In this article, the authors address the presence of neoliberalism as it relates to queer and trans student success in higher education and student affairs, questioning how neoliberal logics have come to define the rhetoric and practices present on college campuses. In doing so, they follow in the long tradition of scholars who have exposed the inner workings as higher education as furthering and being rooted in neoliberalism (e.g., Cannella & Koro-Ljungberg, 2017; Giroux, 2002; Saunders, 2010). Specifically, they unearth how decisions and discourses intended to bolster queer and trans student success are in fact limited given their perpetuation of ideals of privatization and personal responsibility (Duggan, 2002). They begin by providing an overview of orienting literature on queer and trans student success, as well as neoliberalism in higher education before then offering specific examples of how institutional investment in queer and trans student success stem from neoliberal ideology. They conclude with ruminating on what their arguments mean for future research and practice in higher education and student affairs.