With the development of big data, cloud computing, search engines and other technological advances, Internet financial continues to accelerate innovation. Its features of high efficiency, low cost and personalization bring new financial services to customers. Firstly, this paper analyzes the current situation of the main internet financial model. Then, it states the necessity and possibility of internet financial model innovation. Finally, it describes three emerging models of innovation, including the Webank, Equity crowdfunding and Cun Jinbao.