Understanding what a finfluencer is and how to spot one

Ever found yourself scrolling on social media and landed on a post with financial advice that sounds too good to be true? That person might be a finfluencer. But what is a finfluencer, really? And how do you know whether to trust their advice?

Let’s dive into what finfluencers do, why they’re rising in popularity, and how families can navigate this space safely and smartly.

What is a finfluencer?

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A finfluencer (short for financial influencer) is someone who shares financial advice, tips, and opinions with an online audience. They often have large followings on platforms like TikTok, Instagram, or YouTube, and their content can range from saving and investing advice to budgeting hacks and credit tips.

Some finfluencers are credentialed financial professionals, but many are not. Instead, they rely on personal experience and storytelling to connect with their audience. That can make their advice feel more relatable, but not necessarily more reliable.

Why are finfluencers popular?

Finfluencers have taken off in recent years, especially among Gen Z and millennials. Why? A few reasons:

• They simplify complex topics. Financial jargon can be intimidating. Finfluencers often break it down using real-life examples or bite-sized videos.

• They meet people where they are. Scrolling Instagram or watching TikToks? That’s where these influencers are, too — you may have even heard of FinTok, short for financial TikTok.

• They feel relatable. Many finfluencers share their own financial journeys, including successes and missteps.

• They’re entertaining. Some finfluencers use humor, skits, or viral challenges to draw in viewers. That engagement can make financial topics feel less dry, but it can also blur the line between education and entertainment.

• They’re algorithm-friendly. Platforms reward content that gets clicks, shares, and likes. That means dramatic claims, oversimplified advice, or “hot takes” are more likely to go viral, even if they’re not the most accurate.

What are the risks?

While finfluencers can spark curiosity and conversations about money, there are risks:

• Lack of credentials. Many finfluencers are not certified financial professionals. Without credentials, there’s no guarantee the advice is sound.

• Potential bias. Some finfluencers earn money through affiliate links or paid partnerships, which may influence the content they post.

• One-size-fits-all advice. What worked for them might not work for you. Personal finance is, well, personal.

• Sensationalism over substance. To grab attention, some finfluencers make bold claims like “This one trick made me $10K in a week.” These statements may be clickbait or omit key details and could encourage risky decisions if taken at face value.

• Unverified claims. Advice might not be rooted in facts, and misinformation can spread quickly.

How to evaluate a finfluencer’s advice

If your child or teen is following a finfluencer, or if you’re learning from one yourself, here are a few ways to stay savvy:

• Check their background. Look for any certifications or professional experience. Are they a CFP? Do they have a finance degree or work in the field?

• Watch for disclosures. Are they upfront about partnerships or sponsored content? A good rule of thumb: If they’re selling something, their advice might be tied to it.

• Cross-check information. If a tip sounds surprising or too easy, look it up on a reputable financial site or talk to a licensed financial advisor.

• Notice the tone. Is the content sensational or pressuring you to act fast? Real financial guidance rarely needs urgent decisions.

• Talk about it as a family. If your child shares a tip from TikTok, use it as a teachable moment to research and discuss it together. Encourage them to ask, “Who is this person, and why are they sharing this?”

Can finfluencers be a good thing?

Absolutely, as long as you look at them through the right lens. Finfluencers can be a helpful entry point into money topics, especially for young people who may not learn financial literacy in school. The key is to approach their content with curiosity, and don’t trust it blindly.

Finfluencers aren’t going away anytime soon. By understanding what they do — and teaching your kids to think critically — you can turn scroll time into learning time.

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This blog post is provided "as is" and should not be relied upon as a substitute for professional advice. Some content in this post may have been created using artificial intelligence; however, every blog post is reviewed by at least two human editors.