Social media has done a lot to bring financial education to a wider audience, giving ordinary people easier access to information about markets and investment opportunities. The downside, of course, is that the same algorithms can just as easily deliver disinformation or low-quality content alongside genuinely useful messaging.

Regulators are taking notice. In 2025, agencies from across six countries engaged in a coordinated crackdown on so-called ‘finfluencers’, social media creators who had been offering investment advice without authorisation, and in many cases, without any real expertise.

The message was loud and clear: media personalities who promote financial products or share market insights on social media need to follow the rules or face the consequences.

Of course, no enforcement regime is ever absolutely watertight. As Finance Magnates points out, while the UAE was the first jurisdiction to regulate finfluencers – and initiative which has, overall, been a success – a few rogue actors slip through the cracks.

But that should not be a cause for complacency. The UAE’s Capital Market Authority (CMA), like other regulators around the world, is reviewing and assessing online influencers, and vows to take appropriate action. This represents a global trend. For instance, in the UK’s Financial Conduct Authority (FCA) has significantly stepped-up action against finfluencers in the last year.

Yet uneven enforcement can create the wrong incentives. For firms tempted to cut corners, the short-term gains are unlikely to be worth the risk.

Quality beats hype

In an increasingly crowded market, brokers face a real challenge: cutting through the noise to reach the right audience with the right message.

Where rogue finfluencers rely on hype, hyperbole or outright misinformation, reputable brokers understand that quality messaging – accurate, relevant and clearly suitable for its intended audience – is a competitive advantage.

Original, innovative and creative marketing (within the parameters of regulations) is often key to getting potential customers to take notice. But clear, compelling and compliant messaging is only the first step. To achieve sustainable growth, innovative marketing needs to be backed by innovative service.

That means giving investors genuine choice, offering access to a broad range of assets and exposure to global markets. It means being transparent and responsive as client needs evolve. And it means having robust risk management strategies in place to ensure stability and resilience when market conditions shift.

This is where a good liquidity partner becomes invaluable. The right liquidity provider can offer access to deep liquidity, guidance on choosing the optimal risk model, and a multi-asset offering that translates into real flexibility and choice for clients.

Growth & evolution

Sustainable growth also requires taking the long view. Short-term client acquisition is, of course, essential. But the most successful brokers build with the future in mind. Their client base will evolve, and the firms best placed to capitalise on that change are those with the flexibility and depth of offering to adapt.

That means resisting the temptation of short cuts. Quick wins that compromise on compliance or the client experience might boost numbers in the near term, but risks doing lasting damage to brand reputation. And that is not something that can easily be rebuilt.

Looking for a liquidity solution tailored to your business? Get in touch with Finalto to find out how we help brokers stand out in a competitive, highly regulated market, and help build the foundations for sustainable growth.

All opinions, news, research, analysis, prices or other information is provided as general market commentary and not as investment advice and all potential results discussed are not guaranteed to be achieved. The information may have been derived from publicly available sources, company reports, personal research, or surveys. Past performance is not indicative of future performance. Trading carries risk of capital loss. Service available to professional clients only.