Financial Influencers: Expanding Influencer Marketing Into New Markets

Influencer marketing started out as an industry that mostly focused on everyday consumer items, mostly from D2C companies or startups. As time went by, more established brands started to dip their toes into influencer marketing.

Soon, influencer marketing was being utilized by the top brands in the world, and long gone are the days when influencer-promoted products were seen as a novelty.

Nowhere else is that more prevalent than in the rise of financial influencers. Finance has always been one of the most regulated areas of promotion, and with influencers finding great success in that space, it shows how seriously influencer marketing is being taken.

In this article, we’ll dive into the rise of financial influencers, how brands are leveraging them for success, and who the biggest players are in the space.

What Are Financial Influencers or Finfluencers?

Financial influencers, also known as finfluencers, are content creators who share advice, tips, and personal experiences related to money management. This includes topics like saving, budgeting, investing, and building wealth. They often break down complex financial topics into easy-to-understand content that resonates with younger audiences, especially Gen Z and Millennials.

These influencers are gaining popularity across platforms like TikTok, Instagram, YouTube, and X. Their content ranges from quick saving hacks to in-depth investment strategies. Many share their own financial journeys and use real-life examples, which helps build trust and credibility with their followers.

As more people turn to social media for advice, finfluencers are becoming a powerful force in shaping how consumers think about money. They are not just promoting financial products but are also educating audiences who might not otherwise seek out traditional financial guidance. Brands in banking, investing, and fintech are taking notice and partnering with these influencers to reach new audiences and build stronger customer relationships.

The Most Popular Topics Covered By Financial Influencers

Budgeting

Finfluencers usually talk about budgets because it’s where good money habits start. They share real-life tips like how to track spending with simple apps or how to divide your paycheck using methods like the 50/30/20 rule. Their advice feels doable because it usually comes from personal experience, not a textbook. They also generally use an approachable style that’s specifically tailored to the skill level of their audience.

Saving Money

Whether it’s saving for a trip or building an emergency fund, financial creators break it down in a way that makes it feel less overwhelming. They post about how to cut back on everyday expenses without giving up everything you enjoy. Their content shows that saving money doesn’t have to mean living super frugally. Saving money is often a tough decision, so having someone who you trust pushing you along can make all the difference, and that’s where financial influencers can help consumers.

Investing for Beginners

A lot of people find investing confusing at first, and financial influencers help remove the mystery. They explain things like stocks, ETFs, and compound interest in simple ways and often use their own investing journeys to make it more relatable. This kind of guidance helps new investors feel more confident getting started. It also creates a great platform for brands that want to reach new investors who may be interested in their financial products.

Paying Off Debt

Financial influencers are big on sharing their debt payoff stories. They talk about the strategies that helped them get out of credit card debt or student loans—and they’re honest about the ups and downs. This kind of content bridges the gap between technical advice and personal improvement. From a marketing standpoint, this creates a strong bond between the influencer and their audience.

Building Credit

Good credit can open doors, but not everyone learns how to build it growing up. Financial experts explain how to use a credit card wisely and what a good credit score actually means. This also puts creators in a unique position to promote credit-building products.

Side Hustles and Extra Income

A lot of influencers talk about side hustles they’ve tried—from selling stuff online to freelance gigs. They share what worked, what didn’t, and how much they made. These posts are popular because people are always looking for ways to earn more without quitting their day jobs.

Financial Independence and FIRE

Some creators focus on long-term freedom. They talk about saving aggressively, investing early, and working toward retiring young. Their stories give followers a different way to think about money, not just earning it, but using it to build a life they actually want.

Making Sense of Financial Products

From credit cards to high-yield savings accounts, finfluencers often review financial tools and explain which ones are worth it. They help people figure out what fits their lifestyle without all the jargon. Many financial product service companies have difficulty reaching a young audience, and this is where financial influencers can bridge the gap.

Understanding Macroeconomic Trends

Whether it’s tariffs, inflation, or national deficits, financial influencers can help younger audiences make sense of macroeconomic changes that affect their personal finances. For audiences that don’t consume traditional financial media, finfluencers are often their only exposure to these complex but crucial topics.

The Top Financial Influencers In 2025

1. Humphrey Yang

Humphrey Yang is a prominent personal finance influencer known for his engaging and accessible content across platforms like TikTok, YouTube, and Instagram. With over 3.3 million followers on TikTok and 1.6 million subscribers on YouTube, Yang has become a trusted voice in financial education, particularly among younger audiences.

Background and Career

Yang’s professional journey began in the financial sector, where he worked as a financial advisor at Merrill Lynch. He later ventured into the tech industry, including roles in the video game sector, and co-founded Craft & Oak, a company specializing in custom map posters. His diverse experiences laid the foundation for his transition into financial content creation.​

Content and Topics

Yang is renowned for simplifying complex financial concepts through relatable analogies and storytelling. His content covers a wide range of topics, including tax brackets, credit utilization, investment strategies, and personal budgeting. Notable videos include explanations of short selling using everyday items and discussions on the true cost of popular products, which resonate with audiences seeking practical financial insights.

Notable Collaborations and Recognition

Yang’s influence extends beyond his own platforms. He has collaborated with brands like Wealthfront and participated in creative projects, such as an educational TikTok about NFTs featuring the band Weezer. His work has been featured in publications like Forbes, Buzzfeed, and Fortune, highlighting his impact on financial literacy.

Approach and Philosophy

Emphasizing transparency and relatability, Yang aims to demystify financial topics for his audience. He believes in providing free, accessible education, often using humor and pop culture references to engage viewers. His commitment to ethical content creation is evident in his cautious approach to sponsorships, notably declining partnerships that don’t align with his values.

2. Vivian Tu

Vivian Tu, widely recognized as “Your Rich BFF,” is a leading financial influencer committed to making personal finance accessible and relatable, especially for women, people of color, and marginalized communities. With a background that bridges Wall Street and digital media, Tu has cultivated a substantial following by demystifying complex financial topics through engaging content.​

Background and Career

Born in Baltimore, Maryland, to Chinese immigrant parents, Tu developed financial acumen early on by assisting her parents with financial matters due to language barriers. She graduated from the University of Chicago with a degree in Environmental Studies and Public Policy, emphasizing finance. Tu began her professional career as a trader at J.P. Morgan, focusing on equities in industrial, materials, and energy sectors. Seeking a more inclusive environment, she transitioned to BuzzFeed as a Strategy Sales Partner, where she became the top-earning salesperson. Colleagues frequently sought her financial advice, inspiring her to share her knowledge more broadly. In 2021, Tu launched “Your Rich BFF” on TikTok, aiming to provide digestible financial education. Her relatable approach quickly resonated, leading her to pursue content creation full-time in 2022.

Content and Topics

Tu’s content spans a wide array of financial topics, including budgeting, investing, credit management, and retirement planning. She is known for her “get ready with me” videos, where she combines beauty routines with financial education, such as explaining backdoor Roth IRAs. Her advice often emphasizes practical steps, like maximizing credit card rewards and understanding 401(k) plans, delivered in an approachable and engaging manner.

Notable Collaborations and Recognition

Tu has collaborated with various brands, including SoFi, where she participated in the “Face of Finance” campaign to address AI gender bias in financial imagery. She has also partnered with companies like Credit Karma, MetLife, and Invesco to promote financial literacy. In 2023, she launched her podcast, “Networth & Chill,” which delves into financial topics with experts and celebrities, further expanding her reach. Her efforts have earned her spots on Forbes’ “30 Under 30 – Social Media” and “Top Creators” lists.

Approach and Philosophy

Tu’s philosophy centers on making financial education inclusive and engaging. She challenges traditional notions of finance being reserved for the elite, instead presenting it as a tool for empowerment. By blending financial advice with lifestyle content, she breaks down barriers and encourages open conversations about money. Her mission is to equip her audience with the knowledge to make informed financial decisions, fostering a sense of confidence and control over their financial futures.​

3. Taylor Price

Taylor Price, known online as @pricelesstay, is a Gen Z financial expert and activist dedicated to closing the financial literacy gap among young people. With over 1.2 million followers across platforms like TikTok, Instagram, and YouTube, she has become a leading voice in personal finance education for her generation.

Background and Career

Born on May 15, 2000, in the United States, Price’s interest in financial literacy was sparked by her experiences helping her parents manage their small business and navigating personal financial challenges, including a life-changing surgery at age 14. She graduated from the University at Albany, completing her four-year degree in just two and a half years.​

In 2019, recognizing the lack of financial education in schools, Price launched her blog and founded Priceless Tay to address what she terms the “silent pandemic” of financial illiteracy. She began sharing financial advice on TikTok in December 2019, quickly gaining a substantial following by making complex financial concepts accessible and engaging.

Content and Topics

Price’s content focuses on empowering Gen Z to “financially thrive, not just survive,” covering topics such as budgeting, saving, investing, and credit management. She uses relatable language and pop culture references to demystify financial concepts, making them approachable for a younger audience. Her most popular videos include advice on building credit scores at 18 and tips for maximizing savings.

Notable Collaborations and Recognition

Price has been featured in major media outlets, including Good Morning America, FOX Business, The Wall Street Journal, The New York Times, Business Insider, CNBC, MarketWatch, and BuzzFeed. She co-founded Dfinitiv, a startup aimed at helping people spend smarter by maximizing deals and discounts. Additionally, she hosts the Priceless Podcast and co-hosts the Instagram series Chantel’s Money Moves.

Her efforts have earned her accolades such as the 2023 Best Financial Activism Account by BankRate and inclusion in GOBankingRates’ Top 100 Most Influential Money Experts of 2023, where she was the youngest honoree and the only female in the social media category.​

Approach and Philosophy

Price’s mission is to make financial education accessible and relatable, particularly for Gen Z and underserved communities. She believes in providing free, credible resources online to empower individuals to take control of their financial futures. Her philosophy is encapsulated in her mantra: “Failure is a tuition to your success. If you’re purposeful and your passion drives your mission, you’re unstoppable”.

4. Steve Chen

Steve Chen, widely recognized by his online moniker @calltoleap, is a former public school math teacher who transformed his financial journey into a platform for educating others on wealth-building strategies. After achieving financial independence at the age of 33, Chen founded “Call to Leap,” a financial education brand aimed at helping individuals attain financial freedom through investing and smart money management. 

Background and Career

Chen began his professional life as a middle school math teacher in Los Angeles in 2014. Despite a stable income, he found that taxes and the high cost of living limited his financial growth. Motivated to improve his financial situation, he delved into self-education on investing, particularly focusing on options trading strategies like selling covered calls. This approach enabled him to generate significant returns, including a reported $114,000 in 2020.

Leveraging his teaching skills, Chen transitioned into financial coaching, establishing “Call to Leap” to share his knowledge with a broader audience. His mission is to empower individuals to take control of their financial futures by providing accessible and practical financial education. 

Content and Topics

Through “Call to Leap,” Chen offers a variety of resources, including masterclasses, e-books, and social media content, focusing on topics such as:​

• Long-term investing strategies​
  
• Options trading techniques​
  
• Budgeting and saving methods​
  
• Financial planning for beginners​
  

His content is designed to simplify complex financial concepts, making them accessible to individuals with varying levels of financial literacy. ​

Notable Collaborations and Recognition

Chen’s expertise has been featured in various media outlets, including Business Insider and QuickBooks, where he shared insights on achieving financial independence and managing finances effectively. His social media presence boasts over 3 million followers across platforms like TikTok, Instagram, and YouTube, reflecting his influence in the personal finance space.

Approach and Philosophy

Chen’s philosophy centers on the belief that financial freedom is attainable for anyone willing to learn and apply sound financial principles. He emphasizes the importance of education, discipline, and strategic planning in achieving financial goals. By sharing his personal journey and practical advice, Chen aims to inspire others to take proactive steps toward financial independence.

Through “Call to Leap,” Steve Chen continues to make a significant impact by equipping individuals with the tools and knowledge necessary to navigate their financial journeys confidently.

5. Tori Dunlap

Tori Dunlap is a prominent financial influencer, entrepreneur, and advocate for women’s financial empowerment. She is best known as the founder of Her First $100K, a financial education platform aimed at helping women achieve financial independence.​

Background and Career

Dunlap hails from Tacoma, Washington, and graduated from the University of Portland in 2016 with dual degrees in organizational communication and theatre. After college, she began her career as a digital marketing manager in Seattle. At the age of 22, she started a financial education blog with the personal goal of saving $100,000 by age 25, a milestone she achieved in 2019. Following this accomplishment, she left her corporate job to focus full-time on Her First $100K, a company dedicated to providing financial education to young women.​

Content and Topics

Through Her First $100K, Dunlap offers a variety of resources, including webinars, programs, and a podcast titled “Financial Feminist.” Her content covers a wide range of financial topics such as budgeting, saving, investing, salary negotiation, and building financial confidence. Dunlap emphasizes that financial issues are inherently feminist issues, aiming to dismantle systemic barriers that hinder women’s financial progress.

Notable Collaborations and Recognition

Dunlap’s work has garnered significant attention and accolades. Her First $100K has grown into a multi-million dollar business, reportedly grossing over $3.4 million in 2021. She has collaborated with brands like SoFi, promoting financial products aligned with her mission of empowering women financially. Her podcast, “Financial Feminist,” has become a leading platform for financial education, featuring solo episodes and guest interviews that provide actionable advice for listeners.​

Approach and Philosophy

Dunlap’s philosophy centers on the belief that financial literacy is a form of protest against systemic inequalities. She advocates that achieving financial independence enables women to make choices that align with their values and to challenge oppressive systems. Her approach combines practical financial advice with a commitment to social justice, aiming to create a more equitable financial landscape for all.

Through her innovative content and unwavering dedication to financial feminism, Tori Dunlap continues to inspire and equip women with the tools necessary to take control of their financial futures.

Tips For Partnering Financial Influencers

There are nearly an infinite number of influencers in just about every niche. This holds true for financial influencers as well. As the space becomes more popular and, therefore, profitable, even more financial influencers will enter the space.

However, that presents a problem for brands regarding brand safety, regulation, and other issues related to partnering with influencers who may post questionable content or not completely follow regulations and best practices.

Below are some tips for working with financial influencers so you get all of the benefits without any of the potential downsides.

Put More Emphasis On Vetting

Vetting is the most important thing when it comes to virtually all influencer marketing, but you need to put an even bigger emphasis on this when working with financial influencers. To begin, there’s the standard criteria to look for, such as audience alignment.

But you also need to look at the type of promotions or advice the creator is involved in. This requires closely monitoring their content and looking for patterns that either fit your brand or may present a problem.

Some influencers may push questionable cryptocurrency or meme coin promotions, which may not align with your brand or goals.

Avoid Overly Scripted Content Briefs

Once you have vetted and chosen your financial influencers to work with, you want to be flexible with your content. This is especially true for financial brands, which may be more comfortable with highly-scripted and formal marketing techniques.

This goes against what makes financial influencers so successful. A mistake financial brands often make is supplying a content brief to a creator that is far too stiff. Audiences immediately detect it’s a scripted read, and the engagement and other metrics can suffer.

If you’ve properly vetted the financial influencer, trust that they understand their audience and can package your message in a way that resonates.

Fully Understand Regulatory Compliance & Disclosures

Most influencer marketers are already familiar with basic FTC disclosures and platform-specific requirements for dealing with promotional content.

However, when working with financial products, there may be additional requirements regarding SEC regulations and other financial-specific terms and conditions that need to be disclosed during any promotion.

Because of this complexity, you’ll want to work with an established influencer marketing agency that understands this process and has the legal support to ensure all of your partnerships are in full compliance.