What is a finfluencer?

Financial influencers (aka 'finfluencers') discuss financial products and services online through social media platforms and/or a website. Their content tends to be highly relatable, with personal stories relating to their finances paired with curated imagery of their lives. Some finfluencers are hobbyists; for some it’s their career.

Finfluencers can be engaging and easy to access – for example, nearly two-thirds of Gen Z use social media to make decisions about their financial future. But popularity doesn’t equal credibility. Content may oversimplify risks, exaggerate potential returns, or simply not be right for your situation.

For a more detailed breakdown of what finfluencers are, how they operate, and the risks to watch for, we recommend reading the official guide from MoneySmart. Their article provides clear, up‑to‑date information from Australia’s financial regulator to help you make safer decisions online. Learn More