Hua Fu Securities Opens First Internet Branch, Fifth Brokerage in 2026

Hua Fu Securities recently unveiled its first internet branch, becoming the fifth brokerage to enter this field since the start of 2026. The branch was upgraded from the online business team of the head office's digital finance department, positioning it as an internet business platform integrating omnichannel customer acquisition, intensive servicing of long-tail clients, refined online operations, AI-powered services, and full-process compliance and risk control.

The development of brokerage internet branches began in June 2015 when Guojin Securities set up the industry's first such institution. Initially, the industry focused on low commissions and convenient account opening to capture online traffic; after online account opening became widespread, some brokers shifted to intensive operations with regional characteristics, setting up branches in customer-dense regions such as the Yangtze River Delta and Pearl River Delta. In June 2024, Guotai Junan's Shanghai Qingpu branch was unveiled, with AI and investment advisory as its core, relying on a self-developed business command center to achieve full-link data visualization. In 2025, Dongwu Securities established a digital intelligence branch, positioned as a fintech innovation test field. To date, internet branches have evolved into independent operating entities with separate accounting authority, driven by data and AI, covering the full customer lifecycle.

Two main paths exist for establishing new internet branches: one is to build a new entity from scratch; the other is to rename and upgrade existing branches. The latter has become the preferred transformation path for small and mid-sized brokers because it avoids re-leasing office space and saves on hardware investment. Since 2026, Southwest Securities renamed its Chongqing head office branch to Chongqing Internet Branch, Caida Securities renamed its Shijiazhuang Zhengding Yanzhao South Street branch to Hebei Internet Branch, and Founder Securities renamed its Changsha Tongzi West Road branch to Changsha Internet Branch. According to the China Securities Industry Development Report 2025 issued by the Securities Association of China, in 2024, 39.81% of brokers set up a separate first-level department for internet finance, 36.11% placed it under brokerage business management, and 3.7% placed it under information technology management.

While online digitalization accelerates, offline outlets continue to shrink. In 2024, brokers closed a total of 213 branches; in 2025, that number rose to 292; since 2026, nearly 20 brokers have closed or adjusted nearly 60 branches. Many firms are redirecting the human, capital, and management resources released by closed outlets to internet digital branches, high-end wealth management centers, and core business segments at headquarters.