Stock Account Opening Can Also Pick "Premium Numbers"! Brokers Launch New Tactics to Win Customers, Can Emotional Value Attract More Clients?

“666” “888” “999”…… When buying a new car and choosing a license plate, who isn’t staring at the screen, hoping to get such a lucky number?

Nowadays, this obsession with “lucky numbers” has quietly spread to the securities investment field—recently, many brokerages have launched a craze for “selecting attractive account numbers” when opening stock accounts, turning the originally randomly assigned account numbers into new chips for attracting customers.

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According to industry insiders, several brokerages including Dongwu Securities, Guojin Securities, Guoxin Securities, Hualin Securities, and Eastmoney Securities are now offering customized exclusive lucky numbers for new account holders. Amid a fierce industry commission battle reaching “rock-bottom,” some brokerages are trying to break the homogeneous competition by providing this low-cost, differentiated service.

However, behind this seemingly lively “customer grabbing” war, there are deeper industry concerns.

An industry insider stated that emotional value cannot fully replace professional investment guidance. Customers attracted by marketing tricks face clear challenges in retention and conversion.

Opening Accounts Can Also Choose “Lucky Numbers” — Multiple Brokerages Launch Custom Services

First, let’s clarify the difference between securities accounts and fund accounts:

A securities account, commonly known as a “shareholder card,” is a sub-account generated by China Securities Depository and Clearing Corporation (CSDC) with a unified number, serving as the basic proof for investors entering the stock market, similar to a vehicle’s “driving license.” A fund account is a dedicated “trading account” assigned by the securities company to the investor, which can be linked to the securities account. When logging into brokerage trading software and executing buy or sell orders, it is this fund account number that is used.

The Daily Economic News reporter noted that currently, Guojin Securities, Guoxin Securities, Hualin Securities, Eastmoney Securities, and Dongwu Securities have all launched services for new clients to customize lucky account numbers.

In terms of operation, each brokerage has its own approach. For Guojin Securities and Guoxin Securities, new clients need to contact a client manager before opening an account. For Hualin Securities, Eastmoney Securities, and Dongwu Securities, new clients can operate directly through their apps.

A representative from Hualin Securities told reporters that completing the “lucky number” selection via the app is based on the company’s digital transformation strategy and insights into customer needs, balancing efficiency and experience.

Additionally, a representative from Dongwu Securities explained that “to meet the needs of different customer segments, we provide online self-service options for most internet-savvy new clients, and also offer personalized services through branch managers for high-net-worth clients.”

Below are the specific procedures for five brokerages’ new client “custom lucky number” services:

Guojin Securities — New clients contact a client manager first, receive a QR code for the lucky number, input their preferred last four digits (the last four digits of the fund account), select the lucky number, and complete the account opening.

Guoxin Securities — New clients contact a client manager first, receive a link titled “Choose Lucky Number, Good Luck,” input their preferred four digits (the last four digits of the fund account), select the lucky number, and complete the process.

Hualin Securities — Download the Hualin Securities Dolphin App, search for “Choose Lucky Number” on the homepage, go directly to the lucky number selection page, input the preferred ending digits, select the lucky number, and finish opening the account.

Eastmoney Securities — Download the Eastmoney Securities App, search for “666” or “Number Selection” on the homepage to enter the activity, input the desired four digits (the last four digits of the fund account), select the lucky number, and complete the account opening.

Dongwu Securities — Download the Dongwu Xiucai App, click on the “Smart Selection Gift Pack” banner on the homepage to enter the activity, customize a dedicated smart selection gift pack, and after payment, receive a designated lucky number. Depending on the gift pack chosen, the last digits (2, 4, or 6 digits) or rules are adjusted accordingly.

Offering Differentiated Services: “Choosing Lucky Numbers” as a Breakthrough Strategy?

Why are many brokerages intensively adding “lucky number” services now?

In fact, behind this is the industry’s frustration with commission rates hitting rock bottom and the need for change. Industry insiders say that brokerages launching “lucky number” activities are exploring new avenues after commissions fell to “floor prices.”

For example, in Shanghai, the average commission rate for A-shares in 2025 dropped to 1.92 per ten-thousand (note: 1.92‰, meaning a 19.2 yuan commission on a 100,000 yuan trade; in stock trading, single-trade commissions under 5 yuan are charged as 5 yuan), a 13.9% decrease year-on-year.

Moreover, representatives from Eastmoney Securities and Dongwu Securities confirmed that, under certain conditions, new clients can even be offered commissions as low as 1‰. Some smaller brokerages have reduced commissions on Shanghai and Shenzhen stocks to 0.754‰, and after depositing 15,000 yuan, commissions can be further lowered to 0.691‰.

In this highly competitive environment, brokerages are not only fighting over commissions but also innovating in services—“choosing lucky numbers” is one of the key ways to differentiate.

It is worth noting that this change has also prompted industry reflection.

Zhang Pengyuan, a researcher at PaiPaiWang Wealth, told the Daily Economic News that the launch of “lucky number” services signals positive transformation: first, it promotes a shift from cold transactional platforms to emotionally connected services by adding a sense of ritual to investing, satisfying deeper emotional needs; second, it reflects refined retail operations, showing that brokerages are moving beyond price competition to truly focus on customer experience; third, by carrying emotional value, it conveys human care, quickly bridging the gap with investors, aligning with the industry’s trend toward wealth management transformation.

Zhang Pengyuan further pointed out that, in the context of commissions hitting “floor prices,” micro-innovations like “lucky numbers” provide important inspiration for retail transformation. They demonstrate a low-cost, differentiated approach that can quickly attract attention in highly homogeneous competition. This shifts the industry from “sales-driven” to “service-driven,” focusing on experience details to find non-price competitive advantages, and catering to the personalized needs of the new generation, opening new pathways to reach young clients and upgrade services to personalized offerings.

Brokerages themselves also have clear positioning. A representative from Guojin Securities told reporters that the “custom lucky number” service not only helps investors remember their accounts easily, avoiding forgetfulness that affects efficiency, but also provides a special commemorative meaning.

A relevant manager from Hualin Securities also pointed out that the core motivation for launching this service is to meet the needs of investors who desire personalized trading accounts, providing a more thoughtful investment experience.

Short-term “Good Start” for Customer Acquisition — Brokerages Face Challenges in Customer Retention

This micro-innovation has also sparked different reactions in the market.

From the brokerage side, all institutions have high hopes for this service. From the investor side, a representative from Eastmoney Securities revealed that recently, there have been quite a few inquiries about applying for lucky numbers.

Some investors interviewed said, “This customized lucky number is pretty good. I’ll use my birthday as the last four digits of the account, which is meaningful and easy to remember.” They also mentioned recommending this service to friends, who choose lucky numbers as their account suffixes for good luck.

“The process to apply for a lucky number is simple, with no technical barriers, and it’s attractive to some new clients.” However, industry insiders also noted that “emotional value cannot fully replace professional investment guidance. Customers attracted by marketing tricks face clear challenges in retention and conversion.”

First, lucky number resources are inherently scarce, limiting large-scale expansion. A Guojin Securities advisor told reporters, “Lucky numbers are limited, just like premium phone numbers—each one is unique. If every new client applies, these numbers will be quickly exhausted. Our current strategy is to only provide lucky numbers to clients who proactively request them.”

Second, a more serious challenge lies in customer retention after acquisition. Industry insiders say that while lucky numbers with a “fortune buff” can serve as a gateway for customer acquisition, relying solely on short-term “good luck” is insufficient to retain clients. Zhang Pengyuan from PaiPaiWang Wealth analyzed that the appeal of lucky numbers is short-lived; without continuous, professional advisory services and experience support, customers are likely to churn due to lack of a sense of gain.

He emphasized that investors’ core demand is long-term, sustainable asset growth. Lucky numbers cannot replace professional research and a coherent service system. Industry data shows that new customer early-stage churn rates are high; relying only on initial “good luck” makes it difficult for brokerages to break the cycle of “customer acquisition and loss.” Solid, long-term services are essential to build genuine customer loyalty.

After Emotional Value, What’s Next? Focus on AI and Service Integration

Faced with multiple challenges, brokerages are turning their attention to deep integration of technology and services.

A representative from Dongwu Securities told the Daily Economic News that the next core competitive barrier for retail brokerage is the comprehensive ability of “technology empowerment + professional services + ecosystem building,” which is also key to sustainable development.

“Dongwu Securities continues to innovate services to meet investors’ emotional and experiential needs; at the same time, focusing on the deep water of wealth management transformation, we are strengthening technology, professional services, and business collaboration to break homogeneous competition, truly create long-term value for investors, and explore feasible paths for high-quality retail development.” The representative added, “In addition to lucky number services, we are also fully committed to providing personalized one-on-one services.”

Guojin Securities is also actively deploying in the fields of buy-side advisory and financial technology. A company representative said they are advancing AI (artificial intelligence) as the core of wealth management service upgrades, continuously deepening the transformation of buy-side advisory.

According to the insider, Guojin Securities has increased investment in fintech R&D in recent years, aiming to develop service paradigms and practical tools centered on “AI advisory.” AI advisory addresses core investment questions like “what to buy, when to buy, when to sell, and how to handle existing holdings,” using a “strategy + service” model. Several scenario-based products have been launched, such as AI stock picking, AI portfolio optimization, AI fund selection, and AI ETF trading.

“The company also combines AI advisory with human advisors, offering upgraded services where professional investment consultants interpret AI-generated strategies, remind clients of signals, highlight opportunities and risks, and help dynamically adjust portfolios according to market conditions,” the insider added.

Starting from the small entry point of “lucky numbers,” brokerages continue to innovate, further consolidating their development foundation and enhancing their ability to serve clients. Of course, after emotional value, the real long-term value creation and customer trust will come from the ongoing deepening of buy-side advisory transformation.