School counselors promote student social and emotional learning (SEL), which is fundamental to a school's academic mission. However, while recognizing the importance of SEL, many school stakeholders view it as secondary and/or important for only some students. To ensure delivery of SEL to all students, school counselors must embrace a service model based on prevention and reposition themselves as SEL consultants. This calls for advocacy, collaboration, and leadership, focused on systemic change in the schools.