Watch out for dangerous financial advice from finfluencers

In an age where financial advice is just a swipe away, the rise of “finfluencers” – social media personalities offering money tips – has created both opportunity and risk. While some provide helpful budgeting hacks or basic financial literacy, others dispense dangerously oversimplified or outright misleading advice.

The public is increasingly turning to TikTok, Instagram, and YouTube for guidance on investing, tax strategies and retirement planning.

But unlike regulated professionals, many finfluencers operate without formal qualifications, oversight or accountability. Their advice is often based on personal experience, not sound financial principles. And while relatability is their strength, it’s also their weakness – what worked for one person may be completely inappropriate for another.

Real people may suffer

Financial advisers who hold the Certified Financial Planner (CFP®) accreditation have a duty to speak up about this.  It is not that advisers want to compete with finfluencers, but they owe it to the public to alert them to the potential for harm.

When finfluencers promote misleading or high-risk strategies without context – like suggesting you withdraw retirement savings early to buy property or invest in volatile assets without understanding the risks – real people suffer real consequences.

Advisers who call out bad advice are not being combative – they want to educate you and be proactive so you don’t do something that isn’t appropriate for your circumstances.

Personalised advice

Advisers want you to know the value of personalised advice, and the importance of understanding tax, regulation and long-term planning.

They can explain why certain strategies are flawed and what responsible alternatives look like.

Qualified advisers advocate for financial literacy that goes beyond buzzwords. Many finfluencers promote “passive income” or “financial freedom” without explaining the trade-offs, risks or timelines involved.

Properly qualified advisers can bring nuance to these conversations, helping you to understand that true financial freedom is built on discipline, diversification and informed decision-making, not shortcuts.

Regulated professionals

There is also a regulatory angle. Professional financial advisers who belong to a professional organisation with code of conduct are bound by ethical standards and have a fiduciary duty, that makes them responsible to act in the best interest of the public. That includes speaking out when advice is not only wrong, but harmful. Whether it is promoting unregulated investment schemes, encouraging debt-fuelled consumption or misrepresenting tax laws, these actions deserve a response.

The goal isn’t to shame individuals, but to raise the standard of public discourse around money. Professional advisers can be a voice of reason in a noisy digital world and bridge the gap between accessibility and accuracy.

You deserve better than viral advice with hidden risks. You also deserve trusted professionals who aren’t afraid to speak up.