证券板块 证券类 APP 发展态势良好，行业活跃度显著提升，用户参与意愿与市场吸引力持续走高。据易观千帆最新发布的数 据，2026 年 1 月，证券服务应用领域的月度活跃用户规模达到 1.84 亿，环比增长 5.11%，同比增长 13.86%。多家券 商增速亮眼，华泰证券旗下的"涨乐财富通"与国泰海通的"国泰海通君弘"稳居行业前列，1 月份月活分别为 1281.5 万、1100.99 万，环比分别增长 5.73%、5.85%。此外，平安证券的"平安证券"App 当月活跃用户数为 937.28 万，较 上月提升 5.56%；招商证券的"招商证券"、中信证券的"中信证券信 e 投"、国泰海通的"国泰海通通财"以及中信 建投证券的"蜻蜓点金"、广发证券的"广发易淘金"等应用，月活用户均突破 700 万大关，环比增长率均在 4%以上。 投资建议：建议关注三条主线：（1）强烈推荐估值及业绩错配程度较大的优质券商，重点关注国泰海通；建议关注 AH 溢价率较高、有收并购主题的券商；建议关注短期受益于科技股上市的券商。（2）四川双马：科技赛道占优，创投业 务有望受益，布局基因治疗赛道新标的，深化生物医药产业链。公司管理基金的 ...

具体来看，华泰证券的"涨乐财富通"和国泰海通的"国泰海通君弘"保持行业领跑地位，1月份月活分别为1281.5万、1100.99 万，环比分别增长5.73%、5.85%。 本报记者 于宏 随着市场趋势向好，证券类App的用户活跃程度水涨船高。易观千帆数据显示，1月份，证券类App月活跃用户数（以下简 称"月活"）达1.84亿，同比增长13.86%，环比增长5.11%。 多家券商增速亮眼 同时，多家综合实力较强的大型券商旗下App也展现出强劲活力。1月份，平安证券App"平安证券"月活为937.28万，环比 增长5.56%；招商证券App"招商证券"、中信证券App"中信证券信e投"、国泰海通App"国泰海通通财"、中信建投证券App"蜻蜓 点金"月活均超700万，环比增幅均在4%以上。同期，广发证券App"广发易淘金"月活规模环比增长5.53%，达736.42万，跻身月 活700万以上阵营。 从环比增速来看，1月份，月活环比增速居首的券商App是国信证券的"国信金太阳"，月活规模达442.1万，环比增长 7.94%；紧随其后的是国投证券App"国投证券"，月活规模达368.64万，环比增长7.08%。 "展望未 ...

Core Insights - The report highlights the increasing competition among brokerage firms as they enhance their apps to provide comprehensive wealth management services, with a focus on investment advisory and insurance sales [1][4]. Group 1: App Usage and Growth - As of December 2025, the monthly active users (MAU) of securities apps reached 175 million, marking a 1.75% month-on-month increase and a 2.26% year-on-year increase, setting a new monthly record for 2025 [1]. - Huatai Securities' "Zhangle Wealth" and Guotai Junan's "Guotai Junan Junhong" led the brokerage apps with MAUs of 12.12 million and 10.40 million, respectively, showing month-on-month growth of 2.59% and 2.12% [2]. - The app "Xingye Securities Youlibao" exhibited the most significant year-on-year growth, with a 20.66% increase, reaching an MAU of 1.87 million in December [2]. Group 2: Wealth Management Transformation - Brokerage firms are focusing on optimizing their apps by enhancing investment advisory services and introducing insurance sections to meet diverse user investment needs [4]. - The introduction of new investment advisory services, such as "Stock Selection Treasure" and "Beixin Lingdong+", aims to provide tailored services for different customer segments [4]. - The shift towards comprehensive wealth management is seen as essential for brokerages to overcome challenges posed by declining commission rates, with a focus on offering a full range of asset allocation services [5].

Core Insights - The brokerage apps have become an important window for observing the comprehensive strength and service innovation trends of various brokerages, with active users reaching 175 million in December 2025, marking a 1.75% month-on-month increase and a 2.26% year-on-year increase, setting a new monthly record for 2025 [1] Group 1: User Engagement and Competition - Two brokerage apps, Huatai Securities' "Zhangle Wealth" and Guotai Junan's "Guotai Junan Junhong," lead the monthly active user rankings with 12.12 million and 10.40 million users respectively, showing month-on-month growth of 2.59% and 2.12% [2] - Other major brokerage apps also demonstrated high user engagement, with Ping An Securities' app reaching 8.88 million active users (up 2.06%), and several others exceeding 7 million [2] - The brokerage app with the highest month-on-month growth was "Zhangshan Securities," which saw a 2.99% increase, reaching 7.30 million active users [2] Group 2: Year-on-Year Growth - The brokerage app with the most significant year-on-year growth was "Xingye Securities Youlibao," which achieved a 20.66% increase, reaching 1.87 million active users in December [3] - Other apps like "Changjiang e-Number" and "Zhangle Wealth" also experienced steady growth, with year-on-year increases exceeding 5% [3] Group 3: Wealth Management Transformation - In December 2025, the Shanghai Composite Index rose by 2.06%, prompting brokerages to enhance their apps by refining advisory services and adding smart trading tools and insurance sections to meet diverse investment needs [4] - Optimizing advisory services has become a key focus for brokerage app upgrades, with companies like Guosen Securities launching new advisory service sections and products tailored to different customer segments [4] - The introduction of insurance sections in brokerage apps has emerged as a highlight, with Ping An Securities and other firms offering various insurance products and educational content to users [4] Group 4: Industry Trends and Future Directions - Analysts indicate that in the context of declining commission rates, the transformation towards wealth management is essential for brokerages to overcome development bottlenecks, evolving from mere securities brokerage to comprehensive wealth management institutions [5] - The inclusion of insurance products can enhance the stability and risk resistance of customer asset portfolios, allowing brokerages to provide more precise and comprehensive services throughout the customer lifecycle [6]

Core Insights - The securities app market demonstrates strong resilience amid market fluctuations and technological changes, with an average monthly active user (MAU) of 127.28 million in the first 11 months of 2025, peaking at over 135 million in October [1][2]. User Engagement - The top 10 securities firms by MAU include Huatai Securities, Guosen Securities, and China Galaxy Securities, with Huatai's app achieving an average MAU of 8.25 million [4][5]. - A total of 18 firms reported an average MAU exceeding 1 million, indicating a competitive landscape [2][4]. App Development Trends - "High-frequency iteration" is a key trend, with the top 10 apps averaging 9 updates this year, focusing on trading features, market services, and AI capabilities [3][13]. - Guotai Junan's apps led the industry with 25 updates each, showcasing a commitment to continuous improvement [3][13]. Growth Metrics - Several apps achieved significant growth, with the highest increase seen in Industrial Securities' app, which grew by 67.64% from January to November [7][8]. - Year-over-year, 18 apps reported growth, with only two experiencing a decline [9][10]. Daily Active Users (DAU) - Huatai's app leads in DAU with an average of 337.97 million, significantly higher than the second-place app from招商证券 at 199.29 million [11][12]. AI Integration - The integration of AI in investment advisory services is a major focus, with firms like Guotai Junan and China Galaxy enhancing their apps with AI-driven features [13][14]. - The trend towards digital transformation is evident as firms aim to improve user experience and service efficiency through AI [13][14].

Core Insights - The securities industry is experiencing a significant increase in monthly active users (MAU) for trading apps, reaching 172 million in November, a month-on-month growth of 2.06% [1] - Brokerages are leveraging AI tools to enhance service models and improve user experience amid a competitive landscape for customer acquisition [4][5] Group 1: Monthly Active Users and Account Growth - In November, the total number of new accounts opened in the market was 2.5506 million, reflecting a month-on-month increase of 3.38% [2] - Eleven brokerage apps had monthly active users exceeding 6 million, with Huatai Securities and Guotai Junan leading at 11.8149 million and 10.1848 million respectively, both showing month-on-month growth of over 2% [2] - Smaller brokerages like Guojin Securities and Chengtong Securities achieved significant month-on-month growth rates of 9.58% and 4.61% respectively, despite having lower user volumes [3] Group 2: Competitive Landscape and AI Integration - The competition among brokerages is intensifying, with a focus on mobile app functionality and service innovation, particularly through the integration of AI [4] - AI has become a central element in app updates, with features like "AI Dashboard" and AI-driven investment assistants being introduced to enhance user engagement and provide real-time market insights [4][5] - The application of intelligent technology is expected to improve response efficiency and personalized service levels, aiding brokerages in transitioning to comprehensive wealth management service providers [5][6] Group 3: Future Outlook and Strategic Directions - The ongoing evolution of financial technology positions intelligent solutions as a standard in the securities industry, with a focus on enhancing professional service levels and creating value for investors [6] - Large institutions are expected to leverage their resources to build comprehensive intelligent wealth management platforms, while smaller brokerages can focus on niche markets to establish competitive advantages [6]

Core Viewpoint - The investment landscape is shifting from "single product selection" to "platform selection," emphasizing the efficiency of asset allocation and long-term wealth preservation for investors seeking certainty [1] Regulatory Environment - The China Securities Regulatory Commission's 2025 action plan aims to establish a classification evaluation mechanism for fund sales institutions and reduce subscription and service fees, promoting a transition from a "fast" to a "deep cultivation" approach in the industry [1] Platform Strategy - Major distribution platforms are adjusting their strategies to focus on long-term returns and user experience rather than short-term gains, leading to diversified competition that includes advisory services, digital tools, and content ecosystems [1] Comparative Analysis of Fund Sales Platforms - The analysis includes nine representative fund sales institutions categorized into three core groups: third-party platforms (Ant Wealth, Tencent Licai Tong, and Tiantian Fund), bank-affiliated platforms (China Merchants Bank, Industrial and Commercial Bank of China, and Ping An Bank), and brokerage platforms (CITIC Securities, Huatai Securities, and GF Securities) [1] User Demand Analysis - The KANO model is utilized to analyze user needs across fund sales apps, categorizing them into five levels: basic, expected, attractive, indifferent, and reverse needs, highlighting the non-linear relationship between product performance and user satisfaction [2] Third-Party Platforms - Ant Wealth excels in attractive features, while Tencent Licai Tong offers limited advisory services. Tiantian Fund has the most comprehensive product offerings, catering to experienced investors [4] - Ant Wealth provides robust educational and community features, while Tiantian Fund allows users to filter funds based on specific criteria. Tencent Licai Tong lags in the richness of professional tools [4] Bank Platforms - China Merchants Bank stands out in expected needs by offering asset allocation reports, while Industrial and Commercial Bank of China relies on its offline network but shows slower innovation in response to younger, online investors [5] - Ping An Bank utilizes an intelligent risk assessment system to recommend products, addressing various user needs effectively [5] Brokerage Platforms - Huatai Securities' Zhangle Wealth integrates research capabilities to offer in-depth market analysis and fund evaluation, while GF Securities' Yitaojin leads in video content and real-time updates, enhancing user engagement [6] - CITIC Securities' Xintou provides personalized advisory services for high-net-worth clients, indicating a shift towards professional service-based revenue models [6]

Core Insights - The active user count for securities apps reached approximately 175 million in September 2025, marking a month-on-month increase of 0.74% and a year-on-year increase of 9.73%, setting a new record for the year [1][2] User Activity Trends - The active user count in September 2025 is the third highest in the past year, only lower than October and November 2024 [2] - Leading brokerage apps like Huatai Securities' Zhangle Wealth and Guotai Junan's Junhong maintained over 10 million active users, solidifying their top positions [2][3] - Smaller brokerages showed significant growth disparities, with some like Guojin's Commission Treasure and Xibu Securities experiencing notable increases, while others faced declines [3] Daily Active Users - Huatai's Zhangle Wealth led in daily active users with 4.378 million, followed by Ping An Securities and GF Securities, both exceeding 3.5 million [4] - The competition among top brokerage apps in terms of daily active users is becoming more established, with smaller firms needing to overcome challenges in user scale and engagement [4] AI Integration in Brokerage Operations - The operational logic of brokerages is shifting from passive market participation to leveraging AI technology for enhancing user engagement and conversion efficiency [5][6] - Huatai Securities launched an independent AI application terminal, "AI Zhangle," which integrates AI capabilities across key functions like stock selection and trading, emphasizing transparency and user adaptation [6] - The industry is witnessing a comprehensive AI transformation, moving from isolated intelligence to full-scenario integration, with AI becoming a core driver for user operations and wealth management [6]

Core Insights - The A-share market experienced a strong rally in August 2025, significantly increasing market activity and user engagement in securities apps [1][2]. User Engagement - In August 2025, the number of active users for securities apps reached 173 million, marking a year-on-year increase of 27.26% and a month-on-month increase of 4%, setting a new monthly record for the year [2]. - The top-performing securities apps included Huatai Securities' Zhangle Wealth and Guotai Junan Junhong, both achieving over 10 million active users in August [1][2]. Growth Trends - The monthly active users for Guojin Securities' Commission Treasure reached 792,400, with a month-on-month growth of 11.86%. Other notable increases were seen in Industrial Securities' Yuli Treasure, Dongfang Winner, and China Galaxy Securities, with growth rates of 6.2%, 5.74%, and 5.44% respectively [3]. - The number of securities apps with over 5 million monthly active users remained stable at 11 in August [3]. Daily Active Users - The top ten securities apps by daily active users remained unchanged, with Huatai Securities leading at 4.14 million, followed by Ping An Securities and Guangfa Securities with 3.35 million and 3.26 million respectively [4]. - Despite a decline in daily active users in August compared to previous months, there was a clear growth trend compared to January 2025 [4]. Strategic Shifts - The recent "8.18 Financial Festival" highlighted a strategic shift among brokerages from short-term promotions to long-term customer value management, characterized by extended operational cycles and deeper integration of AI technology [4][5]. - Major brokerages are transitioning from single-event promotions to continuous engagement strategies, with some extending their promotional activities to 1-2 months, effectively transforming the "Financial Festival" into a "Financial Season" [5].

Core Insights - The active user base of securities apps reached 173 million in August, marking a 4% month-on-month increase and a 27.26% year-on-year increase, the highest monthly active users and growth rate of the year [1][2] - Major brokerages are enhancing their apps by integrating AI technology and driving technological innovation to improve user experience and ensure system stability [1][4] Group 1: Market Performance - In August, the Shanghai Composite Index rose by 7.97%, and the average daily trading volume of A-shares was 2.31 trillion yuan, a 41.27% month-on-month increase [2] - Eleven brokerage apps had over 5 million monthly active users, with leading apps like Huatai Securities' "Zhangle Wealth" reaching 11.83 million users, a 4.17% increase [2] - Among 50 securities apps, 46 saw month-on-month growth in active users, with Guojin's "Commission Treasure" leading at 11.86% growth [2] Group 2: Third-Party Platforms - Third-party platforms maintained significant traffic, with Tonghuashun, Dongfang Caifu, and Dazhihui having 36.73 million, 17.90 million, and 12.59 million monthly active users respectively, showing month-on-month growth of 4.91%, 4.44%, and 5.59% [3] Group 3: Service Optimization - Brokerages are accelerating app upgrades to meet diverse investor needs, focusing on enhancing service intelligence and system stability [4] - Recent innovations include Guojin Securities' AI intent recognition model for customer service and Shanghai Securities' real-time news feature for targeted information delivery [4] Group 4: Digital Transformation - Brokerages are encouraged to leverage AI for digital transformation, shifting from mere trading tools to comprehensive decision-support assistants [5] - Enhancements in trading system stability and efficiency are critical, with firms like Dongfang Securities launching low-latency trading systems to improve service quality [5]