In 2021, The Higher Education Inquirer published an investigative report exposing the operations of EducationDynamics (“EDDY”), a for-profit lead generation and marketing firm with deep ties to some of the most controversial colleges in American higher education. Four years later, that story has not only held up—it demands a deeper and more urgent follow-up.
EDDY now claims that over the past five years, its clients have experienced an average of 47% enrollment growth above industry benchmarks, attributing this success to its “research-driven, continuous optimization process.” But behind that growth lies a troubling blend of aggressive marketing, deceptive lead generation, and exploitative labor practices—practices that appear to have only intensified.
A History of Bait and Switch
EDDY’s core operations remain rooted in multichannel marketing and lead generation for colleges—especially for-profit and formerly for-profit online institutions. These include Purdue University Global (formerly Kaplan University), University of Arizona Global (formerly Ashford University), American Intercontinental University, Colorado Technical Institute, and South University—all institutions with checkered histories of student outcomes, loan defaults, and regulatory scrutiny.
As previously reported by The Higher Education Inquirer, EDDY—originally known as Halyard Education—has been under ethical clouds for more than a decade. The company funneled leads to shuttered schools like Corinthian Colleges, ITT Technical Institute, and Virginia College, all of which collapsed under regulatory and legal pressure for defrauding students.
EDDY has expanded by acquiring other dubious operations. In 2019 and 2020, it bought up assets from Thruline and QuinStreet, the latter of which had been prosecuted by 20 state attorneys general in 2012 for deceiving military veterans through a phony education site, GIBill.com.
At least one source has linked EDDY to Alec Defrawi, a lead generator sued by the Federal Trade Commission in 2016 for job-application bait-and-switch tactics. Defrawi collected data from people seeking jobs, then sold it to education marketers who aggressively pitched them school enrollment instead. While the FTC complaint didn’t name EDDY directly, a public comment on the FTC’s site suggests a relationship between Defrawi and Halyard/EducationDynamics.
The 2025 Workforce Machine: Exploiting the Exploited
New accounts from Glassdoor and Indeed, along with internal conversations with former employees, show that EDDY's call centers in Boca Raton, Florida and Lenexa, Kansas continue to engage in bait-and-switch tactics. People looking for jobs are redirected to enrollment pitches for schools—many of which offer low graduation rates, high debt burdens, and little return on investment.
The call centers are described as toxic, high-pressure environments, where workers are paid $10 an hour, offered no real commission, and are charged up to $225 per day from their commission pool just to keep their jobs. According to workers, “good leads” are reserved for long-timers and favorites, while new and lower-ranked workers are left dialing disconnected numbers or harassing desperate job seekers.
“They want you to do a lot for $10 an hour,” said one former employee. “They’ll micromanage everything, and if you speak up about the shady stuff, you get punished or iced out.”
Former employees describe being instructed to use aliases and different company names to avoid regulatory detection and consumer suspicion. Others say they were explicitly told not to submit job applications that consumers had filled out, so they could be redirected toward school enrollments instead.
The Kansas location appears to mirror many of the Florida call center's tactics. One sales associate in Lenexa noted they were “getting shady and uninterested leads” and claimed that management was fully aware of the source and quality of these leads.
A Rigged System, Disguised as Opportunity
EDDY hides behind slick language and upbeat metrics, claiming to help students “adapt to the changing needs of today.” But the company’s model thrives on a population of vulnerable, low-income Americans—people simply looking for a job—who are rerouted into student loan debt for education they didn’t want or need.
Meanwhile, the people doing this marketing—call center employees—are also trapped. Lured in with promises of stability and advancement, they find a micromanaged workplace with no real raises, little upward mobility, and workplace retaliation for dissent.
The Better Business Bureau (BBB) gives EducationDynamics an A+ rating, which seems absurd given the overwhelming volume of worker testimonies and student complaints. It’s a glaring example of how the education marketing sector continues to operate with minimal oversight, even as its practices echo the discredited tactics of predatory for-profit colleges from the 2000s and 2010s.
The Bigger Picture
The collapse of Corinthian Colleges and ITT Tech was supposed to signal the end of an era. But EducationDynamics proves that the infrastructure of exploitation never disappeared—it simply rebranded, consolidated, and evolved. Today, it masquerades as a data-driven enrollment consultancy helping colleges grow, while quietly fueling the same pipeline of debt and despair for working-class Americans seeking stability.
Colleges desperate for enrollments, workers desperate for jobs, and the education marketing complex that profits from both—that is the dangerous triangle in which EDDY operates.
Final Thoughts
EDDY’s reported 47% enrollment growth comes with a heavy cost: false hopes, student debt, and labor exploitation. As the higher ed crisis deepens and more colleges seek lifelines, it’s imperative that watchdogs, regulators, and journalists remain vigilant about who’s behind the scenes pulling the strings.
EducationDynamics is not just a marketing firm. It is a relic of the for-profit college era—one that never really ended.
If you've worked for EducationDynamics or were misled by their marketing, the Higher Education Inquirer wants to hear from you. Contact us confidentially at gmcghee@aya.yale.edu.
