Financial influencers, or ‘finfluencers’, earn money by using digital channels, typically social media, to attempt to influence their audiences’ financial behaviours. They surged in popularity, particularly among investors, during the Covid-19 pandemic.
As one example, the UK’s Financial Conduct Authority (FCA) found in 2021 that 54% of new investors aged 18–34 used social media as source material when researching investing, with 17% specifically using social media influencers.
