Private schools offer a wide range of educational options with various types of schools and pedagogical orientations. There are performance-oriented high schools, comprehensive schools with special support programs, reform-pedagogical alternative schools, and international/bilingual schools. These types of schools are examined using specific examples through quantitative and qualitative methods, incorporating theories of school development and parental choice behavior. The focus is on understanding what drives parents to seek alternatives to the public system for their children, and how the educational offerings align with the sociocultural positioning of the parents and their educational aspirations. The results reveal two crucial structural factors for the attractiveness of private schools: the promise of personal development.