Since 2006 students have been paying top-up tuition fees and there has been much discussion in the sector about their impact on higher education institutions (HEIs). One of the main effects has been the frequently cited notion of the student as a fee-paying customer, seeking greater value for money not only for their fees but also for their overall student experience. This article assesses the impact of top-up tuition fees on HEIs from the perspective of a growing consumer culture in the sector and the response of HEIs to managing students' expectations.