Impact of finfluencers on investment decisions in pension and retirement products

The influence of financial experts who propagate client-related investment solutions or strategies via social media is especially significant and novel, known as finfluencers. Of particular interest to this study is the impact that finfluencers have on investment decision around pension and retirement investments. Despite the fact that classic financial advisors used to be the primary contributors to the processes of retirement planning, the nature contributed by finluencers, their availability, and the dismissing aura provide for this change. In this study, surveys are complemented by interviews with the investors to determine the role of trust, financial literacy and perceived finluencers’ expertise in making pensions and retirement investment decisions. This study goes further to consider demographic variables and to what degree, these online personalities influence long term investments as opposed to short term Investment trends. It is established that there are numerous patterns of trust establishment and financial involvement and that major threats concerning the utilization of unaffirmed fiscal suggestion. This research helps fill a gap in knowledge regarding changes in the pre-retirement investment market, as well as concerning the potential effects of the regulation of finfluencers’ advice.