As colleges and universities adjust to the changing relationship between today's students and their families, the benefits of providing parent services become increasingly clear. Parents have a stake in their student's education because of the financial and personal investment they are making. Today's young adults are in frequent contact--50 percent of eighteen- to twenty-five-year-olds say they are in touch with parents daily--and three-quarters of students say they follow their parents' advice. If the college or university can guide that care, concern, and advice, parents are potentially the best allies in student development and retention efforts. In this article, the author discusses how to develop parent services that meet the needs of students, parents, and the institution. The author also offers ways on how to assess existing parent programs and services.