For-profit higher education has expanded dramatically over the last decade and represents a newly prominent choice for students pursuing postsecondary education. How do for-profit institutions serve and support students? The practice of student affairs in the for-profit sector was explored through campus visits and interviews with administrators at 17 institutions. Five principles of student affairs are discussed. There is much that is familiar about student affairs in the for-profit sector, but the particular organizational context and mission of these institutions suggests a reconceptualization of student affairs.