A study by financial comparison site Good Money Guide has revealed Erika Kullberg as the most influential financial creator on TikTok, boasting a following of over nine million users.
The analysis examined follower counts and engagement rates to rank the platform’s leading financial influencers, highlighting a growing trend of personal finance education on social media.
Erika Kullberg, an attorney and personal finance expert, leads the rankings with her popular TikTok account that provides budgeting tips and advice on maximising investments. Her most viral video, viewed over 75 million times, offers insight into navigating companies’ terms and conditions for damaged goods returns. Kullberg’s engagement rate of 6.59% underscores her influence within the TikTok financial community.
Mark Tilbury, a self-made millionaire and entrepreneur, ranks second with over seven million followers. Tilbury focuses on financial success strategies and saving money using high-interest accounts, maintaining a strong engagement rate of 6.31%.
Brandon Schlichter, known as “Investment Joy,” takes third place. With 3.6 million followers and an engagement rate of 2.92%, Schlichter shares educational content about real estate investments and his ventures as a laundromat and car wash owner.
Key Players in TikTok’s Financial Content Landscape
Other notable names in the rankings include Duke Alexander Moore, better known as “Duke Loves Taxes,” who is ranked fourth with a following of 3.4 million. Moore uses his platform to advise content creators on tax-saving strategies and recently analysed U.S. tax policies from prominent political figures. His engagement rate of 5.57% reflects the appeal of his specialised financial advice.
Former financial adviser Humphrey Yang, operating under “Humphrey Talks,” ranks fifth with 3.3 million followers. Yang’s content spans topics from budgeting to credit card hacks, maintaining a 4.60% engagement rate.
Tatiana Londono, founder of Londono Realty Group Inc., ranks sixth with 2.8 million followers. Her content focuses on real estate investments, and she boasts the highest engagement rate in the study at 9.94%.
Other influencers, including Vivian Tu (“Your Rich BFF”), Preston Seo (“The Legacy Investing Show”), and Tori Dunlap (“Her First 100K”), provide diverse financial insights ranging from life insurance advice to guidance on budgeting and tackling debt.
FinFluencers: Opportunities and Risks
While TikTok has become an accessible platform for financial advice, industry experts caution users to approach such content critically. Richard Berry, Managing Director of Good Money Guide, noted the shift in attitudes since their 2020 study, which showed only 3% of users trusted financial influencers. Berry acknowledged TikTok’s growth as an educational platform but urged caution.
“Many FinFluencers are more interested in selling views, clicks, and ads through hyperbole. It’s crucial to check credentials and be wary of influencers promoting products and brand deals,” Berry explained.
The Financial Conduct Authority (FCA) has taken action against unauthorised promotions by influencers, including interviews under caution and fines for promoting foreign exchange trading schemes. Berry highlighted the risks: in 2022, TikTok accounted for the highest average financial scam loss reported to UK police, at £138,472.
Navigating Financial Content on TikTok
As the popularity of FinFluencers grows, Berry emphasised the importance of critical engagement with their content. “Investing and money management are often tedious and require due diligence. While TikTok offers valuable insights, users should treat such videos as starting points and conduct further research.”
He concluded by urging consumers to focus on personalised financial advice rather than relying solely on content creators, regardless of their follower counts. For businesses in B2B marketing, this trend highlights the dual opportunity of engaging with a broader audience while addressing the demand for credibility and transparency in financial education.
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