Low-income, first-generation, and minority students often face a range of challenges in the college choice process that prevent them from attending colleges and universities that are a good fit and match for their needs. As a result, such students are less likely to persist and graduate after enrolling in college. This "Research to Practice" brief synthesizes scholarly research on college choice, fit and match, features an interview with the "National College Advising Corps," and serves as a tangible resource to practitioners working to improve student success and retention in college. [The practitioner interview was conducted by Carrie Warick.]