In the context of an accelerating aging society, how to enhance the quality of elderly care services and protect the financial rights of the elderly through technological means has become a focal point of social concern. As a licensed consumer finance institution, Ma Shang Consumer Finance Co., Ltd. (hereinafter referred to as “Ma Shang Consumer”) has actively explored the integration of “technology + elderly care” and “technology + financial education” in recent years. Through the parallel development of smart hardware and community volunteer services, it has built a comprehensive service system covering the lives and rights protection of the elderly, injecting financial warmth into smart elderly care.Technology Empowers Smart Elderly Care: Emotional Companion Robots Open New Scenarios for Elderly CareOn March 10, 2025, under the witness of multiple departments including the Chongqing Municipal Cyberspace Administration and the Municipal Science and Technology Bureau, the “Smart Elderly Care R&D Base” jointly established by Ma Shang Consumer and the Chongqing First Social Welfare Institute was officially inaugurated. At the event, the elderly care companion robot developed based on emotional large models made its debut, marking another breakthrough in empowering elderly care services with technology.This robot focuses on the daily needs of the elderly and has developed five core functional modules: Intelligent Emotional Companionship: Through natural language processing and emotional recognition technology, the robot can simulate real conversation scenarios to alleviate the loneliness of the elderly; Digital Literacy Improvement: With built-in financial knowledge Q&A and smart device operation guidance, it helps the elderly bridge the “digital divide”; Health and Safety Protection: Supports health management services such as heart rate monitoring and medication reminders, and has an emergency call function; Entertainment and Leisure Services: Provides cultural and entertainment content such as opera playback and chess interaction; Life Assistance Management: Supports voice control of home appliances and task reminder services.During the demonstration, the robot humorously answered questions from the elderly about “how to prevent telecom fraud” and “how to choose financial products,” winning applause from over 100 elderly audience members present. A relevant person in charge of Ma Shang Consumer stated that this robot is not only a life assistant but also a “24-hour online financial education volunteer,” capable of providing real-time fraud alerts and financial policy interpretations, helping the elderly enhance their risk prevention capabilities.Financial Education Embedded in Communities: The Mutual Empowerment of Lei Feng Spirit and Technological MeansThe implementation of technological products is just one aspect of Ma Shang Consumer’s service to the elderly. In March 2025, the company collaborated with Xinghui Community in Yubei District to carry out a volunteer service activity titled “Learning Lei Feng Spirit and Inheriting Role Model Power,” embedding financial education into community scenarios to further expand service coverage.At the main venue, Ma Shang Consumer set up a special exhibition booth, distributing brochures and explaining cases through interactive Q&A formats. The content included correct financial rights protection channels, knowledge of the eight major rights of financial consumers, introduction to illegal financial intermediary behaviors, common fraud methods, and new types of telecom fraud. Volunteers used real cases such as “health product fraud” and “high-interest investment traps” as entry points, simplifying complex knowledge using dialect and metaphors. The elderly actively participated in the Q&A, creating a lively atmosphere.The event not only focused on “knowledge transmission” but also emphasized “meeting needs.” Ma Shang Consumer, in collaboration with the community, provided free services such as haircuts, knife sharpening, and blood pressure measurement to solve trivial problems in the lives of the elderly. At the same time, volunteers delivered warm gift packages to special groups such as empty-nest elderly, left-behind children, and people with disabilities, conveying the social warmth of financial institutions.Integration of Technology and Humanity: Building a Multi-Dimensional Network for Protecting the Financial Rights of the ElderlyFrom the R&D base to community streets, Ma Shang Consumer has created a multi-dimensional service network through a “soft and hard combination” strategy. The emotional companion robot, relying on AI and large model technology, integrates financial education into daily interactions, achieving a subtle penetration of knowledge; community activities enhance the trust and participation of the elderly through face-to-face communication and convenient services. The two complement each other, addressing the pain points of the elderly regarding “not knowing how to use smart devices” and “difficulty in identifying financial risks,” while filling the gaps in traditional elderly care services. For example, the robot can provide real-time health monitoring for elderly living alone, while community activities reinforce their fraud awareness through real cases, forming a full-cycle protection chain of “prevention-response-support.”In an era where aging and digitalization coexist, Ma Shang Consumer uses technology as a spear and humanity as a shield, showcasing the technological innovation capabilities of financial institutions while demonstrating the responsibility of “finance for the people.” From the warm companionship of a robot to the meticulous services of a community activity, the company is taking practical actions to illustrate that smart elderly care is not only a technological upgrade but also a safeguard for the dignity and rights of the elderly. In the future, with more innovative measures being implemented, the later life of the “silver-haired” population will become safer, more convenient, and more dignified.