Financial giants tiptoe into TikTok

New: Gift this subscriber-only story to your friends and family

NEW YORK • As TikTok accounts focused on money gain huge followings, stodgy financial firms are wedging themselves into youth-oriented social media platforms for a piece of the action.

Independent "FinTok" influencers like Mark Tilbury (@marktilbury, seven million followers), Humphrey Yang (@humphrey talks, 3.3 million), Tori Dunlap (@herfirst100k, 2.1 million) and Erika Kullberg (@erikakullberg, 8.4 million) have audiences that billion-dollar asset managers can only dream of.

Already a subscriber? 

Dive deeper at $0.99/month

Want more exclusives, sharp insights into what's happening at home and abroad? Subscribe to stay informed.

Unlock these benefits

  • All subscriber-only content on ST app and straitstimes.com

  • Easy access any time via ST app on 1 mobile device

  • 2-week e-paper archive so you never miss out on any topic that matters to you

Join ST's Telegram channel and get the latest breaking news delivered to you.

A version of this article appeared in the print edition of The Sunday Times on May 15, 2022, with the headline Financial giants tiptoe into TikTok. Subscribe