Finfluencers: The New Face of Financial Information for Young People

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Published on 24/07/2026

Today, more and more young people are learning about economics and finance not through newspapers, books or television news programmes, but through TikTok videos, Instagram reels and YouTube content. In this environment, the figure of the finfluencer has emerged: social media creators who produce content on money management topics such as saving, investing, personal finance and pensions.

Finfluencers have become an important source of information for many young people, meeting a growing need to understand economic concepts through accessible language and engaging communication tools. This trend reflects a broader shift in the way younger generations consume information. At the same time, it highlights the need for greater critical thinking about the reliability of sources and awareness of the influence these content creators may have on financial decisions.

Young People's Sources of Information and the Risk of Misinformation

In recent years, there has been a gradual decline in interest in traditional media and a growing reliance on digital platforms as a primary source of information, particularly among young people. Across Europe, four in ten young people say that social media is their main source of news and information. However, this way of accessing information does not automatically improve people's ability to assess the reliability of what they see or to distinguish between factual reporting, personal opinion and advertising.

In Italy, according to the latest AGCOM report on digital and media literacy needs (2025), more than 40% of young people report frequently encountering false or misleading information online. Growing up in a digital environment exposes young people to risks that they often find difficult to recognize.

The Role of Finfluencers in Financial Education

In this new information landscape, finfluencers have gained significant visibility. Through a conversational tone, short videos and straightforward language, they succeed in making topics that are often seen as complex or dull more engaging and accessible. Their strength lies in their interactive and engaging approach: they discuss investments, cryptocurrencies, mortgages and financial planning by linking them to everyday situations. This style of communication helps make finance feel more accessible and easier to understand, reducing barriers linked to age, educational background or income.

Alongside these positive aspects, however, a number of concerns have also emerged. Not all finfluencers have formal training in economics or finance, and the simplification of complex topics can sometimes result in incomplete or inaccurate information. In the most problematic cases, some content creators promote complex financial products or share messages that downplay the risks associated with investing.

Reliability and Transparency

According to Consob's Report on the Investment Choices of Italian Households (2024), 58% of young people aged between 18 and 34 say they rely on social media and influencer recommendations when making investment decisions. This figure is higher than the overall average and is particularly significant among individuals with lower levels of financial literacy.

Another important issue concerns the transparency of online content. A study by the European Commission found that only one in five influencers clearly identifies content that is part of a commercial partnership, making potential conflicts of interest less recognizable.

At the same time, despite their popularity, finfluencers are not regarded as fully reliable sources of financial advice. According to Consob data, only 3% of investors say they base their investment decisions exclusively on information obtained through this channel.

Protecting Followers

The AGCOM report on digital and media literacy needs also highlights that financial content shared on social media often falls outside the rules and oversight that apply to traditional media. This raises important questions about the quality of information available online and the protection of users, particularly younger audiences.

For this reason, ESMA (the European Securities and Markets Authority, whose role is to enhance investor protection and promote stable and orderly financial markets) and Consob (Italy's financial markets regulator) have recently published an information sheet addressed to finfluencers. It provides guidance on how to carry out their activities responsibly and avoid spreading false or misleading information.

In particular, the guidance emphasises the importance of:

• being transparent about their qualifications and expertise;
• highlight the risks, not just the rewards;
• disclosing any payments, sponsorships or commercial relationships;
• avoiding personalised investment recommendations unless properly authorised to provide them.

Failure to follow these principles may have legal implications, particularly where misleading or irresponsible communications result in financial losses for followers.

Conclusion

The rise of finfluencers represents a new form of financial education and communication, reflecting the changing ways in which younger generations access information. It can encourage people to take a first interest in topics such as saving, investing and financial planning, making finance more accessible and easier to understand.

At the same time, in a fast-moving and lightly regulated information environment, the quality of content becomes increasingly important. On the one hand, content creators have a responsibility to share reliable information in a clear, transparent and balanced manner. On the other, followers need to approach such content with a critical mindset, comparing it with a range of trustworthy and authoritative sources, including official institutions.