here. As we’re looking at the bottom here, there are some markets here that used to be great cash flow markets.
I’m looking at Houston here that for a long time had a good cash flow rate or Oklahoma City, for example, which had pretty strong cash flow. I want to just show you in Oklahoma City where the average rent is $1,130, the average insurance per month is $814. So this is why the rent to payment ratio is important is because if you’re just comparing the rent to the home value in Oklahoma City, you’re missing the most important variable here for investors, which is that your insurance is going to take up about 75% of your monthly rent, just the insurance. You see similar things in Denver, right? Denver has super high insurance. Houston has really high insurance. Houston has the double whammy of high insurance and high taxes. If you put the average taxes and insurance for Houston together, it’s 1,100 bucks. Meanwhile, your rent is under 1,700.
So just looking at this in Houston, on average, you can see your monthly payment is significantly more than your rent. There’s no way you’re going to get cash flow unless you get a screaming deal. And obviously, I should have said this earlier, but these are for on-market deals, so they’re as is. So if you’re doing a heavy renovation and a burr, you can reconsider this, right? The way you would do that is by evaluating the future rent that you’re going to get once you renovate the property by your future payment, once you refinance. That’s how I would look at it. Future rent, future payment, calculate your rent to payment ratio that way. One other thing I want to call out is on the total opposite end of the spectrum, these markets, Detroit, which really stands alone in terms of its rent to payment ratio. It’s at two.
That’s really high. The average payment in Detroit right now is $642, where the average rent is nearly $1,300. That’s amazing. So if you’re looking for pure cash flow, Detroit stands alone. But Detroit, similar to Cleveland and to Memphis and to Birmingham, certainly these first four markets at least, there are trade-offs in these markets. They may not appreciate in the same way that other markets do. Now, a lot of them have been growing in recent years, but in this new great stall era, I do personally expect a reversion to the mean for a lot of these high flying cities. That doesn’t mean they’re necessarily going to turn negative, although some of them could turn modestly negative. It’s just important that you understand the fundamentals. Detroit is recovering as a city, but as an example, its population has really declined since the financial crisis. And so there is an oversupply of homes.
There might be high vacancy rates. This is why you can’t just take this metric and use it to evaluate everything. If you really want cash flow, look at Detroit, but make sure you’re buying in a good pocket of Detroit where there’s going to be strong rental demand and home values are going to go up. You can do that. That absolutely exists in Detroit. I’ve been looking at deals there. That definitely works. That works in Cleveland, but don’t just assume because it’s the highest rent to payment ratio that it’s automatically a good buy. So that’s how you use this at a market level. Again, you use it by comparing to one another the relative availability of cash flow. And then two, once you pick market, knowing what the average is and then using that to set a baseline for what your deals are going to be.
They’re going to have to beat that level. That’s how you use it at a market level, but it’s also really valuable at a property level. And to show you how to do that, I’m just going to actually pull up a listing. But before we do that, we have to take one more quick break. We’ll be right back.
Welcome back to the BiggerPockets Podcast. I’m Dave Meyer, today talking about a new rule of thumb that I think everyone should be using, the rent to payment ratio. Before the break, we talked about how to calculate this and how to use it at a market level, but I’m just going to show you how to use it at a property level. And to do that, I am going to look for a property in Memphis. I just use my list and instead of using Detroit because it’s kind of an outlier, I just picked another one of the high up markets that have a strong rent to payment ratio. And I’m going to just pick the first one here on our list on Zillow. I’m just going through Zillow. I just searched for multifamily here. And we found a property on Harbord Avenue. It is listed at $340,000.
It’s a six bed, two bath built in 1927, a little bit older, but it is 3,200 square feet and actually looks nice. The bricks had some tuck pointing, so there’s some work done there. The roof is in pretty good shape, but it’s got some charm. It’s a nice house. Seems like it’s in a decent neighborhood for sure. What I would do if I were looking at this deal is first and foremost, I always look at the pictures just to see is this place reasonable? And I actually like what I’m seeing here. We got hardwood floors, we have fresh paint. The kitchen definitely needs an updating, which I like personally. I think that’s great. That’s a sign of a cosmetic rehab opportunity. Yard needs a little bit of work, but it’s not bad. There’s a nice fence. It’s a good property. So what I would do in this scenario is just quickly calculate the rent to payment ratio.
And lucky for us, if we look at this duplex, they have listed the actual leases. So we don’t even need to estimate the rent here. What we know here is that our rent is going to be 1,255 for the lower and 1,385 for the upper unit. And what we get there is 2,640. So this property is pulling in 2,640. So already in my head, I’m asking myself, is my monthly payment on this mortgage going to be more or less than 2,640? Let’s find out. To do that, I’m just going to pull up the BiggerPockets mortgage calculator and figure out what our payment is going to be. So I’m going to just assume that we’re paying full price for this. So my loan amount, if I’m putting out 25% as an investor, is going to be $255,000. I’m going to do a 30-year fixed. Interest rate’s probably around seven right now.
Our annual taxes, they’re pretty high, are $9,800. And on the listing, the insurance is estimated at $1,350 a year. So I’m going to just hit calculate my monthly mortgage payment. And what we got here is 2,625. So this is darn close to a 1% rule deal. Pretty good, right? Because what we found is that our monthly payment is 2,625. Our monthly rent is 2,640. And if you do 2,640 divided by 2,625, it’s basically 1.01%. So we got a 1% rule here in Memphis, but remember in Memphis, our average deal was going to be 1.17. And so while this deal probably will cash flow, it is probably not the best cashflow opportunity we can find in Memphis because we know that on average, the ratio is a bit higher. Now, I’m not saying that you shouldn’t buy this deal because when I look at this deal, I’m like, can I fix this thing up, put 20 grand into it and bring our rents from 2,640 up to 2,800 or 2,900?
If so, might be worth buying this deal. But if I’m looking for a turnkey kind of investment where I just put tenants in, because this place is nice enough, you could just put tenants in, this probably isn’t the best pure cashflow opportunity. So the way I would look at this and use this ratio is instead I would look for another deal. So let’s just see if we can find another one. Let’s look at this duplex instead. This is a six bed, three bath. It’s cheaper. So it’s about $300,000. The kitchens are a little bit older, but it’s still in decent shape. You could definitely rent this out today. The kitchens, I would put a little bit of money on if it would me, but you could rent this right now. Now, these are big units. They’re three bed, two bath. And so I’m going to assume that I can get 2,500 bucks in rent for this.
And so we’re taking out a smaller loan at 2.25, and then our annual taxes are going to be cheaper at around 7,000. Our insurance, I’m just going to assume, is going to be the same. And now we’re getting 2,192. So this is a better cash flowing deal. So 2,500 divided by 2,192, what do we got? Now we have 1.14. This is closer to the average for the area. So this is a deal I would consider personally. I think this is a better cash flowing opportunity. I think there’s a better upside on this deal personally for a cosmetic rehab, because if you just look at it, we could maybe drive the rents up to 2,800 on this by fixing it up. It’s a nice property, but just needs some work inside. And the other thing I like about this is this one’s been sitting on Zillow for 55 days, so I’m probably going to get this below what they’re asking at 2.95, right?
Let’s just assume we get a little bit of a discount. We get it at 2.80. If we do that and update our payment, now we’re at 2076. If we divide 2,500 by 2076, now we’re at a 1.2. So even if you don’t do the renovation, if you just buy this at a little bit of a discount, 15 grand off after sitting for 55 days, you buy this thing at a discount, now you’re getting a 1.2. Now that’s above the average. Now you’d go do the renovation, that’s a really good opportunity. So of course I would have to do more due diligence and do a full analysis on the BiggerPockets calculators to understand if this is the kind of deal that I want to buy. But just in those five minutes I just showed you, that first deal I thought was going to be good. I looked at it and I was like, “This is going to be a good deal.” And it was, it probably would cashflow, but two minutes later, I found another deal that has better cashflow opportunity.
Still going to do analysis on the second one, but it allows me to say, “I’m better off spending my time digging into that second deal than I am the first one.” That’s what rules of thumb are for. They’re not the absolute be all end all of any analysis. They’re used to help you save time and to eliminate deals that are clearly not going to work and to spend your time on the deals that have a high potential of penciling out. So go out and do this for yourself. Hopefully you can see how useful this is. We will put a link to the spreadsheet for the markets below and then go out and calculate this on deals on Zillow, Redfin, Realtor, whatever you use. Go check out some deals and see if it works. Go see where the best rent to payment ratios are in your market or compare between two different markets and see which one have a better cashflow perspective.
Once you’ve done that, go really work hard to estimate your rents, estimate your expenses, put all of that into the BiggerPockets calculator. You just go to biggerpockets.com/calculator, go calculate the deal, see what the cash on cash return’s going to be, what your annualized return over time is going to be. You still got to make great offers. You got to do the work, but this rule of thumb I think will help you streamline your deal flow and your analysis so much. It’s been helping me a lot and hopefully this completely free tool that you can use can help you find your next deal as well. Before we go though, I do just want to reiterate, although higher rent to payment ratio does indicate better cashflow potential, the higher the number does not mean that is a better deal. You heard me just talking through those two deals.
Some deals are going to have better opportunity for value add. They’re going to be in a better neighborhood. They’re going to have better demand. So you need to think about that. And I actually think oftentimes if the rent to payment ratio is too high, that’s actually a red flag because there’s something wrong with that property. If it is priced really inefficiently, sometimes it happens where some people just price properties poorly. I’ve been the beneficiary of that several times in my career. It sometimes happens, but it’s a red flag too. It’s something you need to investigate. I think in this kind of market, if you can find a deal that’s in the 0.8 to 1.1 ratio, that’s probably going to be pretty good. That’s after you do a renovation. So the deal you might buy might not pencil, but if you’re going to do a cosmetic rehab or you’re going to do a rehab and drive up the rents, if you can get in that 0.8 to 1.1, you’re probably going to find a good deal.
Again, it’s a rule of thumb. It’s not going to work for every single time. This is just a means of filtering deals, and I’d love to hear how it works for you. Like I said, it’s been working for me, but let me know in the comments if this new ratio, this new rule of thumb, this new 1% rule is something you’re going to be using in your own investing. I would love to hear how you’re using it. Share it with the BiggerPockets community. That’s our episode for today. Thank you so much for watching this episode of the BiggerPockets Podcast. We’ll see you next time.

 

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GSEs’ cost-cutting tools: The per-loan savings breakdown


The government-sponsored enterprises say they have been leaning into cost savings, some of which have been passed on to lenders and borrowers. Below, a breakdown of the specific figures behind those gains.  

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Freddie Mac Chief Financial Officer Jim Whitlinger said that there is a “continued focus on operational efficiency” in a recent earnings call.

And Peter Akwaboah, acting CEO at Fannie Mae, said in his comments on second-quarter earnings that the enterprise has been investing in capabilities that “will drive long-term value for borrowers and business partners.”

To see what kinds of quantifiable benefits such efficiency goals have had for lenders or borrowers, NMN examined what some of the estimates for money or time savings connected to a representative sample of initiatives at the enterprises have been like.

These show some initiatives have directly cut costs by hundreds of dollars per loan and more on a collective basis. In some cases these efficiencies have been expressed in gains related to productivity, risk management or business prospects rather than monetary figures.

The estimates that follow represent anecdotal efficiencies and may not reflect the full scope of all the GSEs’ efforts to save time or money. They also may not account for other developments or ancillary risks resulting from a change that could impact net savings from an initiative.

Efficiency metrics

Fannie’s Title Acceptance pilot has helped thousands of refinancing borrowers save an average of $500 to $1,500 per transaction. Rate, a lender testing the concept, said savings can be as high as $2,000 in a state like New Jersey. 

The estimated savings for Freddie’s Lender Title Assessment program are similar at $500 to $2,000, depending on the location and loan amount.

Appraisal modernization at Fannie, which has introduced a range of options between traditional home valuations and waivers that leverage property data, has saved borrowers an average of $399 per loan.

Freddie estimates that its automated collateral evaluation has saved borrowers almost $2.6 billion since 2017. An update to its cost to originate study in 2025 shows ACE is the biggest cost saver when it comes to individual tech tool use and can cut expenses by around $370 per loan.

Fannie’s Condo Project Manager, an online tool aimed at giving lenders a path to more efficient building eligibility determinations, contributed to approvals that saved borrowers an estimated $17.5 million collectively between 2024 and May 2026. 

Maximized use of Freddie’s tech tools has multiplied savings, according to the GSE’s analysis of the impact on costs, margins and cycle times. In second-quarter 2025, lenders using Freddie’s digital capabilities for 75% or more of their loan sales to the GSE reduced their spending by $1,700 per loan compared to those applying the tech tools to less than 60% of their production.

More than 50% of all loan acquisitions run through Fannie’s Desktop Underwriter may be eligible for repurchase relief due to a DU update related to undisclosed non-mortgage liabilities. The tool automatically evaluates risks in this area that might surface prior to closing.

Freddie’s LPA Choice, which was designed to help lenders that receive “caution” feedback on a loan know how to clear hurdles preventing acceptance, has helped increase deliveries to the GSE by around 85,000 in the past year. Roughly one-third of these were first-time buyers.



JetBlue Reveals BlueFirst Domestic First Class Seats


JetBlue Reveals BlueFirst Domestic First Class Seats

JetBlue today unveiled details of BlueFirst™, the airline’s new domestic first-class experience. Available for booking this fall, BlueFirst brings specially designed seating for customers seeking added comfort, advanced seatback technology with seatback ordering, and premium amenities with the caring service and great value that customers have come to love from JetBlue.

With the first aircraft debuting later this year, BlueFirst highlights include:

  • Custom Comfort by Tuft & Needle®
    Traditional first-class comfort is reimagined with specially designed seats featuring Tuft & Needle’s T&N Flex™ foam. These optimized plush seats, only available on JetBlue, are designed to offer each customer personalized support and responsive pressure relief throughout the flight.
  • Recline and Relax
    Arranged in a two-by-two configuration, BlueFirst seating will offer five inches of recline and up to seven inches of additional legroom compared to JetBlue’s Main seats for a comfortable and relaxing travel experience.
  • Enhanced Entertainment
    Each seat will feature a stunning 13.3-inch seatback screen complete with Bluetooth connectivity, allowing customers to pair their own wireless headphones directly to the seatback entertainment systems. These advanced screens will include JetBlue’s newest iteration of Blueprint by JetBlue™, the airline’s personalized inflight experience platform.
  • Powering Up, Staying Connected
    Each seat will also feature in-seat USB-A, USB-C and 110VAC power to keep devices charged, and complimentary Fly-Fi ® high-speed internet continues to make streaming and staying connected easy from gate-to-gate.
  • Settle in and Unwind
    On overnight flights, BlueFirst customers will receive a cozy blanket and snooze kit designed to make it easier to settle in, unwind and arrive feeling refreshed.

JetBlue says that customers can expect a service style that balances polished hospitality with JetBlue’s signature caring approach. New features part of the onboard service include:

  • Inflight Ordering, At Your Fingertips
    As part of its Blueprint by JetBlue inflight entertainment upgrade, BlueFirst will introduce seatback ordering and an interactive “Mixologist Mode,” allowing customers to create a custom cocktail by choosing their spirit, mixer and flavorings, sending their order directly to the inflight crewmembers. Customers can also use their seatback screen to select meals and browse onboard products.
  • Curated Dining and Snacking
    BlueFirst introduces FirstFare, a fresh spin on dining at 35,000 feet, with thoughtfully composed meals served in a custom bento-inspired box. On flights 899 miles or longer, each FirstFare selection brings together an entrée, side and dessert. Customers can choose from options like sweet or savory crepes or sesame noodles with beef or tofu, to name a few, for a flavorful meal designed to delight.

    Throughout every flight, BlueFirst customers will enjoy a selection of rotating premium snacks from brands like Sockerbit, Tosi, Wholesome Bakery, Pop Daddy Snacks and Cape Cod Chips, with selections varying by flight and route.

  • Sipping in Style
    The beverage experience on BlueFirst comes with sommelier-selected wines from New York’s Parcelle, specialty coffee from Cometeer and Joe Coffee, and premium Smith Teamaker teas.

    Premium glassware from Fable and artist-designed coasters, created in collaboration with New York City illustrator Danielle Rose Fisher, balance an experience that feels both elevated and approachable.

  • Priority Made Seamless
    BlueFirst customers will receive Group 1 boarding, dedicated overhead bin space, priority check-in and access to an expedited lane to the security checkpoint at more than 30 airports. BlueFirst and BlueFirst Flex fares benefit from no change or cancel fees, two free checked bags and priority baggage delivery, helping make the journey feel more seamless from the airport to arrival. 

BlueFirst marks another milestone in JetBlue’s JetForward strategy, building on the recent opening of the airline’s second BlueHouse lounge which launched in Boston. Additional details, including initial routes and booking availability, will be announced later this year. For all available information please visit jetblue.com/flying-with-us/bluefirst.

Social Security’s 2027 COLA: What We Know So Far, and What We Don’t


For seniors on Social Security, there’s perhaps no more important an announcement each year than news of an official cost-of-living adjustment, or COLA.

COLAs are meant to help benefits keep up with rising costs. And they’re pegged to the Consumer Price Index for Urban Wage Earners and Clerical Workers, or CPI-W, which measures changes in the prices paid by workers for different goods and services.

Image source: Getty Images.

In 2026, Social Security benefits rose by 2.8%. And many seniors are hoping for a more generous COLA in 2027.

But will they get their way? Here’s what we know already about the upcoming COLA, and here’s the data that’s still missing.

What we know so far

In July, the CPI-W rose 3.4% on an annual basis . Social Security COLAs are based on third-quarter readings from the CPI-W, so that piece of data gives us one-third of the information needed to calculate the 2027 raise.

Following July’s CPI-W, the Senior Citizens League, an advocacy group, lowered its 2027 COLA projection from 3.8% to 3.6%. Cooling inflation was what caused the drop.

At the same time, independent Social Security analyst Mary Johnson lowered her 2027 COLA projection to 3.4%. At one point earlier in the year, Johnson’s COLA number for 2027 was as high as 4.7%. Before July’s CPI-W, her working estimate was 3.7%.

AARP also decided to weigh in with a COLA forecast after July’s CPI-W was released. The group put that number at 3.5%, which is smack in the middle of the two estimates.

What we don’t know yet

Since August and September CPI-W readings are needed to calculate next year’s COLA, most of the puzzle is still missing. Even though the month of August is now behind us, it takes time for the Bureau of Labor Statistics to compile inflation data. August’s CPI-W is expected to come out on Sept. 11.

And of course we don’t know how inflation will trend in September since, well, none of us can predict the future. If tensions overseas worsen and oil prices creep upward, it could set the stage for a larger Social Security COLA in 2027. But if things hold steady, the estimates above ranging from 3.4% to 3.6% could be pretty on-target.

It’s also possible that inflation will cool even more in September, and that August’s CPI-W will show a notable decrease from July. If both things happen, seniors may be in for an even smaller COLA in 2027 than the low end of the range above. However, it’s unlikely that the upcoming COLA won’t surpass this year’s 2.8% raise by at least a little bit.

When an official COLA gets announced

September’s CPI-W is set to be released on Oct. 14, so following that, the Social Security Administration (SSA) should be in a position to announce an official 2027 COLA the same day. In fact, the CPI-W is usually released early, so the COLA announcement could come in time for your morning coffee.

Of course, it’s worth noting that last year’s COLA announcement was delayed because of the government shutdown that occurred at the time, which delayed last September’s CPI-W. Hopefully, there won’t be a repeat this time around.

In addition to sharing word of a COLA, the SSA is expected to announce some other key program updates on Oct. 14. These include:

  • The program’s maximum monthly benefit for 2027.
  • The 2027 wage cap, which determines how much income is taxed to fund Social Security.
  • The value of a single Social Security work credit, which retirees need 40 of to be eligible for benefits in retirement.

So all told, it’s a pretty big day for Social Security, and for anyone who’s tired of grappling with the mystery of what next year’s COLA will be.

MBA Technology Management Course 2026 | Jobs, Salary, Eligibility & Future Scope



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Best Student Loan Rates for September 1, 2026: College Ave and Ascent Lead at 1.94%


Student loan rates have are getting even more competitive as peak back to school season ends. As of September 1, 2026, private student loan lenders are offering fixed rates as low as 1.94% APR and variable rates starting as low as 3.03% APR, depending on credit profile, degree program, and repayment term. 

College Ave and Ascent Student Loans currently offer the lowest fixed rate loan available. Student Choice is currently offering the lowest variable rate student loan available.

While federal student loan rates are set annually by Congress, private lenders continue to adjust based on market conditions and Treasury yields. Staying current on these changes can save borrowers hundreds (or even thousands) over the life of a loan.

💰 Today’s Best Student Loan Rates At a Glance

Here are the best private student loan rates today:

Lender

Fixed APR

Variable APR

Cosigner Required?

Abe® Student Loans

2.08% – 16.58%

3.50% – 16.18%

No

Ascent Student Loans

1.94% – 17.50%

3.64% – 16.60%

No

College Ave

1.94% – 17.99%

3.89% – 17.99%

Yes

Sallie Mae

1.95% – 17.49%

3.75% – 16.95%

No

Student Choice

2.99% – 14.74%

3.03% – 15.00%

Optional

1. Abe® Student LoansAbe offers private student loans to a undergraduate, graduate, and post-bachelor graduate certificate students, with flexible repayment options and no origination, late payment, or forbearance fees. Rates start as low as 2.08% APR. Read our full Abe Student Loans review.

2. Ascent Student Loans – Ascent offers private student loans with some of the lowest rates, currently starting at 1.94% APR. They even offer no-cosigner options for undergraduates. Read our full Ascent Student Loans review.

3. College Ave – College Ave Student Loans offers some of the lowest fixed rates on student loans on the market today. They are one of the largest private student loan lenders, and have highly competitive rates on their loans. Rates start as low as 1.94% APR. Read our full College Ave Student Loans review.

4. Sallie Mae – Sallie Mae is probably one of the most well-known lenders on this list. They are the nation’s largest private student loan lender by loan volume. As a result, they also offer some of the most competitive private student loans and parent loans out there. Rates start as low as 1.95% APR. Read our full Sallie Mae review.

5. Student Choice Student Choice is a service that works with a huge network of credit unions nationwide to match you with low cost student loans offered by credit unions. They currently have some of the lowest variable rate student loans on the market. Rates start as low as 2.99% APR for fixed rates and 3.03% APR for variable rate loans. Read our full Student Choice Student Loans review.

Federal Loans: Remember, the federal student loan interest rates are fixed. They won’t change again until the next academic year.

  • Undergraduate Direct: 6.52%
  • Graduate Direct: 8.07%
  • Parent PLUS Loans: 9.07%

You can find a full list of the best private student loans here >>

Fixed vs. Variable Rates: Which Should You Choose?

There’s a lot of uncertainty that borrowers don’t like with variable rates, which can make sense, but in a declining rate environment, it also opens the potential for future savings. Here’s what to know:

  • Fixed rates stay the same for the life of the loan, offering predictable monthly payments. They’re better for borrowers who plan to repay over many years.
  • Variable rates can change with market conditions, starting lower but carrying risk if the Fed raises rates again. They can make sense for borrowers who expect to pay off loans quickly.

Most private lenders allow you to check rates without affecting your credit score. Always compare both options before signing.

What To Know Before Borrowing

Before taking out a private student loan, make sure you understand exactly what you’re signing up for.

  • Cosigner rules: Most undergraduates need a cosigner – which is someone (usually a parent) that is just as legally responsible for the loan. Check for early cosigner release after consistent on-time payments.
  • Repayment flexibility: Look for lenders offering in-school deferment, interest-only options, or income-based repayment.
  • Discounts: Many lenders provide 0.25% off for autopay.
  • Fees: Compared to federal loans, private loans offer fewer fees – including no origination fees.
  • Safety: Federal loans offer loan forgiveness and income-driven repayment plans. Exhaust federal options before turning to private loans.

For most families, borrowing federal student loans first makes the most sense. However, for parents looking at parent PLUS vs. private loans, private loans can make more sense.

How We Track And Verify Student Loan Rates

At The College Investor, our editorial team reviews student loan rates daily from more than a dozen major lenders. We verify data using official lender disclosures, regulatory filings, and real-time rate sheets.

We only include lenders offering loans to U.S. citizens and permanent residents. All rates are updated regularly and represent the lowest available APRs with autopay discounts applied.

Our coverage is independent and not influenced by compensation. While we may earn a referral fee when you open a loan through certain links, this never affects our editorial recommendations. Our goal is simple: to help you find the most affordable path to borrow responsibly.

FAQs

How often do private student loan rates change?

Lenders can adjust daily based on bond market movements and Federal Reserve actions, as well as their own competitive goals.

Are private student loans fixed or variable?

You can choose either. Fixed rates offer stability, while variable rates change with the market.

Do private student loans qualify for forgiveness?

No. Only federal student loans are eligible for forgiveness programs like PSLF or IBR.

Is a cosigner always required?

Not always, but most undergraduate borrowers will need one to qualify.

Can I refinance later if rates drop?

Yes. Refinancing can reduce your rate and monthly payment, though you’ll lose federal benefits if you refinance federal loans.

Disclosures



Abe Student Loans
Before applying for a private student loan, DR Bank and Monogram LLC recommend exhausting all financial aid alternatives including grants, scholarships, and federal student loans.

The Abe® student loan is made by DR Bank, Member FDIC (“Lender”). All loans are subject to individual approval and adherence to Lender’s underwriting guidelines. Program restrictions and other terms and conditions apply. LENDER AND MONOGRAM LLC EACH RESERVES THE RIGHT TO MODIFY OR DISCONTINUE PRODUCTS AND BENEFITS AT ANY TIME WITHOUT NOTICE. TERMS, CONDITIONS AND RATES ARE SUBJECT TO CHANGE AT ANY TIME WITHOUT NOTICE.

* In order to estimate your available rates and loan options, with your authorization, DR Bank will initiate a soft credit inquiry. Soft credit inquiries do not affect your credit. Any rates and loan options offered to you are estimates only.  

1Interest rates and APRs (Annual Percentage Rates): Interest rates and APRs (Annual Percentage Rates) depend upon (1) the student’s and cosigner’s (if applicable) credit histories, (2) the rate type selected, (3) the repayment option and repayment term selected, (4) the expected number of years in deferment, (5) type of degree program, and (6) the requested loan amount. Rates and terms are effective as of 09/01/2026. The variable interest rate for each calendar month is calculated by adding the 30-Day Average Secured Overnight Financing Rate (“SOFR”) index plus a fixed margin assigned to each loan. The current SOFR index, published on the website of the Federal Reserve Bank of New York, is 3.750% as of 09/01/2026. The applicable index or margin for variable rate loans may change over time and result in a different APR than shown. The fixed rate assigned to a loan will never change except as required by law or if you request and qualify for an interest rate discount, or receive In-School Default Protection (see footnote 3). APRs displayed as a range: APRs assume a $10,000 loan with one disbursement. The undergraduate and graduate low fixed and variable rate APRs assume a 5-year term and the Immediate Repayment option with payments beginning 30-60 days after the disbursement via auto pay (see footnote 2 for auto pay details). The undergraduate high fixed and variable rate APRs assume a 20-year term; the graduate high fixed rate APR assumes a 20year term and the graduate high variable rate APR assumes a 5year term. The undergraduate and graduate fixed rate and graduate variable rate high APRs assume the Interest Only Repayment option, a thirty-seven-month deferment period, and a six-month grace period before entering repayment. Undergraduate variable rate high APR assumes the Immediate Repayment option with payments beginning 30-60 days after the disbursement. 

2Autopay Discount: Earn a 0.25% interest rate reduction for making automatic payments from a bank account (“auto pay discount”) by completing the direct debit form accessible on the Servicer’s website. The auto pay discount is in addition to other discounts. The auto pay discount will be applied after the Servicer validates your bank account information. Automatic payments and the associated discount will be temporarily discontinued (1) if you elect to stop automatic deduction of payments and (2) during periods when you are not required to make payments. The discount will be permanently discontinued in the event three automatic deductions are returned by the financial institution for any reason.

3 In-school Default Protection: Interest Only or Flat Payment Repayment loans that reach at least 90 days delinquent during an in-school deferment period will automatically transition to the Full Deferment Repayment option. Under these circumstances, the interest rate on an original Interest Only loan will increase by one percentage point (1.00%) and the interest rate on an original Flat Payment Repayment loan will increase by one quarter of one percentage point (0.25%). Credit reporting prior to the transition of a loan to the Full Deferment Repayment option will remain on your record. Any unpaid accrued interest at the end of an in-school deferment period may be capitalized in accordance with the Credit Agreement.

4 Loan Amounts: The minimum loan amount is $1,000, except for (a) student applicants who are permanent residents of Iowa in which case the minimum loan amount is $1,001, and (b) student applicants or cosigners who are permanent residents of Massachusetts in which case the minimum loan amount is $6,001. The maximum loan amount to cover in-school expenses for each academic year is determined by the school’s cost of attendance, minus other financial aid, as certified by the school. The requested loan amount cannot cause an individual applicant’s aggregate education loan debt (which includes federal and private student loans) to exceed $300,000 per student applicant applying for an undergraduate loan, $350,000 per student applicant applying for a graduate, graduate certificate, Healthcare Professionals, Law or MBA loan, or $500,000 per student applicant applying for a Medical or Dental loan. The requested loan amount cannot cause the aggregate education loan debt of a cosigner, applying jointly for an Abe loan, to exceed $999,999.99.

5 Loan Terms: The 15- and 20- year term and Flat Payment Repayment option (paying $25 per month during in-school deferment) are only available for loan amounts of $5,000 or more. Making interest only or flat interest payments during deferment will not reduce the principal balance of the loan. Payment examples all assume a 20-month deferment period, a six-month grace period before entering repayment, no auto pay discount, a fixed interest rate, and the Flat Payment Repayment option. Abe Undergraduate Loans: 5-year term: $10,000 loan, one disbursement, with a 5-year repayment term (60 months) and a 9.00% APR would result in a monthly principal and interest payment of $237.24. 7-year term: $10,000 loan, one disbursement, with a 7-year repayment term (84 months) and a 9.15% APR would result in a monthly principal and interest payment of $185.38. 10-year term: $10,000 loan, one disbursement, with a 10-year repayment term (120 months) and a 9.27% APR would result in a monthly principal and interest payment of $147.30. 15-year term: $10,000 loan, one disbursement, with, a 15-year repayment term (180 months) and a 9.41% APR would result in a monthly principal and interest payment of $119.80. 20-year term: $10,000 loan, one disbursement, with, a 20-year repayment term (240 months) and a 9.53% APR would result in a monthly principal and interest payment of $107.99. Abe Graduate Loans: 5-year term: $10,000 loan, one disbursement, with a 5-year repayment term (60 months) and a 9.46% APR would result in a monthly principal and interest payment of $242.30. 7-year term: $10,000 loan, one disbursement, with a 7-year repayment term (84 months) and a 9.62% APR would result in a monthly principal and interest payment of $190.10. 10-year term: $10,000 loan, one disbursement, with a 10-year repayment term (120 months) and a 9.74% APR would result in a monthly principal and interest payment of $151.87. 15-year term: $10,000 loan, one disbursement, with a 15-year repayment term (180 months) and a 9.89% APR would result in a monthly principal and interest payment of $124.45. 20-year term: $10,000 loan, one disbursement, with, a 20-year repayment term (240 months) and a 10.01% APR would result in a monthly principal and interest payment of $112.83.

6 The student borrower has meet certain credit and other criteria, and 12 consecutive monthly principal and interest payments or lump sum payments equal to 12 monthly principal and interest payments must have been received by the Servicer during any 12-month period. While a loan is in a reduced repayment plan or while a request for a reduced payment plan is pending, borrowers are not eligible to apply for cosigner release.

7 The grace period is six months. The grace period begins on the earlier of the date (a) the student borrower graduates, (b) the student borrower ceases to be enrolled, or (c) that is 60 months from the first disbursement date, but in no case, earlier than six months after the first disbursement date. The immediate repayment option does not have a grace period.

Abe is a registered trademark of Monogram LLC.

Monogram LLC is not an affiliate of DR Bank.

Ascent Student Loans

Ascent Funding, LLC products are made available through Bank of Lake Mills or DR Bank, each Member FDIC. Subject to credit approval. Loan products may not be available in certain jurisdictions. Certain restrictions, limitations, terms and conditions may apply for Ascent’s Terms and Conditions please visit AscentFunding.com/Ts&Cs. Annual Percentage Rates (APRs) displayed above are effective as of 9/1/2026 and reflect an Automatic Payment Discount (ACH). The ACH discount consists of 0.25% on credit-based college student loans submitted prior to 6/1/2025, a 0.5% discount for on credit-based college student loans submitted on or after 6/1/2025 and a 1.00% discount on outcomes-based loans when you enroll in automatic payments. Loans subject to individual approval, restrictions and conditions apply. Loan features and information advertised are intended for college student loans and are subject to change at any time. For more information, seerepayment examples or review the Ascent Student Loans Terms and Conditions. The final amount approved depends on the borrower’s credit history, verifiable cost of attendance as certified by an eligible school and is subject to credit approval and verification of application information. Lowest interest rates require full principal and interest (Immediate) payments, the shortest loan term, a cosigner, and are only available for our most creditworthy applicants and cosigners with the highest average credit scores. Actual APR offered may be higher or lower than the examples above, based on the amount of time you spend in school and any grace period you have before repayment begins. Variable rates may increase after consummation.1% Cash Back Graduation Reward subject to terms and conditions. For details on Ascent borrower benefits, visit AscentFunding.com/BorrowerBenefits. Ascent applicants and borrowers that agree to the AscentUP Terms of Service and Privacy Policy, as well as students associated with an Ascent parent loan application, have access to the AscentUP platform.  

The following examples for a $10,000 loan show a 48-month in-school period plus 9 months of grace prior to a full repayment term for 60-months (variable rate), with examples of (i) Interest Only payments, (ii) $25 Minimum payments, (iii) Deferred repayment, and (iv) Immediate Repayment options.
* Interest Only Repayment: 5.85% APR, with 57 payments of $48.75 while in-school/grace, 60 payments of $192.65 during the repayment term, and a total cost of $14,338.61.
* $25 Minimum Payment: 6.48% APR, with 57 payments of $25.00 while in-school/grace, 60 payments of $233.37 during the repayment term, and a total cost of $15,427.06.
* Deferred Repayment: 6.67% APR, with no payment while in-school/grace, 60 payments of $269.21 during the repayment term, and a total cost of $16,137.16.
* Immediate Repayment: 3.60% APR, with 60 payments of $182.37, and a total cost of $10,942.30.
 The following examples for a $10,000 loan show a 48-month in-school period plus 9 months of grace prior to a full repayment term for 180-months (highest variable rate), with examples of (i) Interest Only payments, (ii) $25 Minimum payments, (iii) Deferred repayment, and (iv) Immediate Repayment options.
* Interest Only Repayment: 16.26% APR, with 57 payments of $135.42 while in-school/grace, 180 payments of $148.66 during the repayment term, and a total cost of $34,476.99.
* $25 Minimum Payment: 15.03% APR, with 57 payments of $25.00 while in-school/grace, 180 payments of $256.16 during the repayment term, and a total cost of $47,530.48.
* Deferred Repayment: 15.23% APR, with no payment while in-school/grace, 180 payments of $290.4 during the repayment term, and a total cost of $51,470.36.
* Immediate Repayment: 16.01% APR, with 180 payments of $146.93, and a total cost of $26,445.92.

College Ave

College Ave’s student loan products are made available through Firstrust Bank, member FDIC, First Citizens Community Bank, member FDIC, or BTG Pactual Bank, N.A., member FDIC. All loans are subject to individual approval and adherence to underwriting guidelines. Program restrictions, other terms, and conditions apply.

* All rates include the auto-pay discount. The 0.25% auto-pay interest rate reduction applies as long as a valid bank account is designated for required monthly payments. If a payment is returned, you will lose this benefit. Variable rates may increase after consummation. Approved interest rate will depend on creditworthiness of the applicant(s), lowest advertised rates only available to the most creditworthy applicants and require selection of the Flat Repayment Option with the shortest available loan term.

Sallie Mae Student Loans

¹Rates displayed are for undergraduate and career training students:

Lowest rates shown include the auto debit discount: Additional information regarding the auto debit discount: Advertised APRs for undergraduate students assume a $10,000 loan to a student who attends school for 4 years and has no prior Sallie Mae-serviced loans. Interest rates for variable rate loans may increase or decrease over the life of the loan based on changes to the 30-day Average Secured Overnight Financing Rate (SOFR) rounded up to the nearest one-eighth of one percent. Advertised variable rates are the starting range of rates and may vary outside of that range over the life of the loan. Interest is charged starting when funds are sent to the school. With the Fixed and Deferred Repayment Options, the interest rate is higher than with the Interest Repayment Option and Unpaid Interest is added to the loan’s Current Principal at the end of the grace/separation period. To receive a 0.25 percentage point interest rate discount, the borrower or cosigner must enroll in auto debit through Sallie Mae. The discount applies only during active repayment for as long as the Current Amount Due or Designated Amount is successfully withdrawn from the authorized bank account each month. It may be suspended during forbearance or deferment. *These rates will be effective 8/25/2026.

Terms:

Examples of typical costs for a $10,000 Smart Option Student Loan with the most common fixed rate, fixed repayment option, 6-month separation period, and two disbursements: For a borrower with no prior loans and a 4-year in-school period, it works out to a 10.28% fixed APR, 51 payments of $25.00, 119 payments of $182.67 and one payment of $121.71, for a Total Loan Cost of $23,134.44. For a borrower with $20,000 in prior loans and a 2-year in-school period, it works out to a 10.78% fixed APR, 27 payments of $25.00, 179 payments of $132.53 and one payment of $40.35 for a total loan cost of $24,438.22. Loans that are subject to a $50 minimum principal and interest payment amount may receive a loan term that is less than 10 years.

² For applications submitted directly to Sallie Mae, loan amount cannot exceed the cost of attendance less financial aid received, as certified by the school. Applications submitted to Sallie Mae through a partner website may be subjected to a lower maximum loan request amount. Miscellaneous personal expenses (such as a laptop) may be included in the cost of attendance for students enrolled at least half-time.

Editor: Colin Graves

Reviewed by: Richelle Hawley

The post Best Student Loan Rates for September 1, 2026: College Ave and Ascent Lead at 1.94% appeared first on The College Investor.

The Agency Business Model Is Outdated, Be What Replaces It


I’ve spent 30+ years working with small businesses and the people who advise them. I wrote Duct Tape Marketing in 2006 because I watched too many owners buy random tactics from agencies that never asked what the strategy was. And for most of those 30 years, the agency business model itself held up fine. You sold your time, you marked up execution, you kept clients on retainer for the doing.

That model is breaking. Now, in front of us, for reasons anyone running an agency or consulting practice can feel in their pipeline.

Clients believe AI can do the work. Some of them are trying it themselves and producing chaos at machine speed, but the belief alone is enough to compress what they’ll pay for execution. Retainers built on posts and ads get questioned in every budget meeting. Proposals take longer to win. And the advisor doing everything custom, for anyone who’ll pay, is getting squeezed hardest.

What clients will pay for now is marketing leadership: strategy, judgment, and a systematic way to bring AI into their business without adding to the noise.

Here’s what I want you to hear before anything else: the problem is the model, and the model can be replaced. Over the past few years we’ve been rebuilding practices with independent consultants and agency owners one at a time, and the same 9 shifts show up in every rebuild. This post maps all nine.

For each one I’ll give you the quote we hear from advisors before the shift. These are real. I’ve spoken with thousands of consultants and agency owners over the years, and these sentences came right out of their mouths. If a few of them sting, that’s the point.

I also walked through all nine on a solo episode of the Duct Tape Marketing Podcast, if you’d rather listen.

Shift 1: From invisible generalist to owned point of view

“I sound like every other agency out there, and I do not have a unique method to stand on.”

Pull up your website and a competitor’s side by side. If you can swap the logos and nobody would notice, you’re pricing against everyone, which means you’re pricing on nothing.

The new model starts with a message only you deliver and a named framework you own. When you walk into a room with a point of view and a method with a name on it, you stop competing on hourly rates and start getting hired for how you think.

Here’s what that sounds like in practice. A prospect says they need a website. You say sure, we build websites, and every client starts with a strategy engagement first, because that’s the only way the website earns its keep. Strategy before tactics is a point of view, and it’s still shockingly rare in small business marketing.

This shift comes first because it’s the domino. Premium pricing and lead flow are downstream of having something only you say.

Make one move this week: write the sentence you’d want a prospect to repeat about you after you leave the room. If it could describe any agency in your town, keep writing.

Shift 2: From custom everything to productized flagship offer

“I am exhausted from writing custom proposals and starting from scratch for every new client.”

Custom everything is why your margins are unpredictable, your delivery is chaos, and every sale takes 3 meetings and a 12-page proposal. It feels like service. Your P&L knows better.

The new model runs on one flagship engagement, sold the same way, delivered the same way, every time. Same steps, same deliverables, same cadence. In our world it’s a 7-step strategy engagement, and advisors who adopt it tell us the change shows up in their language first. “I can do that” becomes “this is my process.”

The pushback I hear is that productized means cookie cutter. It’s the opposite in practice: a repeatable framework is what produces custom work you can teach, delegate, and hire against. We’ve licensed this methodology to over 400 agencies and consultants, and that pattern holds every time.

Make one move this week: look at your last 5 engagements and circle what they had in common. That overlap is your flagship offer trying to get out.

Shift 3: From pricing effort to pricing outcomes

“I am working myself to death but hitting a ceiling because I am trading time for money.”

Hourly pricing caps your income at your calendar. There are only so many hours, so the only way to grow is to work more of them, and you’re already working all of them.

Advisors running the new model sell value-based packages: strategy engagements at $7,500 to $15,000, retainers at $5,000 to $15,000 a month. The number matters less than what makes it possible. Confidence to price on outcomes comes from shift 2. You can’t quote with conviction on something you rebuild from scratch every time, and you can quote all day on a process you’ve run 30 times.

Make one move this week: calculate what your best client actually paid you per hour last quarter, including the unbilled ones. That number is usually the push people need.

Shift 4: From execution retainers to leadership engagements

“Clients treat me like a vendor, question my tactics, and cancel when budgets get tight.”

Be honest about what your retainer buys. If the answer is “we’ll do your posts and ads,” you’re selling the exact thing AI is eating, and your clients know it.

The durable version of recurring revenue is a leadership engagement: you run the client’s marketing system, you sit at their leadership table, and you own outcomes instead of deliverables. These engagements run 12 to 24 months, and they survive budget season for a simple reason. You can commoditize a deliverable. You can’t commoditize a seat at the table.

In our own practice, clients stay 3, 4, 5 years. One has been with us over a decade. That kind of retention follows the leadership seat.

Make one move this week: in your next client review, spend the first 10 minutes on their revenue goals before you show a single metric. Watch how the conversation changes.

Shift 5: From referrals-and-hope to a lead system

“I have no idea where my next client is coming from if my word of mouth dries up.”

Most advisors sell lead generation for a living and don’t have it for themselves. The cobbler’s kids go barefoot, and in this business the cobbler also lies awake wondering where Q3 revenue comes from.

The new model installs a real system: strategic partners, speaking, content, outbound, each built as a repeatable process instead of a burst of activity when the pipeline gets scary. Referrals still come. They’re just no longer the plan.

One channel I’d leave off the list: cold email. Check your own inbox and count the agencies promising you leads this week. A client won on a cold pitch rarely understands what it means to hire a trusted advisor, and they’ll treat you accordingly. Build channels you own.

Make one move this week: count the clients you signed in the past year that came from anything other than word of mouth. If the number is zero, you have your assignment.

Shift 6: From selling to advising

“I hate feeling like a salesperson, and I spend too much time doing proposal theater.”

If you dread selling, you’re probably selling wrong. Pitching and proposal theater feel awful because they cast you as a vendor auditioning for work.

In the new model, the sales process is the service in miniature. You run a paid or structured strategy session, you diagnose, you prescribe. The prospect experiences being advised by you before they ever sign, and the engagement sells itself because they’ve already felt what working with you is like. Advisors who make this shift tell us proposals mostly disappear from their practice.

Make one move this week: take the proposal you’re working on right now and ask what would happen if you presented it live as a diagnosis instead of emailing it as a document.

Shift 7: From doing the work to running the system

“If I step away for a week, the whole business stops because everything lives in my head.”

That quote is the one I’d put on a billboard, because it describes most consulting practices I meet. The owner is the product and the quality control, which means the owner can never stop.

The new model puts delivery on rails: SOPs, templates, delegation, with the owner doing the thinking instead of the producing. Practices structured this way run at 60 to 70 percent margin, and the founder gets their calendar back. It’s also what makes the business worth something. A practice that runs through one person’s head is a job with invoices, and any buyer will price it that way.

Make one move this week: document one recurring deliverable well enough that someone else could produce the first draft. Just one.

Shift 8: From dabbling in AI to installing it

“Clients think AI can do my job for free, and I am losing my margins trying to keep up.”

Here’s the reframe that changes this whole conversation: your clients’ belief in AI is your next engagement.

Because they’re right that AI changes the work, and they’re wrong that they can manage it themselves. What small businesses produce with unmanaged AI is random acts of marketing at machine speed. Somebody has to install AI properly inside a business: embedded in defined workstreams, with governance and human review, part of the plumbing of the marketing system and tied back to strategy. That somebody should be you, and it may be the most in-demand engagement you sell this decade.

The credibility test is whether you’ve done it in your own practice first. That’s also where your margin comes back.

Make one move this week: pick one delivery workflow in your own practice and rebuild it with AI in the loop, with a defined review step. Sell what you learn.

Shift 9: From alone to in a network

“I am trying to figure out every problem by myself, and the grind is incredibly lonely.”

This one never makes the official list of business problems, and it might be the most expensive one on it. Every client challenge solved alone at 11pm. Every pricing decision made with no data but your own nerve.

Advisors in a network running the same model share what’s working, compare real numbers, and refer overflow to each other. The 100+ agencies and consultants in our network meet monthly, train quarterly, and share a partner network for implementation gaps. The practical value is speed: someone in the network solved your problem last quarter. The personal value is that the grind stops being lonely, and I’ve watched that alone keep good advisors in the game.

Make one move this week: find one advisor running a practice like yours and compare notes for 30 minutes. No agenda beyond what’s working.

The order matters

Don’t try all nine at once, and don’t start with the one that sounds most fun. The sequence is the strategy:

Message before offer. Offer before price. Price before leads. Leads before delivery. Delivery before scale.

It’s Strategy First logic applied to your own business. An advisor who builds a lead system before nailing their point of view fills a pipeline with prospects who see no reason to pay a premium. An advisor who chases margin before productizing delivery just documents chaos faster.

Start with the earliest shift you haven’t made. The rest get easier in order.

Where are you against the 9 shifts?

Most advisors read a list like this and recognize themselves in 3 or 4 of the quotes. The useful question is which shifts are capping your practice right now, because that’s where the next 90 days of work should go.

We built a short assessment that scores you against all 9 shifts and shows you which ones to tackle first. Nine questions, about 5 minutes, and you’ll see your 3 lowest scores immediately.

Take the 9 Shifts Assessment at dtm.world/shifts →

Rather talk it through first? Grab a time with Sara Nay, our CEO, at dtm.world/chat. If you’ve taken the assessment, she’ll have your scores in front of her.

FAQ

Is the agency business model really dying?

Execution-based retainers are getting compressed, and that pressure is real and measurable in how clients negotiate. Advisory work, strategy, and system leadership are getting more demand. So the honest answer is that a specific version of the agency model is dying: the one that depends on marking up execution work clients now believe AI can do.

What is a leadership engagement?

A recurring engagement where you run the client’s marketing system and own outcomes, typically for 12 to 24 months. Think fractional CMO plus an installed operating system, rather than a bundle of deliverables. Clients keep them through budget cuts because the engagement is tied to revenue, and because you’re in the leadership conversation where those decisions get made.

Do these shifts apply to solo consultants or agencies with teams?

Both. The shifts describe the model, and the model works at either scale. We’ve watched solo advisors use them to build calm, premium practices and agency owners use them to move a whole team off the execution treadmill.

How long does it take to make these shifts?

Longer than a weekend, shorter than you’d fear. With a proven framework and everything already built, advisors we work with remake the core of their model in about 90 days. Doing it alone from scratch takes longer, mostly because you’re inventing every asset before you can use it.

Won’t AI just replace marketing consultants too?

AI replaces tasks. Judgment about which tasks matter, in what order, tied to what strategy, still has to come from a person. The advisors at risk are the ones whose whole offer is execution. The advisors in demand are the ones who install and govern the system, including the AI in it.