In the implementation of the rural revitalization strategy, the banking and financial institutions in Jingzhou City, Hubei Province, under the guidance of the Jingzhou Branch of the People's Bank of China, strive to improve and develop the financial service system adapted to the characteristics of the countryside in the new period. It has innovated financial service products, improved the quality and efficiency of financial services, increased financial support, and achieved remarkable results. On the basis of the investigation, combined with the relevant written materials and statistical data collected, this paper makes an empirical study on the reality of the city's banking and financial institutions serving the revitalization of rural areas.