Open a Roth IRA. Buy this stock before it pops. Make $100,000 a month by starting your own side hustle.

A sea of financial advice courses through TikTok users’ phones each day. This money-minded self-help is far more widely available and less regulated than the traditional financial services industry.

And it is increasingly driving the way people manage their money. Fidelity Investments credits these financial influencers in part for the skyrocketing number of people who are opening Roth IRAs, and the 73% rise in contributions to them among Gen Zs year-over-year in the second quarter of 2026.

The Financial Industry Regulatory Authority found that those who use social media for investment advice rate their investment knowledge higher than those who don’t, but perform worse on an objective knowledge test. They are also more susceptible to investment fraud.

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