This study analyses the start-up counseling practice in Germany based on an online survey covering 2,146 start-up counselors. The results reveal that competences, experiences, and attitudes are very heterogeneous, and a standard frame of reference for counseling services concerning start-ups and new ventures is missing. Because of missing quality standards and the marginal spread of individual degrees with trademarked occupational titles, there is considerable ex ante risk in engaging a start-up counselor from a customer focus. Individual seals of counseling competence could serve as signalling instruments. The survey shows remarkable interest in certification programs allowing reliable quality distinction.