Social media is becoming increasingly divisive – from fake news to dubious algorithms and carefully curated content, there’s a lot not to love.
But with millions invested, social media is here to stay and so too are the so-called “finfluencers” – many of whom are cashing in on generous advertising and sponsorship revenues.
While Singapore is one of the few countries teaching school children basic financial literacy, there’s an argument that these finfluencers are helping to increase awareness around financial topics and expanding access to information.
Sadly, as with so many things in life, the good news is clouded by bad actors.
Singapore is cracking down on influencer-led financial promotions
Singapore has already stepped up oversight of both finfluencers and banks marketing financial products.
In September 2025, the Monetary Authority of Singapore (MAS) launched initiatives to promote responsible online financial content sharing and advertising, publishing guidelines for both financial institutions and online content creators.
More recently, MAS joined 16 other financial regulators from around the world in a week of action to stop illegal finfluencers putting consumers’ money at risk. The global meeting included enforcement activity, consumer awareness campaigns, and educational programmes for finfluencers who want to act responsibly.
All this to say that while people masquerading as “financial experts” on social media may increase noise, bias, and reactive behaviour, they are also helping to raise awareness of stock markets and investing.
Indeed, some might say that finfluencers actually encourage more people to seek advice from a qualified financial planner.
Here’s why.
Popular finfluencers attract massive audiences, drawing more attention to financial topics
YouTube alone is packed with videos purporting to share financial and investment “advice”. Once a video is posted, it can rack up millions of views. When a video is watched by many viewers, the algorithm will surface the content and the viewership will continue to mushroom.
Regardless of how it works, popular videos will reach more people.
And the more people that watch, the more likely it must be that a portion of those viewers will eventually filter through and seek financial advice aligned with their needs and circumstances.
Many followers will understand that finfluencers only offer one-size-fits-all solutions
Viewers who actively seek out and follow finfluencers online are clearly interested in making their money work harder. Among them, many will likely understand that the content is designed with one primary goal: to capture attention.
Those who recognise that they are receiving only broad-stroke advice may also realise that the presenter can’t possibly consider individual circumstances, such as:
- How much their audience can afford to comfortably invest
- The goals they are pursuing, financial or otherwise
- Their prior financial knowledge or experience
- Their appetite for risk.
In which case, serious viewers who subscribe and regularly engage with social media videos and posts may eventually be ready to reach out to a financial planner for bespoke support and advice.
Helpfully, MAS guidelines also advise financial content producers to:
- Encourage informed decision-making.
- Emphasise fundamentals like understanding personal risk tolerance.
- Conduct independent research; get professional advice when needed.
Astute audiences know some online “advisers” have skin in the game
When you watch a video or read a social media post, you know very little about the person posting it. Although some may share a backstory about their experience or qualifications, it’s hard to know if it’s true – and few would investigate the validity of a story.
Depending on what’s being promoted, there’s a chance that there’s something in it for the finfluencer.
For example, someone might encourage their audience to invest in a certain type of stock or asset because it could “make you richer”. Yet, behind the scenes, they may have an ulterior motive – through personal ties or a lucrative sponsorship deal.
While some people may fall for this, others may carry out their research and due diligence. If there was a lot of money at stake, a few may decide that it’s worth seeking a second opinion from an independent adviser.
Once again, tuning into an online “conversation” could lead to more people seeking personalised advice about a specific investment opportunity, or simply for more input about how to best invest and grow their wealth.
MAS guidelines encourage finfluencers to choose collaborations with care, advising them to verify credibility and look into business viability. They are also directed to review the MAS’ Financial Institutions Directory.
As well as this, MAS keep an Investor Alert List, allowing producers of financial content to exercise greater caution if they are asked to consider promoting products and investment opportunities.
Finfluencers are also expected to be transparent with any form of compensation. And reputable producers already realise that being so can help to build trust with their followers.
We’re building our social media presence
While we’re not video-ready, we do post regularly on LinkedIn. If you’re not yet following us, here are a few finfluencer-style statistics:
Rory is winning the game. He has amassed almost 3,000 followers and his most recent top-performing post attracted an impressive 167 comments.
Simon isn’t far behind. While he can’t boast as much traction for a single post (yet), he currently has 2,770 followers, and he’s not averse to stirring the pot with a little controversy.
Dan takes third position and is steadily gaining ground on Rory and Simon. His content blends financial planning tips with an honest look at balancing life across Singapore and the UK, and what it really means to raise a family between two very different worlds.
Finally, Paul is giving the rest of us a run for our money with regular posts that focus primarily on investing and financial planning tips for international expats.
Whether you reach out on LinkedIn or prefer to email or call, we’re here to help you navigate cross-border complexities and reach your financial goals.
