Social media has transformed how we consume information. From the way we learn new skills to the products we buy, digital platforms have become part of everyday life. But when it comes to financial advice, the rise of online influencers raises important questions – and real concerns…

A recent article by Investment Week revealed that nearly 40% of UK investors have turned to social media platforms for financial advice in the past two years. YouTube and Facebook were the most commonly used platforms, with many also relying on influencers, search engine results, and even AI tools like ChatGPT.

We understand why people are drawn to content that feels quick, accessible, and relatable. But we also believe strongly that when it comes to your financial wellbeing, advice should come from a place of expertise, accountability, and personal understanding – not from someone looking to build a following.

Here’s why turning to professional, regulated advisers still matters – and why now, more than ever, it’s worth thinking twice before acting on something you saw in a viral video.

The Finfluencer Phenomenon: A Growing Trend

The term “finfluencer” refers to individuals on platforms like TikTok, Instagram and YouTube who share money-related content. They may talk about saving strategies, investing tips, crypto trends, or even early retirement hacks. Some are genuinely passionate about financial education – and some even have qualifications. But many do not.

According to research by Fidelity International, 12% of investors have acted on advice from influencers, and even more are turning to content from internet searches or AI. The Financial Conduct Authority (FCA) has flagged serious concerns, noting that many of these sources are “unregulated and unverified”. Alarmingly, the FCA has already taken enforcement action against rogue influencers in the UK – with arrests made and criminal proceedings under way.

The risks here are not hypothetical. Taking advice from a stranger on social media – someone who doesn’t know your circumstances and is not held accountable for what they say – can have very real financial consequences.

When “Advice” Isn’t Advice At All

One of the key distinctions between an influencer and a professional financial adviser is regulation. At Fogwill & Jones, we’re authorised and regulated by the Financial Conduct Authority. This means we are legally obliged to give advice that is suitable for you, based on a detailed understanding of your circumstances, goals, and risk tolerance.

Influencers, by contrast, are not held to these standards. Most don’t know you, and they’re not required to consider your best interests. Many are paid to promote certain products or platforms, and those incentives aren’t always clear.

Your financial journey is unlike anyone else’s. Whether you’re building a career, supporting a family, preparing for retirement or planning your legacy, you deserve advice that is built around you – not around a generalised audience.

The danger here is subtle but serious. It’s not just about bad advice; it’s about advice that sounds good, feels intuitive, or seems to work for someone else – but could lead to real consequences for your finances if applied without context.

We work closely with our clients to shape a financial roadmap that reflects what matters most to them – whether that’s peace of mind, future security, or greater flexibility in later life.

Confidence, Not Clicks

At Fogwill & Jones, our goal is not to chase followers but to build long-term relationships. We want to equip you with clarity, insight, and confidence – so you can make informed decisions, protect what matters, and plan your future on solid ground.

Financial planning is about more than money. It’s about feeling secure, having choices, and knowing you’re prepared for what’s ahead – that’s not something you’ll find in a trending reel or a quick tip on your feed.

If you’re ready for advice that’s grounded in experience, tailored to your life, and built to last, we’re here to help.