Finfluencer: friend or foe?

In recent years, financial influencers often referred to as finfluencers, have become increasingly prominent, especially among Gen Z. These content creators focus on topics such as personal finance and investing, and frequently utilize platforms like TikTok, Instagram, and YouTube. Their relaxed and relatable approach has played a role in making financial matters easier to understand for younger viewers. Although their content may raise awareness about financial topics, some studies argue that following finfluencers alone does not necessarily improve financial literacy. However, when this exposure is combined with a positive financial mindset, it may encourage better financial habits over time (Geenen, 2023).