Noodle's Acquisition of MindMax: A New Era of Enrollment Solutions for Universities
Noodle's Acquisition of MindMax: A Strategic Move in Higher Education
On July 3, 2025, Noodle Partners, a public benefit corporation, announced its acquisition of key assets from MindMax, LLC, a prominent marketing and enrollment agency known for its collaborations with colleges and universities. This strategic move aims to bolster Noodle's capabilities in providing integrated solutions for institutions throughout the student journey—from initial discovery to graduation.
Noodle’s CEO, John Katzman, expressed enthusiasm about the acquisition, highlighting the evolving needs of universities and how Noodle has adapted to meet these demands. Traditionally recognized as a next-generation Online Program Manager (OPM), Noodle now offers a broader range of services that include enrollment and learning technologies. Katzman emphasized the flexibility, transparency, and control that this integration provides to their university partners, stating, "We now offer enrollment and learning technology and services that are closely aligned but loosely coupled."
With the addition of MindMax’s expertise, Noodle aims to expand its offerings even further. Lee Maxey, the founder and CEO of MindMax, will step into the role of Chief Strategy Officer at Noodle. He reflected on the collaboration, stating, "This is a tremendous opportunity to deepen our relationship with our partner universities. Together, we can help institutions find and support the right students more effectively."
The partnership is anticipated to enhance Noodle’s already expansive suite of services, which currently supports over 80 universities across the United States. By integrating MindMax’s marketing prowess with Noodle’s educational strategies, they will be better equipped to meet institutional goals and drive successful outcomes for students.
Dr. Melik Peter Khoury, President of Unity Environmental University, praised the union between Noodle and MindMax, acknowledging their commitment to avoiding conventional OPM methods that rely on outdated assumptions. Khoury articulated the importance of aligning their values with partners that understand their mission, stating, "Their partnership with Noodle brings another layer of aligned support that is focused on substance over scale and outcomes over optics."
With the combined resources of Noodle and MindMax, institutions can expect innovative solutions designed to navigate the complexities of enrollment marketing and student support. The merger not only positions Noodle as a forward-thinking partner in higher education, but it also paves the way for more tailored strategies that resonate with the unique missions of educational institutions.
Noodle began its journey in 2013 and has since evolved into a leading tech-enabled strategy partner for higher education. As a Certified B Corporation, Noodle is committed to transforming education by empowering universities to deliver life-changing learning experiences. Their services include strategic consulting, tailored online enrollment growth strategies, and technology platforms that enhance institutional resilience and responsiveness.
MindMax, founded in 2009, has established itself as an authority in enrollment marketing, recruitment, and strategic consulting for colleges and universities, particularly in reaching adult and online learners. This acquisition is set to enhance Noodle's capability in assisting institutions to truly realize their educational missions while increasing enrollment rates.
In conclusion, the acquisition of MindMax marks a significant milestone for Noodle Partners, reinforcing its mission to drive transformative change within higher education by offering enhanced marketing and enrollment services to its university partners. This strategic alliance not only benefits Noodle and MindMax but ultimately enriches the educational journeys of countless students across the nation.