From TikTok to Instagram, South Africans are increasingly exposed to posts claiming to offer financial tips. However, many blur the line between education and exploitation. As misinformation spreads, financial advisers have a clear opportunity: step in with the credibility, structure and ethics that the public is missing.
Useful information and scams are intermixed, creating noise and uncertainty. As licensed professionals, we need to ask: how do we step into this chaos responsibly and offer the clarity people are seeking?
Connection over clicks should be the guiding principle. Financial advisers need to focus on depth. The differentiator is not the platform; it’s the quality of the engagement. Financial advice isn’t about tips and tactics. It’s about building a relationship where people feel understood, supported, and confident in their decisions.
Regulatory concerns and the rise of unlicensed voices
The rise of unregulated financial commentary online has prompted concern from the Financial Sector Conduct Authority (FSCA). The regulator is working to clarify the legal and ethical boundaries of financial communication on social media.
A growing number of unlicensed influencers promote products or offer personalised guidance without accountability. Often, they do so under the guise of empowerment.
Some earn undisclosed commissions or referral income. When things go wrong, customers have no recourse. In contrast, licensed financial advisers are legally required to explain, disclose, and rectify errors, standards content creators are not held to.
Connection over clicks in practice – applying professional standards online
To remain compliant, professionals must treat social platforms with the same standards as face-to-face engagements. Social media should function as an extension of the formal advice environment.
My test is simple: if it wouldn’t be appropriate in a one-on-one customer meeting, it shouldn’t be posted online. It’s better to be cautious than to risk your licence or compromise customer trust.
Rather than mimic influencers, financial advisers are encouraged to build digital visibility by offering genuine value. The goal isn’t to be an influencer. It’s to be a guide. And that guidance doesn’t have to be complicated to be effective. Clear, bite-sized information performs best.
Connection over clicks also means showing up with consistency, even when engagement is slow. Visibility itself becomes a form of credibility. The more people see you, the more they trust you. Even if they’re not ready to engage immediately, regular sharing builds familiarity and positions you as a credible voice, even among high-net-worth individuals.
The unexpected reach of digital presence
The benefits of a digital presence extend far beyond any single demographic. You’d be surprised who’s watching. We’ve had people in rural areas, retirees, and professionals in mining towns reach out after seeing a video. Financial education travels further than you think.
This reach opens the door to stronger relationships. Customers often find us online and reach out later. It’s surprising how often someone will say, “We saw your post, can you help us apply it to our situation?”
That kind of inbound engagement accelerates trust. By the time you meet, they feel like they already know you.
As digital noise intensifies, so does the need for clarity and structure. Consumers are more informed than ever, but also more overwhelmed. Our role is to bring structure and sense-making, not to add to the confusion.
Ways to post responsibly
The FSCA continues to explore how to balance innovation in financial communication with consumer protection.
To support this, the following principles for ethical online engagement could be considered:
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Don’t sell on social media
Use platforms to educate and build trust, not to promote specific products or providers. Selling may undermine credibility and breach Financial Advisory and Intermediary Services (FAIS) compliance.
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Clarify your intent
Clearly distinguish general education from personalised guidance. Use disclaimers to protect both yourself and your audience.
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Avoid product-specific references
Unless you’ve conducted a full customer needs analysis, avoid naming specific investment products or platforms.
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Stay within your licence
Share insights only within your area of expertise.
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Avoid generalisations
Don’t use prescriptive language like “cancel your insurance” or “buy this ETF”. Instead, use questions and scenarios to build understanding.
Connection over clicks is professionalism in action
In an age driven by algorithms and instant influence, the power of the financial adviser lies in professionalism, not ‘likes’. By showing up consistently, sticking to your values, and making financial guidance accessible, you’re not just protecting your license; you’re protecting the public.
In a space overwhelmed by superficial engagement, connection over clicks is how we reclaim the narrative.