Beyond the Algorithm: How Human Advisors Can Win in the Age of Finfluencers

If you’re a financial advisor in 2025, you’re no longer just competing with other firms—you’re competing with TikTok personalities, Reddit threads, and AI-generated advice bots.

Nearly half of UK investors now turn to social media for financial information (Fidelity International), and finfluencers are drawing millions of views with flashy, bite-sized “advice.” Meanwhile, only 33% of investors report having spoken to a real advisor recently.

So where does that leave you?

Right where you belong—in a position of unique and enduring value. Here’s how to capitalize on that.

The Trust Deficit (and How to Fix It)

Clients aren’t necessarily abandoning advisors—they’re just engaging differently. Younger investors, especially, want fast, digestible information. But they still crave trust, context, and accountability—things algorithms can’t provide.

What you can do:

Create short-form educational content that mirrors social media formats—but with real substance.
Host “Mythbuster” webinars or reels on viral financial topics.
Reframe reviews and compliance as trust-building tools, not burdens.

The Real Opportunity: Be the Human Behind the Numbers

A recent CFA Institute study revealed 91% of Indian graduates prefer human financial advisors over AI tools, even with massive digital adoption. Why? Because life, like wealth, isn’t binary. People want advisors who understand their values—not just their balance sheets.

That’s your differentiator.

3 Actions to Strengthen Your Voice This Month

Audit your digital presence: Is your website mobile-friendly and FAQ-rich? Are you publishing thought leadership anywhere?
Claim your space on social platforms: LinkedIn, YouTube Shorts, even Instagram Reels can be powerful if done right.
Educate clients on how to vet financial info online: Create a checklist or offer a session that empowers them to distinguish fact from hype.

Real Advisors Still Matter—More Than Ever

The financial advice industry isn’t disappearing. It’s evolving. At Diversified, we equip our advisors to meet this moment with bold strategies and practical tools that blend tradition with innovation.