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"It's bonkers": 77% of young people trust finfluencers

ended 14. January 2025

A new report has found that 77% of young people trust finfluencers while 70% prefer TikTok as their social media channel of choice for finding financial information. Newspage asked IFAs, brokers and social media experts for their thoughts on the report, below.

8 responses from the Newspage community

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Wes WilkesVerified
CEO at IronMarket Wealth
It's time for the professionals to step up and grab the social media bull by the horns. It's not wrong that young people trust finfluencers and TikTok. It's worrying, yes, but this is where the younger generation find their information and how they learn. It's time our sector accepted this, dropped its arrogance and went to where our next generation of customers are. If we don't go there, someone else will. If you hate something, change something, if you don't like what the finluencers are doing, and rightly so in some instances, get on there and challenge them. We're doing that with Fint, an app I have launched with AJ and Curtis Pritchard, currently on Love Island. It's time for IFAs and wealth managers to get ahead of the curve and speak to Gen Z in their language and on the platforms they spend their time.
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Debbie PorterVerified
Managing Director at Destination Digital Marketing
The dangers of only getting financial advice from TikTok are very clear, but perhaps not best understood by the younger generations turning to social media to get the advice they need. The reason they are turning to social media is clear though. Financial advice is regulated, as it should be, but when it comes to finding out something very simple, the financial services dispensing advice wind themselves into knots in an obfuscation of ‘it depends on your circumstances’. This repels further engagement from people who just want to be told something straight, with no caveats, get out clauses or vagaries. In the social media world where ‘hacks’ are king, financial advisers need to start giving it straight, in a language young people can understand.
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Ben PerksVerified
Managing Director at Orchard Financial Advisers
As a father of young YouTube obsessed boys, I can verify that youngsters hang on to every word of influencers. So finfluencers are no different. The big worry is that you need to have no qualifications or experience to post financial advice content and they can say whatever the hell they like without any repercussions. The FCA are way behind the curve. As a qualified professional in the industry, everything I say online is scrutinised by the FCA, but an energetic kid with a smart phone can promise to ‘help you get rich in 5 easy steps’ or any other generic clickbait title. It’s bonkers.
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Mike StatonVerified
Director at Staton Mortgages
Whilst social media is great for getting yourself out there, warnings must be included on some of these influencers posts. Only yesterday I came across a self proclaimed property guru giving unqualified and unregulated advice. People must be aware of the consequences of taking advice from these people, as it can literally destroy lives if they are left unchecked. Look at the "Hawk Tuah" Girl recently, she certainly did spit all over every investors "Thang" . The FCA need to tighten their belt when it comes to social media gurus, too many are self proclaimed gurus when their CV shows no evidence of any FCA-regulated work history. These people are just fame hungry vultures, cashing in on the naivety of todays youth. If they ain't on the FCA register, their advice counts for little, if anything.
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Rohit KohliVerified
Director at The Mortgage Stop
It’s fantastic to see a generation so eager to engage with financial advice and learn about money management—especially since financial education is still largely absent from formal curricula. However, the dangers of relying on unverified 'finfluencers' are clear: much of the advice lacks context, fails to address risks, and can even mislead. To protect young people, the FCA and other regulators need to enforce accountability for those offering financial advice online, as well as the platforms hosting this content. Social media companies must be held responsible when their platforms are used to spread harmful or fraudulent information. At the same time, it’s essential we bridge the financial literacy gap by meeting Gen Z where they are—on platforms like TikTok—with content that’s not just accurate and reliable but also engaging and relatable.
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Scott GallacherVerified
Director at Rowley Turton
As a professional independent financial adviser, I find it deeply alarming that three-quarters of young people trust so-called influencers for financial advice. Cases like Hailey Welch’s “Hawk Tuah Girl” and her meme coin, Hawkcoin—where £370 million vanished as it lost 95% of its value in days—are stark warnings. People should seek proper, regulated advice to protect their financial futures.
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Kundan BhaduriVerified
Entrepreneur, Investor and Landlord at The Kushman Group
Apparently, the secret to financial wisdom isn’t buried in dusty textbooks or glossy brochures—it’s dancing across your TikTok feed. A fresh report finds 77% of young people trust finfluencers, with 70% preferring TikTok as their financial oracle. It’s a brave new world where pension planning meets viral choreography.

The irony isn’t lost: an app designed for 15-second escapism now doubles as a virtual financial adviser. Is this the democratisation of money matters or a shortcut to costly mistakes? Experts have mixed feelings, but the numbers are clear—Gen Z trusts influencers more than traditional suits.

As we dive into expert takes, one thing’s certain: the next stock market boom might just come with a catchy hashtag.
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Rosalia Lazzara-TilleyVerified
Ceo at Manuka Media
This report highlights the growing influence of 'finfluencers' among young people, particularly within the Gen Z demographic. The fact that 77% of young people trust these influencers is indicative of the shift in how financial information is consumed today. However, while social media platforms like TikTok offer easy access to information, there are risks. Misinformation, lack of financial expertise, and the pressure to follow trends without proper understanding can have negative consequences. As a company, we’re committed to providing Gen Z with trustworthy and educational content through the channels they use most, including TikTok. We focus on partnering with credible experts, offering easy-to-digest, fact-based financial content. It’s crucial that young people learn the difference between entertainment and reliable financial guidance, and we aim to be a trusted voice in helping them navigate this space by supporting advisers with credible content.