This chapter provides an overview of the marketing mix for financial services, paying particular attention to the way in which it may be used for customer acquisition. It also provides a brief discussion of short-term, annual marketing planning, to set a context for discussion of the mix elements. The chapter explores some of the core issues associated with managing the marketing mix and considers the components of the financial services marketing mix in a little more detail. It also covers the role of the marketing mix in relation to customer acquisition in financial services, and explores some of the broader challenges and opportunities arising from digital developments. In many cases, customer expectations are becoming increasingly hard to meet as digital developments elsewhere impact on what consumers think might be available for financial services. The chapter closes with a discussion of some of the ethical dimensions of customer acquisition.