The rise of the finfluencer 

Free, easily digestible tips delivered by a relatable source are empowering people to become more financially literate, sometimes for the first time.

Social media is constantly evolving and, for the consumer, becoming more than just a space for lifestyle inspiration and entertainment. Amid a challenging economic climate marked by rising living costs, inflation and economic uncertainty, users have increasingly turned to social media platforms for guidance on all areas of their lives.  

One major area of growth in the last few years has been finance, with consumers accessing more content around financial education, products and planning than ever before. 

Welcome to the era of the finfluencer.

Why are finfluencers on the rise?

From budgeting hacks and “no-spend” challenges to beginner-friendly investment explainers, finance content is booming online. This shift reflects a wider cultural issue where consumers are concerned about their level of financial literacy and eager to take control. They’re seeking content that’s engaging, accessible, and authentic. Enter the finfluencer: a financial influencer who shares advice, experiences, and opinions on all things money. 

According to a recent report by TSB, a growing number of people in the UK now rely on social media for financial advice, often in preference to traditional sources like banks or financial advisers. For brands and marketers, this presents a unique opportunity but also raises some serious questions. 

Finfluencer positives

Finfluencers are playing a crucial role in reshaping the financial conversation by: 

• Normalising money talk: By breaking the taboo around personal finance, they’re encouraging open dialogue about topics many have traditionally avoided, including debt, savings and even financial trauma. 
• Reaching underserved audiences: Many finfluencers create niche content tailored to specific life stages, backgrounds, or job sectors, making personal finance feel more authentic. 
• Democratising financial education: Free, easily digestible tips delivered by a relatable source are empowering people to become more financially literate, sometimes for the first time. 

Risks and responsibilities

However, this space is not without its pitfalls. Unlike regulated financial advisers, many finfluencers have no formal qualifications. Their advice, while well-intentioned, can be dangerously misleading. As the market becomes more crowded, consumers are struggling to distinguish between trustworthy guidance and sponsored content designed to sell products and services that are not appropriate or in some cases, even legal. 

Ethical concerns are also emerging. Some finfluencers reportedly earn up to $500,000 a year, with fees as high as $8,000 per post. With big financial brands now actively seeking influencer partnerships, the lines between impartial guidance and paid promotion are increasingly blurred. 

The aim is to make the world of finfluencing a safe and educational space.

Regulation: a work in progress

The UK’s Financial Conduct Authority (FCA) is beginning to take serious action. In the past year alone, the FCA has: 

• Issued 50 warning alerts and over 650 take-down requests to social media platforms
• Investigated nine influencers for promoting unauthorised investment schemes
• Arrested three individuals and initiated criminal proceedings

These steps are promising, but as the landscape evolves, faster and more consistent regulation is urgently needed. Financial content isn’t like other lifestyle content, the stakes are significantly higher, and misinformation can have devastating consequences. 

The difference between taking advice from a qualified financial professional online or from an influencer who is promoting a product or service that they have little or no understanding of could result in life-changing outcomes for the consumer. 

What this means for financial brands

Finfluencers are not going away. In fact, they’re likely to play an increasingly central role in how consumers engage with financial information. For marketers in the financial space, this means navigating a careful balance and embracing the creativity and reach of influencer marketing while upholding standards of accuracy, transparency, and trust. The aim is to make the world of finfluencing a safe and educational space.

At Sticky, we believe the future lies in informed and mindful collaboration. Not just between brands and influencers, but between marketers, regulators, and consumers. Done right, this could be a turning point for financial services towards a more open, informed, and inclusive financial conversation for everyone.