While the majority of Thailand’s population identifies as Buddhist, and the religion holds deep historical ties to the monarchy and state authority, this article argues that contemporary Thai religiosity cannot be adequately understood through Buddhism’s institutional and political dimensions alone. Moving beyond the traditional foci of state–Buddhism relations and syncretic popular religion, this study explores the emergence of new religious movements and “invisible religions” such as life coaching. Drawing on sociological perspectives, the article argues that both institutionalized new religious groups and loosely structured life coaching practices reflect the diverse values and aspirations of Thailand’s urban middle class. These forms challenge binary Western or postcolonial conceptions of Thainess and highlight the polyontological nature of modern Thai religiosity.