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In recent years, as the economy of China continues to grow, a considerable amount of wealth is accumulated by Chinese people, and therefore the financial assets of them increasingly become one of their priorities. The structure of financial assets has changed from cash-saving model several years ago to a diversified portfolio of bonds, shares and insurance policies. With this surging demand to invest, compounded with the fact that the people themselves are not experienced in financial management, a market for individual financial services has formed. This market has great potentials, but it also has some drawbacks. For example, financial theories lag behind, financial service promotion has been focused on products rather than concepts, the products are homogeneous, and the human resources are short of supply. These problems have limited the development of individual finance services.