What Howbuy does

Howbuy (好买财富管理股份有限公司) is a Shanghai-headquartered, privately held Chinese third-party wealth management and fund distribution platform founded in 2007. The company serves Chinese individual investors across two principal segments: mass retail users of its digital self-service channel and affluent / high-net-worth clients served through its 臻财VIP (Zhencai VIP) membership club. Its primary business is intermediating capital between Chinese investors and fund managers, distributing more than 200 publicly offered mutual funds alongside a curated slate of privately offered funds, FOFs, private equity, fixed income products, and overseas investment vehicles.

The platform is built around a multi-product architecture comprising 好买基金 (public fund marketplace with screening, comparison, diagnosis, and ranking tools), 私募基金 / 新方程FOF (private funds and FOF products with allocation across strategies such as CTA and technology growth), 储蓄罐 (cash management / money-market substitute), 全球赢+ and 直投海外 (overseas investment access), 私募股权 (private equity connecting investors with 80+ GP partners), and 固定收益 (fixed income / trust products). Distribution combines a digital self-serve layer — website (howbuy.com), mobile apps (好买基金APP, 储蓄罐APP), WeChat ecosystem, and analytical tools — with offline service centers nationwide and a dedicated 1-on-1 advisor channel (1+360°N service system) for VIP and high-net-worth clients. The company also offers institutional (B2B) fund distribution and consulting services.

Howbuy's revenue model is built on transaction-based commissions from fund distribution plus recurring subscription and management fees on its proprietary FOF products (新方程FOF) and cash management account (储蓄罐). Public fund subscription fees vary by product, with observed rates ranging from 0.3% to 1.5% (tiered down at higher subscription amounts), while VIP advisory and exclusive product access are positioned as premium fee-for-service offerings. The company has raised two disclosed funding rounds (2012 and 2013) led by Legend Capital, with Tencent Industry Win-Win Fund participating in the 2013 round, and reports no recent institutional funding events in the available data.

Name

Howbuy

Legal name

好买财富管理股份有限公司

Website

https://howbuy.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Howbuy (好买财富) is a Shanghai-headquartered Chinese third-party wealth management and fund distribution platform that distributes public and private funds, FOFs, private equity, fixed income, and overseas investment products to retail and affluent individual investors through digital self-service tools and 1-on-1 advisor services.

Ownership category

akta.pro rank

Product category

Wealth Management & Investment Advisory

NAICS

Other Investment Pools and Funds (5259), Open-End Investment Funds (525910), Funds, Trusts, and Other Financial Vehicles (525)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Private Banking Advisory & Discretionary Portfolio Management (FSABADAD)

akta.pro secondary industries

Affluent / Mass-Affluent Private Banking (FSABADAC), Private Banking & UHNW Wealth Advisory (FSAEABAC)

Keywords

• Fund distribution services
• Wealth management advisory
• Private fund investments
• Fund of funds
• Investment advisory services

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Fund distribution commission: Howbuy earns commission fees from distributing publicly offered funds (公募基金) and privately offered funds (私募基金). Fees are charged as a percentage of subscription amount, with rates varying by fund type and subscription size.
2. Subscription/management fees on FOF and wealth management products: The company manages and distributes its own FOF products (新方程FOF) and cash management tools (储蓄罐), generating subscription and management fee revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Howbuy operates an independent third-party wealth management and investment advisory platform that distributes more than 200 public mutual funds and private/hedge funds from external managers to individual and institutional investors in China. It complements distribution with proprietary offerings including the 新方程 Fund-of-Funds series, the 储蓄罐 cash-management product, 全球赢+ overseas investment solutions, and a tiered 好买臻财VIP advisory service for affluent clients.

Product overview

Howbuy (好买财富) operates as a comprehensive wealth management platform with a multi-product architecture. The core offerings include: (1) 好买基金 - the public mutual fund platform providing fund browsing, screening, comparison, diagnosis, and trading; (2) 私募基金 - the private fund platform offering access to institutional-quality private funds, FOF products (新方程FOF), fixed income products, and private equity investments; (3) 储蓄罐 - a cash management tool for daily liquidity needs; (4) 全球赢+ and 直投海外 for overseas investment access; (5) 好买臻财VIP俱乐部 - the premium VIP membership club with exclusive advisory services and privileged access to scarce investment products; (6) 投教基地 and 好买研习社 - educational platforms providing research reports and investment knowledge; and (7) 机构服务 for institutional clients. The platform also provides various analytical tools including fund screening, comparison, diagnosis, rankings, and performance tracking across both public and private fund categories.

Differentiator

Problem solved

Functional benefit

Brands

• 储蓄罐: Cash management account/money market fund product offering daily returns and real-time withdrawals
• 全球赢+
• 好买盈赛
• 新方程FOF
• 好买研习社
• 臻财VIP

Products and services

• 好买基金 (Howbuy Fund) public fund distribution platform Online platform distributing more than 200 public mutual funds from third-party asset managers, providing research, screening and one-stop subscription for individual Chinese investors.
• 好买私募 (Howbuy Private Funds) private/hedge fund platform Online platform providing qualified Chinese investors access to private securities investment funds and hedge fund products sourced from third-party managers.
• 储蓄罐 (Savings Jar) cash management product Mobile-based cash management / money-market product that allows individual investors to park idle balances in a money-market portfolio for liquidity and yield.
• 全球赢+ / 好买全球 overseas investment product Overseas / global investment product line enabling qualified Chinese investors to allocate to international assets, including funds and structured global mandates.
• 新方程 (Xinfangcheng) Fund-of-Funds product series Proprietary Fund-of-Funds product line that packages curated underlying funds (public, private, fixed income, etc.) into structured portfolios for retail and institutional investors.
• 牛基宝 (NiuJibao) mobile investment application Mobile app through which individual investors access Howbuy's fund universe, research, portfolio recommendations and fund subscriptions.
• 好买臻财VIP顾问 / 好买臻财VIP俱乐部 membership service Tiered paid VIP membership providing affluent investors with dedicated 1-on-1 advisors, curated allocation recommendations, exclusive product access and priority service.
• 机构服务 (Institutional Services) Institutional service offering for corporates, family offices and financial institutions, covering investment advisory, FOF mandates, research and platform-based fund access.
• Fixed income / 固定收益 products Fixed-income investment products distributed via the Howbuy platform to individual and institutional investors seeking yield-oriented allocations.
• Private equity / 私募股权 products Private equity product offerings for qualified investors, providing access to PE funds and related structures through the Howbuy platform.

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• 淡水泉 (Danish Spring)coreStrategic or Co-development PartnerHowbuy was the first third-party wealth management firm in China to partner with 淡水泉, a leading hundred-billion-yuan-scale private fund manager. The partnership enables Howbuy to offer 淡水泉's strategies to its customer base.
• 明汯 (Minghong)coreStrategic or Co-development PartnerHowbuy partnered with 明汯, a leading quantitative private fund manager, as part of its strategy to offer top-tier private fund products to investors.
• 高毅资产 (Gaoyi Asset Management)coreStrategic or Co-development PartnerHowbuy partnered with 高毅资产, a prominent hundred-billion-yuan-scale private fund manager, to distribute its products through Howbuy's platform.
• Private equity GPs (80+)coreStrategic or Co-development PartnerHowbuy Equity Parent Fund has established partnerships with more than 80 private equity General Partners (GPs), providing investors access to a broad range of private equity investment opportunities with deep industry coverage and access to core enterprises and resources.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ping An Bank: Bank with significant retail wealth management and private banking operations in China — a broad incumbent in the same fund distribution and HNW advisory space Howbuy occupies.
• Tencent Licaitong (理财通): WeChat-embedded money market and wealth product distribution service run by Tencent — a broad incumbent super-app competitor that overlaps with Howbuy's digital distribution channel and competes for the same retail fund flows.
• China Merchants Bank (Wealth Management arm): Bank-affiliated private banking and wealth management business with massive retail deposit base and fund distribution licensing — a broad incumbent competitor with overlapping affluent-segment wealth advisory offerings.

Direct peers

• Yingmi Fund (盈米基金): Independent third-party fund distribution platform offering public and private mutual fund products online to Chinese investors — the closest small-scale direct competitor to Howbuy in independent advisory fund distribution.
• Ant Fortune (蚂蚁财富): Digital wealth management platform inside Alipay that distributes public mutual funds and other wealth products to hundreds of millions of Chinese retail investors — a direct competitor in online fund distribution with vastly greater scale.
• Lufax Holding: Ping An-affiliated online wealth management and retail lending platform serving Chinese consumers and small businesses — comparable as a digital-first Chinese wealth distribution and advisory platform.
• Noah Holdings: Chinese wealth and asset management firm distributing private equity, fixed income, and mutual fund products to HNW clients — a directly comparable third-party wealth distribution platform serving overlapping customer segments in China.
• Eastmoney: Chinese financial information portal that has expanded into fund distribution and securities brokerage — comparable because it combines fund research/analytics with online fund sales to Chinese retail investors.

Emerging players

• Snowball (雪球): Chinese investor community and research platform with expanding fund distribution capabilities — comparable as an overlap between investment research/content and fund discovery for retail investors.
• 91 Financial Group (91金融): Chinese fintech platform providing online financial product distribution (including funds) and SME lending — comparable as a digital intermediary serving retail financial-services demand in China.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Howbuy