The regression results of model three showed that the regression coefficient of financial knowledge level of the elderly decreased but was still at 5% statistics significantly at the level. In addition to the above significant variables, monthly household income, maintenance from children, monthly living Household asset characteristics, such as expenditure, total personal savings, also significantly affect the need for financial services. At the same time, we added family assets After the characteristics, the significance of other control variables to the demand willingness of financial services has not changed.