The software Naviance shows over 40 percent of high schoolers how their academic profiles compare to those of prior schoolmates admitted to or rejected from specific colleges. Making a college's data available substantially increases applications to that college, with stronger effects for low-income and minority students. Students shift applications away from colleges where the data framing suggests admission is less likely. This reduces the average selectivity of students' application portfolios and shifts enrollment from private to local public colleges. Personalized information at scale can address students' limited information about college, but its framing influences its net effects on college choices.