Metro’s weekly column, Where to Invest, is for anyone looking for fresh ideas and insight into where they might put their savings.
Where do you go to find out what you could or should be doing with your money?
Many of us will first go to parents or family members, friends and maybe do a bit of research online.
Those with a reasonable savings pot built up over a working lifetime might appoint an independent financial adviser to help them manage their money as they get older.
But for many, finding out more about how to get a mortgage, budgeting and investing is increasingly done by turning to social media and so-called finfluencers.
Like influencers who create thousands of videos and posts reviewing make-up, fashion brands, gaming and the rest, finfluencers focus their content on personal finance.
There are now hundreds of people touting their views on finance on TikTok, Pinterest, Snapchat, Instagram, YouTube, X, Substack and Facebook. How do you sort the good from the bad?
Tom Slatter, co-founder of marketing consultancy Finfluencer, which helps connect finance providers to legitimate finfluencers, highlights the biggest red flags.
‘The vast majority of finance creators have incredible integrity, however, in any space where free speech is permitted there will be some bad actors,’ he says.
“The biggest red flag is when someone is guaranteeing profits or urging you to act fast. Sensationalism is a typical trait of bad actors – get-rich-quick claims or emotional pressure is a classic hallmark of poor-quality financial content.”
This week, to help you sort the wheat from the chaff, Metro has done the sifting and come up with our own top 10 finfluencers we think are worth a follow.
Metro’s top 10 finfluencers
(In alphabetical order)
Alice Tapper
@gofundyourself
Followers: 120,000 on Instagram, 8,000 on Substack
Alice says: My background as a behavioural economist means I focus just as much on the psychology of money and how people actually behave with it, not just what they ‘should’ do.
Top tip: Track your spending for one month without judgement. You need a realistic picture of your actual habits before you can make a plan that fits your life.
Andy Webb
@becleverwithyourcash
Followers: 115,000 on YouTube, 85,000 newsletter subscribers
Andy says: If you like straight forward and expert insights, I’m your man. YouTube channel and our Cash Chats podcast you’ll mostly hear about the latest bank switch offers, top savings accounts and money saving hacks.
Top tip: Don’t be intimidated and rush into something you don’t understand. Just take your learning step by step and only move on to new ways to spend and save when you’re confident to do so.
Clare Seal
@clare.seal
Followers: 116,000 on Instagram and LinkedIn
Clare says: I’m a certified financial coach and have been through financial difficulty myself. I went from £27,000 in debt to being a homeowner in three years without any family wealth – I can share from experience, not just theory.
Top tip: Take a step back and try to look at your financial behaviour without judgement or fear. Remove the emotion you’ll know what to do.
Emilie Bellet
@vestpod
Followers: 27,000+ on Instagram, 385,000+ podcast downloads
Emilie says: I’m the founder of Vestpod, host of The Wallet podcast and author of You’re Not Broke, You’re Pre-Rich. My work is about giving women clear, practical guidance so they can build confidence and take control of their financial futures.
Top tip: Keep things simple. Small, consistent actions go a long way – they build confidence, reduce fear and compound faster than you think.
Fisayo Martins
@financemattersuk
Followers: 82,500+ across TikTok, Instagram and LinkedIn
Fisayo says: I’m chartered accountant with a career in banking and finance. I began posting in 2021 after realising how many people felt overwhelmed and under-supported.
Top tip: Treat your financial journey like a set of new skills. The first few attempts might feel uncomfortable. What matters is giving yourself enough tries, time and attention to see the progress you’re hoping for.
Iona Bain
@ionajbain
Followers: 12,000+ across Instagram and LinkedIn, 1 million viewers on BBC Morning Live
Iona says: My aim is always to cut through the noise, be objective and deliver the information people need to hear, hopefully with some warmth and emotional intelligence.
Top tip: Keep a spending diary including how you use contactless cards and digital wallets to see how much is on auto-pilot then get intentional about what boundaries you need to put in place.
Neil Ryan
@neilinvests
Followers: 130,000+ on TikTok, 24,000 on Instagram, 11,000 on YouTube
Neil says: I’ve spent years learning how to build wealth sustainably and now focus on helping people understand how the system works so they can make better decisions for themselves.
Top tip: Start with the basics and be consistent. Track what you spend, build a small emergency fund and invest regularly in broad diversified funds. Time and consistency will do most of the heavy lifting.
Ola Majekodunmi
@allthingsmoney
Followers: 55,000 across all socials
Ola says: I started teaching myself about investing in 2020 and now I share that same honest, easy-to-understand guidance online so others can build confidence with their finances too.
Top tip: Start with a clear financial goal and build a simple budget around it. When you know what you’re aiming for – an emergency fund, holiday or your first investment – it’s much easier to stay motivated.
Patricia Bright
@The_Break
Followers: 454,000 on YouTube
Patricia says: Follow me for honest, practical insight on money, business, beauty, and building a life on my own terms, with advice you can actually use.
Top tip: Start small and do it consistently. You don’t need thousands. You don’t need to understand everything. You just need to begin. Waiting to feel “ready” is often what keeps people on the sidelines, and that costs us more than any market dip ever could.
Peter Matthew
@MeaningfulMoney
Followers: 144,000+ YouTube subscribers
Peter says: I am a chartered financial planner and have built my career on showing people that handling money doesn’t have to be as complicated as it seems, and that with the right tools you can do it yourself.
Top tip: It’s basic but true – spend less than you earn. If you can get that habit down, then there is nothing you can’t achieve financially!
