Lixiangjia

About Lixiangjia

Founded in Hong Kong in 2013 by CEO Zhu Chao (朱超), Lixiangjia, which operates as Asset Pro, functions as a critical intermediary in the wealth management sector. The firm was established to bridge the gap between global asset providers and the burgeoning wealth management market in Greater China. The founding team leveraged its collective background from working at internationally recognized financial institutions to build the company.

Lixiangjia's core business revolves around a technology-enabled platform that provides comprehensive solutions to wealth management institutions and independent financial advisors (IFAs). The company serves as a one-stop shop, offering its institutional clients access to a curated selection of global investment products, including equities, foreign exchange, and real estate. Its business model is centered on empowering financial intermediaries; by providing a full suite of support for sales and operational activities, the platform enhances the efficiency of asset distribution throughout the Chinese wealth management industry. This B2B approach allows the company to reach a wide base of end-investors through its network of over 1,550 institutions and more than 105,000 IFAs.

The platform has facilitated significant asset flows, accumulating over USD 4.0 billion in assets under management. A key milestone was the closure of a USD 45 million Series D funding round in 2019, which was intended to prepare the company for a prospective IPO. This funding event coincided with the appointment of seasoned executives from J.P. Morgan China and Alibaba to its advisory board, a move designed to inject deep industry experience into its strategic development. The company has demonstrated substantial growth, with reported revenue increases of over 400% in 2018. Lixiangjia has also earned numerous industry accolades, including being named an Excellent Wealth Management Platform at the 2020 China Junding Awards.