Friends and Family Remain Top of the Finfluencer Charts

Despite the growing visibility of finfluencers such as Mia, Becca Bloom, and Yasmin, it’s still friends and family who top the trust charts when it comes to financial guidance. While consumers continue to seek advice from those they know personally, AI remains far from earning their confidence — even as industry leaders forecast a tech-driven financial future by 2040.

 Key findings from the research which takes place just ahead of ‘Golden Quarter’ found: 

• Family first: Family and friends remain the leading financial influencers across Europe with 70% [CS1] [CS2] [AL3] saying they’ll turn to them first for advice
• Social media rising: with just 29% relying on social channels including TikTok  for financial advice.
• Exclusion persists: 12% cite income as a barrier to accessing the  financial services and advice they need
• AI opportunity: Despite growing trust in smarter financial tools, one out of four consumers expect to embrace AI within the next five years – highlighting a major opportunity for innovation

“People still trust people when it comes to financial advice,” said Kristina Hunter Nilsson, Corporate Communications Lead. “For AI to become the advisor of the future, the industry must pair innovation with transparency, education, and genuine understanding. That balance of trust and technology is what defines Riverty.”

Call to Action

Riverty will use these insights to spark debate and collaboration across fintech, regulation, and consumer groups, ensuring that the future of finance is not only digital, but also trusted and inclusive.