In 2014, the Florida Board of Governors deemed the University of Florida (UF) the state's flagship institute for online learning; UF Online was born. UF was to offer a portfolio of fully online undergraduate degrees at reduced tuition and fees to increase undergraduate access to the state university system by first-time-in-college and transfer students. However after evaluating the system, the school found an overwhelmingly high percentage of UF Online applicants, admits, and enrolled students were transfer students; this was the complete opposite of the freshman-centric landscape of UF admissions. They saw a high prevalence of application abandonment by UF Online applicants who never completed their admissions file, and the UF Online denial rate for transfer applicants was higher than expected (especially for out-of-state students) considering that criteria-based admissions were offered to upper-division transfer students. This article is how UF Online asked new questions and provided alternative solutions because they were serving different students to become a top-ranked online program.