When financial advice moves to social media, banks must adapt
Today, it’s content creators who translate investing, saving, and financial planning into relatable, lifestyle-driven narratives, says Nanji
02 February, 2026
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Wealth management and financial advisory in the Middle East have changed more in the past decade than they did in the previous three. The model, with its small pool of high-net-worth individuals, serviced through highly personalised, relationship-led advisory, was both simple and profitable. Access was scarce by design, digital investment was limited if present at all, and scale was neither expected nor required.
Fast forward to today, and that model is now misaligned with the market. The region is wealthier, younger, more digital, and more diverse in its financial needs. Dubai alone has seen a 78 per cent increase in individuals with liquid investment wealth of over $1m in the last decade. The UAE welcomed close to 9,800 new millionaires last year, while Saudi Arabia added a further 2,400. At the same time, one of the largest segments of the population remains materially underserved. These are the professionals who earn well, are digitally fluent, but fall below the traditional thresholds for private banking.
It is in this gap that a new advisory persona has taken hold.
The rise of digital influence
In the UAE, 64 per cent of the population sits within the 25–54 age bracket. People spend close to three hours a day on social media. This is not a fringe audience but rather the economic core of the country. In parallel, a new generation of investors is emerging globally as part of the largest intergenerational wealth transfer in history, with more than $60tn expected to change hands over the next decade.
The individuals shaping early financial thinking for these audiences are no longer exclusively bank-employed advisors. They are finfluencers. Today, it’s content creators who translate investing, saving, and financial planning into relatable, lifestyle-driven narratives. And until recently, this sat outside the remit of regulated banking.
Why banks could afford to ignore finfluencers — until now
For most banks, finfluencers were previously viewed as a novelty rather than a strategic channel. The space was unregulated, advice quality was inconsistent, and the distance between a licensed advisor and a social media creator was simply too wide.
That dynamic is rapidly changing, evidenced in initiatives such as the UAE’s Securities and Commodities Authority (SCA) introducing a formal licensing framework for financial content creators.
By setting a baseline of trust, the SCA is making collaboration between banks and finfluencers not just possible, but viable.
This, of course, does not signal the end of the traditional financial advisor. Complex planning, high-value portfolios, and life events requiring nuanced judgment still demand regulated expertise.
Instead, what is evolving is how trust is built and where engagement begins. Millennials and Gen X investors, for instance, often follow individual advisors across firms, demonstrating loyalty to people rather than institutions.
Licensed finfluencers operate in this same trust economy, but at scale. When aligned with regulated frameworks, they can serve as the top of the advisory funnel, educating and preparing clients long before a formal interaction occurs, effectively extending the advisory bench without compromising governance.
Why banks cannot sit this out
The economic rationale is clear. Beyond high-net-worth individuals, the region is seeing the rise of HENRYs (high earners not rich yet). Globally, by 2030, there will be around 250 million Millennial and Gen Z professionals earning over $100,000 a year. These customers will define the future of assets under management.
Banks have already started experimenting at the edges, from youth-focused accounts to prepaid cards for kids and teens. Finfluencers offer a more scalable, culturally relevant way to engage these segments early, when financial habits and service provider preferences are still being formed.
By waiving licensing fees for the first three years, the SCA framework effectively lowers the barrier to entry. Smaller ‘finfluencers’ can become licensed without prohibitive costs, allowing banks to pilot partnerships, test content formats, and measure impact without committing to large-scale programmes from day one.
Platform banking is what makes this viable
If banks have learned anything over the past decade, it is that chasing every new trend through disconnected point solutions is a reliable route to complexity and, ultimately, failure. So, this evolution will only work if they have the right operating model underneath.
Banks do not win loyalty in the AI era by bolting tools onto fragmented legacy estates. They win by treating the platform itself as the product. Platform thinking collapses silos, standardises journeys, and creates clear control points where intelligence can be applied consistently.
A modern engagement layer allows banks to own the end-to-end customer journey, from education and onboarding through to advice, servicing, and growth. Layered on top of this is an intelligence fabric, where AI augments every step: personalised content delivery, next-best-action recommendations, risk controls, and compliance monitoring. This is how incumbents regain speed without embarking on perpetual core replacement programmes.
Within such a model, finfluencers are not external anomalies. They become governed contributors within a broader ecosystem, amplifying reach while the bank retains orchestration, data integrity, and regulatory control.
A logical next step, not a leap of faith
Modernising wealth management is about more than adopting new technology. It requires a holistic approach where people, processes, and systems evolve together. By simplifying operations, integrating data and AI, and equipping advisors and support staff with the right tools, banks can create more seamless experiences for both clients and employees.
This approach not only enhances efficiency and decision-making but also positions firms to capitalise on emerging opportunities, such as the licensing of finfluencers, in a way that drives measurable impact. Ultimately, the future of wealth management will favour organisations that balance innovation with human expertise.
The writer is the regional sales director, Middle East at Backbase.



















