Higher education is often framed as a means to social mobility and increased earnings. However, the value of university education in the United States is coming under scrutiny in regard to its costs. This article examines a university education's return on investment (ROI) from attending different types of universities in the United States. Unlike previous research, this study focuses on the variation of university institutional characteristics and their impact on ROI. This study analysed data from the US Department of Education College Scorecard, focusing on institutional factors, such as public/private, student body characteristics, research intensity, student diversity and selectivity. The results confirm that highly selective universities have a greater ROI, public universities overall have a better ROI, Research 1 universities have the higher ROI and private Research 1 institutions have the highest ROI. Implications for educational administration and university selection criteria are discussed.