AbstractObjectiveThis study utilized best–worst scaling and latent class analysis to assess mental health treatment preferences and identify subgroups of college student help seekers.MethodCollege students (N = 504; age: M = 20.3, 79.2% female) completed assessments of mental health treatment preferences, self‐stigma, and distress.ResultsStudents preferred utilizing friends and family, followed by professional mental health providers, self‐help, keeping concerns to themselves, physicians, and lastly religious leaders. Latent class analyses identified four classes of respondents.ConclusionsSubgroups of student help seekers include Formal Help Seekers who prefer professional mental health providers, Informal Help Seekers who prefer friends and family, Ambivalent Help Seekers who prefer family and friends but also keeping concerns to themselves, and Help Avoiders who prefer keeping concerns to themselves. Assessing treatment preferences among different student subgroups may constitute an initial step in identifying effective ways to address university‐wide mental health concerns.