Top 10 Universities in the World in 2025: Rankings, Features, & Insights

The top 10 universities, such as MIT and Harvard, receive thousands of applications annually, yet admit only a small percentage, like Harvard University’s 3% acceptance rate.  These institutions maintain their elite status through exceptional research output, with Harvard producing over 36,000 publications annually and MIT achieving a 91.3% job placement rate for graduates before they finish their studies. 

Publications like QS Rankings, THE Rankings, and U.S. News Rankings are trusted sources for assessing top universities. 

They rank institutions based on factors like academic reputation, research output, and employer reputation. In this blog, you’ll explore the top 10 universities in the world and what makes them stand out.

Top 10 Universities in the World in 2025: Based on Rankings

The QS World University Rankings is a trusted source that ranks universities globally, considering factors like employability, academic reputation, research citations, and international diversity. 

These metrics ensure that the rankings capture an institution’s performance across critical areas like teaching quality, research influence, and global reputation.

Here’s a list of top 10 universities in the world based on QS rankings 2025:

University	Ranking 2025	Location
Massachusetts Institute of Technology (MIT)	1	Cambridge (US)
Imperial College London	2	London (UK)
University of Oxford	3	Oxford (UK)
Harvard University	4	Cambridge (US)
University of Cambridge	5	Cambridge (UK)
Stanford University	6	Stanford (US)
ETH Zurich	7	Zurich (Switzerland)
National University of Singapore (NUS)	8	Singapore (Singapore)
University College London (UCL)	9	London (UK)
California Institute of Technology (Caltech)	10	Pasadena (US)

Now, let’s take a detailed look at metrics like acceptance rates and average salary, which make these universities stand out.

Best 10 Universities in the World: Detailed Guide

The best universities in the world rank higher due to strong performance in key areas like placement rate, acceptance rate, and student diversity. With consistently high salary outcomes, they stand out from other institutions. Beyond outcomes, top universities are also known for affordability. For instance, 80% of Harvard students receive some form of financial aid.

Here’s a detailed guide to the top 10 universities in the world:

Massachusetts Institute of Technology (MIT)

Established in 1861, MIT is one of the leading universities in the world, known for its highly competitive acceptance rate of just 4.5%. Its exceptional research reputation, supported by 105 Nobel laureates, contributes to a 96.6% placement rate for graduates, with an average alumni salary of $131,633.

It offers 56 major and 58 minor programs across diverse fields like engineering, business, and policy-making.

Spotlight of MIT:

Parameter	Details
Acceptance Rate	4.5%
Tuition Fees	$62,396 (INR 53.4L)
Student Enrollment	11,632
Courses Offered	Major: 56 Minor: 58
Placement Rate	96.6%
Average Annual Salary	$131,633 (INR 1.1CR)
Popular Courses	B.Sc. in Electrical Engineering and Computer Science (EECS) M.Sc. in Mechanical Engineering MBA M.A. in Data, Economics, and Development Policy
Scholarships	First-Year Grant (UG/PG): $2,000 (INR 1.7L) provided to manage additional expenses. MIT Scholarship based on Family Income Range (UG/PG): Covers partial to full tuition fees, based on family income.

Note: The fees may vary depending on the program and the student's status, whether international or domestic.

Also Read: Massachusetts Institute of Technology (MIT) Acceptance Rate

Imperial College London

Imperial College London, the UK’s top university, has a 26.5% acceptance rate and is home to 14 Nobel Prize winners. With 60% of international students from 140 countries, it offers a global learning environment. The college has an 81% placement rate for MBA graduates, with alumni earning a competitive average annual salary of $153.3K.

Features of Imperial College London:

Parameter	Details
Acceptance Rate	26.5%
Tuition Fees	GBP 35,000 (INR 38.7L)
Student Enrollment	23,000
Courses Offered	UG: 110+ PG: 200+
Placement Rate	81%
Average Annual Salary	$153.3K (INR 1.3CR)
Popular Courses	B.Sc. in Computing M.Sc. in Data Science MBA M.Sc. in Mechanical Engineering
Scholarships	Alan Howard Scholarship (PG): Up to £50,000 (INR 55.4L) towards tuition and other expenses. Allergy Scholarship (PG): Up to £3,000 (INR 3.3L) towards tuition fees.  Anas M Tannir Scholarship (UG): £14,000 (INR 15.5L) per annum maintenance grant.  Bank of Montreal Scholarship (PG): £40,000 (INR 44.3L) to overseas students.

Note: The fees may vary depending on the program and the student's status, whether international or domestic.

University of Oxford

Established in 1096, the University of Oxford is the oldest in the English-speaking world. With 40% international students and a network of 250,000 alumni, including over 120 Olympic medalists and 26 Nobel Prize winners, Oxford has a rich legacy of success. 

Offering 281 undergraduate and 397 postgraduate courses, the university provides diverse studies across fields like humanities, environmental science, and medicine.

Spotlight of University of Oxford:

Parameter	Details
Acceptance Rate	14.4%
Tuition Fees (international)	£35,260 - £59,260 (INR 39L - 65L)
Student Enrollment	22,152
Courses Offered	UG: 281 PG: 387
Placement Rate	82% (MBA)
Average Annual Salary	$244.2K (INR 2CR)
Popular Courses	B.A. in Philosophy, Politics, and Economics (PPE) B.A. in Medicine M.A. in Computer Science M.Sc. in Environmental Change and Management
Scholarships	Crankstart Scholarships (UG): £6,090 (INR 6.7L) per year for UK residents towards study and living costs.   Bright Oceans (UG): Mainland China residents studying mathematics, physical, and life sciences will receive financial aid to cover tuition and living expenses. Reach Oxford Scholarships (UG/PG): Students from low-income countries will receive financial aid to cover tuition and living costs.

Note: The fees may vary depending on the program and the student's status, whether international or domestic.

Harvard University

Founded in 1636, Harvard University consists of Harvard College and 12 graduate/professional schools, including Harvard Business School, Harvard Law School, and Harvard Medical School, , with an acceptance rate of just 3.6%. Harvard graduates have an impressive 86% placement rate within three months of graduation and are ranked 4th in the Global Employability Rankings.

Spotlight of Harvard University:

Parameter	Details
Acceptance Rate	3.6%
Tuition Fees	$61,676 (INR 52.7L)
Student Enrollment	24,347
Courses Offered	3700
Placement Rate	86%
Average Annual Salary	$99,572 (INR 85.2L)
Popular Courses	MBA B.A. in Economics M.D. (Doctor of Medicine) M.A. in Public Administration
Scholarships	Boustany MBA Harvard Scholarship: MBA students will receive 75% of financing for tuition fees and living expenses. Robert S. Kaplan Life Sciences Fellowship: $20,000 (INR 17.1L)for life sciences graduates entering MBA. HGSE Financial Aid (UG/PG): All incoming students will be eligible to receive variable financial aid.

Note: The fees may vary depending on the program and the student's status, whether international or domestic.

University of Cambridge

Established in 1209, the University of Cambridge is one of the oldest universities in the UK. With a moderate acceptance rate of 26.3%, it offers 330+ undergraduate and postgraduate programs across diverse fields such as humanities, science, and business. 

Cambridge has a high 86% placement rate for MBA graduates, with alumni earning an average salary of $212.1K. The University of Cambridge has produced influential figures across its various colleges, including Isaac Newton (Trinity College) and Jawaharlal Nehru (Trinity College).

Spotlight of University of Cambridge:

Parameter	Details
Acceptance Rate	26.3%
Tuition Fees	GBP 40,840 (INR 45.2L)
Student Enrollment	21,180
Courses Offered	UG: 30 PG: 300
Placement Rate	86% (MBA)
Average Annual Salary	$212.1K (INR 2.3CR)
Popular Courses	BA in Computer Science BA in Law MA in History MSc in Sustainability Leadership
Scholarships	Prince Philip Scholarship (UG): £4,500 (INR 4.9L) award for applicants from Hong Kong. Cambridge Undergraduate Scholarship (UG): £10K - £15K (INR 11.1L - 16.6L) for international students in any subject.  Beit Cambridge Scholarship (PG): For residents of Zambia, Zimbabwe and Malawi. Covers tuition fee, living cost, and allowances. Aker Cambridge Scholarship (PG): For Norwegian students. The amount varies.

Note: The fees may vary depending on the program and the student's status, whether international or domestic.

Also Read: Cambridge University Scholarships for Indian Students

Stanford University

Located in California, Stanford University is one of the most prestigious institutions in the U.S., with a highly competitive acceptance rate of just 4%. Well-known for its Computer Science programs, Stanford has an 88% placement rate for its prestigious MBA program. 

With 9 Nobel Prize winners, its alumni include influential politicians like Rishi Sunak ( as a Fulbright scholar) and business leaders like Sundar Pichai.

Spotlight of Stanford University:

Parameter	Details
Acceptance Rate	4%
Tuition Fees	$65,910 (INR 56.4L)
Student Enrollment	17,422
Courses Offered	UG: 66 PG: 150
Placement Rate	88% (MBA)
Average Annual Salary	$102,887 (INR 88L)
Popular Courses	M.A. in Philosophy M.Sc. in Computer Science MBA M.Sc. in Management Science & Engineering
Scholarships	Stanford Knight-Hennessy Scholars Program (PG): Covers tuition and associated fees for three years. Stanford Graduate Fellowships (UG/PG): Annual stipend for three years to cover tuition fees. Gilman Scholarship (UG): $5,000 (INR 4.2L) financial aid for American students to study overseas.

Note: The fees may vary depending on the program and the student's status, whether international or domestic.

Also Read: Stanford and Harvard University: Where Leaders are Created

ETH Zurich

ETH Zurich, set up in 1855 as the Swiss Federal Polytechnic School, is known for its research-driven, technical courses like computer science. Its impressive alumni include 22 Nobel laureates, 2 Fields Medalists, 3 Pritzker Prize winners, and 1 Turing Award winner. 

Known for its focus on advanced research and innovation, ETH Zurich maintains a competitive acceptance rate of around 20-27%, depending on the program. Some of its famous alumni include physicist Albert Einstein and scientist John von Neumann. 

Spotlight of ETH Zurich:

Parameter	Details
Acceptance Rate	Around 20-27%
Tuition Fees (Annual)	1,460 CHF (INR 1.4L)
Student Enrollment	22,213
Courses Offered	UG: 23 PG: 63
Graduate Employability	17th in the World
Average Annual Salary	$121.2K (INR 1CR)
Popular Courses	M.Sc. in Architecture B.Sc. in Mechanical Engineering M.Sc. in Electrical Engineering and Information Technology
Scholarships	Excellence Scholarship & Opportunity Programme (ESOP) (PG): CHF 12,000 (INR 11.6L) per semester to cover tuition fee and other expenses. IDEA League Student Grant (UG/PG): €300 to €600 (INR 27.8K - 55.6K) per month as a grant.

Note: The fees may vary depending on the program and the student's status, whether international or domestic.

Also Read: Getting Admission Despite Low Eth Zurich Acceptance Rate

National University of Singapore (NUS)

National University of Singapore (NUS), established in 1905, is the leading university in Singapore. It has 17 schools offering a wide range of programs, including business, law, medicine, and more, making it the 2nd best global university in Asia.

NUS is well-known for its research in areas such as data science, optimization, and cybersecurity. With a 93% placement rate, its alumni are employed at top companies like Ericsson and IBM.

Spotlight of National University of Singapore:

Parameter	Details
Acceptance Rate	NUS does not publish an official acceptance rate, but admission is highly competitive, especially for programs in Medicine, Law, and Business.
Tuition Fees (Annual)	SGD 17,650 (INR 11.2L)
Student Enrollment	51,568
Courses Offered	UG: 9 PG: 159
Placement Rate	93% (MBA)
Average Annual Salary	$251.9K (INR 2.1CR)
Popular Courses	MSc Supply Chain Management MSc in Physics MBA Graduate Diploma (Systems Analysis)
Scholarships	ASEAN Undergraduate Scholarships (UG): SGD 10,550 (INR 6.7L) as financial aid for students from ASEAN countries.  Science and Technology Undergraduate Scholarships: Subsidized tuition fee and SGD 7950 (INR 5.1L) as living expenses for Asian students. NUS International Undergraduate Scholarship (UG): Subsidized tuition fee and grant of SGD 12,550 (INR 8L) for international students.

Note: The fees may vary depending on the program and the student's status, whether international or domestic.

Also Read: National University of Singapore Ranking: Important Information

University College London (UCL)

UCL is a public research university established in London in 1826. Attracting students and staff from 150 countries, UCL generates nearly £10 billion in economic impact each year for the country. 

With a 34% acceptance rate (may vary based on department) across its programs, UCL ranks 8th in the UK for graduate employability. It is reputed for excellence in medical sciences, engineering, life sciences, social sciences, and humanities.

Highlights of University College London:

Parameter	Details
Acceptance Rate	34%
Tuition Fees (Annual)	GBP 24,000 (INR 26.5L)
Student Enrollment	51,793
Courses Offered	UG:449 PG: 1202
Placement Rate	N/A
Average Annual Salary	£37,369 (INR 41.3L)
Popular Courses	BA in Ancient History B.Sc. in Psychology M.A. in Public Policy
Scholarships	Access Opportunity Scholarship (UG): Full tuition waiver and allowance for duration of course.  Aspire Award (UG): £20,000 (INR 22.2L) to cover tuition fee and study expenses. Bartlett Promise UK Master’s Scholarship (PG): Tuition fees and annual maintenance amount of £15,864 (INR 17.6L).

Note: The fees may vary depending on the program and the student's status, whether international or domestic.

California Institute of Technology (Caltech)

Founded in 1891, Caltech is renowned for its STEM education. With 47 Nobel laureates, it is affiliated with prestigious facilities such as the Jet Propulsion Laboratory (by NASA), the Caltech Seismological Laboratory, and the International Observatory Network. 

With an ultra-competitive 3% acceptance rate, Caltech stands as one of the most selective institutions in the U.S.

Caltech at a Glance:

Parameter	Details
Acceptance Rate	3%
Tuition Fees	$65,898 (INR 56.3L)
Student Enrollment	2,401
Courses Offered	28 UG majors
Placement Rate	44%
Average Annual Salary	$132,140 (INR 1.1CR)
Popular Courses	B.S. in Physics M.Sc. in Electrical Engineering B.S. in Computer Science M.Sc. in Bioengineering
Scholarships	Named Scholarships (UG/PG): Covers cost of attending. The amount varies.

Note: Placement rate refers to students securing jobs post-graduation; many opt for research or Ph.D. programs instead. The fees may vary depending on the program and the student's status, whether international or domestic.

Also Read: California Institute of Technology Acceptance Rate

After exploring the top 10 universities in detail, let’s check out the admission criteria for these institutions.

University Admission Criteria

Admission criteria require meeting academic requirements such as a relevant degree, standardized test scores like the GRE, and English language proficiency scores like IELTS for international students. International students also need visa documents to study.

Admission criteria vary by country. For example, in the US, standardized tests like the GRE are often required, while countries like Germany may not require them. 

Here are the requirements to study at top universities:

Criteria	Undergraduate	Postgraduate
Academic Criteria	High school diploma (12th) (undergraduate)	Relevant undergraduate degree (graduate)
Standardized Tests	SAT or ACT	GRE or GMAT
English Language Proficiency	IELTS ( 6.5 - 7.5) TOEFL (90 - 100) PTE (58 - 70)	IELTS (7.0 - 8.5) TOEFL(100 - 110) PTE (65 - 75)
Visa Requirements	Valid passport Proof of financial support, like a bank statement. Acceptance letter from the University	Valid passport Proof of financial support in the form of a bank statement. Acceptance letter from the University.
Miscellaneous Documents	2-3 Letters of recommendation Statement of Purpose CV/Resume	2-3 Letters of recommendation Statement of Purpose CV/Resume Research proposal (for research-based PG programs) Portfolio (for certain PG programs like design, architecture) Work experience (for programs like MBA)

Note: Some universities in the U.S. and Canada have adopted test-optional policies, while UK universities primarily require subject-specific tests instead of GRE or GMAT. Always check specific university websites for up-to-date admission criteria.

Now that you understand the key admission requirements, the next step is to research universities, prepare your application materials, and ensure you meet all deadlines.

How to Apply for Top Universities in the World? Key Tips

Following the steps properly will ensure you meet university requirements and increase your chances of securing admission. Most universities require standardized test scores like GRE, SAT, or GMAT. You may also need to submit a Statement of Purpose (SOP), resume, and Letters of Recommendation (LORs). 

International students need to provide English language proficiency test scores such as TOEFL or IELTS.

To maximize your chances of admission, follow these essential steps:

Steps to Apply to USA Universities

The process generally includes applying through the Common App, submitting standardized test scores, and providing documents such as a resume and letters of recommendation (LORs). Once you receive an acceptance letter, you can then apply for a student visa.

Here are the steps involved:

• Step 1: Research Universities: Begin by researching universities in the USA that offer programs suited to your career goals, location preferences, and financial considerations.
• Step 2: Standardized Tests: Most universities require standardized test scores such as SAT, ACT, GRE, or GMAT. Prepare and schedule your exams in advance to meet application deadlines.
• Step 3: Prepare Application Materials: Gather documents like academic transcripts, standardized test scores, recommendation letters, personal statements, and a resume.
• Step 4: Apply via University Portals: Submit applications directly through university portals or use the Common App for undergraduate programs.
• Step 5: Submit Financial Aid Applications: Apply for financial aid, scholarships, and fellowships by submitting the required forms like FAFSA or university-specific aid applications.
• Step 6: Wait for Admission Decision & Apply for Visa: Once accepted, obtain the I-20 form from your university and apply for the F-1 student visa through the U.S. embassy or consulate.

Note: Some programs of universities like MIT have made the GRE optional.

Also Read: Key Requirements for Studying in the USA

Steps to Apply to UK Universities

To begin the process, you'll need to apply through UCAS or the university's direct portal, submitting documents such as transcripts, your resume, and letters of recommendation. If required, submit test scores like GRE, and for non-English background students, provide English Language Proficiency (ELP) scores such as TOEFL or IELTS.

Here are the steps to apply for universities in the UK:

• Step 1: Research Courses & Universities: Use UCAS (Universities and Colleges Admissions Service) to check universities and the programs they offer. Consider program duration, reputation, and entry requirements.
• Step 2: Prepare Standardized Test Scores: UK universities usually do not require SAT or ACT for undergraduate programs but may require GRE or GMAT for certain postgraduate courses.
• Step 3: English Language Proficiency: International students must provide TOEFL or IELTS scores to show English proficiency, particularly for UK universities.
• Step 4: Check Entry Requirements: Check each university’s entry requirements, which may include A-levels (or equivalent qualifications like IB, CBSE, or AP exams) and specific test scores for competitive programs like Medicine or Law..
• Step 5: Apply Through UCAS: Submit your application through UCAS for undergraduate programs. For postgraduate courses, you’ll apply directly through university websites.
• Step 6: Apply for Visa & Accommodation: After receiving and accepting an offer, obtain your Confirmation of Acceptance for Studies (CAS) from the university. Then, apply for a Tier 4 (Student) visa and arrange accommodation.

Also Read: Study in UK for Indian Students After 12th – Courses & Fees

Steps to Apply to Swiss Universities

As an international applicant, you need to submit documents such as transcripts, resume, and letters of recommendation. Some programs may require standardized test scores like the GRE.

If you’re opting for an English-medium program, TOEFL or IELTS scores are required. For German-taught courses, you may need to submit TestDaF scores.

Here are the steps involved:

• Step 1: Research Programs and Universities: Popular institutions include ETH Zurich, EPFL, and University of Zurich. Understand the course requirements and language of instruction (Programs are in German, French, Italian, or English).
• Step 2: Prepare Documents: Gather necessary documents, such as transcripts, resume, letters of recommendation (LORs), and proof of language proficiency (if applicable). Depending on the program, you may need to submit a Statement of Purpose (SOP).
• Step 3: Language Proficiency: For programs in English, submit TOEFL or IELTS scores. For programs in German or French, language proficiency tests like TestDaF or DELF might be required.
• Step 4: Standardized Test Scores: Certain graduate programs, especially in business or engineering, may require GRE or GMAT scores.
• Step 5: Apply via University Portal or Uni-Assist: Some universities require you to apply directly through the university’s portal, while many others use Uni-Assist.
• Step 6: Student Visa Application: Provide documents like university acceptance letter, proof of financial resources (around CHF 21,000/INR 20.4L per year), and health insurance.

Also Read: Top Universities in Switzerland 2024 – Ranking, Fees, & Scholarships

Steps to Apply to Singaporean Universities

Singaporean universities generally follow a similar procedure, requiring documents such as resume, SOP, and LORs. Requirements vary by university and programs, with some requiring GRE/GMAT scores. International students must submit an English language proficiency test score, such as TOEFL.

Here are the required steps:

• Step 1: Research Programs and Universities: Explore universities in Singapore, such as National University of Singapore (NUS) and Nanyang Technological University (NTU), and their program offerings.
• Step 2: Prepare Required Documents: This includes academic transcripts, CV/resume, letters of recommendation (LORs), and a Statement of Purpose (SOP).
• Step 3: Standardized Test Scores: Graduate programs may ask for GRE or GMAT scores, especially for competitive fields like business or engineering.
• Step 4: Language Proficiency: For non-English speaking applicants, TOEFL or IELTS scores are necessary to prove English proficiency. Some programs may accept alternative certifications, like DET.
• Step 5: Apply Online and Wait for Offer: Submit your application through the university’s online portal. Once submitted, you may be asked for additional requirements like an interview.
• Step 6: Apply for Student Visa: After receiving your acceptance letter, apply for a Student Pass through the Immigration & Checkpoints Authority (ICA). It may take 1-2 weeks to process the application.

With an overview of the application procedure for top universities, let’s take a look at the student population at these institutions.

Student Count in Top 10 Universities in the World?

The number of students enrolled at a university reflects its academic structure, selectivity, and global appeal. While some institutions, like Caltech, prioritize a small, research-intensive student body, others, like UCL and NUS, accommodate a larger, more diverse population.

Here’s the student count at the top 10 universities in the world

University	Enrolled Students (2025)
Massachusetts Institute of Technology (MIT)	11,632
Imperial College London	23,000
University of Oxford	22,152
Harvard University	24,347
University of Cambridge	21,180
Stanford University	17,422
ETH Zurich	22,213
National University of Singapore (NUS)	51,568
UCL	51,793
California Institute of Technology (Caltech)	2,401

Here’s a graphical representation of student count in the top 10 universities in the world:

actors contribute.

One of the top indicators of an institution's quality is student employment outcomes. Let’s explore the career options available after graduation.

Career Opportunities for Graduates

A university’s reputation plays a crucial role in securing better job opportunities. For instance, the average salary for an MIT graduate is $231.1K (INR 1.9CR), while an Oxford graduate earns $244.2K (INR 2CR). An MIT graduate’s salary is 30–40% higher than the national average in the US.

However, salaries can vary depending on the job role (e.g., engineer or teacher) and location (e.g., New York or Paris).

Here are some career opportunities for graduates from top universities:

Top Recruiter	Job Role	Average Annual Salary
Oracle	Software Engineer	INR 7L
JP Morgan Chase	Investment Banker	INR 11L
Mayo Clinic	Doctor	INR 6.7L
Clifford Chance	Corporate Lawyer	INR 8L
McKinsey & Company	Policy Analyst	INR 8L
Google	Data Scientist	INR 9L
Reuters	Journalist	INR 3.6L

Source: Glassdoor

The high salaries and rankings are largely due to factors like reputation and research achievements. Let’s explore how these factors contribute to high ranking.

What Factors Determine World University Rankings?

The QS ranking emphasizes on factors like academic reputation (40%), research citations (20%), and faculty-student ratio (20%) for rankings. The top 10 universities rank highly on these criteria, leading to top performance.

Here are the factors that determine top rankings:

• Academic Reputation: It is determined based on surveys. Harvard and MIT rank high due to their exceptional teaching quality and groundbreaking research.
• Research Impact: MIT’s leadership in computer science research, including breakthroughs in AI and robotics, significantly drives its global ranking.
• Faculty-to-Student Ratio: MIT maintains a low faculty-to-student ratio of approximately 3:1, ensuring personalized attention and mentorship.
• Employer Reputation: Universities like Stanford excel here, with employers valuing graduates’ readiness for high-demand sectors like tech and finance.
• International Diversity: Oxford University reports that around 45% of its students come from outside the UK, highlighting its strong global appeal.
• Funding and Resources: Harvard University’s $53.2 billion endowment as of 2021, allows education for a diverse student body.
• Student Satisfaction and Retention Rates: Imperial College has one of the lowest dropout rates in the UK (3.2%). This indicates that students feel supported and motivated to complete their programs.

Is studying at a top university your goal? upGrad’s free one-on-one counseling will guide you through every stage of the process. 

From selecting the right program and securing scholarships to visa guidance and job market insights, upGrad’s expert counselors provide personalized support.