The service of Independent Financial Advisor ("IFA"), a new category offinancial service, shares the characteristics of typical services such as intangibility,inseparability of production and consumption, heterogeneity, etc. Thesecharacteristics that differentiate services from goods pose particular difficulties tomarketers, and therefore are of vital importance to effective marketing of services.Among them, the characteristic of intangibility makes services harder to understandand evaluate than goods. For a new kind of service such as 1FA, clients rely heavilyon brands in order to deal with the intangibility and to make choices. This paperexamines the case of a leading Hong Kong IFA named Convoy, its marketing efforts,and marketing challenges it is faced with. In this paper, Convoy`s marketingchallenges are identified through the analysis of a market survey and a SWOTanalysis. Marketing challenges posed by the intangibility of 1FA services arediscussed in depth. Then suggestions are provided based on services marketingtheories. For the conclusion, Convoy needs to adopt a more focused marketingstrategy, to communicate more tangible search qualities, and to position itselfdifferently from non-independent competitors. Also, the special traits of theinseparability of production and consumption of financial services lead to thesuggestion that Convoy utilize its large consultant team in more creative ways.Recommendations are also provided for other new financial service providers insegmented market like Convoy.