SFG LeadMatch™ Report 2022

Student Leads Generated Across the SchoolFinder Group Platform
Pie Chart

LeadMatch™ is a SchoolFinder Group program that matches students who create or update their account on SchoolFinder.com, ScholarshipsCanada.com, or StudyinCanada.com. Based on their profile (level of study, program of interest and study location of interest), the algorithm will match them to schools. They then select the schools from whom they want to receive further information.

The program has been highly successful, generating over 1.5 million requests since its launch. And because students are matched, the quality of the student leads is high.

This report looks at the student leads generated through LeadMatch™ in 2022.

Number of Requests & Students

The number of requests was up 4.9% from 2021 and the number of students requesting information was down slightly from 2021. What’s interesting is that the average number of schools per request is up at 4.8%. In fact, this is a record and may reflect students being more open to options.

2022 2021 Change
Number of Requests 123,067 117,343 4.9%
Number of Students 25,635 26,536 -3.4%
Number of Schools / Requests 4.8 4.42 8.6%

Country of Residence

Over 170 countries were represented, but by far the largest country of residence was Canada, followed by Nigeria and India. Here are the top 10.

Countries Number of Requests
Canada 104,720
Nigeria 2,987
India 1,244
Ghana 786
Egypt 708
Pakistan 706
United States 658
Kenya 579
Saudi Arabia 570
Philippines 481

Level of Study

The majority of requests were from undergraduate-bound students (diploma and bachelor) followed by continuing ed, grad studies, and online.

  • Undergraduate Studies 94.0% 94.0%
  • Continuing Education 2.4% 2.4%
  • Graduate Studies 1.8% 1.8%
  • Online/Distance Education 1.3% 1.3%
  • Language School 0.3% 0.3%
  • High School 0.2% 0.2%

Top 30 Fields of Study

There were over 3,000 fields of study — here are the top 30.

Programs of Study
Computer Science
Mechanical Engineering
Political Science
Business Administration
Business Administration and Computer Science Double Degree
Software Engineering
Business Administration and Computer Science (BBA/BSc) Double Degree
Health Sciences
Computer Science (BSc)
Computing Science
Social Work
Psychology (BA)
Computer Game Development
Business Administration (BBA)
Biomedical Sciences
Civil Engineering
Computer Engineering
Bachelor of Technology (Digital Health)

Top Schools

There were 159 schools in the LeadMatch™ program in 2022 (this is a paid service). Some schools received thousands of leads and some single digits (this varies with the number of programs and targeting). The average number of leads received by a school was 774.

The following list of 39 schools received over 1,000 leads in 2022.

Top Schools
Algoma University
Algonquin College
Brock University
Carleton University
Centennial College
Concordia University
Conestoga College
Glendon College
Humber College Institute of Technology & Advanced Learning
King’s University College
Lakehead University – Orillia
Lakehead University – Thunder Bay
Laurentian University/Universite Laurentienne
Memorial University of Newfoundland
Mount Royal University
Nipissing University
Ohio Northern University
Ontario Tech University
Red Deer College
Redeemer University
TMU (Ryerson University)
Thompson Rivers University
Trent University
Trent University – Durham GTA
University of Alberta
University of Guelph
University of Guelph-Humber
University of Lethbridge
University of New Brunswick – Fredericton
University of Northern British Columbia
University of Regina
University of Saskatchewan
University of Sussex
University of the Fraser Valley
University of Waterloo
Vancouver Island University
Western University
Wilfrid Laurier University
York University

Level of Interest

A student’s level of interest is calculated by how many total schools they have requested information from. In most cases, it’s more than 11, but in a third of cases, it’s 5 or fewer schools. As a school, receiving a higher percentage of Very High or High interest leads may be an indication of brand strength.

  • Low (11+ schools) 43.6% 43.6%
  • Moderate (6-10 schools) 23.3% 23.3%
  • High (2-5 schools) 25.4% 25.4%
  • Very High (1 school) 7.7% 7.7%

Intended Start Year

The majority of students requesting information were planning to start in 2023, but over 15% intended on starting in 2024 and beyond. From a marketing standpoint, this is important, as it means you have more time to recruit these students.

  • 2022 23.8% 23.8%
  • 2023 59.8% 59.8%
  • 2024 11.1% 11.1%
  • 2025 3.7% 3.7%
  • 2026 1.6% 1.6%

Province of Residence

Of the students living in Canada, the vast majority of students requesting information are from Ontario.

  • Ontario 64.9% 64.9%
  • British Columbia 13.1% 13.1%
  • Alberta 10.6% 10.6%
  • Nova Scotia, Prince Edward Island, New Brunswick, and Newfoundland 4.7% 4.7%
  • Manitoba 2.5% 2.5%
  • Saskatchewan 2.4% 2.4%
  • Quebec 1.6% 1.6%
  • Nunavut, Yukon, and Northwest Territories 0.1% 0.1%


The gender breakdown, with 62% being female, mirrors the general post-secondary gender breakdown.

  • Female 61.9% 61.9%
  • Male 34.4% 34.4%
  • Prefer not to say 1.9% 1.9%
  • Other 1.8% 1.8%

Next Steps

For more information on lead generation or how you can get started on the platform, contact us at:

The SchoolFinder Group Team


Further reading: 

» Utilizing Nurture Marketing to Recruit Students

» Fall 2021 Secret Shopper Results

» Higher Ed AI Survey Results

» The SchoolFinder Group Database Email Query Fields

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