TikTok probably isn’t the first place that comes to mind when you think of financial advice. But for many young investors, that’s exactly where their journey is starting.
Finfluencers – creators who share personal finance tips on platforms like TikTok and Instagram – are becoming the first point of contact for Gen Z and millennials looking to save, invest, or feel more confident managing their money. They’re not regulated advisers, and they’re usually upfront about that. But their influence is undeniable, and financial services firms can’t afford to ignore it.
According to Boring Money’s 2025 Advice Report, just 39% of non-advised investors with over £10,000 in cash say they would be willing to pay for financial advice – down from 54% in 2023. Meanwhile, nearly a third of under-45s say they would turn to social media or finfluencers for financial guidance before exploring traditional channels.
Why? Because they’re offering something the industry often struggles to deliver: financial content that feels personal, clear, and achievable. In a landscape where consumers are increasingly disengaged from formal advice, content that speaks in their language is filling the gap.
What makes finfluencer content resonate isn’t just the format, it’s the tone and approach. Creators build trust by being specific and (mostly) transparent – beyond the few who actively promote risky investments for a fee. The good ones explain what they’re doing, why it works for their circumstances, and what others might need to consider. They don’t pretend to be experts; they share their experience and invite others into the conversation.
This tone of realness is what cuts through. There’s no corporate jargon, no buried disclaimers – just direct, digestible content that reflects real-life financial decisions. For first-time investors especially, this can make the difference between hesitating and taking action.
Of course, there are risks – with reach comes responsibility. In June, the FCA led a global crackdown on unlawful finfluencer activity, taking enforcement action against individuals promoting unregulated financial products online. While many creators operate responsibly and within the rules, others have crossed the line, blurring the boundary between personal experience and financial promotion. As more consumers turn to social content for guidance, regulators are watching closely.
Finfluencers aren’t the full solution, but they’ve raised the bar for how financial content is expected to sound and feel. The opportunity for financial services brands is to build on that engagement with messaging that’s credible, relevant, and clearly differentiated from both influencers and competitors.
That means moving away from dense, product-first messaging and focusing more on stories, use cases, and tangible value. What does this product help someone achieve? How does it support their lifestyle or future goals?
This is where communications teams play a critical role, bridging the gap between reach and credibility. Finfluencers may be starting the conversation, but brands that speak with clarity and confidence will be the ones to shape what comes next.
