The Power of Female: Finserv Influencers in a Shifting Marketing Landscape

In 2025, the financial services industry stands at a pivotal intersection, influenced by two significant developments: the substantial increase in female-controlled wealth and the dynamic shifts in social media platforms. The Great Wealth Transfer is underway, with an estimated $84 trillion expected to change hands by 2045. Notably, women are projected to control at least $30 trillion of this wealth by 2030, positioning them as central figures in reshaping the financial landscape.

At the same time, influencer marketing is experiencing a rapid transformation. The evolution of platforms like LinkedIn, ongoing regulatory challenges such as the TikTok ban, and the emergence of alternatives like Clapper and Lemon8 are reshaping how audiences consume and engage with financial content. TikTok’s temporary suspension in January 2025, followed by a 75-day reprieve, underscores the need for brands and influencers to remain agile and diversified. These developments highlight a critical opportunity for financial services to rethink their strategies, leveraging the authenticity and expertise of female financial influencers to connect with an increasingly empowered demographic.?

For financial brands, this convergence is a call to action: embrace multichannel strategies, fortify owned media, and collaborate with influencers who can translate complex financial strategies into relatable, actionable advice. Platforms like LinkedIn, with its growing suite of tools, continue to serve as vital spaces for engaging both B2C and B2B audiences. Meanwhile, emerging platforms provide opportunities to reimagine storytelling and maintain reach amid disruption.

Leading the Charge: FinServ Influencers?

Below is a list of women we see reshaping financial services. Although a few of the influencers listed have millions of followers and partners with massive brands, there are a few with 10K to 100K followers, considered microinfluencers. Recently, there has been a recognition of the power of micro or nanoinfluencers. They have a ROI that shouldn’t be ignored: micro-influencers inspire 60% more engagement, they cost less to partner with, and have an engagement rate of 3.86% (vs. 1.21% for mega influencers). They create more intimate connections with their niche audience and therefore have more influence.

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