eCapitalist targets ethnic Chinese investors worldwide

Online broker seeks to cash in on the network of wealthy overseas Chinese.

With online stock trading websites a dime a dozen, brokers are faced with the challenge of differentiating their service. Some sell themselves on their research, some promote their old-world reliability, while others sell themselves on access to the most markets worldwide.

And now one company is getting culturally specific. eCapitalist bills itself as a community-centered, online brokerage site, developed by Chinese-Americans to meet both the financial and cultural needs of the ethnic Chinese.

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