The affluent market is attractive to banks because it is profitable and rapidlv growing. The realization that the affluent mar- ket can no long; bii5ored has given rise to new opportunities and marketing challenges for bank marketers. The affluent s e p e n t indi- cates that they have very strong needs for sophisticated financial information and advice. The real challenge for bank marketers a oears to be how to meet the wide ranee of information needs o f t r e iffluent. This article suggests strateg& for how banks can be inno- vative in providing financial informalion in a cost efficient manncr. This study also f&uses on some practical steps to impkment these strategies.