Finfluencers are here to stay

In May, Front Door Communications attended a thought-provoking event in Old Street, London, exploring the growing influence of financial influencers, known as ‘finfluencers’ – and their impact on the financial services landscape.

With a powerful speaker line-up featuring Legal Associate Max Sherrard, Managing Director at IPTF (Income Protection Task Force) Jo Miller, Money journalist and finfluencer Clare Seal (The Overspending Coach), Head of PR and Campaigns at NOW: Pensions Samantha Gould, and finfluencer Megan Micklewright (The Savvy Spender), the panel delved into the rise of financial content creators on platforms including TikTok and Instagram.

What did we learn?

The discussion focused on the changing ways young people engage with financial education. One stat stood out – 80% of under-30s now trust online influencers. With traditional institutions often falling short in financial education, it’s clear finfluencers are filling a critical gap. This is more than a passing trend – it’s a shift in how people learn about and interact with money.

The panel discussed that finfluencers are popular for good reason, and they’re here to stay. Young audiences are turning to social media not only for lifestyle tips but also for practical money advice. And it’s working.

By sharing personal stories, struggles, and real-life financial experiences, finfluencers are making money talk more human and relatable. Audiences are connecting with people, not products, especially in a world where financial brands and advisers can seem faceless or outdated.

How should financial companies engage with finfluencers?

To stay relevant and maintain consumer trust, financial services brands will have to stop resisting this movement and begin collaborating with creators. The brands that will thrive are those who adapt, working with finfluencers rather than against them.

However, this isn’t without challenges. Regulation is still playing catch-up. Many influencers don’t fully understand the FCA’s financial promotion rules, which creates a legal grey area.

What are the risks?

If an influencer crosses the line from guidance to advice, they (and any brand they’re working with) could end up on the wrong side of the law. Without clear contracts and proper oversight, even regulated firms are at risk.

Why finfluencers are so popular

The panel also emphasised integrity over clicks. Many creators are driven by a mission to educate rather than to sell. They often turn down partnerships that don’t align with their values.

Long-term relationships between brands and influencers build more trust than short-term campaigns. Importantly, compliance doesn’t have to mean compromise – engaging content can still meet regulatory standards.

Mutual accountability is also crucial. Influencers should protect themselves with proper insurance and understand where regulated content begins. Meanwhile, brands need to do their homework – they must vet creators carefully and support those genuinely focused on education.

The future of finfluencers

The conversation also looked to the future. Could financial advisers become influencers themselves? The answer was possibly, especially if they embrace real-world storytelling and emotional impact to build their own online followings.

There were also calls for more structure – could a voluntary code of conduct or an “approved” list of financial educators help consumers navigate this space more confidently? It’s an idea that resonated strongly.

The panel discussed that if schools and traditional bodies continue to leave a gap in financial education, finfluencers will potentially grow in power and influence. They suggest now is the time for brands, regulators, and creators to come together and shape this evolving space responsibly.

The finfluencer movement isn’t just disrupting financial services – it’s redefining how people learn, engage, and make decisions about their money.

Are you interested in working with finfluencers, but don’t know where to start? Learn more about our social media services and get in touch.