Young investors are no longer learning about money from bank brochures or long meetings with financial advisors. They are opening TikTok, scrolling Instagram, and watching YouTube creators explain stocks, savings, and side hustles in under a minute. That shift is changing the way an entire generation thinks about investing.

A new survey from Global X Investments Canada Inc. shows just how massive the trend has become. Seven in ten Canadian investors now consume financial creator content online. Gen Z and Millennials lead the charge, with social media becoming a daily source of money advice, investing ideas, and market commentary.

The rise of the “finfluencer” has turned financial education into entertainment. Some creators break down complex topics using memes, quick stories, and relatable examples. Others share personal investing wins and losses that feel more real than polished corporate presentations. Young viewers are responding because the content feels human, simple, and easy to understand.

Why Young Investors Trust Finfluencers?

Silver / Pexels / Traditional finance often sounds cold and complicated. Younger investors grew up online, so they naturally prefer creators who speak casually and explain things without industry jargon.

A TikTok creator talking about ETFs in plain English feels far more approachable than a long presentation filled with technical terms.

That sense of connection matters. Many young adults say financial creators feel more relatable than advisors in suits discussing retirement plans. Some finfluencers openly talk about debt, rent struggles, and paycheck stress. That honesty makes viewers feel seen, especially during a time when living costs continue to rise.

Research from the UK’s Financial Conduct Authority found that two-thirds of people aged 18 to 29 follow influencers online. Even more striking, three-quarters of those followers trust the financial advice they receive. In some cases, they trust creators more than traditional advisors.

Social media also makes investing feel less intimidating. Younger investors can watch short clips during lunch breaks or while commuting. Instead of reading a 30-page investment report, they can absorb quick lessons in seconds. That convenience keeps people engaged and curious about money.

The impact goes beyond casual viewing. Nearly nine in ten people who watch financial creator content say they took action afterward. Some changed investment strategies. Others opened brokerage accounts or researched new asset classes. Many used the information to ask smarter questions during meetings with financial professionals.

The Risk Behind Viral Financial Advice

The problem starts when short videos oversimplify serious financial decisions. A creator may promise passive income or easy wealth without discussing the risks hiding underneath. Investing rarely works as smoothly as a 45-second video suggests.

One popular example involves buying multi-unit properties to “live for free.” The strategy sounds exciting online, but creators often leave out the difficult parts. Repairs cost money. Bad tenants create stress. Vacancy periods can wipe out rental income for months. Those details rarely make it into viral clips.

Mortgage refinancing advice can also sound deceptively simple. Some creators encourage buyers to refinance later if rates drop. That ignores major variables like falling property values, reduced income, or thousands of dollars in closing costs. A quick social media clip cannot cover every financial scenario.

Experts describe this issue as a “confidence competence gap.” Young investors consume enough content to feel informed, but not enough to fully understand the risks involved.

Financial Advisors are Adapting to the Shift

Nilov/ Pexels / Despite the popularity of finfluencers, traditional advisors still hold strong trust levels. Many investors continue to rely on certified professionals for major financial decisions.

Social media may spark curiosity, but advisors still play an important role when real money is on the line.

The relationship between advisors and younger clients is evolving rather than disappearing. Data from the Securities and Investment Management Association shows that nearly two-thirds of investors now combine formal financial advice with informal online sources. Only around 10% rely entirely on finfluencers.

That blended approach is reshaping client conversations. Younger investors often arrive at meetings already familiar with investing concepts they learned online. Instead of starting from scratch, advisors now spend more time correcting misinformation, adding context, and discussing personal risk factors.