The educational services industry has grown internationally, and there has been an explosion in external programmes that teach basics and behavioural control, as well as administrative data programmes. This growth has affected the governance of preschools worldwide and spurred schoolification and marketisation. In this context, this study examines how the growth of the private education industry within the education system has influenced preschool principals' work in Iceland. Our critical theoretical perspective aims to explore how educational trends grounded in neoliberalism have shaped the work of preschool principals. The data consisted of a questionnaire distributed to all preschool principals in Iceland. The findings showed that schoolification, informed by educational authorities and the private education industry, has shaped pedagogy and preschool principals' autonomy. However, preschool principals are relieved to have some self-monitored programmes at hand. Thus, these changes go hand in hand with the strengthening of professionalism and external marketisation.