Marketing for financial services is facing changed conditions: the management of complexity and dynamics needs to be mastered, competition is intensifying due to increasingly unconventional competitors, and consumers and clients have become more unpredictable and demanding. At the same time, there is an inflation of advertising circulating in the media. As a result, it is becoming increasingly difficult to communicate effectively and efficiently with target groups and individuals. How will the challenges in the financial services sector evolve? What marketing strategies are necessary to successfully address them? How should banks and insurance companies organize their brand management? Drawing on scenario techniques, Jörg Tropp and Denis Reichel outline a realm of possibilities for the near future.