Finfluencers might get bad press, but they know how to connect with their audience.

If you’re not familiar, a “finfluencer” is someone who gives financial advice online, in the same way that another social media influencer might offer tips on fashion, food, fitness, or beauty products.

Although many have good intentions, finfluencers are usually on the wrong side of financial promotions laws. Some receive kickbacks from products they recommend, while others don’t provide a full breakdown of risks – something the FCA is cracking down on.

While there’s little substance to what finfluencers say, when it comes to communicating with their audience, they’re clearly doing something right.

Let’s break down why people engage with finfluencers and what you can learn as an adviser/planner.

The British public doesn’t trust advisers/planners – but they do follow finfluencers

Whatever you think of their methods, finfluencers have got people listening.

The hashtag #FinTok has tens of billions of views globally, with big names like Damian Fahey (@damiantalks) and Timi Merriman (@MrMoneyJar) being particularly influential in the UK.

Meanwhile, research suggests that the British public has little trust in financial advisers/planners. A My Pension Expert survey concluded that 57% of respondents didn’t trust financial advisers, rising to 65% for over-55s, as reported by FTAdviser in 2021. More recently, The Lang Cat’s Advice Gap 2025 report says that 31% of those who haven’t sought advice cited “lack of trust in advisers” as their primary reason.

With only 9% of people taking professional advice, you’re looking at a huge number of consumers who are aware of your services but don’t trust you to help them in the way they need.

4 ways finfluencers capture their audience (and how to do it yourself)

1. They are everywhere

When an influencer takes off – or “goes viral” – they don’t just post on one platform. They’re consistently reaching people on TikTok, Instagram, Facebook, and X.

I’m not suggesting you download TikTok and learn a viral dance to get views. But I am suggesting that you make yourself contactable and accessible via multiple touchpoints, such as your:

• Website
• Google Business profile
• LinkedIn and Facebook pages
• Email newsletters.

Once you’ve achieved this, it’s time to refine your presence on each platform.

A finfluencer might post a 30-second clip on TikTok, then write a long-form caption for their Facebook audience (who are typically older and more likely to stick around for a lengthy description).

In your world, this might look like posting snappy insights on LinkedIn while sending lengthier articles via your newsletter.

2. They post consistently

Consistency. You talk to your clients about it all the time – “Invest consistently! Be consistent with your spending habits!” – but when you’re looking for leads, you might not stick to a LinkedIn posting schedule or commit to a monthly newsletter.

Finfluencers, on the other hand, have got consistency down to an art. They don’t leave their followers waiting weeks for the next insightful post; they drip-feed their content to keep people informed but not overloaded.

How can you achieve this?

• Spend some time writing social media posts and scheduling them for the next few weeks.
• Plan your newsletters in advance (while keeping them topical).
• Block time in your diary to respond to emails and positive online reviews.

The result: you become a reliable presence in clients’ and prospects’ lives, giving them every reason to trust and respect your expertise.

3. They empathise with their audience

Nailing your comms as a financial professional means drilling into, and clearly demonstrating, the value you add beyond helping people get richer (although this is a clear benefit).

Finfluencers:

• Come across as regular people, not members of the elite
• Empathise with their audience’s financial struggles
• Acknowledge their audience needs help understanding financial products
• Avoid jargon and overcomplicated explanations
• Name the goals their audience is working towards – higher passive income, security for their kids, and general peace of mind, to name but three.

As an adviser/planner, you can tap into these elements too – AND, unlike finfluencers, you have the qualifications and infrastructure to back up what you say.

So, whether it’s through a social media campaign, a newsletter, or responding to some kind words on VouchedFor, your empathy and emotional intelligence are like gold dust. Access these elements and present them in a public sphere, and you are on the road to generating more leads from the kind of clients you want.

4. They (mostly) add value without constant upsells

Finfluencers make money by generating views and, occasionally, upselling financial products and courses. As most are unregulated by the FCA, it’s wrong for them to do so.

But in principle, they’ve struck the balance: share a lot, sell occasionally.

They’re not:

• Asking for something in return every time they share an insight
• Hassling their audience into engagement.

It’s easy to think that if you’re not making money from curating your LinkedIn posts or writing a monthly newsletter, there is little point in them.

Coming back to the research cited earlier, perhaps so many people don’t trust advisers/planners because they believe advice is a purely transactional exercise.

You need to prove them wrong by adding value that doesn’t always lead to a sales pitch.

If there are 600 people on your mailing list – let’s say 150 are prospects who have signed up via a Facebook lead campaign or similar – you might convert one or two a year into clients who stay with you for decades.

However, those who do not engage (your “silent audience”, as Phil calls them) are not worthless. They will know you’re there if they need you in future, and respect you for showing up and sharing your knowledge for free.

Work with the Yardstick team to showcase everything you have to offer

Most finfluencers tell a great story, but they can’t and won’t be able to back up the advice they dish out.

You, on the other hand, can provide life-changing support to individuals and families – without putting their wealth at unnecessary risk. What you might lack is the ability to tell your story and have people listen.

Luckily, the Yardstick team can help with that. Our social media team, personal finance copywriters, branding whizzes, and digital experts can work together to make your firm’s voice heard.

Email hi@theyardstickagency.co.uk or call 0115 8965 300 to find out more.