In 1890, UNT's founding President Joshua C. Chilton said, "Our aim will constantly be to adjust the work of the college to the demands of the times."

Today, UNT stands as a Carnegie-ranked R1 public research university and is the largest university in the Dallas-Fort Worth area -- one of the fastest-growing and most dynamic regions in the world. Through its campuses in Denton and Frisco, UNT serves nearly 44,000 students and awards about 13,000 degrees each year with more than 480,000 alumni across the globe.

Under the leadership of President Harrison Keller, Ph.D., UNT unveiled its new five-year strategic plan -- Look North: UNT 2030 -- outlining a bold vision to create enduring value for students, employers, taxpayers and communities across the North Texas region and beyond. The plan emphasizes three core priorities to ensure UNT adapts to the times -- develop the potential of its students and community members to meet the needs of the changing economy, discover new insights and innovations that bridge traditional academic disciplines to advance Texas' competitiveness, and drive innovations, partnerships and new models of higher education to create economic growth and build a better tomorrow.

"Look North: UNT 2030 reflects our commitment to guide grit to greatness," President Keller says. "As North Texas' largest university committed to creating enduring value for the public good, we are building new models that not only prepare students for success but also contribute solutions and leadership that benefit our region, our state and our nation."

Guiding Priorities

At the core of Look North: UNT 2030 are three driving priorities designed to guide the university over the next five years:

• Develop: The university plans to heavily invest in the potential of its students and the broader community. UNT will modernize curriculum, expand student success systems, enhance faculty and staff development to meet the demands of a rapidly changing industry, and cultivate a culture of resilience.
• Discover: UNT aims to bridge academic disciplines, sparking new insights and innovations that will elevate Texas' competitive edge on a global scale. UNT will tackle Texas' major challenges in fields from artificial intelligence and aerospace to logistics and semiconductors, expand student research opportunities, amplify human insights with technology and foster curiosity and problem solving.
• Drive: The goal is to position UNT as a national model that turns academic research into real-world, applicable solutions. By scaling what works, UNT will create transformative education and training, expand opportunities for students, promote entrepreneurship and bring ideas to market, while deepening partnerships with industry leaders to drive economic growth across Texas.

"Our plan is built on a bolder conception of student success than most universities have been willing to embrace," President Keller says. "Universities typically measure student success in diplomas and graduation rates, which glosses over questions about the quality of the student experience and what happens after graduation.

"At UNT, the diploma isn't the destination -- the UNT experience and student success must translate into meaningful opportunities."

Supporting Student Success

With 75% of UNT's undergraduates coming from the North Texas region, nearly half from low-income families and more than 40% identifying as first-generation college students, UNT has a deep commitment to providing access to an affordable, high-quality education that expands opportunities for students and communities. This commitment is reflected in UNT's rising national recognition for advancing social mobility, including its recent jump to No. 34 on U.S. News & World Report's "Top Performers on Social Mobility" list, as well as the university's ongoing efforts to reduce student debt and offer financial aid opportunities.

To expand student opportunities, UNT unveiled its Better Look North student success campaign in conjunction with the five-year strategic plan to raise $100 million aimed at advancing scholarships, student support services, career-connected learning opportunities and other strategies to ensure every student has the support needed to earn their degree and launch into meaningful careers.

Alumni and community members have already contributed $75 million toward the $100 million goal.

"By investing in people and programs that remove barriers and strengthen pathways, UNT is positioning its students and faculty to drive the future of Texas and beyond," says Brandon Buzbee, vice president for university advancement. "This campaign is about unlocking potential. When our donors invest in student success, they're shaping the trajectory of our state's workforce, economy and communities.

"Better Look North is an invitation to believe in the power of what's possible when we give talent a chance to rise."

Building Partnerships for Success

As the largest R1 research university in North Texas, UNT is recognized as a powerful pipeline contributing to the DFW talent pool as the university prepares the next generation of leaders, scholars, entrepreneurs, educators, artists, athletes and innovators to build a better future. DFW is poised to overtake Chicago as the nation's third-largest metropolitan area in the next decade, and UNT will no doubt continue to play a critical role as it fuels the region's network of industries and communities.

UNT was one of only eight institutions nationwide selected to partner with the National Work-Integrated Learning Accelerator led by Arizona State University to develop new, scalable work experience opportunities to better prepare students for the future of work.

The program is designed to provide a proven pathway to blend classroom learning with industry-informed, career-aligned experiences that build confidence, increase student success and enhance the value of UNT degrees.

"This will not only amplify the inherent value of our students' liberal arts and social sciences degrees, but also more seamlessly bridge their academic pursuits with an exciting and encouraging outlook toward early and sustained success in their professional careers," says Albert Bimper, executive dean of UNT's College of Liberal Arts and Social Sciences. "UNT stands on a proud foundation of audacious, student-centered innovation, driven by our unwavering commitment to improving outcomes for every student."

And with new initiatives like the Texas Talent Accelerator launched in September 2025 to address North Texas' workforce needs, UNT's strategic direction also emphasizes strong industry partnerships. The accelerator includes a broad coalition of regional partners, colleges and universities, and economic development partners working together to anticipate change, align institutional efforts and foster new opportunities at the scale and speed the economy demands. (Learn more about the accelerator.)

"President Keller's vision for the future of UNT is a strong indicator that the university will remain poised to drive North Texas' economic growth and workforce development for generations to come," says Melanie Vest ('04), president and CEO of DATCU. "We are grateful to play a part in making his strategic plans a reality and to continue partnering with UNT to strengthen our community."

UNT is a catalyst for our community and region, Denton Mayor Gerard Hudspeth ('20) says.

"UNT and Denton are joined in so many ways, and we work best when we collaborate, whether it's welcoming new students, hosting community events or finding ways to grow smart together," Hudspeth says. "It's a delight to have President Keller here, someone who knows how to set a vision, build partnerships and bring people together. That partnership is what makes our city special."

Sanger Mayor Thomas Muir ('93) says he sees UNT's influence reaching across the region.

"President Keller's got a bold vision for where we're going," Muir says. "I love the collaborative nature of what he's doing with our faculty, students, workforce and community. Anything this university does has a spillover effect that touches every town and economic unit in North Texas. We're starting to see that impact even in Sanger, and it's a win-win for everyone."

Focusing on the Future

Implementation of UNT's new strategic plan will occur in three phases over five years, guided by measurable outcomes including student retention and graduation rates, research and innovation metrics and alumni success in high-demand careers.

The plan reflects UNT's leadership across the system and the state, says Laura Wright ('82, '82 M.S.), former chair and member of the UNT System Board of Regents.

"It's a very comprehensive plan that centers on students, faculty, staff and philanthropy," Wright says. "UNT is our flagship university and a big part of our system. This plan aligns perfectly with where we want to head across all three of our universities."

In these times of rapid change and great uncertainty about the future of American higher education, UNT is ready to adapt, innovate, endure and lead the way forward.

Better Look North is UNT's call to build what's next -- together. And in the words of President Keller, "We are sending a powerful message to our region, to the state of Texas and beyond. That this is where futures take shape, where we transform inspiration into impact, where we guide grit to greatness. That we will set a new standard, to create enduring value for our students, employers, our region, our state our nation -- to create enduring value for the public good. This is who we are.

"And we're just getting started."

Better Look North.

Better Look North

For anyone who's ever been told -- you can't. You're not ready. Not elite. Not what success looks like.

We see you … The unrelenting. The unapologetic.

At UNT, success isn't handed out. We roll up our sleeves and build it for ourselves. And for each other.

Here, students go from uncertain … to UNshakable.

From underestimated … to UNdeniable.

From unseen … to UNmatched.

From undervalued … to UNstoppable.

We back ambition with opportunity because success isn't just about where we've been, it's about how far we can go. And it doesn't stop at the graduation stage. It's about families. Communities. Generations.

It's about those who have always been the strivers. The doers. The early arrivers. The last to leave … and the first to give back.

This is where doors open, futures take shape, and the experience transforms inspiration and effort into impact. Our commitment is simple: you bring the grit, we'll guide you to greatness.

Are you ready, world?

Better Look North

At UNT, we believe progress doesn't wait for permission. It starts with the students who show up ready to work hard and think bigger -- and with the community that stands behind them.

Better Look North is our call to build what's next -- together.

Learn more about how this campaign is transforming opportunity and helping every student rise.

BetterLookNorth.unt.edu