In today's competitive business environment, financial services companies continuously try to find innovative strategies in growing their business nationally and internationally. Understanding customer needs and wants is an important part in accomplishing this mission. As customer needs and wants depend on a country's socio-economic, cultural and political background, across-country analysis is important especially for financial services firms that are doing business in the international arena. This paper investigates the difference in customer preferences across the US, Germany and Russia. We find important differences in the customer preferences as well as growth potential for some financial services across the three countries. The findings have important implications for a financial services firm's marketing campaigns, organizational structure, and product and service offerings.