For decades, financial knowledge lived in banks, boardrooms and textbooks. Today, it lives in your feed.
From TikTok explainers to Instagram reels, social media creators with a passion for finance – known as finfluencers – are turning complex money topics into bite-sized lessons that millions of Australians follow every day.
More than just a trend, finfluencers represent a broader transformation in financial education, driven by a growing demand for personalised, real-time access to information – whether through mobile-first banking or AI-powered tools.
Jump to a section:
- How finance influencers are changing the way we learn about money
- Opportunities and challenges for finfluencers
- How can I start a career that blends finance and digital communications?
How are finance influencers changing the way we learn about money?
If you’ve scrolled through TikTok or Instagram lately, you may have seen creators:
- explaining how to buy your first home
- breaking down HECS debt and student loans
- offering tips for budgeting, saving or investing
- sharing advice on managing the rising cost of living.
But what makes their content so influential?
Research by Curtin lecturer Dr Ivy Hii highlights three key factors: trustworthiness, relatability and quality of information. Together, these elements help build ‘parasocial relationships’ – a sense of connection where followers feel they personally know and trust the creator.
This shift is also reshaping what effective communication looks like in finance, highlighting the importance of translating complex information into clear, accessible insights that build trust and support decision-making.
“Finance education is shifting from instruction to inspiration, driven by connection, not just content,” Dr Hii explains.
“Finance influencers break down complex topics like investing, superannuation, debt or budgeting into everyday examples that feel relevant to real life. People are no longer just absorbing information – they’re learning by observing and relating.”
This ability to communicate complex financial ideas clearly and ethically is increasingly important across modern finance careers.
What are some of the opportunities and challenges for ‘finfluencers’?
According to Dr Hii, one of the biggest opportunities for finfluencers is the ability to democratise financial knowledge.
“By using social media, finfluencers are reaching younger audiences who may feel excluded from – or disengaged with – traditional financial institutions,” she explains.
“This creates the potential to improve financial confidence and encourage positive money habits at an early stage.”
However, this growing influence also brings new challenges.
“Not all financial content shared online is accurate, unbiased or well-regulated. Because followers often trust finfluencers and feel personally connected to them, there is a risk that advice may be taken at face value without careful consideration.”
Dr Hii says that as financial content becomes widespread, there is a growing need for transparency, ethical communication and industry regulation to protect consumers. The ability to turn complex financial information into clear, engaging and accessible insights is becoming a defining skill across the finance sector, particularly as professionals increasingly communicate with diverse, digitally connected audiences.
This creates new opportunities for professionals who can bridge the gap between engaging content and credible financial expertise.
How can I start a career that blends finance and digital communications?
If you’re interested in finance and how it’s communicated in a digital world, you can major in Finance as part of Curtin’s Bachelor of Commerce degree. You’ll build skills in understanding markets, managing money, and navigating investment risk. You can also study a double degree in Arts and Commerce, combining Finance with Digital and Social Media to learn how to turn complex financial ideas into engaging, accessible content.
But there are many pathways beyond content creation alone. As finance and digital media continue to intersect, new career opportunities are emerging across industry, government and fintech.
You might find yourself helping people save for their first home, designing digital tools that simplify investing, or contributing to initiatives that strengthen financial literacy and consumer protection.
At Curtin, you’ll develop the skills to thrive in this evolving space – by learning how to understand financial systems, interpret data and trends, and communicate complex ideas clearly.
Careers include:
- 📈 Investment analyst (digital platforms)
- ⚖️ Compliance and regulation advisor
- 📱 Fintech product manager
- 📢 Financial marketing or communications specialist
- 💸 Financial content creator or educator
If you’re passionate about improving people’s financial wellbeing, our Finance and Financial Planning double major prepares you for roles like financial advisor, with exposure to areas like budgeting, investing and risk management, alongside tax law, corporate finance, portfolio management, estate planning, ethics and compliance.
If you’re looking to advance your career or specialise, the Master of Commerce (Finance) develops your global financial and managerial capabilities. Aligned with the CFA Institute Candidate Body of Knowledge, it can help prepare you for the CFA program.
Curtin business graduate Samantha Seaton is globally recognised as a pioneer of ‘fintech’ (financial technology). As the former CEO of Moneyhub, an award-winning open banking and data platform, her career has taken her all over the world – including round tables at 10 Downing Street, the Prime Minister’s office in the UK.
“Bringing clarity and control for people with their finances really motivates me to get up and get going,” she says.
Whether you want to create financial content or work behind the scenes, the rise of finfluencers shows that there’s never been a more exciting time to turn your passion for finance into a career.
Find out more
- Expert puts the fun in finance
- Paving the path toward a more equitable future: Dikshita Awotarowa’s mission to bridge the gender divide in finance
