The rise of “finfluencers” on Instagram, YouTube, and TikTok has made money talk more popular than ever. Unfortunately, it’s also made it more dangerous.

Every week, we come across people who have been drawn in by confident-sounding “mentors” offering wealth courses, pension tips, or investment “blueprints” — only to discover later that the person giving the advice was not qualified, not regulated, and completely unaccountable.

This blog explains how to spot unqualified online personalities before you risk your savings or pension — and what to look for in genuine, regulated advice.

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The Rise of the Online Financial “Mentor”

Social media has blurred the line between education and advice.

Many of these personalities start out by sharing basic money-management tips or stories about how they “retired early” or “built a six-figure portfolio.” Over time, they begin selling:

• “Financial mentoring programmes”

• “Pension investment courses”

• “Passive income memberships”

• “Private Telegram groups” or “exclusive wealth clubs”

These are not financial advice in the regulated sense — but they are presented as if they were. And that’s where the danger begins.

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Unqualified and Unregulated

To give proper financial advice in the UK — particularly on pensions, investments, or tax planning — an individual or firm must be authorised by the Financial Conduct Authority (FCA).

This regulation gives clients protection through:

• The Financial Ombudsman Service (FOS) if something goes wrong

• The Financial Services Compensation Scheme (FSCS) in cases of loss or mis-selling

• Strict rules on conduct, disclosure, and suitability

Internet mentors, influencers, or “coaches” do not have these protections — because they are not authorised.

They cannot:

• Hold terms of business with UK pension providers or investment platforms

• Earn regulated fees or commissions for pension work

• Provide insured financial advice

Instead, they make their money by selling courses, memberships, or subscription content. Once you pay them, that’s it — there’s no recourse if their information turns out to be wrong.

If you’d like to understand what genuine, regulated advice looks like, read our page on cross-border pension advice or financial advice for UK expats.

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Telltale Warning Signs

Here’s how to recognise when a “financial mentor” may not be legitimate:

• No mention of regulation: their website or profile doesn’t say who regulates them (e.g. “Authorised and regulated by the Financial Conduct Authority”).

• No company details: no registered address, company number, or terms of business.

• Bold claims: “I can show you how to make your pension work for you” or “transfer your UK pension tax-free.”

• Selling courses, not advice: they push online “mentoring” or “lifetime access” packages instead of proper advice reports.

• Emphasis on personality over process: slick videos, “success stories,” or “I used to work in finance” claims, but no verifiable qualifications.

• Lifestyle branding: posts showing luxury cars, beaches, or tax-free life in Dubai — as proof of “financial freedom.”

• Urgency and exclusivity: “limited spots left,” “closing tonight,” or “join my private wealth group now.”

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Real-World Examples and Warnings

The problem has grown so large that regulators have started cracking down.

• FCA warning list: The UK’s Financial Conduct Authority maintains a public list of unauthorised firms and individuals you should avoid.

• BBC investigation – “The TikTok Investors Promising Quick Riches”: Exposes how social-media “money coaches” use false success stories and manipulate people into expensive mentorships with no accountability. (BBC News)

• The Guardian: Reports that some influencers have misled thousands of followers into risky crypto schemes and “get-rich-quick” courses with no oversight. (The Guardian)

• MoneyHelper (UK Government-backed): Advises consumers to be wary of “financial influencers who are not regulated.” (MoneyHelper Advice)

These stories all share a pattern: people paying for advice that isn’t advice — with no safety net when the “mentor” disappears or turns out to be wrong.

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Why It Matters for Pensions and Investments

Pensions are one of the most tightly regulated areas of UK financial services.

If you’re told by an online personality how to:

• “Access your pension before 55”

• “Move your UK pension overseas for better returns”

• “Invest your pension into crypto or property directly”

…then it’s time to stop and verify who you’re dealing with.

Any suggestion of transferring, accessing, or restructuring a pension requires formal FCA-regulated advice. Following unqualified “mentors” can lead to:

• Tax penalties for early pension access

• Loss of investment capital through unregulated schemes

• No compensation if the outcome goes wrong

Confidence on camera is not the same as competence in financial planning. For examples of compliant, regulated guidance, visit our page on International SIPP advice.

I do want to say though that some of them are giving useful info, so they are not all bad, if its guidance on helping to save and how to budget then this is a good thing, as sometimes you will not get this advice from actual financial advisers. Also the reason alot of these people are out here is because people are disgruntled with actual financial advice so perhaps its sensible to look at this as well. Always be careful though and dont invest in schemes unless you have a good understanding of them. Investing should be simple, invest in top companies with a solid background and you will usually do OK, unfortunately returns can also be slow and steady and not the 10% a day… be careful out there.

 

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How to Stay Safe

Before acting on any financial information online:

1. Check the FCA Register: https://register.fca.org.uk — search the individual or company name.

2. Look for a regulation statement on their website — if there isn’t one, assume they’re unregulated.

3. Be suspicious of “courses” or “mentorships” that promise financial freedom but offer no FCA oversight.

4. Never transfer or invest money based on social-media content alone.

5. Ask for qualifications — regulated advisers will always be transparent about their authorisation and credentials.

6. Seek advice from professionals who are authorised in both the UK and, if relevant, your country of residence.

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The Bottom Line

The financial world is full of jargon, but good advice doesn’t come from influencers — it comes from regulated professionals.

A confident voice on TikTok or Instagram doesn’t mean competence, qualification, or accountability. If you follow their advice, you’re on your own.

At Arthur Browns Wealth Management, we’re fully UK-regulated and experienced in providing advice to clients both in the UK and abroad. Our role is to help you make sound, compliant financial decisions — without the noise of social media marketing.

If you’d like a second opinion or want to review your current pension or investment strategy, you can speak to an adviser here.

Contact us