Demographic and structural change has been resulting in considerable modifications of the qualification requirements for employees. The central characteristics of these processes are an increase in the demand for high-skilled labour and a reduction of the demand for low-skilled workers. Furthermore, the speed of change entails that life-long learning activities are becoming more and more important. The Federal Labour Office (Bundesagentur für Arbeit) aims at contributing to meeting the challenges of these processes by establishing “advisors for further training” as a part of its 2020 strategy. The introduction of such advisors is currently piloted and the accompanied by an implementation study. This study uses document analyses, case studies and expert interviews for a critical reflection of different aspects of the implementation with the ultimate aim to derive recommendations for the possible roll-out of the new service.