Why Is It So Popular Among Gen Z and Millennials?

Gen Z and Millennials are rewriting the rules of financial engagement—and they’re doing it on TikTok. With over 4.7 billion views, #FinTok isn’t just a trend—it’s changing the way younger consumers learn about, evaluate, and purchase financial products. For financial institutions, this shift represents both a challenge and a massive opportunity.

#FinTok is a global hashtag community on the social media platform TikTok. Consisting of users, influencers, and brands—including financial institutions—creators advise on budgeting, investing, side hustles, insurance, debt, and other financial matters.

FinTok helps build a sense of community around financial topics, with users sharing experiences, asking for advice, watching short videos, and joining in on discussions. FinTok users call this mix of finance and fun “Edutainment.” Here we’re taking a journey into #FinTok, looking at who is currently popular, and considering the place of financial institutions in the #FinTok universe—starting with the most popular Finfluencers.