In service supply chains, customers select a service provider with whom value would be maximized through the interaction between the service provider and the customer. This study investigates the link between value co-creation and customers’ (re)purchasing intentions in the financial and professional services industry. This research was conducted via a case study of PricewaterhouseCoopers (PwC) and one of its clients, Jaguar Land Rover (JLR) and included in-depth interviews with senior managers. The findings underline that the financial and professional services industry is dominated by end of service results and that the only viable option in gaining competitive advantage is to stand out in today’s dynamic marketplace. It also reveals that there is a huge demand for outsourcing services and that most clients will choose to purchase one which offers the desired value at the right time. Lastly, it proposes a value co-creation framework derived from the study.