The present range of services, particularly financial, is subject to high privatisation and competition. Anticipating the future return of new projects is a critical challenge that confronts marketing managers at present. However, the transfer of success models from new products to services has not allowed a global vision of the internal and external environment that best set up the success of new services. Using a sample of 120 new Portuguese financial services (67 successful/57 failures), this study examines the relationships foreseen by a global model of success determinants of new services, i.e., formulates and tests hypotheses relative to the differentiated impact of the strategic and environmental factors on the multiple return indicators. The results of a binary logistic regression analysis suggest that a group of factors that best discriminate between new services of average and high return, through its different indicators that distinguishes the factors, is slightly different and less than one that distinguishes between successful and failed innovations.