“Start by writing down everything you spend.” “It doesn’t matter how much you win, but how you administer it.” Phrases like those – which decades ago they would have sounded on a mother’s advice – today arrive from the cell phone and with another aesthetic: prolific accounts, graphics, downloadable forms and one minute videos. More and more people are interested in ordering their personal financessave or invest in a simple and conscious way. And many do it by the hand of financial influencers that grow in networks: professionals who teach from experience and closeness, without technicalities, with humor and practicality.
Federal knowledge
An interesting point of this boom is that exponents can give a chair from anywhere in the country, federalizing access. This is the case of Luciano Fornero, who lives and works in San Jorge, a small town in the interior of Santa Fe with just 20,000 inhabitants. From here it became a reference for those who want to learn to invest without depending on intermediaries. Did it under the name “The investor” and building a community of more than 250,000 followers between Tiktok, Instagram (In both cases you can find it as @el.inversor.ab) and YouTube. Its objective is clear: “break the barrier of ignorance.”
With 47 years, he is an advisor enrolled before the National Securities and Investor Commission from 20 (first in real estate, then in the capital market), but it was not until the pandemic that decided to found his academy, where he offers workshops designed for those who want to start in the stock market without previous experience. Although his audience is wide, he connects especially with over 30 years, many crossing that hinge moment in which they begin to think about their future stability. “It doesn’t matter how much you win, but how you administer,” he usually repeats, pointing to an approach that prioritizes order, education and informed decision making. His commitment is to demystify the world of investments, show that it is not necessary to be an expert to begin with and that, with clear information and adequate tools, “investing is not a privilege, but a real possibility.”
Clear communication
It is also common for these new referents of financial education to come from the world of journalism, a training that allows them to translate complex concepts into clear and effective messages.
In 2017, Celeste Sánchez opened an Instagram account to share what he had learned about money trying to solve his own economic problems. What was born as a way of relief and personal dissemination, soon became a professional project of great impact. Since 2020, @dineroenordden is your full -time work and your main source of income. His approach is to help other people (especially women and mothers) to understand how to handle their money efficiently, conscious and realistic. “My goal is to give other women and their families the information that I needed in 2014,” he explains.
The differential of Sánchez, who is precisely a journalist, lies in his ability to communicate financial concepts that are usually loaded with technicalities. His followers consult it on how to get out of debts, organize budgets, plan large purchases or even how to use a credit card without falling into trouble. “The cards are a tool that almost everyone uses, but on which very little is known until you find a huge debt,” he warns. In a country where economic crises are recurring, its message is sustained in a combination between context and individual responsibility: “You can live in a stable country and have equal silver problems. When you form and take care of your part, you can improve even in crisis.”
In the same journalistic line, Lara López Calvo is one of the most consulted. With 347,000 followers in Tiktok and 871,000 on Instagram (in both networks is @lalazcalvo), it became especially known for its columns in A24, América TV and Radio Rivadavia programs, where it translates the economic situation with a direct, fresh and accessible tone. The same one that leads to its networks, from where it answers doubts, shares useful information and reinforces its commitment to financial education. With flat language, generational look and ability to synthesize the complex, it is positioned as a key disseminator in this new wave of influencers.
Above women
Another point to highlight is the female presence and interest in a topic that is generally associated with the masculine. There are several women who have specialized in this profile in networks, but there is perhaps a pioneer could sign up for Lucía Aguilar, aka @luliinvierte and also author of “Without fear of money” (Planet). He created his account in 2019, after listening to a casual talk in the office that made her aware of how much ignorance there were money management. Today, his community exceeds 400,000 people among all their platforms (Instagram, Tiktok and YouTube), and their proposal combines educational content, courses and community.
With training in communication and experience in influencers marketing, he knew from the beginning how to generate impact: with closeness, clarity and empathy. Most of their audience is made up of professional or entrepreneurial women who, although they handle increasing income, never received formal financial education. “What is most repeated is that I explain easy what always seemed difficult, as if a friend spoke,” he says. Its content adapts to the issues that arise in the community: from how to invest, save or settle debts, to how to talk about money as a couple. In his words, “choosing a couple is the most important financial decision we are going to take.” That mixture of practical tools with emotional look helps to explain why so many – and especially so many – connect with their proposal.
Among the thousands of questions that ask him, some very installed ideas that nobody questions. For example, that a car is an investment or that borrow in installments without interest has no consequences. But Aguilar does not believe that it is both ignorance and a structural vacuum. “Most people never received any kind of financial education,” brand. It is the explanation about why these profiles grew so fast: they came to cover a hole with tools, accessible language and the premise that there are no silly questions when it is finance. Only lack of education. And, luckily, that begins to change.
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