Feb 5, 2026
Canadians are increasingly turning to social media for help navigating investing decisions, leaning on financial content creators for both education and validation.
That’s according to new research sponsored by Global X Investments Canada Inc., which shows that seven in 10 Canadian investors now consume content from online financial creators, or “finfluencers.”
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Nearly nine in 10 of those viewers say they took some form of action afterward, ranging from adjusting savings habits, changing investment strategies, or initiating conversations with a financial advisor.
“Financial creators are redefining how Canadians learn about money and investing,” said Stephanie Wolfe, EVP and head of marketing at Global X, in a statement. “This research shows that finfluencers are not replacing advisors or traditional institutions but increasingly complementing them by helping investors feel more informed, confident, and engaged.”
Finfluencer content is driving real decisions
The survey, conducted in August 2025 among Canadians with at least $10,000 in investable assets, found that 79% of participants had invested at least once based on insights from a financial content creator — a sign that social media content is genuinely influencing investor behaviour.
For investors who already work with a financial advisor, that influence appears to be more about engagement rather than execution. Ninety-five percent of respondents said they feel comfortable discussing finfluencer content with their advisor, and 81% reported that such content has changed their advisor relationship by helping them ask better questions or take a more active role in financial planning conversations.
Rather than displacing traditional advice, the research suggests financial creators are becoming an entry point to financial literacy for many Canadians, particularly those earlier in their investing journey.
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Younger Canadians lead the shift
Usage varies sharply by age, according to the survey. Gen Z investors were the most engaged group, with 94% reporting regular consumption of finfluencer content at an average of nearly five times per week. Their top areas of interest included personal banking, real estate and investing in individual stocks.
By contrast, just over half of Boomers surveyed said they consumed financial creator content, and at less than half the frequency of Gen Z. Older investors were more likely to focus on financial news and tax-related topics.
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Preferences also diverged on format. Short, under-one-minute videos were most popular with Gen Z, while longer two-to-five-minute content was preferred across most age groups. Only 16% of Boomers said they preferred ultra-short content.
Trust remains the key dividing line
Despite rising engagement, trust remains uneven. Many investors still rank traditional sources, such as financial advisors and mainstream media, as more credible than social media creators.
Survey respondents said credibility depends on clear explanations, transparency around risks, demonstrated expertise and the use of data or research. Aggressive product promotion, unrealistic promises and content that appears motivated primarily by fame or financial gain were cited as the fastest ways for creators to lose trust.
“These insights reinforce that influence comes with responsibility,” Wolfe said. “Creators who focus on education, context, and transparency are far more likely to build lasting trust with Canadian investors.”
Read more: The ultra-rich are bailing on volatile stocks right now — these 4 shockproof assets are their new safe havens
Regulators sharpen expectations
The growing role of finfluencers has also drawn regulatory attention. In December 2025, the Canadian Securities Administrators and the Canadian Investment Regulatory Organization issued new guidance clarifying how existing securities rules apply to financial creators and firms that work with them, emphasizing disclosure, transparency and investor protection.
“Clear standards benefit everyone,” said Rohit Mehta, president and CEO of Global X, in a statement. “They help protect investors while supporting responsible creators who are focused on education, accuracy and long-term trust.”
For Canadians, the key takeaway is that financial creators can be a useful resource for education and engagement. However, they work best as a supplement, rather than a substitute, for independent research, professional advice and a clear understanding of risk.
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Steven Brennan is a freelance finance writer based in Vancouver, BC. He holds a BA and an MA from Maynooth University, Ireland. His work regularly appears at Canadian Mortgage Trends, Lowest Rates, Loans Canada and other Canadian and US brands, while also working as a ghostwriter for financial influencers.
