The careers profession is challenged significantly by government, employers and potential consumers to articulate its added value to society. Neoliberal discourses such as privatisation, deregulation, flexicurity and a self-help culture are impacting upon arrangements for the design and delivery of all-age careers provision across the UK. In this article, a UK-wide alliance designed to reconceptualise professional formation and identity is examined and critiqued. Findings from experiences in England illuminate the necessity for credible and authentic professional reconstruction. This is challenging work, where boundary maintenance is contested and disconnect with employer networks is prevalent. The article concludes that there is a need for strong leadership and more collective efforts to harness and secure careers professionals' identity and impact. (Contains 3 notes.)