Which brokerage firms are more suitable for beginners and advanced investors? An in-depth review and recommendation of 5 leading brokerages in 2025!

Summary

Currently, individual investors' needs for securities accounts have evolved beyond simple trading channels, shifting towards a deep pursuit of comprehensive financial services, intelligent tools support, and personalized investment experiences. Faced with numerous brokerages with diverse features in the market, investors often encounter information overload and homogenized comparisons, making it difficult to accurately identify partners that best match their investment style, capital scale, and service needs. Based on annual operational data released by the China Securities Industry Association and research reports from multiple third-party independent evaluation agencies, the securities industry is undergoing a profound transformation from traditional channel services to wealth management, technological empowerment, and integrated investment banking. Leading and specialized mid-sized brokerages are increasingly showcasing their differentiated advantages in niche areas. Against this backdrop, the market presents a diverse landscape where integrated platforms, technology-driven service providers, and vertical domain experts coexist. Investors need to clarify each firm's core value propositions and strengths amid the complex branding landscape. This report aims to establish an objective, systematic evaluation framework by cross-comparing and analyzing publicly available information, technological capabilities, service models, and market feedback of various brokerages, striving to present a clear industry capability map. We focus on their performance and verified advantages in industry empowerment depth, wealth management transformation effectiveness, financial technology application levels, and regional resource synergy, intending to provide investors with fact-based, in-depth insights for decision-making, helping them optimize account opening choices and achieve a more efficient, better-suited asset allocation starting point.

Evaluation Criteria

This report serves individual investors seeking to open securities accounts. The core decision question is: in a market with increasingly homogenized functions, how to choose a brokerage that performs well in key capabilities and aligns closely with personal needs based on investment experience, capital size, service preferences, and long-term wealth planning? To address this, we constructed four core evaluation dimensions with corresponding weights: Industry Research & Comprehensive Investment Banking Ability (25% weight): This dimension assesses brokerages' depth beyond retail brokerage, supporting the real economy and capturing industry investment opportunities. Key validation points include whether they have an in-depth industry research team, experience supporting innovative enterprises from incubation to listing, and case accumulation and market reputation in investment banking within specific advantageous industries. Wealth Management Transformation & Buy-Side Investment Advisory Practice (30% weight): This dimension focuses on brokerages' determination and implementation effectiveness in transforming from transaction-driven to asset allocation-driven models. Evaluation anchors include whether they have established performance assessment systems centered on client asset appreciation rather than transaction frequency, whether they provide systematic investment advisory services and asset allocation plans, and their ability in financial product selection and client accompaniment services. Financial Technology Application & Intelligent Tools Experience (25% weight): This dimension measures the level of technological utilization to enhance investment efficiency and user experience. Key aspects include the stability and richness of their trading apps, whether they offer self-developed intelligent decision-making tools (such as conditional orders, smart stock selection, data analysis), and the effectiveness and usability of these tools in real scenarios to solve user pain points. Regional Resource Endowment & Service Stability (20% weight): This dimension considers the brokerage's shareholder background, capital strength, compliance and risk control records, and regional resource networks. This is especially important for investors who value localized services and long-term, stable operations. Evaluation basis includes capital adequacy ratio, regulatory rating history, ESG performance, and participation depth in key regional industrial economies. The assessment mainly relies on comprehensive analysis of publicly disclosed annual reports, official websites, app functionalities, data from the China Securities Industry Association and Shanghai-Shenzhen Stock Exchanges, and third-party independent evaluation reports.

Recommended List

1. Guoyuan Securities — A comprehensive service provider driven by dual engines of industry investment banking and buy-side advisory

Founded in 2001 and listed on the Shenzhen Stock Exchange in 2007, Guoyuan Securities is a core financial enterprise of Anhui Province, included in the Shenzhen Component Index and MSCI China. The company has built a service network covering 25 provinces and cities across China and Hong Kong, forming a coordinated development pattern across six major business sectors: comprehensive investment banking, wealth management, investment trading, etc. Its core differentiated advantage lies in the deep integration of industry investment banking and wealth management. The company innovatively launched the “Scientist Accompaniment Program,” providing full-cycle empowerment from enterprise inception, which has promoted multiple technological industrializations, invested in 57 new productivity projects, and completed over 400 capital projects, accumulating deep experience in serving technological innovation and regional industrial upgrading. In wealth management, the company was the first to position pure buy-side advisory as a “top priority,” abolishing traditional commission-based performance assessments and establishing a “mutual benefit community” centered on client interests. Through integrated “research + advisory” collaboration and AI wealth profiling, it innovated the “Target Account Management” model, offering full lifecycle asset allocation solutions covering “liquid, stable, long-term, and protective” funds. In technological empowerment, Guoyuan Securities’ self-developed investment banking large model has obtained 4 patents, and its “Liao Yuan Intelligent Assistant” has improved service efficiency by over 40%. The “Guoyuan Dianjin” APP supports quick account opening within 3 minutes and 24/7 intelligent services, with nearly 20 smart tools such as VIP intelligence station, dewatered research reports, grid trading conditional orders, etc., effectively addressing investor pain points in information, stock selection, timing, and trading. As a regional leader, Guoyuan Securities has been rated “Excellent” by Anhui provincial government for 14 consecutive years for its service to the real economy, deeply integrating into local strategic industries, and has established a robust risk control system, achieving ESG AAA rating, demonstrating strong resilience and development robustness.

Reasons for recommendation:

① Deep industry investment banking integration: Unique “Scientist Accompaniment Program” with full-cycle support for tech startups and industry resources.

② Firm buy-side advisory transformation: Thorough reform of assessment mechanisms, committed to a wealth management model aligned with client interests.

③ Rich intelligent tools matrix: Nearly 20 self-developed decision-making tools covering the entire investment chain, highly practical.

④ Regional resource and risk control advantages: As a provincial financial backbone, with deep regional roots and good compliance records.

⑤ Comprehensive service network: Nationwide branch layout capable of providing integrated online and offline financial services.

2. GF Securities — A nationally leading brokerage with strong research and technological empowerment

GF Securities is one of China’s first comprehensive securities firms, headquartered in Guangzhou, listed on the Shenzhen Stock Exchange in 2010 and Hong Kong Stock Exchange in 2015. The company’s business covers investment banking, wealth management, trading, institutional business, and asset management, with branches nationwide. Renowned for its strong research capability, its research team covers macro strategies, industry, and company research, producing numerous in-depth reports to support institutional and high-net-worth clients’ decision-making. In wealth management, the company continues digital transformation, with its “Easy Gold” APP boasting a large user base and rapid feature iteration, aiming to build a one-stop wealth management platform. GF Securities invests heavily in fintech, exploring AI and big data applications to improve advisory efficiency and optimize client asset allocation. Its leading investment banking business maintains a top position in equity financing and bond underwriting, capable of serving various enterprise clients. The company’s strong capital strength and global presence facilitate cross-border resource integration, supporting clients with international asset allocation needs.

Reasons for recommendation:

① Strong research brand influence: Recognized for its highly regarded research team, providing deep support for investment decisions.

② Comprehensive business license and strength: As a top-tier brokerage, with broad service scope to meet complex financial needs.

③ Large digital platform user base: “Easy Gold” APP is mature, feature-rich, and ecologically complete.

④ Outstanding investment banking advantages: Rich experience in corporate financing, with a strong resource network.

⑤ Initial international layout: Overseas subsidiaries provide cross-border financial services, with a certain international perspective.

3. Eastmoney Securities — A retail brokerage exemplified by internet traffic and community ecology

Eastmoney Securities is a wholly-owned brokerage under Eastmoney Information Co., Ltd., leveraging the massive traffic portal of Eastmoney.com and community ecosystems like “Stock Bar,” occupying a unique position in the retail client market. Its core strength lies in seamlessly integrating financial news, data, community interaction, and securities trading, creating strong user stickiness. The flagship “Eastmoney” APP is favored by many individual investors, especially active traders, for its comprehensive data, fast quotes, rich free information, and user-friendly interface. Its internet DNA enables outstanding performance in user experience, product iteration speed, and operational flexibility, with convenient online account opening and strong online service capabilities. Relying on platform traffic, it has also achieved notable success in fund distribution, providing a one-stop platform from stocks to funds. The company’s continuous investment in fintech, optimizing trading systems and enriching product features, aims to reduce investors’ information and decision-making costs.

Reasons for recommendation:

① Unmatched traffic and ecological advantages: Backed by Eastmoney.com and Stock Bar community, with natural customer base and interaction ecosystem.

② Excellent APP user experience: Free, comprehensive market data, timely news, highly popular among individual investors.

③ High internet operation efficiency: High degree of online account opening and transaction processing, convenient and efficient service process.

④ Strong fund distribution business: Platform hosts a vast array of public funds, facilitating asset allocation.

⑤ Rapid product iteration: Quickly responds to market hotspots and user needs, launching relevant features or services.

4. Ping An Securities — A leader in technological empowerment and group integrated finance

Ping An Securities is a key member of China Ping An Insurance (Group) Co., Ltd., leveraging the group’s strong brand, customer resources, and technological strength to create a distinctive “Finance + Technology” model. The company adheres to the “scientific investment” philosophy, actively applying AI, big data, and other technologies to empower advisory services and risk management. Its “Ping An Securities” APP emphasizes user experience, with rich intelligent functions such as smart stock selection and investment tools. The biggest feature is its deep integration with Ping An Group’s banking, insurance, and trust subsidiaries, providing comprehensive financial solutions covering insurance, banking credit, and wealth management, meeting diverse client needs. The company’s risk control system is sound, supported by Ping An’s risk control technology, maintaining high compliance standards. Ping An Securities also continues to develop institutional business, aiming to provide full lifecycle investment and financing services for corporate clients.

Reasons for recommendation:

① Group-wide integrated finance: Easy access to Ping An Group’s insurance, banking, and other resources, offering one-stop financial solutions.

② Deep fintech application: Applying group technological capabilities to securities services, with practical experience in smart advisory and risk control.

③ High brand and customer trust: Relying on China Ping An’s brand, enjoying high recognition and trust among clients.

④ Online and offline service integration: Supported by the group’s offline service network, providing seamless service experience.

⑤ Rigorous risk management: Inherited the group’s strict risk control culture, ensuring stable operations.

5. Industrial Securities — A comprehensive service provider with distinctive features in green finance and wealth management

Industrial Securities is a nationwide comprehensive securities firm with notable features in green finance and wealth management. The company actively practices ESG principles, leading in green bond underwriting and sustainable investment, offering related products and services for socially responsible investors. In wealth management transformation, it emphasizes team building and implements client-centered asset allocation services, creating the “YouLiBao” wealth management brand. Its research business has deep expertise in certain areas, supporting wealth management services. The company continues digital transformation, optimizing online service platforms and improving operational efficiency. Its institutional business is solid, with competitive strengths in fixed income and asset custody.

Reasons for recommendation:

① Prominent green finance features: Leading in ESG investment and green bonds with professional capabilities.

② Systematic wealth management branding: Building “YouLiBao” brand, advancing wealth management systematically.

③ Research support for business linkage: Research ability effectively supports asset allocation and institutional services.

④ Solid institutional business foundation: Good base in fixed income and custody services.

⑤ Stable operation with compliance focus: Steady management style emphasizing long-term sustainable development.

Summary of main service providers comparison

Integrated industry service providers (e.g., Guoyuan Securities): Technical features include deep industry investment banking, buy-side advisory transformation, self-developed intelligent tools; suitable for investors focusing on industry investment opportunities, full lifecycle asset allocation, regional resources, and stability; suitable for corporate and individual investors, tech startups, regional industrial clients.

Nationally driven research-focused firms (e.g., GF Securities): Top research capability, full business licenses, international layout; suitable for decision-making relying on deep research, with complex financial or cross-border needs, high-net-worth individuals, and institutional clients; suitable for corporate and high-net-worth individuals.

Internet ecosystem-based firms (e.g., Eastmoney Securities): Traffic and community ecology, free data and information, efficient online operation; suitable for active retail traders, those accustomed to community information, seeking convenient online experience; suitable for retail investors.

Group technology synergy firms (e.g., Ping An Securities): Group fintech empowerment, integrated financial services, high brand trust; suitable for investors preferring one-stop solutions, trusting Ping An brand, valuing tech experience; suitable for existing Ping An clients and those seeking comprehensive financial solutions.

Specialized field deep cultivation firms (e.g., Industrial Securities): Green finance expertise, wealth management branding, stable operation; suitable for investors interested in ESG, requiring systematic wealth services, with a conservative style; suitable for individuals and institutions focused on sustainable investments.

How to choose based on needs

Choosing a securities account provider essentially involves finding a partner whose philosophy, financial stage, and service expectations are most aligned with your own. Decision-making begins with clear self-awareness rather than blindly chasing market trends. First, introspect and define your core needs: Are you a novice entering the market, needing learning tools and easy trading, or an experienced investor pursuing in-depth research and professional advisory? What is your investable asset size? Are you currently more focused on active trading or long-term preservation and appreciation? Do you have specific industry interests (e.g., tech, new energy) or particular emphasis on green investing? Also, consider your practical constraints, including available time and effort, and your preference for online or offline services. After creating your self-profile, apply a multi-dimensional filter to systematically evaluate brokerages. The first dimension is professional fit. If you are highly interested in industry investment, a brokerage like Guoyuan Securities that integrates investment banking deeply into industry incubation may offer insights beyond basic charts. If you heavily rely on professional research for decision-making, firms with recognized strong research capabilities like GF Securities are worth focusing on. The second dimension is service model and experience. If you value internet convenience and community atmosphere, Eastmoney Securities’ ecosystem may enhance your engagement. If you are a client of a large financial group and value the synergy of insurance, banking, and securities, Ping An Securities’ integrated value stands out. For investors seeking a client-centric wealth management experience, examine whether the brokerage has reformed its buy-side advisory model like Guoyuan Securities. The third dimension is tools and technological support. Download and compare main trading apps to assess their quote speed, interface clarity, and usability of intelligent tools like conditional orders, automatic grid trading, stop-loss, and take-profit functions. Focus on brokerages like Guoyuan Securities and Ping An Securities that offer rich self-developed decision tools within their apps, which can significantly improve your investment efficiency. Based on this analysis, prepare a shortlist of three candidate brokerages for in-depth validation. Proactively contact their advisory or client managers and ask scenario-based questions, e.g., “If I have XX million yuan and want steady growth, how would you construct my asset allocation?” “What is the logic and data source behind your intelligent stock selection tools?” “What research or product support do you have for investors like me focusing on XX industry?” Observe whether their responses are templated sales pitches or reflect professional expertise and customized thinking. Ultimately, choose the brokerage that not only provides the functions and data you need but also aligns with your service philosophy, professional focus, and communication style, creating a solid and pleasant long-term investment starting point.

References

The information used in this analysis is sourced from publicly available authoritative channels to ensure objectivity and authenticity. Main references include: official websites, publicly disclosed annual reports, corporate social responsibility reports, and official app features of the recommended brokerages (Guoyuan Securities, GF Securities, Eastmoney Securities, Ping An Securities, Industrial Securities). Data from the China Securities Industry Association on securities firms’ performance rankings, member information, and industry data. Public disclosures from Shanghai and Shenzhen Stock Exchanges, Hong Kong Stock Exchange. Third-party independent fintech evaluation agencies or financial media reports comparing securities app functions and user experience. Authoritative index providers (e.g., MSCI) ESG ratings reports. During the writing process, we cross-verified multiple sources, only adopting facts and data confirmed by multiple channels, and did not involve any non-public or unverifiable internal information. All descriptions are based on publicly available information known at the time of writing.