What are Finance Influencers: Information, Influence, and Impact

Introduction

Finance influencers are dominating social media!

The Impact of Influencer Marketing

From the latest beauty products to must-visit travel destinations, influencers across the globe leverage the power of word-of-mouth and relatability to promote their favorite products. Influencer marketing began to take flight in the early days of Instagram and the golden age of YouTube, but now, TikTok is a central platform for social media marketing and influencer collaborations. One of the next big industries tapping into the power of creators and influencer marketing is the world of financial services. Platforms like TikTok are playing a growing role in the discovery and research experience for Gen Z and Millennial users. Rather than utilizing traditional platforms like Google Search, young users are opting to input diverse queries into TikTok for advice from creators, professionals, and other relevant users. Cloudfare reported back in 2021 that TikTok had surpassed Google as the top website of the year, preferred for its accessible video searches. EMARKETER also shared data on how social media has overtaken search engines among younger generations, noting that 46% of Gen Z and 35% of Millennials prefer social media platforms over traditional search engines. In terms of finance, a 2023 study conducted by Financial Brand revealed that “64% of Gen Z prefer seeking financial advice from YouTubers or social media influencers rather than traditional financial advisors or banks,” as per Medium. But why are users turning to influencers for financial information in place of traditional institutions? Ronn Torossian, Chairman and Founder of 5WPR, wrote, “Younger consumers are increasingly skeptical of traditional financial institutions, which they perceive as disconnected from their values and experiences.” Influencers understand users’ struggles, speak their language, and share similar values, making them a relatable and safe space for advice. The ability to take complex financial information and formulate entertaining, bite-sized content is what makes influencers a more attractive source of information compared to traditional platforms. Thus, finance influencers pose a great opportunity for banking and finance companies to connect with a younger target market.

What are Finance Influencers?

Finance influencers, aka Finfluencers, are content creators who specialize in financial concepts, education, and advice. Most finance influencers come from a professional background or have substantial experience in the field. The following are some common financial backgrounds and specialties seen in the finance influencer niche:

• Personal Finance: Personal finance creators share essential, everyday money management skills such as saving hacks, spending tips, and how to plan for financial goals.
• Accounting: Accounting creators, typically CPAs, focus their content on record-keeping, financial reporting, and analyzing financial performance. Some finance influencers also specialize in accounting for content creators and their businesses.
• Taxes: Tax creators are known for sharing content centered on lax laws, basic deductions, and strategies for minimizing liabilities while maintaining compliance with legal regulations. Similar to accounting, some finance influencers specialize in tax tips for content creators.
• Investing: Investment creators have become popularized on platforms like TikTok and Instagram for sharing how to grow wealth via stocks, real estate, and other investment opportunities.
• Stock Market & Trading: Creators specializing in the stock market typically share content that covers the buying, selling, and analyzing of stocks, options, and other financial securities.
• Budgeting: From finance professionals to average users, budgeting is another popular niche among creators to share tips on income management.
• Debt Management: Similarly, debt management is a popular finance niche for creators, including finance professionals sharing debt strategies and everyday creators sharing their personal experiences of overcoming debt.
• Passive Income: Finance creators centered on passive income content share posts exploring income streams that generate earnings with minimal ongoing effort.
• Crypto & Web3 Finance: The cryptocurrency and Web3 niche is taking flight on social media with content focused on blockchain, decentralized finance, and digital currencies. It’s important to note that crypto and Web3 finance tend to be riskier compared to traditional finance, so keep in mind the reputation of creators and their past partners before collaborating with them.

Top 5 Finance Influencers You Need to Know Left to right: Erika Kullberg, Humphrey Yang, Vivian Tu, Tori Dunlap, Tat Londono

Top 5 Finance Influencers

1. Vivian Tu

Vivian Tu AKA @yourrichbff

Vivian Tu is among the most successful finance influencers today, with over 6 million followers across her channels. Before becoming a finance influencer, Vivian worked as a trader at JPMorgan Chase & Co. and embraced the Wall Street life. Vivian’s background as the daughter of Chinese immigrants and challenges as a Millennial woman in finance inspired her to post her first TikTok video on New Year’s Day in 2021. “It became very clear to me just based on the profile pictures of people commenting that it was a large swath of women…people of color, members of the L.G.B.T.Q. community, people who grew up low income, immigrants,” Vivian shared with The New York Times. “They want to hear from a peer; they want to hear from someone who looks like they could be anybody’s college best friend,” she added. What makes Vivian’s content so authentic and engaging is her approachable persona, confident femininity, and credible financial know-how. To learn more about Vivian’s career journey, check out her feature on The Influence Factor podcast today!

2. Humphrey Yang

Humphrey Yang, a former financial advisor at Merrill Lynch, is a pillar in the personal finance and investing space on TikTok. Humphrey rose to fame on TikTok with his “Two Friends” skit series, in which he played both a curious learner and a confident, money-savvy friend. The latter persona became particularly popular for delivering patient and clear explanations of complex financial topics, resonating with his growing TikTok audience. Now, Humphrey continues to share relatable skits to break down financial concepts and news while also showcasing recent finance and tech developments, explaining how users can adopt new strategies to leverage them in their favor.

3. Tori Dunlap

Tori Dunlap, aka Her First 100K or the Financial Feminist, believed that her journey towards becoming a millionaire involved meeting her first $100K savings goal by 25. After successfully reaching her savings goal, Tori decided to fully devote herself to supporting the financial freedom of other women, quitting her corporate job to launch Her First $100K® in 2020. Tori has since grown her business, socials, and Financial Feminist podcast to the amazing scale it is today, inspiring more than 5 million women to “make more, spend less, and feel financially confident,” as shared by Tori on her official website. On TikTok and Instagram, Tori frequently shares her actionable takes on financial news, encourages women on their savings and investing journeys, and provides inspirational and supportive financial content.

4. Erika Kullberg

Erika Kullberg, better known as Money Lawyer Erika, is here to read the fine print so you don’t have to. Erika has a lengthy library of educational finance content, from navigating financial clauses to money-saving tips for users to save and share. Some of Erika’s most popular legal hacks include how to get free AirPods and Nikes because of theft protection and warranty terms, respectively. Recently, Erika has been sharing tons of financial content centered on airline and travel hacks. Make sure to keep up with Erika’s socials and her podcast, Erika Taught Me, for more in-the-know finance tips.

5. Tat Londono

Tat Londono is a phenomenal real estate coach, investor, and finance influencer. On social media, Tat, the founder and CEO of a Montreal residential brokerage company, shares her passion for real estate and encourages her followers to enter the industry, whether that may be as homeowners or real estate brokers themselves. TikTok is home to Tat’s daily content centered on her real estate business experience as well as her honest experiences with failures and growth. As described by Bloomberg, “she largely gravitates toward real estate as investing, asking successful agents about their income before asking her audience, ‘Have you thought about becoming a real estate agent lately?'”

Key Benefits of Collaborating With Finance Influencers

Why brands should collaborate with finance influencers

1. Trust and Credibility

Consumers want to learn from people they can trust with credibility when it comes to financial information. Finance influencers uphold both of these values as users trust creators more the longer they follow them and consume their content. Users who observe their favorite creators sharing financial advice repeatedly backed by credible research and sources begin to view them as experts in the field, furthering that level of trust. Moreover, creators who are transparent about their brand deals and partnerships with financial services leave a positive impression on viewers, whether they are fans or new followers.

2. Reliability and Accessibility

Users who follow finance influencers value reliable, quickly-available information that can be saved and shared with others. Finance influencers who regularly share informational content and always have the perfect advice for any given situation are the ultimate partners to collaborate with. Users who see such creators promoting a financial service or product will also perceive the highlighted brand as reliable, accessible, and user-friendly by association.

3. Authenticity and Engagement

What makes an enjoyable creator is their unique personality and relatability. Users turn to content creators and influencers for advice, product recommendations, and inspiration because of their authenticity. When finance influencers incorporate authentic strategies such as storytelling into their content, users are more likely to stay engaged and feel connected with the creator. Brands that partner with influencers can tap into this authenticity and engagement to better connect with their target audience across socials.

4. Diverse Content Strategy

One of the greatest benefits of collaborating with finance influencers is being able to diversify your content strategy. Apart from their niche, each finance influencer has a distinct production style that makes their content stand out on socials from other creators. Some creators may take a chatty, laid-back approach to sharing financial advice, whereas others may lean into quick-cut videos with animations or visuals for a more engaging experience. Nonetheless, brands can increase the diversity of their promotional content by conducting influencer marketing campaigns with creators of various sizes, backgrounds, and styles. Partnering with an influencer marketing agency like The Influencer Marketing Factory may be useful when selecting and vetting such creators for your next campaign.

Emerging Trends in the Creator Economy & Finance Influencers

#FinTok: TikTok’s hub for innovative finance content

The Emergence of #FinTok

#FinTok is home to over 121.6K posts and counting that center on financial advice, news, and more! According to a report from TikTok, a 373% increase in financial content was observed between 2023 and 2024. Additionally, TikTok overall is the top platform for Canadian users under 45. “#FinTok is filling a much needed knowledge gap, with 62% of audiences agreeing that TikTok allows them to learn directly from experts,” TikTok shared. “An estimated 2 in 3 Canadian TikTok users are interested in seeing financial content from brands, and 77% want brands to create TikTok videos that teach them something new.” TikTok recommends that brands adopt an always-on strategy and explore the platform for a real-time gauge of high-growth areas in finance content. Another study conducted by Chime and Talker Research revealed that TikTok users, on average, gained 42 pieces of financial information from #FinTok. Talker Research noted that results showed a stronger impact on younger generations, with Gen Z reporting an average of 49 financial tips learned. Among the top financial content categories, according to Chime and Talker Research, are side hustling (38%), paying off debt (25%), and passive income (25%). “FinTok is the perfect example of how social media has evolved in a rather short period of time, and it’s a great opportunity to both learn new things and expand your current knowledge,” Rianka Dorsainvil, Chime’s Consumer Certified Financial Planner, explained. As a result of users’ positive learning experience on #FinTok, more than 55% of respondents reported that they plan to use the social media resource even more in 2025 compared to 2024.

Influencer-Backed Platforms

Another developing trend in the creator economy is the introduction of influencer-backed platforms, particularly in the financial sector. For instance, Fuse Media and The Singleton Foundation for Financial Literacy and Entrepreneurship recently announced their partnership and upcoming brand ProfitHub, geared towards empowering “Next Gen” audiences with financial literacy from their favorite influencers and leaders in the creator economy. “Millennials and Gen Z are facing a financial literacy crisis,” shared Fuse Media’s Chairman and CEO Mike Roggero. “By working with trusted creators, we can break through the noise and deliver actionable, solution-based entertainment that inspires confidence and drives real-world financial progress,” he added. ProfitHub will cover essential financial topics to lead youth on a path of financial freedom, including savings, debt management, and investing. This February, ProfitHub debuted with the “Our Two Cents” podcast and “My Last 10” digital series, bringing creators and financial experts together to discuss personal finance and strategy. Users can expect more exciting and educational finance content from up-and-coming financial creators later this year, featuring names like Ross Mac, Yanely Espinal, Chris Browning, and Dariany Santana.

Gamified Education and Interactive Content

Financial content doesn’t have to be boring or stressful. The most engaging and best-performing financial content integrates gamified education and interactivity, lowering the barrier to learning about finance for users and making it a more enjoyable experience. Some examples of gamified and interactive finance content include budgeting challenges, savings challenges, and more. By integrating elements of play, competition, and rewards, finance creators make financial literacy more relatable and enjoyable, particularly for younger audiences.

Partnering With Finance Influencers: Do’s and Don’ts for Brands

Collaborating with finance influencers for paid partnerships involves extra planning and an earnest commitment to building trust with your audience. The following are some key do’s and don’ts for brands interested in partnering with finance influencers. To learn more about working with finance creators and kickstarting your brand’s next influencer marketing campaign, connect with our team at The Influencer Marketing Factory today here.

Key Takeaways for Brands

1. Influencers are Democratizing Financial Education

Finance influencers have the creative ability to break down complex financial topics and make them accessible to the masses. By leveraging social media trends and short-form content, finance creators provide digestible, relatable, and actionable financial advice that resonates with younger Gen Z and Millennial audiences. Brands looking to build trust and credibility must recognize the power of influencers in bridging the financial literacy gap and promoting financial services and tools.

2. Follow Regulations and Collab With Trusted Influencers

Government organizations like the SEC and FTC heavily regulate the financial sector and advertising, making compliance a top priority for brands working with influencers. Partnering with reputable creators who prioritize transparency and adhere to financial regulations ensures credibility when sharing financial advice and provides safeguards for brand integrity. Conduct a thorough influencer vetting process with the support of agencies like The Influencer Marketing Factory and align with influencers with a track record of ethical financial content and partnerships.

3. Experiment With New Ways to Inform and Entertain Consumers

The most effective financial content is both educational and engaging. From interactive challenges to gamified learning experiences, finance influencers redefine how financial knowledge is shared online. Brands should explore creative formats such as short-form videos, livestream Q&As, and interactive experiences to connect with audiences in an engaging, impactful way. Moreover, encourage the creators your brand partners with to embrace their unique editing style and personality when creating content for your product or service. Not only does this appear more organic to fans and users, but it also allows your brand to diversify its content across socials with multiple influencers.