A fundamental requirement for the social and economic stability of any modern society is the financial security of its citizens. In that sense, financial services marketers have a unique opportunity to engage in activities that help build consumer wealth and establish a mutual sense of trust with their customers. To provide a mechanism for such an engagement, in November of 2006, a conference on the Marketing of Financial Services was hosted at Fordham University in New York. Of the nearly fifty papers that were submitted to the conference, a total of four were selected for publication in this e-book. These papers have been selected based on their innovative focus and methodical approach to improving our understanding of consumer response to the marketing actions of financial services providers. As such, they contribute to our understanding of how financial services marketers could work hand-in-hand with consumer literacy advocates, regulators, academicians, and consumers to improve the impact of their marketing activities.