Over the past few years, TikTok has witnessed a rise in financial influencers, known as finfluencers. These creators seek to educate others about personal finance, ranging from budgeting tips to information about the stock market.
We analysed the follower count and engagement rate of the most followed financial content creator on TikTok to determine the final ranking and see who he is competing with.
- Erika Kullberg as the most influential financial creator on TikTok, with a staggering following of over nine million and an engagement rate of 6.59%
- Mark Tilbury appears in second place, while Brandon Schlichter is named the third most influential financial content creator
- We analysed each TikTok influencer’s follower counts and engagement rates to determine to final the final ranking
Erika Kullberg ranks as the most influential financial influencer on TikTok, boasting over nine million followers on the social media platform.
Top Ten TikTok Finfluencers
Erika Kullberg is named the most influential financial creator on TikTok, with a following of over nine million. The attorney and personal finance expert offers advice on budgeting tips and how to get the most from investments.
The creator’s most viral video has over 75 million views and advises viewers to thoroughly research a company’s terms and conditions when returning damaged items. The research found that Kullberg has one of the highest TikTok engagement rates in the study, with 6.59% of the creator’s following regularly interacting with videos.
Mark Tilbury is named as the second most influential content creator, with a following of over seven million on TikTok. The self-made millionaire and entrepreneur offers advice to his followers on how to be financially successful and save money in high-interest accounts. According to the research, Tilbury also has one of the highest engagement rates in the study, with 6.31% of the creator’s audience regularly interacting with posts.
Brandon Schlichter is in third place, with a TikTok following of over 3.6 million. The entrepreneur and real-estate investor is known by the alias “Investment Joy”. With an engagement rate of 2.92%, Schlichter shares educational videos and documents his journey as the owner of laundromats and car wash businesses.
Duke Alexander Moore is named the fourth most influential financial creator, with a following of over 3.4 million on TikTok. Known by the alias “Duke Loves Taxes” on TikTok, Duke Alexander Moore is the CEO and founder of Duke Tax, a firm that helps content creators save on taxes. The influencer regularly advises his audience about taxes and has recently broken down both Kamala Harris’ and Donald Trump’s tax plans during the lead-up to the U.S. election. According to the research, Moore has an impressive TikTok engagement rate of 5.57%.
Humphrey Yang is in fifth place in the ranking, with a staggering TikTok following of 3.3 million. Known by the alias “Humphrey Talks”, Yang is a former financial adviser and investment banking intern. On his TikTok account, the influencer regularly shares financial advice to his audience, ranging from budgeting tips to credit card hacks. Yang also offers educational information about the stock market, taxes, and mortgages and has an impressive engagement rate of 4.60%.
Tatiana Londono ranks sixth, with a TikTok following of over 2.8 million. The CEO and founder of Londono Realty Group Inc offers advice to her audience on how to make money via real estate investments. The research found that Londono has the highest engagement rate in the study, with 9.94% of the creator’s following actively interacting with videos.
Vivian Tu is named the seventh most influential finance creator on TikTok, with a following of over 2.6 million. Known by the alias “Your Rich Bff”, Tu offers advice on life insurance, mortgages, and budgeting. In one of Tu’s most viral videos, the influencer shares information on how to predict layoffs at work and get ahead with job hunting. According to the study, the finance creator has one of the highest TikTok engagement rates of 7.74%.
Preston Seo is in eighth place, with a following of over 2.5 million on TikTok. With an engagement rate of 3.24%, Seo goes by the alias “The Legacy Investing Show”. On his TikTok account, Seo focuses on real estate investments and offers advice on how to make money via Airbnb rentals.
Tori Dunlap and John Liang are both named the ninth most influential finance creators on TikTok, with both creators having a following of over 2.4 million. Known by the alias “Her First 100K”, Dunlap is a popular businesswoman, author, and podcaster. On her TikTok account, the influencer shares advice on how to budget and save money. Dunlap aims to help her audience overcome debts and refers to the slogan “Fight the patriarchy. Get rich.”
John Liang, who posts under the alias “John’s Finance Tips,” has a TikTok engagement rate of 4.74%. The real estate investor offers advice on how to choose the right credit card and start investing. In one of the creator’s most viral videos, Liang offers advice on how to expect layoffs from big companies like Tesla.
Seth Godwin is named the tenth most influential finance creator, with a following of over 1.8 million on TikTok. With an engagement rate of 5.83%, Godwin offers advice on credit cards, budgeting, and how to purchase the right car for you.
Other influential creators who appeared in the ranking include Steve Chen, Martin Lewis, and Taylor Price.
Influential finance creators on TikTok follower count:
| Rank | Name | Follower Count |
| 1 | Erika Kullberg | 9,100,000 |
| 2 | Mark Tilbury | 7,200,000 |
| 3 | Brandon Schlichter | 3,600,000 |
| 4 | Duke Alexander Moore | 3,400,000 |
| 5 | Humphrey Yang | 3,300,000 |
| 6 | Tatiana Londono | 2,800,000 |
| 7 | Vivian Tu | 2,600,000 |
| 8 | Preston Seo | 2,500,000 |
| =9 | Tori Dunlap | 2,400,000 |
| =9 | John Liang | 2,400,000 |
| 10 | Seth Godwin | 1,800,000 |
A word of warning about finfluencers
TikTok has come a long way since our 2020 study found that social media influencers were only trusted by 3% of those survey for financial advice. Now TikTok has become one of the most accessible platforms for those looking for information on budgeting, investing, and the stock market. However, while the social media site is excellent for sharing bite-size chunks of information, it’s important to take what you see with a grain of salt. In fact, many FinFluencers are more interested in selling views, clicks and ads through controversial views and hyperbole.
While many finance creators on TikTok are legitimate amateurs, it’s crucial to check for credentials and be wary of influencers who frequently promote products and brand deals. The UK financial regulator, The FCA has all but banned influencers promoting financial products in the UK and has charged nine FinFluencers for promoting an unauthorised foreign exchange trading scheme. More recently twenty finfluencers were interviewed under caution by the FCA, as it launched targeted action against finfluencers who may be touting financial services products illegally.
As a final warning about social media financial content, our 2024 freedom of information request from Action Fraud showed that of the £75 million lost to financial scams on social media in the UK in 2022, TikTok had the highest average loss (£138,472) of those who reported losing money to the police.
The truth of the matter is that investing and money management is very boring and tedious. When consuming the content of finfluencers, it’s important to be very cautious. Having a large following on TikTok does not necessarily mean that a creator is providing information that is relevant to your individual circumstances or are a qualified as a financial advisor. It is always important to do your own research and take these videos at face value.
None of this content should be construed as an endorsement of the creator features and only reflects the metrics used to measure influence and engagement of financial content.
Sources:
- Social Blade – https://socialblade.com
- Hype Auditor – https://hypeauditor.com
Methodology
- Using data from Social Blade, the study ranked each finance creator based on their following on TikTok.
- The study also obtained data from Hype Auditor to calculate the engagement rate of each high-ranking creator.
The complete ranking of TikTok Finfluencers:
| Rank | Name | Follower Count |
| 1 | Erika Kullberg | 9,100,000 |
| 2 | Mark Tilbury | 7,200,000 |
| 3 | Brandon Schlichter | 3,600,000 |
| 4 | Duke Alexander Moore | 3,400,000 |
| 5 | Humphrey Yang | 3,300,000 |
| 6 | Tatiana Londono | 2,800,000 |
| 7 | Vivian Tu | 2,600,000 |
| 8 | Preston Seo | 2,500,000 |
| =9 | Tori Dunlap | 2,400,000 |
| =9 | John Liang | 2,400,000 |
| 10 | Seth Godwin | 1,800,000 |
| 11 | Crypto Mason | 1,400,000 |
| 12 | John Eringman | 1,300,000 |
| 13 | Steve Chen | 1,200,000 |
| =14 | Taylor Price | 1,100,000 |
| =14 | Teaching Finance | 1,100,000 |
| =14 | Alexis and Dean | 1,100,000 |
| 15 | Martin Lewis | 876,100 |
| 16 | Austin Hankwitz | 768,100 |
| 17 | Sara Faraj | 720,200 |
| 18 | Josh Rincon | 504,900 |
| 19 | Cameron Smith | 432,800 |
| 20 | Robert Ross | 384,300 |
| 21 | Taylor Mitchell | 375,100 |
| 22 | Delyanne Barros | 338,700 |
| 23 | Poku Banks | 331,600 |
| 24 | Colin Miciunus | 261,600 |
| 25 | Chloe Elise | 241,600 |
| 26 | Kenny | 221,300 |
| 27 | Anthony O’Neal | 176,300 |
| 28 | Mat Gay | 165,400 |
| 29 | Jeremy Schneider | 159,900 |
| 30 | Joyee Yang | 138,400 |
| 31 | Steve Chou | 119,200 |
| 32 | Chelsea Pursuit | 115,900 |
| 33 | Brian Mitchell | 97,900 |
| 34 | Jessica Inskip | 97,700 |
| 35 | Simone | 78,500 |
| 36 | Sumit | 76,600 |
| 37 | Devamsha Gunput | 69,600 |
| 38 | Mia McGrath | 43,100 |
| 39 | Kia Commodore | 42,900 |
| 40 | Mady Mills | 25,100 |
| 41 | Timi Merriman-Johnson | 7,978 |
| 42 | Ellie Austin-Williams | 4,749 |
