FInfluence – Tenth Edition

Anbima has released the tenth edition of FInfluence, its semiannual study of financial influencers on social media, produced in partnership with the Brazilian Institute for Research and Data Analysis (Ibpad). Covering the second half of 2025, the latest edition analyzes 1,912 profiles and marks five years of monitoring financial conversations across Instagram, YouTube, X, and Facebook, providing a longer-term view of how this ecosystem has expanded and evolved.

Five years of financial influence

The scale of the market has changed significantly since FInfluence was launched in 2020. The number of influencers tracked has grown from 266 to 904, while their combined follower base has increased from 74 million to 310.7 million. In the second half of 2025 alone, the study analyzed 468,400 posts and 1.3 billion interactions.

The latest findings also point to an increasingly diverse and competitive environment. While conversations about investment products gained momentum again, personal finance generated the strongest growth in engagement. YouTube maintained the highest average engagement among the platforms monitored, while Instagram posted a sharp increase in interactions per post.

A closer look at investment funds

This edition includes a special five-year analysis of conversations about investment funds and real estate investment funds (FIIs). Mentions of funds rose 173% between 2021 and 2025, highlighting their growing presence in financial discussions on social media. The report also expands its focus on professional qualifications, with dedicated rankings for influencers holding Anbima certifications and the CFP® certification.

Download the full report in English to explore the findings, rankings, platform trends, and methodology behind the tenth edition of FInfluence.