Guide to financial influencers: Personal content creators

Exploring personal finance in 2025 reveals a new trend in financial education: finfluencers. These financial influencers offer free, easily accessible, and engaging content on social media platforms, attracting a predominantly younger audience. With social media as the primary source of financial information for 48% of Gen Z investors and 47% of non-investors in 2023, finfluencers wield significant influence, boasting millions of followers per account.

Despite their popularity, finfluencers face criticism from financial experts and regulators due to the lack of regulation in their content compared to formal investment advisors. Concerns about the potential risks involved in personal money management content emphasize the need for stricter regulations and compliance measures to protect consumers.

The emergence of finfluencers is a product of the evolving social media landscape, offering diverse perspectives and making financial topics more accessible to the average person. These content creators share information and advice on personal finance topics like retirement accounts, investing basics, and credit card comparisons. Finfluencers monetize their content through advertising, brand partnerships, and creator funds while also offering personalized advice sessions and extra resources to their audience.

Video content has proven particularly effective for financial advice, with finfluencers experiencing significant follower growth on platforms like YouTube and Instagram. The content often aligns with broader trends such as cryptocurrency popularity, offering tips and strategies tailored to the current economic environment. By tapping into these trends and sharing relatable financial advice, finfluencers engage their audience and maintain relevance in a competitive market.

With a substantial impact on financial markets and retail investors, finfluencers often recommend specific actions and products in their content, influencing investment decisions. Their accessibility and simplified language have democratized investing, leading to a new generation of retail investors who actively trade their own money. While traditional investment advisors work with a limited client base, finfluencers can reach millions of followers, amplifying their influence in the market.

However, the regulatory landscape surrounding finfluencers remains murky, with challenges related to compliance and accountability. While sharing stock market opinions is not illegal, it can raise regulatory concerns, especially when stock recommendations lead to significant market volatility. The case of GameStop exemplifies how a single stock recommendation from a finfluencer can trigger substantial market fluctuations, underscoring the need for clearer regulatory guidelines in the financial influencer space.