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Promoting the development of rural financial informatization is an important magic weapon to help rural revitalization, and it is also a necessary way to comply with the trends of the times. This paper constructs a quantitative model of farmers’ investment behavior based on the VaR method and the Morning Star performance evaluation method to provide financial service institutions with ideas for financial product innovation in order to solve the current problems of the increasing level of rural financial service informatization but the uneven degree of informatization and the weak sense of innovation in the construction of rural financial service informatization. In order to make full use of rural financial service informatization resources and reduce the investment cost and time of farmers, this paper designs and implements the financial product recommendation algorithm based on the investment behavior of farmers using the AE_xDeepFFM recommendation algorithm. The analysis finds that farmers’ investment behavior is more significantly affected by economic and social value perception and social influence, and the path coefficients of the two on behavioral intention in the resultant model are 0.411 and 0.407 at the significant level, respectively. Effort expectation, on the other hand, indirectly affects the investment intention and behavior of farmers through performance expectation.