Is YouTube the Biggest Opportunity Right Now for Financial Planners?
In this episode of the Financial Planner Life podcast, host Sam Oakes reconnects with Peter Komolafe DipFA, CII MP , a financial coach, YouTuber, and author, who has become a leading voice in financial education. Peter first appeared on the podcast four years ago, just as he was starting out on his journey as a content creator. Since then, his success has skyrocketed.
Peter is the founder of the Conversation of Money YouTube channel and podcast, platforms dedicated to making financial education accessible to everyone. His channel has grown into a trusted resource for both younger and older audiences, offering clear, relatable advice on everything from pensions to personal finance. Alongside his online ventures, Peter has authored a bestselling book, appeared regularly on UK television, and built a business helping people take control of their financial futures.
“Coming back on the podcast feels surreal,” Peter shared. “When I first started, I was figuring everything out. Now, four years later, it’s amazing to look back and see how far we’ve come.”
The Growing Older Demographic on YouTube
Did you know that 33% of YouTube users are aged 50 and above? This older demographic is increasingly turning to YouTube as a source of trusted, in-depth information. For financial planners, this represents an incredible opportunity. With topics like pensions, retirement planning, and estate management at the forefront of their minds, these viewers are actively seeking educational content.
Peter noted this shift in his audience: “When I started, most of my viewers were aged 24 to 45, but over the last few months, there’s been a significant increase in viewers aged 45 to 65. It’s clear they’re hungry for knowledge and are using YouTube as a tool to get informed about critical financial decisions.”
This trend signals a gap that financial planners can fill by creating engaging, educational videos tailored to the unique needs of this age group. YouTube’s searchability and long-form format make it the ideal platform to build trust, educate, and ultimately attract new clients.
A Global Opportunity from Dubai
Sam and Peter are now based in Dubai, leveraging its vibrant expat community and global connections to broaden their content’s reach. Dubai isn’t just a hub for international business—it’s also home to a growing population of expats, many of whom face unique financial challenges.
Dubai continues to be a top destination for expatriates, with its population expected to hit 4 million by 2026, driven by an influx of expats seeking better career opportunities, a tax-free lifestyle, and a high standard of living. In 2023 alone, the city welcomed over 100,000 new residents, and predictions suggest even higher numbers for 2024 and 2025 as Dubai cements its position as a global business and lifestyle hub.
Sam remarked, “Dubai is the perfect base to create content for both UK and global audiences. The international expat market presents massive opportunities for financial planners who can provide tailored advice. With YouTube, we’re able to educate and connect with this audience like never before.”
The Power of YouTube for Financial Planners
With over 2.5 billion monthly active users, YouTube is the second most-visited website in the world. It’s a platform where viewers spend hours searching for answers to their questions, making it an untapped goldmine for financial planners.
Peter shared how YouTube transformed his business:
“You can create a single 10-15 minute video that serves as an evergreen lead generation tool. It builds trust, provides value, and positions you as an expert in the field—all while reaching a global audience.”
Sam echoed this sentiment, highlighting the importance of emotional storytelling in content creation. “YouTube isn’t just about answering questions; it’s about connecting with people through stories. Whether it’s helping someone understand their pension or guiding expats on financial planning, the emotional connection makes the advice stick.”
Final Thoughts: The Global Opportunity for Financial Education
Peter and Sam’s discussion sheds light on the immense potential of YouTube and other digital platforms for financial planners. From engaging an older demographic to tapping into the growing global expat market, the possibilities are vast for those willing to innovate.
“Digital platforms like YouTube are more than just marketing tools,” said Peter. “They’re bridges to build trust, educate, and make a real difference in people’s lives.”
With their sights set on a global audience, Peter and Sam are paving the way for a new era of financial education—one that spans continents and connects people through accessible, relatable content. Whether you’re a financial planner or someone curious about how to start your own journey, this episode offers invaluable insights into the power of digital transformation in financial planning.
Tune in to the Financial Planner Life podcast to learn how you can harness these tools to grow your business and connect with clients worldwide.