They've got impressive titles, promising careers, and a high household income, but still can't write a tuition check without breaking a sweat. Meet the HENRYs: High Earners, Not Rich Yet. These upwardly mobile families—physicians just out of residency, tech professionals with stock potential but limited liquidity, or dual-income households with equity locked in a home—are hitting their earning stride after years of schooling and delayed wealth-building. HENRYs represent a growing demographic critical to your school's enrollment and long-term sustainability. Though currently high earners, these families often need support during their children's early school years. In this session, we’ll unpack the financial realities of the HENRY demographic and explore effective ways to adjust your financial aid review lens to spot hidden need. You’ll gain practical strategies to align your policies and awarding with where these families are—early in their journey, eager to commit, and poised to become long-term members of your school community. Because when you support a HENRY early, you’re not just filling a seat—you’re building trust, driving retention, and future-proofing your enrollment for years to come.