Private supplementary tutoring (PST) is a worldwide enterprise that comes in a variety of forms and with a growing number of students. Sweden, together with the other Nordic countries, has a relatively short history of large-scale organised supplementary education, which can be explained by its confidence in regular mainstream education. In recent years though, this picture has partly changed, and today families in Sweden are offered different kinds of education services outside the ordinary school system. This paper targets how PST is legitimized and justified through marketing as a solution to problems related to the education of children. Through a positioning analysis of three consumer narratives published online by a PST company, this paper aims to further our understanding of which functions PST fills within the Swedish education system. Results show that private tutors appear in the consumer narratives as compensating for shortcomings in schools and families as well as complementing the support that parents and teachers can offer children. These findings signal that PST marketing creates demands for different kinds of support which may, in the long run, rewrite the map of the Swedish education landscape.