Why You Need to Be Your Firm’s Finfluencer

Alright, let's talk about something that's probably making your compliance officer squirm just reading it: "finfluencers." Yeah, I know, it sounds gimmicky, like the financial equivalent of avocado toast. But guess what? It’s real, it’s happening, and ignoring it won’t make it disappear.

We live in a digital-first world, folks. Investors—especially younger ones—are increasingly turning to TikTok, YouTube, Instagram, and even LinkedIn for financial guidance. The question you should be asking yourself isn’t, "Is this good or bad?" but rather, "Who’s doing the influencing?"

Here's the cold truth: most online finfluencers are excellent entertainers. They're slick, charismatic, and know exactly how to capture attention. They throw around investment jargon, charts, and predictions with ease. But here's the catch: many lack credentials, genuine expertise, and—most importantly—the fiduciary responsibility you carry every single day.

As an advisor, you're bound by fiduciary duty. That means you don't just provide random financial tips to anyone who'll listen. You have an obligation to put your clients' interests first, every time, no exceptions. Finfluencers? They’re free agents—no oversight, no regulatory accountability, just eyeballs, clicks, and monetization strategies.

Does that scare you? Good. It should. But it should also excite you. Because this gap in credible, responsible advice is a massive opportunity. Advisors like you—yes, YOU—need to step into this digital void and become the trusted finfluencers your clients actually need.

Here's why:

First, you've got the expertise. Credentials matter. You've spent years acquiring knowledge, honing your craft, and earning professional designations that aren't just fancy letters—they represent real expertise. That expertise is your ticket to credibility.

Second, you're already trusted. People aren't just trusting you with their money—they're trusting you with their hopes, dreams, and futures. You’ve built relationships based on trust, empathy, and genuine understanding of their needs.

Third, you have a fiduciary duty. This isn’t just some dry legal obligation—it’s your secret weapon. It’s the reason people should (and will) choose you over random personalities on Instagram. You're legally and ethically obligated to protect your clients' interests above your own.

How do you step into the finfluencer role?

Great question. Let’s break it down:

Step 1: Define Your Purpose.
Who do you want to help? Doctors, tech executives, young families, retirees? Clearly define your audience and the specific value you deliver. "I help tech founders plan their liquidity events to maximize wealth" beats "I give financial advice" every single time.

Step 2: Create a Recognizable Digital Presence.
Look in the digital mirror. How are you perceived online right now? If you don't like the answer, start building your brand intentionally. Be authentic. People can smell fake from a mile away.

Step 3: Craft Your Narrative.
Tell real stories, not just credentials. Talk about the client you guided through market turmoil, the entrepreneur you helped retire early, or the family you advised through complex estate planning. Stories resonate; lists of services do not.

Step 4: Create Engaging Content.
Don’t overthink it. Start by taking your existing investment commentary—yes, the stuff you’re already sending clients—and deliver three key insights on video. Post it online. See what happens. Keep it short, keep it helpful, and make it consistent.

Step 5: Choose Your Platforms Wisely.
You don’t have to be everywhere, just be where your clients and prospects are. LinkedIn is great for professionals. YouTube works if you enjoy longer-form content. Instagram or TikTok can be surprisingly effective for quick insights or bite-sized education.

Step 6: Consistency is King.
This isn’t a "one-and-done" activity. Set aside one hour every week to consistently create and post content. Regular engagement builds trust and keeps you top-of-mind.

Step 7: Socialize and Collaborate.
Don't be an island. Engage with peers, collaborate with other respected professionals, and create valuable conversations. This grows your network and elevates your voice.

Play the Long Game

Let’s be clear—this isn't about quick hits or instant fame. Becoming your firm’s finfluencer takes time, dedication, and a willingness to adapt. You'll probably mess up occasionally. That’s okay. People appreciate authenticity over perfection every time.

But here's the payoff: By stepping up and becoming your firm’s digital voice, you’re building something incredibly powerful—a community built on genuine trust, credible insights, and real expertise.

You already have what it takes. Your clients need guidance from someone qualified, credible, and committed. Someone just like you. Don’t leave the online conversation to others who aren't held to your standards. Be the finfluencer your clients deserve.

See you online.