China's rural financial institutions have played an important role in promoting the expansion of rural production, increasing farmers' income and increasing agricultural deposits in the construction of China's new socialist countryside. However, in recent years, there has been a great change in China's agricultural organization and agricultural production and operation structure. Although China's rural financial system has undergone several changes, the development status of rural financial institutions is still not in line with the development trend of agriculture. This paper summarizes the development history of rural financial services in China, analyzes the existing problems in the development of rural financial services, discusses the causes of the problems, and puts forward specific measures to promote the development of innovative models of rural financial services and improve farmers' income.