Money Talks: The Rise of The Female Fin-fluencer

• A growing number of female-run social media accounts focused on promoting financial literacy for women have cropped up in recent years. 

FinTech. Finance, Influencer, Fin-influencers, women, female influencers

• Gemma Bird is the UK’s most popular female fin-fluencer on Instagram earning up to £630.91 per sponsored post by sharing her money saving hacks to her 190 000 followers via her account @moneymumofficial.

• While all these accounts focus on demystifying finance for women, by women, with advice being offered on an array of topics, from money ‘adulting’ skills for millennials in the form of jokes and memes to investing and budgeting hacks for all ages.

A number of social media accounts curated by women that offer financial advice to women have cropped up in recent years, according to a study by Xendpay, The most popular accounts boast a large fan base, with follower counts reaching well into the hundred thousands. Women talking about money has never been more lucrative, as the owners of these accounts are able to earn via sponsored posts on the platform.

While all these accounts focus on demystifying finance for women, by women, there is great variety in the individual topics covered, with advice being offered on an array of topics from money “adulting” skills for millennials in the form of jokes and memes to investing and budgeting hacks for all ages.

The most popular UK female fin-fluencer on Instagram is Gemma Bird, a 39-year-old mother of two from Essex. She shares her money saving tips to her 190k Instagram followers via her account @moneymumofficial and earns up to £630.91 per sponsored post. Mrs Bird who began her account in 2014 has expanded her brand to add columnist and owner of a lingerie business to her list of accomplishments.

In second place of most popular female fin-fluencers on Instagram in the UK is Clare Seal who created her account @myfrugalyear to document her journey out of £27,000 worth of debt in 2019. She now has 77.5k followers which allows her to charge £224.51 – £374.13 per sponsored post. She is also a columnist for Glamour magazine as well as author of the book ‘Real Life Money’

Emma of @the.brokengeneration rounds up the top three UK female fin-fluencers  on Instagram with 49.5k followers. Her account focuses on changing the way women think and feel about money. A self-described recovering spendaholic, she focuses on financial optimisation not frugality, and earns £179.18 – £298.64 per sponsored post on Instagram.

Alice Tapper with her account @gofundyourself places fourth in the top UK female fin-fluencers on Instagram list. With 45.3k followers she is able to charge £94.44 – £162.90 per sponsored post on the platform. She is a financial columnist and campaigner, having made #regulateBuyNowPayLater happen. In fifth place is Emilie Bellet, author, podcast host and Forbes contributor with her account @vestpod. Bellet earns £97.47 – £162.46 per sponsored post thanks to her 22.5k followers.

Top Female Fin-fluencers on Instagram UK

Name of influencer Instagram handle Follower count Earnings per post
1. Gemma Bird @moneymumofficial 190k £ 391.70 –   £ 652.82
2. Clare Seal @myfrugalyear 77.5k £ 224.51 – £374.13
3. Emma @the.brokegeneration 49.5k


£179.18 – £298.64
4. Alice Tapper @gofundyourself 45.3k £94.44 – £162.90
5. Emilie Bellet


@vestpod 22.5k £ 97.47 – £162.46
6. Kia Commodore @penniestopoundspod 16.5k £74.60 – £124.34
7. Ellie @thisgirltalksmoney 14.6k  £ 63.71 – £106.18


8. Lynn Beattie @mrsmummypennyuk 14.2k £60.99 – £101.65
9. Davinia Tomlinson @rainchq 10.2k £47.26 – £80.71
10. The Money Whisperer @moneywhisperer_ 8.7k £41.44 – £71.26


It’s not all Instagram when it comes to fin-fluencers though. There are a number of young women offering financial advice on TikTok or MoneyTok as the financial corner of the video sharing service has been dubbed. The top TikTok female fin-fluencers are US-based such as 26-year-old Tori Dunlap, creator of the enormously popular account @herfirst100k. With 1.6 M followers on the platform, she is able to charge £697.07 – £1,161 per sponsored post.

A small number of UK women are also starting to make a name for themselves on the platform. For instance, the account Financielle run by 33-year-old Laura Pomfret and sister Holly Holland, 31, has racked up an impressive 22k followers. To be eligible to earn money from sponsored posts TikTok requires a minimum of 10k followers, unlike Instagram and YouTube where you can start earning with just 1000 followers. The sister duo are able to charge £9.80 – £16.33 per sponsored post. Together they created The Financielle Playbook, a digital step-by-step guide to help women find financial wellness.

YouTube is another platform where women can make money talking about money. Like with TikTok some of the top female fin-fluencers are also American such as Chelsea Fagan of The Financial Diet. With 878k subscribers she is able to charge £297.14 per sponsored post. In the UK the top YouTube female fin-fluencer is Emma Drew, and by leveraging the power of her 16.7k subscribers she is able to charge £10.1 per sponsored post.

Commenting on the study a spokesperson for Xendpay said, “Like many industries, the financial world has traditionally been a boys club. But women are starting to push through the glass ceiling. This is in no small part a result of the great equalizer, the internet. With social media, information and self-education is available to those who seek it”.

The research was conducted by Xendpay, which aims to reduce the cost of international money transfer while maintaining the best possible customer service.

It provides a no-fee international money transfer service to bank accounts, offering exchange rates usually only available to multinational corporations, without compromising on transfer times or reliability.