The fight for financial influence.
From finfluencers to regulated trust

AKA the case for credible influencers

There is a large number of people in the UK who need help making financial decisions but either cannot afford, or do not access, traditional regulated advice, something the FCA calls the “advice gap”. This handed the initiative to creators, affiliates and algorithms. The FCA’s Targeted Support regime is an attempt to win that ground back with something social finance has largely lacked: accountable trust.