@CL82 , I'm guessing it was Naviance? Our school has that and it can be useful because it takes your GPA and lets you know the rough odds of any school you're considering, as well as other helpful info.
The college counselor we hired gave us access to proprietary online software she licensed and that was definitely the most helpful for both researching the options and organizing and managing them. It took Naviance a few steps further by using the test scores as well and automatically coding each school into one of three (I think) categories that we would understand as safety, target and reach schools, based on the student data. It also had several links for each school to other websites like Niche and a half dozen others I don't recall at the moment, but it was good for quickly allowing anything from a scan to a deep dive of any school, and we kept a running list of options that we were considering, organized by preference. It also had the deadlines and requirements for each school.
Before hiring the counselor, I started with books, because that's what I grew up with and know best. I don't think Barron's is what it used to be, but I bought the latest editions of the guides from Princeton Review, Fiske and Peterson, as well as
Colleges that Change Lives and one or two other books like that. I kept them in a pile next to my recliner and perused them often, and found each of them to be helpful in the process. It was also good to cross-reference them and see if the information was consistent.
I hear you about the futility of financial aid, but don't totally disregard that information because it is more than just need-based aid and it gives you a rough sense of the extent to which students are paying anything close to sticker price to attend a given school. It should also let you know how much of "need" certain schools meet, as well as which schools have "need blind" admission policies. Even if that information is not directly relevant to you, it often gives you a better sense of the mission of the school and the economic diversity it seeks to achieve. For example, a school like University of Richmond is need blind and also commits to meeting 100% of demonstrated need of any student admitted. That will tell you that you are more likely to have an economically diverse student body there; but imo it also suggests that you are less likely to receive merit aid and more likely to be subsidizing the need-based aid for others.
The US News & World Report lists are always worth a look, as are the Forbes lists of best values.