Australia's private tutoring market is expanding in a context where parents' trust in school personnel as educational experts is vulnerable. Simultaneously, a parentocratic logic is nudging parents to infuse the resources at their disposal into their pedagogic work in order to achieve the educational outcomes that they wish for their children.…

This article considers moral agendas projected onto parents that mobilise them to supplement school literacy education with private tutoring. The theoretical frame draws on the concepts of responsibilisation as emerging market-embedded morality, 'nudge' social policies, edu-business and hidden privatisation in education. This framing is applied to…