Wolfe believes that this ubiquity of engagement with finfluencers speaks to how eager Canadians are to learn about money and build their wealth. What had felt distant and arcane has now, thanks to these finfluencers, become accessible. Through those finfluencers, Canadians have gained more confidence about investing as well as a desire to learn more.
While finfluencers are often positioned as a threat to advisors, the survey found that engaging with a finfluencer can actually improve engagement with advisors. Of the surveyed investors who have advisors, 81 per cent said that finfluencer content has changed their advisor relationship, largely through improvements to the quality of their questions and their capacity to engage in planning conversations. Wolfe believes that while Canadians may engage with and learn from finfluencers, that natural skepticism and need for trust brings them back to their advisors.
For all the positive ways finfluencers appear to be making financial education more accessible, Wolfe acknowledges the need for caution in this space. She notes that social media is a place rife with misinformation and while she believes consumers to be discerning, Wolfe also thinks that regulatory guardrails can help protect vulnerable investors from bad actors. That regulation can help build greater trust, and further amplify the capacity for online platforms to educate Canadians.
Wolfe believes that advisors should not see these finfluencers as a threat. Instead, she believes that this wider proliferation of access to investing information can help deepen and accelerate advisor-client conversations. As advisors work to engage the next generation of clients, they can see the topics and conversations that gain traction online and position themselves as that trusted voice for younger Canadians engaging in those conversations.
Global X works with certain finfluencers as well, within the guidelines set by both the CSA and CIRO. That means a strict view towards quality content creators, be they broad-based or subject specialists. The content that’s put out in connection with Global X is vetted for compliance and oriented towards education. Wolfe sees her firm’s work with those finfluencers as dovetailing with their outreach to advisors, helping to broadly improve the quality of financial literacy and access to financial information in Canada. It’s work that Wolfe notes may be part of her firm’s submission to the 2026 WP awards as they try to earn the ETF Provider of the Year award for the third time running.