Whether through podcasts, LinkedIn newsletters, Substack essays or simple, unpolished posts, advisors are contributing to financial literacy.demaerre/iStockPhoto / Getty Images
Although “finfluencers” get a lot of attention, a wave of financial advisors with modest yet focused followings is quietly building communities around something far more compelling: real talk.
Whether through podcasts, LinkedIn newsletters, Substack essays, or simple, unpolished posts, the point of sharing their views on money and modern life isn’t to explode online, but to be useful.
And while their posts don’t always go viral, they do something arguably more important for their businesses: build trust.
Unlike many financial influencers, or finfluencers, some advisors who are active on social media channels never set out to build an online persona.
Suzette Chambers, an independent advisor with Empowered Financial in Toronto, began posting on LinkedIn, Facebook and Instagram because she didn’t see licensed professionals talking openly about the realities of money.
“I started sharing because I didn’t see anyone else doing it – at least not in a real, credible way,” says Ms. Chambers, whose mission of helping women claim financial independence continues to motivate her message.
She shares bits from her personal life to make her posts relatable.
“I get more likes when I post videos with my husband – people love seeing that human side,” she says.
But she’s careful not to overshare and makes sure every post has a purpose.
“It’s important to share real stories because fake ones will always catch up to you,” she adds.
“Just be yourself. Don’t overthink it. And most importantly, educate –don’t sell. When you lead with education, everything else will evolve naturally.”
Emma Alexander’s firm had long maintained a presence online, but they tried something new during Financial Literacy Month in November: a “Talk Money” video series on Facebook with short, casual clips where different team members explained a financial concept or offered tips.
The production value wasn’t high. “We’re recording from a phone and we’re not professionals at video editing,” says Ms. Alexander, a certified financial planner at Lake Country Financial Group in Vermilion Bay, Ont.
Still, the rawness helped. “Even though our videos are not the best quality, I think they’re relatable to our clients as they get to see us as actual people.”
Based on the posts’ likes and engagement, they found their most surprising audience wasn’t current clients but those who had previously declined their services.
“This gives us hope that the timing of our meeting may not have been ideal, and hopefully, in the future, we can gain them as clients through staying top of mind using social media,” Ms. Alexander says.
That slow burn of recognition is exactly what makes social content a strategic asset.
Still, authenticity alone isn’t enough, says mother-daughter team Karen Erickson and Kayla Caruana of IG Private Wealth Management Inc. in Kelowna, B.C.
“Authenticity matters, but it has to be supported by education, ethics and consistency,” Ms. Erickson says. “Managing someone’s financial plan carries a significant responsibility, and competence and accountability are just as important as being relatable.”
Their website features video content designed to demystify what comprehensive planning actually looks like and explain it as a thoughtful, values-driven process.
“Financial literacy, especially in video format, isn’t easily accessible from credentialled and reliable sources in Canada,” Ms. Caruana says.
“Our industry needs higher minimum standards, and that should always come first.”
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When Stacy Brooks, financial services consultant and coach in Toronto, launched her LinkedIn newsletter on careers and leadership, the catalyst wasn’t strategic.
After a collaboration soured, she found herself “constantly trying to decode conversations that should have been straightforward.”
Instead of burying her frustration, she published her reflections – and was struck by the response.
“The comments, messages, and shares showed me how many people had experienced similar situations but hadn’t found the words to talk about it,” says Ms. Brooks, founder of Beyond the Hump Advisory and Business Coaching.
Her audience’s reaction became her editorial compass.
“People want real talk. They want someone to name the things that usually stay between the lines,” she says.
Ms. Brooks now has more than 750 subscribers following her weekly reflections. The experience has shown her that honesty builds connections faster than any formal strategy.
“The expectations in our industry have changed. People no longer want perfection or polished answers. They want advisors and leaders who sound like real humans,” she says.
“The advisors who build the strongest relationships are the ones who can blend technical knowledge with sincerity and lived experience.“