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Panacea Digital Advice Index 2026

Financial Advisers’ Views on Finfluencers, Social Media and AI

Social media, online communities, and increasingly AI-powered tools are changing how consumers discover, discuss, and learn about money.

Panacea is revisiting this important conversation to understand how adviser views are evolving, how client behaviours may be changing, and what these developments could mean for the future of financial advice.

This survey should take approximately 3–4 minutes to complete. All responses will be treated confidentially and may be used in future Panacea research and industry commentary.

Have you noticed an increase in clients referencing financial influencers (‘Finfluencers’) in their conversations with you?

Have you noticed an increase in clients referencing financial influencers (‘Finfluencers’) in their conversations with you?
A
B
C
D
E

How do you perceive the overall impact of financial influencers on consumer financial decision-making?

How do you perceive the overall impact of financial influencers on consumer financial decision-making?
A
B
C
D
E

Have clients ever discussed financial information they encountered from financial influencers that required clarification or further context?

Have clients ever discussed financial information they encountered from financial influencers that required clarification or further context?
A
B
C
D
E

How do you view the current regulatory approach to financial content shared by online financial influencers?

How do you view the current regulatory approach to financial content shared by online financial influencers?
A
B
C
D
E

Have you engaged with Finfluencer content yourself (e.g., watching videos, reading posts)?

Have you engaged with Finfluencer content yourself (e.g., watching videos, reading posts)?
A
B
C
D

Would you consider using social media yourself to provide financial education or insights?

Would you consider using social media yourself to provide financial education or insights?
A
B
C
D

What do you believe are the biggest impacts of financial influencers on consumers? (Select all that apply)

What do you believe are the biggest impacts of financial influencers on consumers? (Select all that apply)

What role, if any, do you believe financial influencers could play in attracting younger people into financial services?

What role, if any, do you believe financial influencers could play in attracting younger people into financial services?
A
B
C
D
E

Are clients now referencing AI tools in financial conversations?

Are clients now referencing AI tools in financial conversations?
A
B
C
D
E

How do you believe AI could influence consumer financial education over the next 5 years?

How do you believe AI could influence consumer financial education over the next 5 years?
A
B
C
D

Do you believe social media, digital communities, or AI-powered education could help attract younger people into financial advice as a career?

Do you believe social media, digital communities, or AI-powered education could help attract younger people into financial advice as a career?
A
B
C
D
E

Do you have any additional thoughts on the growing influence of financial influencers, social media, or AI-powered tools in consumer financial education and the future of financial advice?