Fisayo Martins, the creator behind Finance Matters UK, has become one of the biggest success stories of the 2025 Good Money Guide Finfluencer Awards after winning Best Personal Financial Tips, Best TikTok Finfluencer, and Best Instagram Finfluencer. Her practical, honest and highly relatable approach to personal finance received some of the strongest vote totals of the entire awards.
Fisayo Martins, the creator behind Finance Matters UK, has become one of the biggest winners of the 2025 Good Money Guide Finfluencer Awards after securing Best Personal Financial Tips, Best TikTok Finfluencer, and Best Instagram Finfluencer. Her practical, relatable and community-focused approach to financial education earned exceptionally strong support from voters, with each category comfortably exceeding the 50 verified votes required to be counted as official results.
Voter reviews demonstrated a deep appreciation for the clarity and accessibility of her content. One voter wrote: “Good advice, explaining realisticallt and even additional info.” Another highlighted her consistency and educational style, noting: “Education on finance and encouraging better financial management, education and behaviours.”
Reviewers repeatedly praised the way she simplifies complex concepts into everyday language. One supporter commented: “Explains things super clearly with great examples.” Another simply wrote: “Break things down in simple terms.” Many highlighted her engaging presentation style, with one follower saying: “She brings in humour in her explanation which is great to keep… to make sure you get your finance in order to live a cute life!”
Her audience also values the relevance of her content and her ability to respond to real-time financial issues. One review stated: “Salary breakdowns and saving tips are insightful. Video breakdowns responding to current affairs.” Another voter wrote: “Makes complex things sound basic and providing succinct explanations.”
A recurring theme across the reviews was the confidence she helps people build in managing their own finances. One voter noted: “I have learned so much from her and gained confidence in how to… Everything is broken down in simple terms for understanding.” Others praised her supportive tone and the way she communicates financial literacy to people who might otherwise feel excluded, with one reviewer writing: “She really breaks things down in a non-judgemental, non daunting and informative way.”
Fisayo’s wins also demonstrate how the Good Money Guide Awards work. All awards are determined by customer votes rather than editorial judgement or paid placement. Entry is free and any eligible creator or company can participate by directing followers to leave honest ratings and written reviews. Categories only count once they reach at least 50 votes, ensuring that results represent meaningful public sentiment.
- The full process is explained here: https://goodmoneyguide.com/awards/how-to-win-a-good-money-guide-award/
- Votes can be viewed on the Finance Matters UK review page here: https://goodmoneyguide.com/review/fisayo-martins-finance-matters-uk/
Social media has become one of the most important tools for improving financial literacy. Creators like Fisayo are helping people make better decisions about their money by sharing relatable, easy to understand content. When financial education is engaging and accessible, it can genuinely change people’s lives.
With three major wins now confirmed, Fisayo Martins is firmly recognised as one of the UK’s most trusted voices in personal finance. Her success shows that short-form social content on platforms such as TikTok and Instagram can make a real impact on financial wellbeing in 2025.
Richard is the founder of the Good Money Guide (formerly Good Broker Guide), one of the original investment comparison sites established in 2015. With a career spanning two decades as a broker, he brings extensive expertise and knowledge to the financial landscape.
Having worked as a broker at Investors Intelligence and a multi-asset derivatives broker at MF Global (Man Financial), Richard has acquired substantial experience in the industry. His career began as a private client stockbroker at Walker Crips and Phillip Securities (now King and Shaxson), following internships on the NYMEX oil trading floor in New York and London IPE in 2001 and 2000.
Richard’s contributions and expertise have been recognized by respected publications such as The Sunday Times, BusinessInsider, Yahoo Finance, BusinessNews.org.uk, Master Investor, Wealth Briefing, iNews, and The FT, among many others.
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