A powerful shift is underway across global markets in 2025: more and more people—especially younger investors—are turning to TikTok videos, Instagram posts, Reddit threads, and even AI-generated answers to help make decisions about their money. Some act within hours of seeing a “hot tip.” Others follow self-made influencers who may have charisma, but no qualifications.
It’s a landscape full of noise, speed, and sometimes, serious risk.
So, where does that leave independent financial advisers?
Clients want guidance, but they’re looking in new places
Recent developments suggest that nearly half of retail investors now rely on digital sources for financial information. Whether it’s a YouTube breakdown of ETF trends or a ChatGPT summary of market conditions, people skip the formal route and get their advice in seconds, even though professional advice is still considered more trustworthy and reliable, just perceived as less accessible or too formal.
What does this mean for IFAs?
1. Clients are consuming unfiltered advice
Investors are often exposed to simplistic, high-risk strategies presented as guaranteed wins. As a result, many IFAs now spend valuable time correcting online misinformation before getting to actual planning.
2. Trust isn’t enough without visibility
Even though qualified advisers are trusted more than influencers, that trust only matters if clients can find, understand, and access you where they already spend time—online.
3. Digital disruption is here to stay
From TikTok to ChatGPT, financial content is more available (and more misleading) than ever. Waiting for clients to “circle back” to traditional advice is no longer a viable strategy.
What can you do now
Here are three ways to respond to this digital shift—without abandoning your values or turning into a TikToker overnight:
1. Simplify the complex
You already have the knowledge. Package it in ways clients can absorb. Whether that’s a short blog post, a client newsletter, or a LinkedIn update that explains what not to do during a market dip, start small and speak clearly.
2. Don’t wait for questions—start the conversation
If you’ve noticed clients bringing up something they saw on social media, you’re not alone. Address it head-on. A simple “You may have seen this trending—here’s what it means for you” builds trust and shows you’re paying attention.
3. Make yourself easy to find and understand
This doesn’t mean flashy branding or daily content. It means having a digital presence that’s up to date, easy to navigate, and approachable. If someone’s Googling for help, make sure they can find a calm, credible voice—yours.
Real advice still matters
The rise of finfluencers isn’t just a disruption. Instead, it’s a wake-up call. It signals a new era in which accessibility, clarity, and relatability are just as important as qualifications. When IFAs lead with a modern, thoughtful, and genuinely helpful approach, they can start to reconnect with clients who’ve drifted toward online quick fixes. It’s a chance to remind people why real, regulated advice still matters—and to help them cut through the noise with guidance that’s personal, steady, and built around their long-term goals.
