East Money
A leading Chinese financial portal and online brokerage.
East Money at a glance
East Money is a finance & banking website and one of the most visited sites in China, currently ranked #146 in the country. It was founded in 2005 by Shen Youhui and is headquartered in Shanghai, China. Today East Money is owned by East Money Information. Our estimates put its audience at ≈ 200 million visits per month. The business earns money mainly through brokerage fees, fund distribution, advertising. Its closest rivals include 10jqka.com.cn, xueqiu.com, sina.com.cn.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 188 million / month | +2% |
| Q2 | ≈ 194 million / month | +3% |
| Q3 | ≈ 200 million / month | +3% |
| Q4 | ≈ 212 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 60 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| east money | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the China web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in China
Company information
- Website
- eastmoney.com
- Sector
- Finance & Banking
- Owner
- East Money Information
- Owner type
- Public company
- Founders
- Shen Youhui
- Founded
- 2005
- Headquarters
- Shanghai, China
- Employees
- 6,000+
- Ownership
- East Money Information controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1.7 billion annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $1.7 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
East Money operates a bank and digital financial platform focused on China. A leading Chinese financial portal and online brokerage. Revenue comes mainly from brokerage fees, supported by the other lines listed below.
- Brokerage fees
- Fund distribution
- Advertising
Products & services
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #146 in this index
- Sector rank
- Leading finance & banking site in China
- Global rank
- 350
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| 10jqka.com.cn | ≈ 120 million / month | #147 class competitor | — |
| xueqiu.com | ≈ 90 million / month | #148 class competitor | — |
| sina.com.cn | ≈ 60 million / month | #149 class competitor | — |
What is East Money?
East Money (eastmoney.com) is a bank and digital financial platform serving users in China. A leading Chinese financial portal and online brokerage. It ranks #146 among the most visited websites in the country in this index, within the finance & banking category.
Who owns East Money?
The site is operated by East Money Information, founded by Shen Youhui. The company was established in 2005 and is headquartered in Shanghai, China. It employs around 6,000+.
Traffic and audience
Traffic estimates place East Money at roughly 200 million visits per month, about 6.7 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How East Money makes money
Revenue comes primarily from brokerage fees, alongside fund distribution, advertising.
Competitors in China
Its closest rivals include 10jqka.com.cn, xueqiu.com, sina.com.cn.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2005
East Money is founded in Shanghai, China.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #146 among the most visited websites in China.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns East Money?
East Money is operated by East Money Information. Public company structure, based on public filings and press reporting.
Where is East Money headquartered?
East Money is headquartered in Shanghai, China.
When was East Money founded?
East Money was founded in 2005 by Shen Youhui.
How many employees does East Money have?
East Money employs approximately 6,000+ people.
What is East Money's revenue?
East Money's revenue: ≈ $1.7 billion annual revenue (est.).
Who are East Money's competitors?
Main competitors in China include 10jqka.com.cn, xueqiu.com, sina.com.cn.
How does East Money make money?
Mainly brokerage fees, fund distribution, advertising.
Is East Money publicly traded?
East Money's ownership: Public company.
How many visitors does East Money get?
Third-party estimates place East Money at roughly 200 million visits per month, mostly from China, with 82% mobile traffic.
Is East Money safe?
East Money is an established finance & banking site founded in 2005 and ranked #146 in China; use the official domain eastmoney.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementseastmoney.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos