Finfluencers: Challengers or collaborators?

The rise of financial influencers, or ‘finfluencers' has reshaped how consumers—particularly younger generations—engage with financial information. Social media has become a major source of financial guidance, with influencers providing insights on budgeting, investing, and wealth-building strategies. However, this growing influence has triggered concern from regulators and financial professionals alike. Social media has become a key information source for younger consumers seeking financial guidance. According to research from Royal London, one in four individuals aged 18–34 have relied...