Recently, in partnership with the Financial Services Forum, we hosted a lively panel discussion (April 2025) exploring the growing influence of content creators in the financial sector.  

Chaired by Tom Cook, Head of Digital at Lansons, the session brought together Rotimi Merriman-Johnson (founder of Mr. Money Jar), Anna Brading (financial education advocate and author), and Stacey Onyido (Global Financial Promotions Oversight Manager at eToro).

Here are the standout insights from the event - and what they mean for brands navigating this fast-evolving space.

How Creator Marketing Is Evolving in Financial Services

1. From Scepticism to Trust

Tom opened the panel by highlighting a shift in brand attitudes towards creators: financial brands are gradually moving away from viewing creators with a degree of scepticism. The reason? Trust. Today’s top creators have built engaged, loyal communities and are passionate about having an impact on their audience’s relationship with money – brands are starting to notice creators have a connection to consumers they don’t and are keen to tap into that credibility.

Key takeaways: Relatable voices win: Creators are helping to demystify personal finance-related topics, reaching audiences who might not otherwise engage with traditional institutions, by sharing their own learning journeys and experiences their audiences can relate to.

2. Government & Creators: A Brave New Frontier

Rotimi and Anna shared their recent experiences of collaborating with the UK Government, as the corridors of power begin to recognise the role creators can play in building, or rebuilding, public trust. While these relationships are nascent and there’s a sense that everyone is figuring out how it will work in the long-term, it’s a nod to the influencer content creators now hold.

Key takeaways: Public sector interest is growing; government departments are waking up to the power of digital creators. It's a learning journey; brands and Government departments alike are still figuring out how to collaborate effectively with influencers.

Best Practices for Financial Services Brands Working with Influencers

3. Redefining ROI in Creator Partnerships

Rotimi made a key point: brands need to broaden their definition of ROI. Success isn’t just about clicks or conversions – especially if brands are looking at the value of long-term creator partnerships.

Key takeaways: Think long-term, not once and done: Invest in relationships with creators who produce consistently valuable content and look to explore the objectives this can deliver against over a 3, 6, or 12-month partnership. Once and done rarely delivers ROI but is often the default entry point for brands.

4. Compliance Doesn’t Have to Kill Creativity

Anna and Stacey tackled the classic tension between compliance and creativity - urging brands to involve compliance teams early, so that regulatory guardrails become part of the process, not a roadblock.

Key takeaways: Bring compliance in early; make them a part of the process of developing a partnership so they don’t just see the end product, they see the and can understand your objective and feed into the creative process. Collaboration helps everyone. Creative freedom matters; trust creators to communicate in their own voice. It makes for better content - and better results.

Technology & Trust: AI’s Role in the Future of Creator Marketing

5. Embracing AI Without Losing the Human Touch

Tom Cook sparked discussion around artificial intelligence – both the opportunities it presents and its associated risks. AI can supercharge content creation but also points to a future where content is harder to trust at face value.

Rotimi Merriman-Johnson built on this noting that as AI-generated content output rises, audiences will likely increasingly turn to established voices and platforms for reliable information.

Key takeaways: Credibility is key; as synthetic content becomes more common, trusted creators and brands will stand out. Trust is your currency; verified, credible creators will become even more valuable.

Final Thoughts: What’s Next for Creator Marketing in Finance?

This panel made one thing clear: there is a positive future ahead for collaboration between financial services brands and content creators. If brands take the right approach it can lead to authentic, compliant, and collaborative partnerships with creators that add real value for audiences.

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Introducing the 'Lansons Finfluencer Academy'

Co-created with four of the UK’s leading Finfluencers, the Lansons Finfluencer Academy aims to help financial services brands unlock these opportunities in the most meaningful way - by facilitating closer collaboration between companies and creators. Want to know more? Use the form below to request more information.