Influencers are no longer just shaping Americans’ shopping habits and fashion choices — they’re also playing a role in how people manage their money. And one type of influencer has become particularly popular: the “finfluencer.”

Short for “financial influencer,” these creators break down complicated topics like investing, budgeting and wealth-building in everyday language — offering advice that feels a lot more like a chat with a friend than a seminar you have to sit through with a stale coffee in hand. They don’t just share textbook tips; they share their mistakes, their wins and their full financial roller coasters.

“Trump lit the match and burned the house down, then handed you the fire extinguisher,” Tori Dunlap, a 30-year-old financial influencer, shared with her 2.4 million TikTok followers, capturing the sense of chaos many feel as they navigate today’s markets.

While it’s never been easier to swipe through financial advice, relying solely on social media for money decisions can come with real risks. Unlike certified financial planners, finfluencers aren’t held to a fiduciary standard — and their advice, however relatable, isn’t always backed by professional expertise.

For Americans who feel overwhelmed by traditional financial institutions — especially as budgets get tighter — following relatable voices online can be an easy first step toward building better money habits.

One finfluencer of note is Jeremy Schneider, known as @personalfinanceclub on Instagram. In early April, he posted about losing a quarter-million dollars in just two days after Trump’s tariff policies rattled the markets. Instead of pretending everything was fine, he got candid — showing his followers that volatility isn’t a reason to panic, it’s a reason to stay the course.

“I wanted to put my face on my page so that people knew I’m still here, the sky’s not falling,” he told the Wall Street Journal.

Hearing about these lived experiences online doesn’t just feel more authentic — it’s also cheaper. Traditional financial advisors often come with hefty hourly rates or ongoing retainer fees. In a time when cutting back is the norm, paying for professional advice can feel like a luxury that some can’t afford.