The modern culture of the self is propelled by popular psychological practices and discourses. This sphere is regarded as a substitute for religious and communal ethics, and its spread is associated with global processes of neo-liberalization and individualization. How, then, can we explain the recent adoption of popular psychological techniques and discourses by conservative religious groups that emphasize commitment to a collective path? This phenomenon challenges common assumptions regarding the homogenous influence of neo-liberalism, revealing intricate relations between religious authority, collective ethics and secular psychology-based techniques of identity crafting.