The days of getting financial advice solely from your local accountant or a major bank are over. In 2025, Australian financial influencers — from TikTok stars to YouTube educators — are shaping the way everyday people think about money. But as the ‘finfluencer’ trend matures and ASIC’s regulations evolve, it’s more important than ever to know who’s providing value, who’s just selling hype, and how to spot the difference.
The Rise and Regulation of Financial Influencers
Australia’s appetite for digital financial content has exploded. In the past year alone, the number of Australians following finance-focused creators on platforms like Instagram, TikTok, and YouTube has jumped by over 30%. This growth hasn’t gone unnoticed by regulators. In early 2025, ASIC rolled out further guidance on what financial influencers — or ‘finfluencers’ — can and can’t say online. The move is a response to rising concerns over misleading or unlicensed advice, especially as more young Australians turn to social media for investment tips.
- ASIC’s 2025 update: Influencers must now clearly disclose all paid partnerships, refrain from recommending specific financial products unless licensed, and use disclaimers in plain English — not fine print.
- Penalties for breaches: Fines have doubled since 2023, and repeat offenders risk platform bans or even criminal charges.
- Platform responsibility: Social media giants are now working with ASIC to flag or remove misleading content, particularly around crypto, property investing, and ‘get-rich-quick’ schemes.
Who’s Worth Your Attention? The New Breed of Value-Driven Influencers
The crackdown hasn’t killed the finfluencer scene — it’s made it more robust. The most successful influencers in 2025 are those who combine transparency, real-world experience, and a genuine focus on financial literacy. These creators aren’t just regurgitating product pitches; they’re breaking down complex topics like superannuation changes, tax updates, or home loan strategies in ways that resonate with everyday Aussies.
- Example: The Budgeting Mum — With a background in financial counselling, she uses Instagram Reels to demystify new ATO tax offsets and energy rebates, helping families make sense of the latest federal budget.
- Example: Millennial Money Moves — A licensed financial planner who streams on YouTube, offering deep dives into ASX trends, ethical investing, and the latest on government co-contribution programs for super.
These influencers consistently disclose partnerships, provide references to credible sources, and avoid the ‘moonshot’ mentality that plagued the early days of crypto hype. If their content feels more like a masterclass and less like a sales pitch, you’re probably in good hands.
How to Assess a Financial Influencer’s Credibility in 2025
With more creators vying for your attention, it’s never been more important to separate the educators from the entertainers. Here’s what to look for in a financial influencer this year:
- Transparent Disclosures: Do they openly declare all sponsorships and partnerships? ASIC requires this, but genuine influencers go further, explaining how these relationships work.
- Relevant Qualifications: Are they a licensed financial adviser, accountant, or have direct industry experience? While not all valuable voices are licensed, those discussing specific financial products should be.
- Evidence-Based Content: Do they reference current policies, government data, or reputable studies? For example, referencing the 2025 First Home Buyer Scheme expansion or the updated superannuation thresholds.
- Balanced Perspective: Are risks and downsides discussed, not just the upside? This is especially important with trending topics like micro-investing, buy now pay later, or cryptocurrency.
- Community Engagement: How do they handle questions and criticism? Are they open about their own mistakes or learning journeys?
Red flags include: guaranteed returns, pressure to buy now, or a lack of transparency around sponsored content. If it sounds too good to be true in 2025, it probably is.
Where Is the Finfluencer Space Heading?
The Australian financial influencer scene is maturing. With ASIC’s tighter rules and increased platform accountability, the bar for quality, transparency, and value is higher than ever. Expect more collaboration between licensed professionals and content creators, smarter use of data-driven tools to personalise advice, and greater diversity in the voices shaping Australia’s financial literacy conversation.
As we move deeper into 2025, digital finance communities aren’t just a trend — they’re an essential part of how Australians learn, share, and act on financial knowledge.
