InAmerica at EMA 2025

In mid‑September (Sep. 16th – 20th) InAmerica Education participated in EMA 2025 in Austin as one of the event’s largest sponsors — our fourth consecutive year at this flagship conference for K–12 admissions professionals. This year’s theme, “Embracing Change,” framed conversations across the program as educators and admissions leaders examined how schools should adapt to shifting family priorities, new technologies, and evolving student needs.

EMA (the Enrollment Management Association), the organization behind the SSAT, brings together nonprofit independent schools and admissions leaders from the U.S. and around the world, and Austin — a hotspot for early‑education innovation — proved a lively setting for discussions on AI in admissions, interview practice, campus priorities and family expectations.

Our full K–12 team was on site to meet with more than 1,400 admissions leaders from top boarding and day schools, including The Lawrenceville School and Phillips Exeter Academy, to exchange firsthand information and practical admissions guidance. At the heart of our participation was a simple goal: convey the perspectives and priorities of Chinese families directly to school partners, while bringing back the latest policy updates and admissions tips to better support our applicants.

(Top left: InAmerica Exclusive Booth, Top right: Iolani School Admission Officer, Botton left: The Lawrenceville School Admission Officer, Botton right: Episcopal High School)

(Top left: The Ethel Walker School Admission Officer, Top right: St. Mark's School Admission Officer, Botton left: Vericant Interview Operations Director Ryan, Botton right: Phillips Exeter Academy Admission Officer)

Our full K–12 team was on site to meet with more than 1,400 admissions leaders from top boarding and day schools, including The Lawrenceville School and Phillips Exeter Academy, to exchange firsthand information and practical admissions guidance. At the heart of our participation was a simple goal: convey the perspectives and priorities of Chinese families directly to school partners, while bringing back the latest policy updates and admissions tips to better support our applicants.

In our featured session, “The Future of K‑12 Education: Gen Z & Gen Alpha Children,” K‑12 Admissions Director Nicolas Edwards and Senior Consultant Echo Ma outlined how family priorities are shifting — with a growing emphasis on mental health, real‑world problem solving, and long‑term development rather than narrow test outcomes. They explained how InAmerica positions itself as a strategic, bicultural partner: helping families present authentic narratives, advising on program fit, and building the school relationships that matter in K–12 admissions.

The talk drew a full house and lively engagement. Audience members stayed to ask questions long after the session ended — a strong signal that these topics resonate across schools and regions.

Why this matters for Chinese families

K–12 admissions are relationship‑driven. Beyond transcripts and test scores, admissions teams want to understand family context, student character, and genuine fit. At EMA we emphasized the voices and priorities of Chinese families so schools can better understand cultural expectations and make informed evaluative decisions. For families, this direct dialogue shortens feedback loops and increases transparency around current admissions practices and what truly differentiates applicants.

On the ground: insights, connections and culture

Over the course of the conference we collected timely updates on application trends, interview practice changes, and how schools are integrating technology and wellbeing into their programs. We also deepened partnerships with admissions officers and strengthened channels that help our students access accurate, up‑to‑date school guidance.

Dr. Frog

Our mascot, Dr. Frog, proved unexpectedly popular at EMA, helping spark conversations and embodying the InAmerica values we bring to every partnership: Prosperity, Growth, Positivity.

EMA 2025 reaffirmed that the K–12 landscape is changing quickly. InAmerica is committed to staying at the forefront of those changes — translating what we learn into clearer guidance, stronger school relationships, and better outcomes for Chinese families applying to U.S. independent schools. We look forward to sharing more of these insights with our community and to continuing the conversation at future conferences.