What 苏宁金融 does

Star Atlas Finance (苏宁金融, formerly 苏宁金融/Suning Finance) is the fintech subsidiary of Suning Group (苏宁集团), headquartered in Shanghai, China, and operating as a comprehensive Online-to-Offline (O2O) financial services platform. The company was founded in 2011 as Nanjing Suning YiFuBao Network Technology Co., Ltd. to operate the YiFuBao (易付宝) third-party payment platform, and was restructured into 上海星图金融服务集团 in April 2016 as the consolidated holding entity for Suning's fintech operations. Star Atlas Finance serves two primary customer bases: individual consumers (B2C) seeking payments, wealth management, consumer credit, and insurance; and small-to-medium enterprises (B2B) requiring payment processing, supply chain financing, and cash management tools.

The platform is built on five core technology domains: digital payment technology, consumer finance technology, micro-business finance technology, supply chain finance technology, and asset management technology. It distributes services through an integrated network spanning the Star Atlas Finance portal and mobile APP, Suning.com e-commerce, a direct sales phone center, and 119 Suning Wealth Centers across 40+ key Chinese cities. Consumer-facing products include Credit Pay (信用付, up to 200,000 CNY limit with 24-period interest-free promotions), Credit Loan (信用贷, up to 300,000 CNY with 20-second approval), an installment shopping mall, current/fixed-term/fund wealth management, and a suite of insurance products. Enterprise-facing products include inventory financing (账速融), credit financing (信速融), bill financing (票速融), enterprise cash management with PICC-insured funds, and tax planning services, alongside six industry-specific payment and finance solution verticals.

Revenue is generated through multiple streams: payment transaction fees on the YiFuBao platform integrated with 500+ banking channels, interest and fees on consumer and enterprise credit products, subscription and distribution fees on wealth management products distributed in partnership with Guangfa, Huatai-PineBridge, and Penghua fund companies, commissions on insurance agency sales, and factoring margins on supply chain finance. Star Atlas Finance operates under multiple regulated licenses held by its subsidiaries — payment (YiFuBao), microfinance (Chongqing Suning Micro-loan), consumer finance (Suning Consumer Finance), commercial factoring (Suning Commercial Factoring), insurance agency, and enterprise credit reporting (Jiangsu Suning Credit Investigation) — and has PBOC fintech pilot unit status, with two subsidiaries certified as National High-Tech Enterprises. R&D investment has exceeded 1 billion CNY since inception, the workforce is over 60% R&D talent, and 270 fintech invention patents have been accumulated.

Name

苏宁金融

Legal name

上海星图金融服务集团有限公司

Website

https://financesn.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

251–500 employees

Short description

Star Atlas Finance (苏宁金融) is the O2O fintech arm of Suning Group, providing payments, consumer credit, wealth management, insurance, and supply chain finance to Chinese consumers and SMEs across 40+ cities and 119 wealth centers.

Ownership category

akta.pro rank

Product category

Consumer Financial Services

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523), Finance and Insurance (52)

SIC

Miscellaneous Business Credit Institution (6159), Investment Advice (6282), Finance Services (6199)

akta.pro primary industry

BNPL Consumer Apps & Wallets (Discovery, Management) (FSAGAIAG)

akta.pro secondary industries

Retail Wealth & Bancassurance Distribution (Investment & Insurance via Bank) (FSABAAAJ), A2A Reconciliation, Reporting & Treasury Ops (FSAMAFAJ), BNPL Card / Virtual Card Programs (FSAKACAC)

Keywords

• Consumer credit services
• Digital payment processing
• Wealth management products
• Supply chain financing
• Online insurance brokerage

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 支付服务 (Payment Services): 易付宝 (YiFuBao) payment services for merchants and consumers with transaction fees and competitive rate policies
2. 财富管理 (Wealth Management): Current wealth management, fixed-term wealth management, and fund products. Partners with major fund companies (广发, 汇添富, 鹏华) for balance wealth management and securities investment products
3. 消费贷款 (Consumer Loans): 信用付 (credit payment) up to 200,000 limit, installment shopping with interest-free options; 信用贷 (credit loan) up to 300,000 with 20-second approval
4. 企业融资 (Enterprise Financing): 账速融, 信速融, 票速融 products for SME financing with real-time credit approval and fast disbursement
5. 保险服务 (Insurance Services): Travel insurance, accidental insurance, health insurance, extended warranty, and small business insurance through partnerships

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Suning Finance (Star Atlas Finance) is an O2O fintech platform offering consumer and enterprise financial services spanning five core technology domains: digital payments via YiFuBao, wealth management (current, fixed-term, and fund products), consumer credit (Credit Pay up to 200,000 RMB, Credit Loan up to 300,000 RMB with 20-second approval, Installment Mall), enterprise financing (Account Loan, Credit Loan, Bill Loan for SMEs and Suning suppliers), and insurance products (travel, accident, health, extended warranty, SME). Distribution combines the Star Atlas Finance App and merchant YiFuBao App with 119 offline wealth centers across 40+ cities.

Product overview

星图金融 (Star Atlas Finance, formerly 苏宁金融/Suning Finance) operates as a comprehensive fintech platform providing both personal and enterprise financial services. The platform offers a unified mobile app (星图金融APP) integrating payment (易付宝), wealth management (活期/定期/基金理财), credit services (信用付/信用贷), and insurance. For enterprise clients, it provides merchant payment solutions, business wealth management, supply chain financing (账速融/信速融/票速融), and tax planning services across six industry verticals. The platform serves both online (Suning e-commerce, direct sales center) and offline channels (119 wealth centers in 40+ major cities), positioning as a financial O2O leader combining digital payment technology, consumer finance, micro-business finance, supply chain finance, and asset management capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• 易付宝: Online payment platform for consumers and merchants
• 信用付
• 信用贷
• 任性付

Products and services

• Star Atlas Finance App (星图金融APP) Unified mobile application for individual consumers providing payment, wealth management, insurance, loans, Suning gift cards, and financial news services within the Suning ecosystem.
• YiFuBao Merchant App (易付宝商户版) Merchant payment application enabling rapid collection, instant withdrawals, and account management for SME merchants.
• YiFuBao Payment Service (易付宝) Digital payment service for merchants and consumers offering multi-method, multi-scenario payments with real-time settlement across 500+ banking channels and competitive rate policies.
• Current Wealth Management (活期理财) Cash management wealth management product providing flexible access to money market funds from Guangfa, Huitianfu, and Penghua for individual consumers, serving over one million users with daily returns.
• Fixed-term Wealth Management (定期理财) Agreed-return investment products customized for specific customer segments, offering simple operation, controllable risk, and liquidity features for individual investors.
• Fund Wealth Management (基金理财) Securities investment products featuring multiple large domestic fund companies, providing diversified fund selection services for individual investors.
• Enterprise Current Wealth Management (企业活期理财) Flexible enterprise cash management with instant access, unlimited withdrawals, and PICC insurance coverage for account funds, targeting SMEs and enterprises.
• Enterprise Fund Wealth Management (企业基金理财) Carefully selected fund investment products for enterprises with multiple choices and subscription fees discounted to 10% of standard rates.
• Short-term Wealth Management (短期理财) Short-duration investment products with flexible terms, promising returns, and multi-layer risk control review for individual and enterprise investors.
• Credit Pay (信用付) Credit payment service with up to 200,000 RMB credit limit, usable across Suning online and offline stores with up to 24 interest-free installments, targeting individual consumers.
• Installment Mall (分期商城) Installment shopping platform offering 0 down payment, 0 interest, and 0 fees for premium brands across all Suning product categories, targeting individual consumers.
• Credit Loan (信用贷) Unsecured personal credit loan with up to 300,000 RMB limit and fastest 20-second disbursement to account, targeting individual consumers.
• Enterprise Financing (企业融资) Low-cost enterprise financing solutions with simple application process and rapid disbursement for SMEs, including supply chain financing for Suning suppliers.
• Account Loan (账速融) Inventory-based financing where enterprises can access funds immediately upon inventory being registered in the system, with real-time credit approval and instant disbursement.
• Credit Loan (信速融) Online credit financing for SMEs with real-time disbursement, ultra-low interest rates, and flexible drawdown and repayment options.
• Bill Loan (票速融) Bill financing accepting any bank and any amount, with same-day disbursement upon bill presentation, targeting SMEs and enterprises.
• Tax Planning Service (税务筹划) Enterprise tax optimization service helping businesses reduce costs through reasonable tax planning, targeting SMEs and enterprises.
• Travel Insurance (旅行险) Travel insurance products covering trip cancellations, medical emergencies, and travel delays, distributed through the Star Atlas Finance platform.
• SME Insurance (小微保) Insurance products specifically designed for small and micro enterprises, distributed through the Star Atlas Finance platform.
• Accident Insurance (意外险) Personal accident insurance providing coverage for unexpected injuries and disabilities, distributed through the Star Atlas Finance platform.
• Health Insurance (健康险) Health insurance products covering medical expenses and critical illness protection, distributed through the Star Atlas Finance platform.
• Extended Warranty (延保) Extended warranty services for consumer electronics and appliances purchased through Suning, distributed through the Star Atlas Finance platform.
• Six Industry Solutions (六大行业解决方案) Comprehensive payment and financial service solutions tailored for insurance, e-commerce platforms, retail merchants, and wealth/fund industries, with customized payment limits, multi-bank support, and competitive rate policies.

Quantifiable outcome

• Credit loan (信用贷) approval in 20 seconds with same-day disbursement
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability5 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• PICC (中国人民保险)coreStrategic or Co-development PartnerPartnership for account fund insurance on enterprise current wealth management products. Enterprise funds are insured by PICC providing security guarantee for wealth management offerings.
• 广发基金 (GF Fund)minorChannel Partner/ Reseller/ DistributorBalance wealth management product provider through the platform. Guangfa Fund provides money market fund products integrated into Star Atlas Finance's current wealth management offerings.
• 汇添富基金 (Huitianfu Fund)minorChannel Partner/ Reseller/ DistributorBalance wealth management product provider through the platform. Huitianfu Fund provides money market fund products integrated into Star Atlas Finance's current wealth management offerings.
• 鹏华基金 (Penghua Fund)minorChannel Partner/ Reseller/ DistributorBalance wealth management product provider through the platform. Penghua Fund provides money market fund products integrated into Star Atlas Finance's current wealth management offerings.
• 500+ Banks (500家以上银行)coreTechnology or IntegrationMulti-channel payment integration supporting 500+ banking institutions for merchant payment collection. Enables broad payment acceptance across China's banking system.

Scale indicators8 records

Recent moves16 records

Expansion highlights6 records

Direct peers

• Ant Group: China's largest comprehensive fintech, operating Alipay payments, Huabei (BNPL/credit-pay), consumer loans, and Yu'e Bao (balance wealth) at scale. Most directly comparable to Star Atlas Finance as a one-stop wallet combining consumer credit, wealth distribution, and SME financial services within a large retail/tech ecosystem.
• 360 Finance (奇富科技): Qihoo 360-affiliated consumer credit platform providing installment loans and small-business credit. Comparable to Star Atlas Finance's consumer and micro-business finance (账速融/信速融) credit offerings.
• Du Xiaoman (度小满): Baidu-affiliated fintech offering consumer installment loans (有钱花) and wealth distribution via mobile app. Closely comparable to Star Atlas Finance's BNPL-style consumer credit and online wealth product distribution.
• Lufax Holding (陆金所): Ping An-backed wealth management and retail lending platform with consumer credit and small-business financing products. Comparable to Star Atlas Finance's wealth (current/fixed-term/fund) and consumer-loan (信用付/信用贷) franchises targeting mass-affluent Chinese consumers.
• WeBank (微众银行): Tencent-affiliated digital bank offering consumer microloans (Weilidai) and wealth distribution primarily through WeChat. Comparable to Star Atlas Finance in mass-market digital consumer lending and mobile-first wealth/cash-management products.
• LexinFintech (乐信): Chinese consumer finance platform specializing in installment purchases (分期乐), personal loans, and a wealth/loyalty token ecosystem for young consumers. Comparable to Star Atlas Finance's installment mall and 信用付/信用贷 consumer credit products.
• JD Digits (京东科技): Fintech arm of JD.com, providing consumer credit, supply-chain finance, and wealth products embedded in JD's e-commerce and logistics ecosystem. Closely parallels Star Atlas Finance's model of embedding payments, consumer credit, and supply-chain finance inside a major Chinese retail parent.
• Ping An One Connect (金融壹账通): Ping An-affiliated financial technology platform offering digital banking, lending, and insurance technology to financial institutions and SMEs. Comparable to Star Atlas Finance as a multi-line licensed fintech platform with technology-as-a-service and direct financial-product distribution.

Emerging players

• Snowball (雪球): Mobile-first fund distribution and investor community platform in China, focused on mutual fund discovery and subscription. Comparable to Star Atlas Finance's 基金理财 fund-distribution line, though narrower in scope and lacking BNPL, lending, or insurance offerings.

Broad incumbents

• Tencent Wealth Management (腾讯理财通): WeChat-embedded fund and wealth distribution platform operated by Tencent, distributing money-market and longer-duration mutual funds to hundreds of millions of users. Comparable as a broad fund-distribution incumbent rather than as a direct competitor in BNPL or supply-chain finance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/%E8%8B%8F%E5%AE%81%E9%87%91%E8%9E%8D%E9%9B%86%E5%9B%A2

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about 苏宁金融