The objectives of this e-book were twofold. The first, was to offer a compilation of contemporary scholarly work around product-portfolio related issues in the financial services sectors. The second objective was to provide a stimulus for researchers in the field. There is still much to be learned about how product lines developed by banks and other financial institution can simultaneously serve both the customers’ and the bank’s needs in an efficient manner. As new channels develop and customers’ behavior changes, it would be to the benefit of both academics and practitioners to understand what are, if any, the limitations in adopting modern marketing management techniques and systems that marketers of tangible goods have long now established.