In a recent article on PLANADVISER titled “What Advisers Can Learn From ‘Finfluencers'”, HUB RPW’s Alex Assaley, Managing Director, shared his perspective on what the rise of social media “finfluencers” means for retirement plan advisers — and how the trend signals a major outreach opportunity for the industry.

The article unpacks new FINRA research showing that social media personalities who give financial advice and education on their platforms — popularly known as “finfluencers” — are shaping investment decisions across all age groups. In particular, finfluencers are playing an outsized role in informing how younger investors think about money, with the FINRA brief finding that 61% of surveyed investors under 35 reported they make investment decisions based on finfluencer recommendations.  

While industry experts caution about the trustworthiness and lack of regulation surrounding many of these creators, Alex points to a more encouraging takeaway: younger professionals are more engaged with their finances than ever before.  

He notes that the conventional wisdom about younger workers being uninterested in financial advisers simply doesn’t hold up — they are asking thoughtful questions about their 401(k) plans and broader financial picture that earlier generations rarely raised.  

Rather than viewing finfluencers purely as competition or a compliance concern, Alex encourages retirement plan advisers to see the rise of interest in financial information on social media as a window of opportunity to connect with young professionals and emerging investors. Advisers who lean into the visibility can build on the curiosity finfluencers have sparked by layering in their own expertise and meaningful professional guidance.

“It’s a huge outreach opportunity and probably the biggest that our industry has ever had. I can post a two-minute video on LinkedIn and reach thousands of plan sponsors and retirement committee members and employees who might never attend a workshop or read a white paper.”

– Alex Assaley, Managing Director

Alex has been recognized by industry publications and general audiences alike for his prowess on social media, particularly his creative and engaging video content on LinkedIn. In 2024, Alex Assaley was the recipient of the inaugural National Association of Plan Advisors (NAPA) Top Social Media Influencers accolade in the Plan Advisor category. Dive into his best practices here.

At HUB RPW, our advisors meet employers, committees and participants wherever they are — in the boardroom, on the screen and across every stage of the financial journey. By combining trusted, fiduciary guidance with modern engagement strategies, we help employers build retirement and financial wellness programs that resonate with today’s multi-generational workforce. Find a HUB Advisor or Contact Us today to discover what HUB RPW can do for you.  

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