The New Challenges Facing Finance: Algorithms, Finfluencers and the Quest for Reliability

Financial discourse is in flux, driven in part by social media algorithms serving online content produced by digital personalities — so-called finfluencers — who are overshadowing traditional financial institutions (FIs). Armed with marketing savvy and a veneer of relatability, these online purveyors of insights — and often, illusions — resonate with younger retail banking consumers more than FIs do. Why?

Millennials and Generation Z want to be financially literate and to improve their financial well-being — and they want a cool, engaging way to get there. For far too long, banks have struggled with messaging and with developing accessible and engaging tools for financial empowerment, especially for younger demographics — a trend on the brink of change.

Social Media’s Electrifying Financial Awakening

Storms and Shadows: The Quest for Regulatory Rule

Banks’ New Focus: Tailored Over One-Size-Fits-All

Beyond Uncertainty: Fostering Clear Financial Dialogue and Guidance

Social Media’s Electrifying Financial Awakening

Social media algorithms have become pseudo financial advisers, steering the financially curious toward carefully curated narratives of financial education and opportunity. The influence of these narratives is as profound as their stated aim: democratizing access to financial literacy.

Algorithms are orchestrating financial awakening.

Algorithms — rules and data that decide what each individual user sees on a platform — have taken to the financial stage, orchestrating guidance in the digital amphitheater of social media. Here, once-casual exchanges are being transformed into grand operas of financial enlightenment, drawing a rapt audience of 79% of millennials and Gen Zers.

79%

of millennials and Generation Z seek financial advice on social media platforms

TikTok is staging a financial literacy coup.

TikTok has mounted a formidable insurgency in the sphere of financial literacy and has already seized the imagination of 62% of Generation Z. No longer just a luxury for the affluent, tailored financial guidance now graces the screens of a diverse audience, translating the narrative of accessibility into actionable financial advice.

Financial alchemists, or finfluencers, promise to turn scrolling into gold.

Finfluencers — those alchemists promoted by social media algorithms — are captivating 34% of Generation Z. Through rich, relatable narratives, many promise to grant the TikTok generation a Midas touch that lives only in myth.

“At its worst, Finance TikTok perpetuates financial myths, scams and dangerously misleading information,” according to Rebecca Jennings and Emily Stewart of Vox. “What users end up seeing often isn’t good advice from trusted sources; it’s just one random person’s experience making thousands of dollars off buying and selling Tesla calls.”

Storms and Shadows: The Quest for Regulatory Rule

The Wild West of online financial advice shows no signs of being tamed. In a financial info-scape where finfluencers and digital personalities propagate the full spectrum of financial strategies — from the genuine to the imaginary — the call for a regulatory sheriff is growing louder.

Authorities intensify

scrutiny of online financial advice to safeguard consumer interests.

Regulators are eyeing the digital financial skyline for trouble.

A financial storm is brewing on social media and other online platforms. The Financial Conduct Authority (FCA) in the United Kingdom is targeting finfluencers for their questionable counsel. The agency is homing in on deceptive promotions and misleading financial advice to safeguard consumers from financial mischief.

Finfluencer fame has a dark side.

Some unethical finfluencers are using manipulated records to promote false paths to prosperity, paved with exaggerated tales of success. The detail they omit is that these tales are intended to enrich themselves, not their followers. Such bad actors may exploit their positions by leading their flocks onto trading platforms from which they earn referral fees or promoting stocks from which they profit by selling after pumping up their value. The consequences to followers falling for such schemes may be devastating, ranging from severe debt to suicide, according to recent reports.

Banks’ New Focus: Tailored Over One-Size-Fits-All

Picture your FI. This is a place where calculations have ruled over creativity — until now. The consumer retail banking sector is breaking new ground, marrying long-established roles of financial stewardship with the dynamism of innovation. This evolution is not merely a timely shift. It is a much-welcomed stride toward personalized financial experiences guided by integrity.

FIs unleash tailored financial journeys.

FIs are increasingly fulfilling their potential as stewards of customized financial journeys. Partnering with FinTechs to use technology as a compass, FIs are navigating the diverse narratives of individual prosperity to offer personalized retail banking experiences, leaving the shores of one-size-fits-all financial solutions far behind.

Innovation tends the landscape of family banking.

53%

of retail banking consumers in the united states — 4 percentage points more than one year ago — look to their fis for financial guidance.

In a progressive partnership, Astra and Till Financial are cultivating the garden of family banking with knowledge and financial management skills, especially targeting the young buds — kids and teens. The goal is to instill robust financial management habits, empowering families to bloom where they are planted by making the most of their financial landscapes.

Tradition meets technology.

An encouraging 53% of American retail banking consumers anchor their financial journeys on the guidance of traditional FIs — and the number is growing. Even more believe the cutting-edge digital applications that FIs increasingly offer are pivotal in fostering their financial growth. Six in 10 U.S. consumers in a recent survey said the tips and tools offered by their digital banking apps are working, with more than half reporting real improvement in their financial progress from leveraging these platforms.

Beyond Uncertainty: Fostering Clear Financial Dialogue and Guidance

Safeguarding money is no easy task, yet FIs historically have underinvested in messaging that highlights the complexities and significance of their roles as financial stewards. This must change. The financial conversation has been muddied by a surge of influential alternative — and often dubious — sources, potentially jeopardizing consumers’ financial well-being and undermining trust in the financial system. FIs face the formidable challenge of recalibrating their messaging to win the curiosity and confidence of younger consumers while also mentoring them for a better financial tomorrow.

PYMNTS Intelligence prescribes the following actionable roadmap:

Cultivate trust: Commit to practices that prioritize transparency, accuracy and integrity. Stand out from finfluencers by broadcasting the ethical framework that guides your FI’s commitment to safeguarding consumer interests and financial assets.

Counteract misinformation: Co-develop and promote an industry platform that specifically aims to debunk financial myths and clarify misconceptions proliferated by sources of unreliable online financial information. Ensure that this platform is easily and freely accessible and understandable, acting as a go-to resource for validated financial information and advice.

Promote consumer financial education: Champion financial literacy by offering robust educational resources that empower consumers to navigate the financial landscape with discerning confidence and to distinguish the credible from the spectacle.

Enhance collaboration: Ensure that the bore of banking is no more. Establish and strengthen partnerships with FinTechs and other technology leaders to translate dry messaging into authentic and engaging digital banking experiences.

Foster open engagement: Encourage dynamic two-way communication streams, helping to ensure that consumers feel heard and valued. Build community and loyalty by offering financial guidance that addresses consumers’ evolving financial needs and aspirations.

By embracing these strategies, FIs can better respond to the competitive distraction posed by finfluencers and other nontraditional sources of online financial guidance.

Over the next five years, young consumers will continue to get their financial information and advice from a variety of different sources, including social media, financial education apps/tools, friends/family and traditional channels such as bank branches and financial advisers. For these traditional channels, it’s especially important that they engage with these young consumers at an early age and build trust by offering various financial education apps, financial wellness/money management tools and personalized advice and guidance.

Artificial intelligence (AI) will also start to play a role in providing financial information to young consumers in the coming years. For example, AI-powered assistants/chatbots will be able to answer financial questions in a timely and accurate manner, but AI will also be used to personalize advice and recommendations to the younger generations.

To be successful, however, banks and credit unions not only will have to be innovative with the tools they are providing but also will have to adapt how they are reaching these younger consumers. Those who are able to adapt, innovate and build trust and relationships will be well-positioned long-term.”

Doug Brown
President and GM