5 Ways Finance Influencers Are Reshaping Investment Culture

Dr. Marta Ra is the president of the international association Women in Sustainable Finance (WISF).

The financial industry is being transformed not only by the Great Wealth Transfer—the upcoming multigenerational shift of assets of older generations to younger heirs—but by Millennials and Generation-Z demanding more transparency and value-aligned, customized banking services. The result? A new generation of finance influencers, or “finfluencers,” as they’ve become known. These digital-savvy individuals are reshaping not only investment culture but could eventually change the face of the whole financial industry. Here’s why:

1. Financial knowledge is being democratized.

Complex terminology, intimidating processes and exclusive access points—the financial industry has long operated behind closed doors, favoring those who already had wealth. And in many areas, they still are, but influencers are breaking down those barriers by offering relatable knowledge and digestible content through plainspoken advice. This accessible style is attracting a broader and younger audience who previously felt excluded from the financial conversation and is looking for clear guidance. In my opinion, this cultural shift was long overdue and is changing the collective mindset from “finance is for experts” to “anybody can invest.”

2. Trust is shifting from institutions to individuals.

Today, authenticity often trumps authority and credentials are no longer the only currency. Earlier this year, Edelman marked the 25th anniversary of the Edelman Trust Barometer with an essay that chronicled the multidecade erosion of trust in institutions. Richard Edelman wrote how, in the post-2008 world, trust in the traditional financial system steadily declined following scandals and the Covid-19 pandemic then led to further distrust in institutions across the globe. These shifts have opened the door for influencers who speak openly and candidly about their lived experiences with finance.

Creators like Sweden-born Anna‑Sophie Hartvigsen of Female Invest share their own journey, simplify economic concepts, admit mistakes, answer questions and provide advice in real time. They resonate because they feel human and approachable.

3. Values-based investing is going mainstream.

Financial returns are no longer the only measure of investment success. Today’s investor, in particular the Millennial and Gen-Z investor, seeks financial return and impact aligned with their values.

In turn, finfluencers help connect the dots between portfolio choices and personal ethics. For example, women-focused platforms like Ellevest provide tools that integrate financial and ethical goals.

This is a generational shift—not only for investors but also for traditional financial advisors and financial institutions that now need to align money with meaning and investments with investors’ values.

4. Education is becoming interactive.

Today’s financial education is mobile, dynamic and community-driven. Finfluencers are turning learning into a participatory experience through their Instagram stories, TikTok videos and YouTube live sessions—creating a space for dialogue, not just delivery.

Real-time responsiveness is, in particular, valuable during moments of uncertainty such as inflation spikes, crypto crashes or interest rate hikes. When this happens, I’ve seen followers turn to finfluencers for actionable advice and reassurance.

This new format is also a powerful model for continuity as it is no longer a one-time event. It is customized and ever-evolving, with a learning journey based on personality, values and tone.

5. Communities are shaping market behavior.

Investing is no longer an individual act guided by professionals. It has increasingly become a collective effort that is shaped by digital communities. Finfluencers are creating spaces of community, education, exchange and connection for more inclusive investing. Platforms are leveraging social capital to drive financial inclusion and systemic advocacy. In these spaces, followers can not only learn, but act—together. The story is shifting from “follow the experts” to “shape the market with your peers.”

While impact metrics are still being defined, the regulatory landscape for influencer-driven financial content remains nascent. Financial democratization must evolve beyond gender to embrace equally racial, economic and geographic diversity.

Whether it’s grassroots empowerment, institutional disruption or systemic advocacy, the message is unified: Credibility flows from transparency and authenticity, influence requires engagement and continuity and financial systems must reflect lived realities. As I see it, the future of finance is human, purpose-driven and female-led. And that’s not just good for women—it’s good for everyone.

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