The Power of Female: Finserv Influencers in a Shifting Marketing Landscape

In 2025, the financial services industry stands at a pivotal intersection, influenced by two significant developments: the substantial increase in female-controlled wealth and the dynamic shifts in social media platforms. The Great Wealth Transfer is underway, with an estimated $84 trillion expected to change hands by 2045. Notably, women are projected to control at least $30 trillion of this wealth by 2030, positioning them as central figures in reshaping the financial landscape.

At the same time, influencer marketing is experiencing a rapid transformation. The evolution of platforms like LinkedIn, ongoing regulatory challenges such as the TikTok ban, and the emergence of alternatives like Clapper and Lemon8 are reshaping how audiences consume and engage with financial content. TikTok’s temporary suspension in January 2025, followed by a 75-day reprieve, underscores the need for brands and influencers to remain agile and diversified. These developments highlight a critical opportunity for financial services to rethink their strategies, leveraging the authenticity and expertise of female financial influencers to connect with an increasingly empowered demographic.

For financial brands, this convergence is a call to action: embrace multichannel strategies, fortify owned media, and collaborate with influencers who can translate complex financial strategies into relatable, actionable advice. Platforms like LinkedIn, with its growing suite of tools, continue to serve as vital spaces for engaging both B2C and B2B audiences. Meanwhile, emerging platforms provide opportunities to reimagine storytelling and maintain reach amid disruption.

Leading the Charge: FinServ Influencers

Below is a list of women we see reshaping financial services. Although a few of the influencers listed have millions of followers and partners with massive brands, there are a few with 10K to 100K followers, considered microinfluencers. Recently, there has been a recognition of the power of micro or nanoinfluencers. They have a ROI that shouldn’t be ignored: micro-influencers inspire 60% more engagement, they cost less to partner with, and have an engagement rate of 3.86% (vs. 1.21% for mega influencers). They create more intimate connections with their niche audience and therefore have more influence.

Vivan Tu

Website: Your Rich BFF | Instagram: @your.richbff | TikTok: @yourrichbff

Known as “Your Rich BFF,” Vivian Tu is a former Wall Street trader who simplifies financial topics through TikTok and Instagram. Her approachable and witty style has garnered partnerships with brands like Credit Karma, Invesco, Wealthfront and MetLife. By collaborating with Vivian, financial institutions can position themselves as accessible and aligned with the values of younger investors navigating their financial journeys. See more about Vivian Tu in our article, “From Networking to Necessity: The Relationship-Imperative in Finance.”

Kyla Scanlon

Website: Kyla Scanlon | Instagram: @kylascan | TikTok: @kylascan

A Gen Z economic thinker and content creator, Kyla Scanlon breaks down economic trends and financial concepts across TikTok, Instagram, and LinkedIn. Her partnerships with EQT and O’Shaughnessy Ventures showcase her ability to connect her audience with meaningful financial insights while driving actionable conversations about investment opportunities. Kyla helps financial brands amplify their messaging across multiple platforms while engaging audiences seeking clarity in volatile markets.

Shonda Martin

Website: Road to 750 | Instagram: @thebrokeblackgirl | TikTok: @thebrokeblackgirl

Shonda Martin, the voice behind “The Broke Black Girl,” focuses on fostering financial literacy and empowerment in underrepresented communities. Her platform, “Road to 750,” provides tools and educational resources to improve credit scores and build financial stability. Financial brands partnering with Shonda can demonstrate their commitment to inclusivity and making financial growth accessible to all.

Read more about the importance of financial literacy for women in our article, “Bridging the Gap: Women Shaping their Futures… with Finance.”

Erin Lowry

Website: Broke Millennial | Instagram: @brokemillennialblog | TikTok: @brokemillennial

Known as the “Broke Millennial,” Erin Lowry provides actionable advice for managing student loans, budgeting, and investing. Her relatable voice has made her a go-to for financial brands seeking to engage millennial audiences. Through sponsored content, workshops, and partnerships, Erin offers financial institutions a direct pathway to connect with consumers eager to take control of their financial futures. Read more on Erin’s perspective on being an influencer that lives beyond TikTok.

Delyanne Barros

Website: Delyanne The Money Coach | Instagram: @delyannethemoneycoach | TikTok: @delyannethemoneycoach

Delyanne Barros empowers individuals to achieve financial independence through her expertise in investment strategies and budgeting. Her TikTok platform simplifies investing concepts, emphasizing financial freedom through retirement planning and wealth-building strategies. Read Delyanne’s investing advice on NASDAQ.

Transforming Financial Marketing Through Influencer Partnerships

The rise of female financial influencers, coupled with shifts in the social media landscape, presents an unparalleled opportunity for financial institutions to connect with new audiences in meaningful ways. The future of financial marketing lies in crafting strategies that thrive across platforms while embracing authenticity, relatability, and expertise. By forging partnerships with influential voices and leveraging multichannel strategies, financial brands can foster lasting engagement, navigate disruptions, and build trust in an era of rapid change.

This transformation is more than a passing trend—it is the foundation for sustained growth, resilience, and connection in a rapidly evolving financial world.