When In Culture

When in Culture (WiC) is transforming the international student journey through the power of video, AI, and data-driven insight. Our mission is simple: Improve international student experience → improve international student outcomes. We give students the right information, in the right format, at every step of their journey - helping them make better choices, settle faster, thrive academically, develop cultural intelligence, build real employability skills, and secure the best graduate-level job in their chosen field. Our Video-First Advantage: Today’s students are a digital-first generation. They don’t read guides… they watch videos. WiC has built the world’s most comprehensive on demand streaming video collection tailored specifically to international students, covering- Choosing the right course and university - Understanding offers, CAS, and visa steps - Moving to and living in the UK - Cultural intelligence & wellbeing - Academic expectations and study success - Part-time jobs & work experience - Professional skills & employability - Graduate careers and global opportunities This video-first foundation is our unique strategic strength - and the reason our products deliver unmatched engagement, clarity, and outcomes. Who We Work With: WiC supports organisations across the global education and student experience ecosystem- Universities - Educational agents & counsellors - Accommodation providers (PBSA)- Pathway providers - English language providers - Global employers - Brands serving international students - Government Organisations