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The increase of competition in the banking industry has resulted in more attention to profitability and reduced interest in low‐income customers. Fulfilment of financial services needs of low‐income customers is perceived as either information lacking about financial products or providing services at an affordable charge. Attitudes and behaviours of a probabilistic representative sample of 3,010 low and higher income customers of a large Canadian financial institution were compared. Despite similar aspirations, low‐income customers appeared limited in terms of personal growth and expenditures and were showing uncertainty toward the future. The management implications for financial products and services, together with the social implications, are discussed in the conclusion.