The rates of the rare flavor-changing processes, b --> sgamma and B(s) --> mu + mu- are estimated in extended technicolor models with and without a GIM mechanism. We find the b --> sgamma rate in ETC models with a GIM mechanism to be at most slightly larger than the standard model rate, whereas there is no significant extra model-independent contribution in other ETC scenarios. In the case of B(s) --> mu+ mu-, ETC models with a GIM mechanism can yield a rate up to two orders of magnitude bigger than that of the standard model, whereas generic ETC scenarios are likely to give a rate which is about an order of magnitude bigger than that of the standard model.