We live in a time where your next financial decision might be based on a 30-second TikTok clip—shot on someone’s phone, edited with trendy music, and sprinkled with buzzwords like “passive income,” “crypto,” or “financial freedom.” I get the appeal. It’s fast, it’s visual, and it feels like advice from a friend. But let me be clear: this can be a dangerous place to build your financial foundation. 

A recent study found that nearly 70% of finance-related content on TikTok is misleading. (DayTrading.com) That’s not just “off” or “slightly exaggerated”—it’s outright misleading. The study evaluated videos based on accuracy, risk disclosures, educational value, and whether the information was oversimplified. Most performed terribly across the board. 

At Identiti Financial, we focus on real wealth-building—especially for those in the LGBTQ+ community who’ve historically been left out of traditional financial systems. We’re here to tell you: TikTok is not your financial advisor. 

But let’s not throw the whole app away. Social platforms can spark curiosity and start important conversations. The key is knowing how to filter the noise and recognize real expertise from performative hustle culture. 

The Problem with TikTok Finance

Here’s what’s broken: the algorithm rewards virality, not truth. It amplifies drama, quick fixes, and the illusion that wealth is just one “hack” away. TikTok is full of self-proclaimed gurus many with no qualifications, pushing everything from high-risk trading strategies to get-rich-quick schemes—often without a single disclaimer. 

Too often, these creators fail to: 

• Explain risks or downside scenarios. 
• Clarify that their strategy may not work for everyone—or anyone. 
• Disclose sponsorships or personal incentives. 
• Offer any real education or long-term strategy. 

This isn’t just sketchy, it’s harmful. People are making real decisions with real money based on content that wouldn’t pass a basic compliance check. 

How to Use TikTok for Finance (If You Must)

We’re not anti-technology. We’re pro-clarity. If you’re going to be on TikTok for money advice, here’s how to protect yourself: 

1. Start with a healthy skepticism. 

Just because it sounds confident doesn’t mean it’s correct. Ask: Who is this person? What are their qualifications? Are they selling something? 

2. Check their background. 

Credible creators often:  

• Hold professional licenses or designations (like SIE, 63, 66, Series 7, CFP®) 
• Work in regulated industries. 
• Disclose their experience and qualifications. 
• Are clear when something is “opinion,” not fact. 

3. Look for balance and context. 

Reliable financial educators talk about: 

• Risks as much as rewards. 
• Long-term strategies, not just “hacks.” 
• The nuances behind major decisions (e.g., the tradeoffs between renting vs. buying, or investing in index funds vs. individual stocks). 

They don’t promise that $500 in a high-yield savings account will make you rich by next year. They don’t act like investing is easy. And they never say “this is what YOU should do” without understanding your full financial picture. 

4. Avoid creators who... 

• Promise guaranteed returns. 
• Use fear tactics or urgency (“buy this NOW before it explodes!”). 
• Push products or courses without transparency. 
• Oversimplify complex ideas into bite-sized magic bullets. 

If someone’s always talking about how much they made, and never about how you can build a sustainable plan, be careful. 

5. Use TikTok to start the conversation, not finish it. 

Treat financial content on TikTok the way you’d treat a Wikipedia entry, it might lead you to the right topics, but it’s not the place to stop. Follow up with research. Talk to a licensed advisor. Build a real plan. 

At Identiti Financial, we exist to give you what TikTok can’t: context, clarity, and a strategy designed for your actual life. Especially for the LGBTQ+ community, whose financial realities often don’t match the mainstream advice being handed out online, we need real talk, not shortcuts. 

The truth is, wealth isn’t built in 30-second clips and hot takes. It’s built in decisions you make every day with guidance you can trust, and a strategy that actually fits your life. 

If you want to build wealth, start by building discernment. 

And stop letting TikTok think for you.


Matthew Erickson is a registered representative of and offers Securities, Investment Advisory and Financial Planning Services through MML Investors Services, LLC, Member SIPC. Supervisory Office: 90 Park Avenue, 17th Floor, NY, NY 10016 (212) 536-6000. Identiti Financial is not a subsidiary or affiliate of MML Investors Service, LLC or its affiliated companies. CA Insurance License #4035399 CRN202810-9595247