Pacific Lutheran University

What Pacific Lutheran University does

Pacific Lutheran University (PLU) is a private nonprofit 501(c)(3) institution founded in 1890 and legally incorporated in Washington State in 1920, operating a single residential campus at 12180 Park Avenue S in Tacoma, Washington. PLU delivers higher education across four colleges and more than 40 undergraduate majors and graduate programs (including business, creative writing, education, kinesiology, marriage and family therapy, nursing, and a new cybersecurity offering), serving first-year, transfer, graduate, international, and military-affiliated students. Revenue is generated primarily through published tuition and mandatory fees ($53,831 for 2024-2025, with total cost of attendance of $67,541), supplemented by room and board, endowment draw, and charitable gifts; the university disburses approximately $69 million annually in institutional scholarships and grants, with 100% of students receiving some form of aid and an average aid offer of $48,362 for 2023-2024, and operates a Fixed Tuition guarantee that locks tuition during a student's enrollment.

The university's technology stack combines standard higher-education infrastructure — Sakai learning management system, Banner student information system, ePASS student portal, and the PLU Rec mobile app — with a recently expanded student-success layer that includes SAGE, a text-based automated guidance chatbot; Knack peer tutoring; TimelyCare 24/7 telehealth; and a Student Care Network care-reporting system, alongside third-party Handshake for careers and IMLeagues for recreational sports. Distribution is conducted through traditional admissions channels (rolling undergraduate admission with a July 15 priority deadline, July 1 transfer deadline, graduate and international pathways) supported by multi-channel marketing including a network of Instagram accounts, YouTube livestreams, a virtual tour, ResoLute magazine, and on-campus visit programming.

PLU is currently absorbing nearly $6 million in annual losses from Washington state reductions to the Washington College Grant starting in 2026-2027, has implemented a hiring freeze as a defensive response, and is placing its ASPLU student government on a one-year hiatus for 2026-2027 due to declining student engagement — indicating a period of fiscal and operational contraction.

Name

Pacific Lutheran University

Legal name

Pacific Lutheran University, Inc.

Website

https://plu.edu

Company type

Private

Founded year

1890

Operating status

Operating

Short description

Pacific Lutheran University is a private nonprofit university in Tacoma, Washington, founded in 1890, offering 40-plus undergraduate majors and graduate programs across four colleges to roughly 2,500-3,500 residential students, funded primarily through tuition and a $69M annual institutional aid budget.

Ownership category

akta.pro rank

Product category

Higher Education

NAICS

Colleges, Universities, and Professional Schools (6113)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Faith-Affiliated Private Research Universities (EDAHABAJ)

akta.pro secondary industries

Religiously Affiliated Liberal Arts Colleges (EDAHACAF), Campus Spiritual & Religious Life (EDALAHAI)

Keywords

• Higher education services
• Undergraduate degree programs
• Graduate education programs
• Student support services
• Residential college experience

Headquarters

HQ city

Tacoma

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Tuition and Fees: PLU generates primary revenue through tuition and mandatory fees charged to enrolled students. The 2024-2025 academic year tuition and fees are $53,831, with additional costs of $13,710 for room and meals, totaling $67,541.
2. Financial Aid and Scholarships: PLU awards $69M in university-funded scholarships and grants annually, which reduces net tuition revenue but supports student enrollment and retention.
3. Institutional Endowment Response: PLU faces nearly $6 million in annual losses from state tuition aid reductions and has implemented institutional aid commitments from endowments to cover student losses, representing a cost pressure response rather than new revenue.

Pricing tiers

Distribution channels5 records

Marketing channels5 records

Core offering

Pacific Lutheran University is a private nonprofit university that delivers undergraduate education across more than 40 majors and a portfolio of graduate programs organized into four colleges (Health Professions, Liberal Studies, Natural Sciences, and Professional Studies). Its offering is augmented by residential learning communities, internship and study-away programs, and an integrated student support ecosystem that combines clinical wellbeing services, accessibility accommodations, basic-needs support, peer tutoring, and career services.

Product overview

Pacific Lutheran University is a private university offering higher education through its core academic programs (40+ undergraduate majors and graduate programs across four colleges) and integrated student support services. The university's product portfolio centers on its educational offerings enhanced by Wellbeing Services & Resources (WSR), a unified support ecosystem that includes clinical services, accessibility accommodations, and basic needs support. Key service products include SAGE (text-based automated guidance), Student Care Network (care reporting system), TimelyCare (24/7 health support), and Knack Tutoring (peer academic support). Student life is supported through Learning Communities, the DJS Coalition leadership program, ASPLU student government, and SARF-funded clubs and activities. The university also leverages third-party platforms including Handshake for career services and IMLeagues for recreational sports management.

Differentiator

Problem solved

Functional benefit

Products and services

• Undergraduate Academic Programs More than 40 undergraduate majors across four colleges (Health Professions, Liberal Studies, Natural Sciences, and Professional Studies), preparing students for lives of inquiry, service, leadership, and care. Aimed at traditional-age and transfer undergraduates.
• Graduate Programs Advanced degree programs in business, creative writing, education, kinesiology, marriage & family therapy, nursing, and a new cybersecurity program, supporting career advancement and professional development.
• On-Campus Housing Residential living across multiple themed learning communities (Diversity, Justice & Sustainability; Community for Creative Expression; Global Community; Outdoor Experience Community; STEM House; Upper Division Student Communities) with mandatory first-year residency.
• Wellbeing Services & Resources (WSR) Integrated student support network combining clinical services (Health Services and Counseling), academic and accessibility support through the Office of Accessibility and Accommodation, and basic needs support via the Student Care Network, Center for Military Student Support, and Food Pantry.
• SAGE (Student Automated Guidance Expert) Text-based automated student support system represented by a squirrel mascot that sends proactive check-in texts, answers FAQs, and routes students to appropriate PLU staff resources.
• TimelyCare Telehealth 24/7 no-cost medical and mental health support providing on-demand visits, scheduled counseling, symptom checker, and self-care tools (yoga, guided meditation), connecting students remotely with licensed counselors, nurse practitioners, health coaches, career coaches, academic success coaches, and financial wellbeing support.
• Knack Peer Tutoring Peer tutoring platform connecting students with trained peers for one-on-one or group sessions, available in-person and online across every class taught at PLU.
• Student Care Network (SCN) Proactive, centralized support system where faculty, staff, friends, or family can submit confidential care reports about students facing challenges.
• DJS Coalition Leadership Program Leadership learning community structured around CYMK tracks focused on diversity, justice, and sustainability; students complete reflections, attend community connection events, and present a showcase to graduate.
• Career Services via Handshake Career development services for students and alumni including jobs, internships, mentoring programs, and employer recruiting powered by the Handshake career platform.
• Study Away and Global Education Programs Experiential learning programs offering study away opportunities, international honors, and global education experiences coordinated through the Wang Center.

Quantifiable outcome

• Fulbright Scholars produced since 1975
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Wartburg College: ELCA Lutheran private college in Waverly, IA with comparable size, liberal arts + pre-professional program mix, residential experience, and faith-based identity, although in a different geographic market.
• Seattle Pacific University: Free Methodist-affiliated private Christian university in Seattle offering similar liberal arts and professional programs, residential experience, and small-college ethos in the same Pacific Northwest market as PLU.
• Gonzaga University: Jesuit faith-affiliated private university in Spokane, WA serving a similar Pacific Northwest student profile with comparable undergraduate/graduate mix, residential experience, and tuition-driven nonprofit model.
• Seattle University: Jesuit private university in Seattle offering undergraduate and graduate programs across business, nursing, education, and arts — directly comparable in size, faith affiliation, and tuition band to PLU.
• Whitworth University: Christian private university in Spokane, WA with comparable undergraduate majors, residential learning communities, and values-based identity overlapping directly with PLU's Lutheran mission.
• Concordia University Irvine: Lutheran (LCMS) private university in Irvine, CA sharing PLU's Lutheran heritage, liberal arts core, and residential undergraduate model, operating at a similar small-university scale.
• California Lutheran University: Large Lutheran (ELCA) private university in Thousand Oaks, CA operating the most direct faith-tradition parallel to PLU with comparable graduate and undergraduate professional programs and similar student support infrastructure.
• University of Puget Sound: Private liberal arts university also located in Tacoma, WA, with overlapping residential undergraduate programs, similar tuition pricing, and competing directly for the same regional student pool as PLU.
• Augsburg University: ELCA Lutheran private university in Minneapolis offering undergraduate and graduate programs with the same Lutheran heritage, values-based mission, and small-college residential model as PLU.

Regional players

• Pacific University: Private university in Forest Grove, OR operating across health sciences (optometry, pharmacy, dental hygiene, nursing), liberal arts, and graduate professional programs — comparable Pacific Northwest footprint and program mix to PLU.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCSzqJSu0hECDayZeJFIq6pg
• Instagraminstagram.com/plucampuslife
• Xx.com/PLUNEWS
• Facebookfacebook.com/84508271890
• LinkedInlinkedin.com/company/pacific-lutheran-university

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pacific Lutheran University