Financial influencers, or “finfluencers,” have become key opinion leaders in finance and retirement planning across platforms like YouTube, TikTok, and Instagram. A recent award ceremony celebrated the best among them.
An increasing number of young people are turning to financial influencers for information on investing, as indicated by a 2024 BaFin (German Federal Financial Supervisory Authority) survey. Over half of the 1,000 surveyed consumers aged 18 to 45 identified social media as a reliable source for financial topics, suggesting professional bank advice is no longer always seen as essential.
The “Finfluencer Awards,” held again in Berlin in 2026, aimed to identify the most influential voices in this space. Nearly 50 finfluencers were nominated across 13 categories, including “Financial Education,” “ETFs,” “Market Commentary,” “Portfolio Guidance,” and “Alternative Investments.” The award is backed by a British marketing agency specializing in financial influencers.
Finfluencers: Frequently Criticized
The finfluencer scene has faced criticism in the past. Financial regulators and consumer advocates have warned about overpriced coaching offered alongside social media content. An international study last year even questioned the quality of many finfluencer recommendations. Furthermore, fraudsters have leveraged the popularity of some financial experts to lure users into dubious investment schemes.
Recognizing these concerns, the organizers of the Finfluencer Awards prioritized a credible selection process. Winners were chosen through a combination of jury and public voting. The jury comprised experts from major financial institutions like asset manager Amundi, index provider MSCI, and neobroker Trade Republic, as well as direct banks such as ING, DKB, and Comdirect. According to the organizers, follower numbers were not the sole criterion.
“The jury assessment focused not only on the quality and relevance of the financial content but also on how creatively and understandably complex financial connections are communicated,” stated a spokesperson. They also emphasized the importance of active and authentic interaction with the community and the finfluencers’ contribution to long-term financial literacy.
Here are the winners of this year’s awards:
Category: Financial Education – “Finanzfluss”
- Content: Clearly explains topics like ETFs, retirement planning, and wealth building.
- Background: Founded by Thomas Kehl, a former investment banker.
- Reach: Over 1.61 million subscribers on YouTube and 324,000 on the secondary channel “Überfluss.”
Category: Personal Finance – Diana zur Löwen
- Content: Provides practical tips on investing and ETFs.
- Background: Diana zur Löwen initially gained popularity on YouTube with makeup and beauty content but has since become a startup investor, using her platform for financial advice.
- Reach: Around one million followers on Instagram.
Category: Portfolio Guidance – “Buy the Dip”
- Content: In this podcast, financial experts Lars Erichsen, Sebastian Hell, and Timo Baudzus discuss current stock market events.
- Background: The podcast is complemented by a community app offering exclusive content like newsletters and e-books on topics such as ETFs.
- Reach: 45,000 users in the app.
Category: Financial Tips – “Finanznerd”
- Content: Debunks common tax myths and offers tips for tax declarations.
- Background: Operated by Simon Neumann, a 39-year-old certified financial advisor (IHK) and author of tax books.
- Reach: 1.3 million subscribers across YouTube, Instagram, and TikTok.
Category: Everyday Finance – “Frau Finanzen”
- Content: Under the motto “Invest & Plan for Retirement,” women learn how to optimally position themselves financially for retirement.
- Background: Freya Früh, 45, is a trained banker and worked as a social media manager for the insurer HDI for several years.
- Reach: 43,100 followers on Instagram.
Category: ETFs – “Aktiengram”
- Content: Offers analyses and news on index funds, ETF portfolios, and stocks.
- Background: Behind this offering is IT specialist Lisa Osada, who has received multiple awards for her financial blogging content.
- Reach: 116,000 followers on Instagram.
Category: Alternative Investments – “Hell investiert”
- Content: In addition to individual stocks, investors learn how to invest in real estate, precious metals, and cryptocurrencies.
- Background: Sebastian Hell is one of the three YouTubers behind the podcast “Buy the dip,” which was also honored.
- Reach: 106,000 subscribers on YouTube.
Category: Gender Equality in Finance – Edda Vogt
- Content: Tips for self-determined investing, particularly for women, aimed at supporting their “financial emancipation.”
- Background: Edda Vogt has been a financial editor for over 25 years. A certified stock trader and portfolio manager, she is responsible for investor communications at Deutsche Börse.
- Reach: 1,700 followers on Instagram.
Category: Market Commentary – “Nico & Martin – Onvista”
- Content: Provide financial news, market updates, and stock analyses for investors.
- Background: The platform is run by Nico Santura and Martin Goersch, who are editors at the stock market portal Onvista.
- Reach: 127,000 subscribers on YouTube.
Category: Economy – Mario Lochner
- Content: Analyzes economic contexts and corporate strategies.
- Background: Mario Lochner is an author and financial journalist who wrote for Focus Money for years. Since 2023, he has been active with his own financial channel.
- Reach: 290,000 subscribers on YouTube.
Category: Rising Finfluencer – “Investier oder Verlier”
- Content: Step-by-step guides on how investors can start with ETFs, stocks, or funds, along with a podcast offering tips on investments and insurance.
- Background: The platform is run by IT specialist Lukas Beisswenger and Laura Podleska, an SEO expert at a travel company.
- Reach: 440 followers on Instagram.
Category: Rising Finfluencer (Female) – Julia Stoetzel
- Content: Offers personal financial coaching for women.
- Background: Julia Stoetzel, 37, is a trained investment banker who worked at institutions like Morgan Stanley and KPMG. She operates a PR consultancy for financial communications.
- Reach: 16,000 followers on LinkedIn and 38,900 on Instagram.
Category: Most Creative Finfluencer – “Hedgefonds Henning”
- Content: Combines humorous memes with financial topics and career advice.
- Background: Niklas Schwab studied Business Administration in Cologne and completed a Master’s in Entrepreneurship at WHU – Otto Beisheim School of Management in 2024.
- Reach: 296,000 followers on Instagram.
