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.

Weve looked at a business model that capitalizes on the ethnic Chinese appetite for investment, gambling and speculation, says executive vice president Irene Ho.

But that doesnt mean eCapitalist has online card games or mahjong. Instead...

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