CFA Institute Publishes India Finfluencer Report, Highlighting the Role and Impact of Financial Influencers on Retail Investment
Lucknow – CFA Institute, the global association of investment professionals, today unveiled its much-anticipated India Finfluencer Report titled ‘Clicks and Credibility: Understanding Finfluencers’ Role in Investment Decisions’, offering a comprehensive analysis of the evolving role of financial influencers, or “finfluencers,” in shaping investment decisions across India’s retail investor landscape. The study, based on a survey of over 1,600 investors and an in-depth analysis of 51 prominent financial influencers, reveals both the potential and the pitfalls of this growing phenomenon.
Notably, only 2% of the financial influencers analysed in the report are registered with SEBI, yet 33% still offer explicit buy or sell recommendations, raising questions about accountability and credibility in the advice being shared.
Over the last five years, India has seen an explosive growth in the number of retail investors in equity markets. While this is an encouraging datapoint for popularity of equities, the findings of the capital markets regulator, SEBI, also indicate that many of these investors are more speculators than investors, making significant losses. While there have been sincere attempts by SEBI to curtail irresponsible investing behavior such as imposing heavy penalties on finfluencers illegally benefitting at the expense of uninformed retail investors, there is still a long way to go in regularising the finfluencer landscape in India. One critical part of this process is to understand the investing behavior of investors and review of content produced by finfluencers.
In this direction, the findings of the report shed light on the significant sway finfluencers hold over investors, with 82% of followers reporting that they had acted on investment advice provided by influencers. Among these, 72% saw financial gains. However, the report also highlights the risks inherent. With 14% of older investors, those aged 40 and above, admitting to being misled or falling victim to fraudulent advice, underscoring the need for greater vigilance and regulatory oversight.
Arati Porwal, Country Head, CFA Institute – India, commented: “India’s financial influencer ecosystem holds tremendous promise for awareness and in making financial knowledge more accessible and relatable to a broader audience. However, the report’s insights underscore the importance of responsible practices and informed decision-making. Investors must remain vigilant, seek investment guidance from SEBI-registered advisors, and evaluate the credentials of the influencers they follow. At CFA Institute, we are committed to encouraging greater transparency and collaboration between regulators, platforms, and influencers to build a trustworthy financial ecosystem.”
The report delves into various dimensions of India’s retail investment behavior. It reveals that younger investors between 21 and 25 often invest irregularly, waiting to accumulate savings, while older investors show more consistent monthly investment patterns. Trust and ease of use are dominant factors influencing platform selection, with younger investors favoring low-brokerage platforms and older demographics relying on full-service brokerages and personalised guidance. While influencers play a pivotal role in demystifying finance for their audiences, the report highlights a troubling lack of disclosure practices, with 63% of influencers failing to adequately disclose sponsorships or financial affiliations.
CFA Institute also highlights the importance of addressing the gaps in regulation and awareness. The report calls for stronger certification standards, urging the government to mandate SEBI registration for influencers who offer financial advice and stricter review practices. In addition, CFA Institute recommends enhanced transparency practices from social media platforms, including clear labeling of sponsored content and the development of verification mechanisms for credible financial influencers. These measures, combined with investor education campaigns, will help protect retail investors while cultivating a responsible and thriving financial advice ecosystem.
As India’s investment landscape evolves, this report offers a timely and detailed roadmap for navigating the opportunities and challenges posed by financial influencers. With a focus on education, transparency, and collaboration, CFA Institute aims to empower investors and drive meaningful reforms that uphold the integrity of financial advice in India.
Read the detailed report here.
