Gen Z turn to 'finfluencers' rather than financial advisers

‘Finfluencer content often lacks sufficient disclosures'

Isabel Baxter
clock • 2 min read

Generation Z tend to turn more towards ‘finfluencers' rather than financial advisers, research from CFA Institute has revealed.

The report, Finfluencer Appeal: Investing in the Age of Social Media, revealed that insufficient financial literacy, limited interaction with regulated financial advisers, and a preference for obtaining information through digital platforms, drives Generation Zs (1997-2009) to engage with finfluencer content. Across the finfluencer content reviewed, 45% offered guidance (content that provides general information about investments but does not recommend a particular course of action), 36% included investment promotions (marketing and advertisements of investment products), and 32% include...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Your profession

Tough but manageable: The advice PII market in 2025

Tough but manageable: The advice PII market in 2025

What is a competitive PII premium?

Sam Barker
clock 04 February 2025 • 9 min read
Acquisitions rise in 2024 as 'smaller IFA firms exit market'

Acquisitions rise in 2024 as 'smaller IFA firms exit market'

A growing trend of consolidation within the sector

Isabel Baxter
clock 04 February 2025 • 1 min read
PA Asks: How concerned are your clients about the impact of Trump tariffs?

PA Asks: How concerned are your clients about the impact of Trump tariffs?

This week’s poll also looks at consolidation and the Lifetime ISA

Professional Adviser
clock 04 February 2025 • 1 min read