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HELOA stands for the Higher Education Liaison Officers Association of the United Kingdom.

The HELOA represents over 800 members from more than 130 universities in the UK. It is a voluntary association, led by a committee of elected officers. The aims of the association include offering training and development opportunities to its members and providing advice and guidance about higher education to prospective students and their families. As well as a national committee, the HELOA operates a network of regional groups, that maintain their own group committees.

The HELOA members typically work for UK universities or higher education institutions, in the fields of education liaison, widening participation, outreach or marketing.

Much of the day-to-day administration of the HELOA is carried out by the HELOA office, which is based in Leeds.