The word conversion can bring images of determined zealots haranguing a fallen soul to turn to God or images of profound change, deep truth, joy, and connection. In the Vaishnava tradition it includes a personal spiritual journey, a sharing of experience and realization, and, in modern times, institutional allegiance. As attitudes in the world change towards ‘organized religion’ and wanting to be ‘spiritual, but not religious’, we explore the Bhakti practice and ways of thinking about conversion, change, and transformation, and how they may apply in a modern context.