A significant shift is underway in how younger Australians learn about money. Increasingly, the next generation of investors and savers are turning not to banks, accountants or financial advisers for their first insights, but to social media.

Platforms like TikTok, Instagram and YouTube are now central sources of financial education for Gen Z and younger Millennials. While this trend has raised concerns among regulators, it also presents a clear opportunity for financial professionals who are willing to adapt.

For accountants, wealth advisers and financial planners, the message is simple: if the next generation is learning about money online, professionals need to meet them there.

Social Media Is Becoming the First Stop for Financial Advice

Recent research from the Australian Securities and Investments Commission highlights just how widespread this shift has become.

According to ASIC, around 63% of Gen Z Australians now turn to social media for financial information or advice, with platforms like TikTok and Instagram playing a significant role in shaping financial behaviours.

You can read the regulator’s findings here:
https://asic.gov.au/about-asic/news-centre/find-a-media-release/2026-releases/26-049mr-asic-urges-gen-z-to-sense-check-money-advice-as-social-media-fuels-riskier-financial-decisions/

The research found that many young Australians are exposed to financial concepts through online creators discussing investing, property, budgeting, cryptocurrency and side hustles.

This shift reflects a broader change in how information is consumed. Younger audiences increasingly expect learning to be quick, visual and easily accessible. Short videos explaining complex financial topics can attract millions of views, demonstrating the appetite for digestible financial content.

Importantly, social media is not just a discovery tool. For many young Australians, it is becoming a trusted source of guidance.

Millions of Australians Are Learning About Money Online

Additional research from ING indicates the scale of the trend. ING has reported that more than 2.25 million Gen Z Australians are receiving financial advice or information directly from social media.

More detail on this research can be found here:
https://www.moneymanagement.com.au/news/financial-planning/advice-inaccessibility-pushing-more-aussies-social-media

For a generation that grew up with smartphones and digital platforms, seeking advice through social media feels natural. Influencers often present financial topics in plain language and relatable scenarios, which can make complex ideas feel more accessible.

However, this trend also raises concerns. ASIC has warned that some online creators promote high-risk investment strategies or provide financial advice without the appropriate licensing.

While these risks are real, focusing solely on the downside misses a much larger point.

A Major Opportunity for Financial Professionals

The rise of financial content creators is not just a regulatory issue. It is also a signal that there is strong demand for clear, engaging financial education.

If accountants and financial advisers are absent from these conversations, others will fill the space.

The reality is that many consumers still value professional expertise. What has changed is the format through which they expect to access that expertise.

Traditional financial advice models rely heavily on formal consultations, written reports and in-person meetings. Younger audiences, however, are increasingly comfortable engaging with professionals through digital platforms.

Short-form videos explaining tax basics, simple investment concepts or financial planning principles can quickly build credibility and trust.

In many cases, social media acts as the top of the funnel. A potential client may first discover a professional through an informative video before eventually seeking more detailed advice.

For advisers and accountants willing to embrace digital communication, social platforms can become powerful tools for education, reputation building and lead generation.

Building Trust With the Next Generation

Financial professionals have an advantage that influencers often do not: formal training, regulatory oversight and deep technical knowledge.

By sharing practical insights online, professionals can help improve financial literacy while reinforcing the importance of qualified advice.

Content does not need to be complex. Some of the most effective topics include:

• simple explanations of tax changes
• common investment myths
• practical budgeting tips
• financial mistakes to avoid
• guidance on when to seek professional advice

These types of posts demonstrate expertise while providing real value to audiences.

Over time, consistent educational content can position professionals as trusted voices in a space that is currently dominated by influencers.

Meeting the Audience Where They Are

The growth of financial content on social media reflects a broader cultural shift. People now expect knowledge to be accessible, engaging and delivered through digital channels.

For the financial services industry, ignoring this shift risks leaving an entire generation of future clients to learn about money from unregulated sources.

The professionals who lean into this change, explaining complex financial concepts clearly and engaging with audiences online, will be well positioned to build credibility with younger Australians.

Social media is already shaping the financial conversations of the future. The question is whether qualified professionals will be part of those conversations.If you want some help getting your financial voice accessible online, reach out to us info@popcom.com.au. I worked in finance for eight years before making the switch to communications and understand how to present professional services.

Author:

Amanda Lacey, Founder and Director