Are 'finfluencers' a real threat to professional financial advisers?

Professional Adviser looks at finfluencers' impact in the market

Sahar Nazir
clock • 7 min read

Advice provided on social media by finance-focused influencers known as ‘finfluencers’ is undoubtedly on the rise. Whether it is tax advice on Instagram or estate planning on TikTok, the opportunity to promote financial products or services online is vast. Sahar Nazir asks if finfluencers are advisers’ allies or adversaries…

In an age dominated by social media, the emergence of finfluencers has been nothing short of a revolution. However, as these online personalities gain prominence, questions arise about how they impact financial advisers. Are they allies or adversaries? Sound Financial IFA Ryan May says finfluencers can have both a positive and dangerous impact on the profession, which boils down to the individual and their motivations. "We all know the power of social media and how many people will now revert to this for guidance, tips, and information. This is both a blessing and a curse," he tells P...

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