Canadian Investors Increasingly Rely on Finfluencers, Challenging Traditional Financial Advice
Event summary
- A survey by Global X Investments Canada Inc. found that 70% of Canadian investors now consume financial content from creators (finfluencers).
- Engagement is particularly high among Gen Z (94%) and Millennials (54%), with Gen Z averaging 4.9 views per week.
- 79% of surveyed investors have made at least one investment based on finfluencer content.
- 95% of those working with financial advisors are comfortable discussing finfluencer content with them.
- Canadian regulators (CSA and CIRO) issued new guidance in December 2025 regarding online financial content and transparency.
The big picture
The rise of finfluencers represents a significant shift in how Canadians access financial information, bypassing traditional institutions and democratizing investment education. This trend is accelerated by younger generations' comfort with digital platforms and a desire for more accessible, relatable advice. Global X's findings highlight the need for financial institutions to understand and adapt to this evolving landscape, potentially through partnerships or internal content creation strategies, to remain relevant and competitive.
What we're watching
- Regulatory Scrutiny
- The CSA and CIRO’s guidance will likely intensify, potentially impacting the business models of finfluencers and the platforms they use, requiring increased compliance efforts.
- Trust Dynamics
- While finfluencers are gaining influence, the persistent 'trust gap' suggests traditional financial institutions will need to adapt and integrate these creators into their own educational strategies.
- Content Evolution
- The preference for shorter content among younger generations will likely drive finfluencers to experiment with new formats and delivery methods, potentially impacting the depth and complexity of financial information disseminated.
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