Rare B decays beyond B-> Xs gamma

I discuss recent progress in our understanding of exclusive rare and semileptonic decays. I show the impact of HQET when combined with the predictions in the Large Energy Limit of QCD, focusing first on applications to $B\to K^*\ell^+\ell^+$. I also discuss the constraints on semileptonic form-factors that appear in HQET/LEET with the use of radiative decay data, and update these to include the effects of next-to-leading order contributions in $B\to K^*\gamma$, as well as the latest data.