The New York State Higher Education Services Corporation (HESC) is a state agency that administers financial aid programs. It offers services such as the Tuition Assistance Program (TAP), Excelsior Scholarship, and various state scholarships and loan forgiveness programs. HESC's target audience includes New York State students and families seeking financial assistance for higher education. Its unique selling proposition is providing centralized and comprehensive financial aid solutions to help New Yorkers afford college, making higher education more accessible and affordable within the state. HESC awards nearly $1 billion in aid annually to over 330,000 students[2][4].