Abstract: Traditional financial consumer rights protection theory is based on the natural disadvantaged position of financial consumers, and adjusts the imbalance of interests between transaction subjects according to the concept of equality and strong administrative intervention, but most of them have the limitations of fixed, rigid, isolated and lopsided. As an important part of the social system, law and finance both have inherent independence, as well as the feasibility of external communication. From the perspective of system theory, the coupling of legal system and financial system can be formed by the means of coding and programming, and to build a rights system from "weak consumers" to "stakeholders" and to dynamically reshape the government's appropriate intervention. Therefore, the improvement of financial consumer protection should adhere to the transformation of the concept from "comprehensive protection" to "appropriate protection", and be guided by rights to refine the rules for the implementation of obligations of financial institutions. In particular, special attention should be paid to the special design of Internet financial rules.