Would you entrust your savings to a stranger after a few minutes of talking to them? Would you like to learn finance from someone who has no relevant knowledge and experience? It’s common for such people to publish educational content online, including on social media, and offer online courses.

More and more investors without experience make investment decisions based on the content they find online, including on social media. They invest more and more without using the expertise of professional advisers. They also usually do not check the accuracy of the content found online. They invest more frequently in products they do not understand and they are not aware of related risks. If they want to find information about the products and the basics of finance, they search the content published by finfluencers. This is why digital creators should use due care and act in a transparent and professional way. They should pay special attention when presenting data on their financial performance and their own investment portfolio and they should accentuate that the situation and opportunities of each person are different. 

Finfluencers do play a significant role in promoting the knowledge of finance, including of investing, but the responsibility for how their content influences potential investors lies also with investment firms. Before engaging with a digital creator, the firms should verify the creator’s content regarding both the firm and its products. 

The users of finfluencers’ content should make investment decisions with responsibility and awareness. By hiring finfluencers, investment firms entrust them with an important mission and become co-responsible. Increasingly younger users of the content published by finfluencers must demonstrate critical thinking skills and exercise particular caution. All content users can find good practices (a mini-guide) here.

The campaign’s website is available in Polish.