Past research about gender differences in investment strategies have suggested two important differences: female tend to be more risk averse and less confident in their investment decision-making than male investors in equivalent circumstances. Given the relative consistency of these findings as well as the potential long-term financial implications of these differentiated strategies, surprisingly little research has focused on the underlying reasons for these gender differences. This paper examines whether gender differences exist in visual attention to information of financial service using eye-tracking methodology. Since eye-tracking is regarded as an advanced methodology in the research of information processing, this study attempted to examine whether the eye-tracker could detect gender differences regarding visual attention to financial service. A total of 40 participants was presented with financial service investigated eye movement during experimental stimuli. Authors distinguished the type of information(high profit-high risk/low profit-low risk) in financial service. As a result, there was a significant participant interaction between sex(male, female) & types of information, indicating that male participants paid more attention to profit information than risk information. Meanwhile, female participants paid more attention to risk information than profit information. Implications regarding marketing strategies for the financial services sector are discussed.