The New Voices of Finance in Singapore
Singapore is one of the most digitally saturated markets in the world. Based on Datareportal, there are 5.61 million social media user identities in early 2025, equivalent to 88.2% of the population, and very high platform reach across YouTube, TikTok and LinkedIn. YouTube’s ad reach stood at 5.16 million users, TikTok reached 3.63 million adults, and LinkedIn reported 4.80 million members in Singapore.
What these statistics also highlight is how consumers discover, evaluate and engage with financial information today. For financial institutions, banks, wealth managers and fintech companies, the opportunity extends beyond traditional media. Activating the financial creators, community-led platforms and native finance media enables brands to build trust, amplify brand voices and engage audiences through credible, education-led content.
In this guide, we highlight some of the leading financial creators, communities and finance media platforms in Singapore that marketers should consider for influencer and content partnerships in 2026.
Leading Financial Creators in Singapore
Chris @HoneyMoneySG
No. of followers: 48.6K YouTube | 4.2K Instagram | 2.6K TikTok | 22.8K Telegram
Engagement rate: 0.82%
Average views per post: 4.86K
Chris is a Singapore-based personal finance creator who focuses on investing, saving and wealth-building strategies for young professionals. His approachable and practical content style makes complex financial topics easy to understand, helping brands connect with audiences who are actively looking to improve their financial literacy and begin their investing journey. His educational approach makes him particularly effective for trust-building and awareness campaigns.
Creator topics:
- Investing 25%
- Credit Cards 20%
- Travel Hacking 15%
- Tax Strategies 10%
- CPF 10%
- Business Tips 10%
- Financial Planning 5%
- Dividends 5%
Best for:
- CPF, SRS education
- Broker platforms
- Credit cards
- Savings products
- FIRE content
Kelvin Learns Investing
No. of followers: 128K YouTube | 11.5K Instagram | 8.9K TikTok | 4.5K Lemon8 | 14K Telegram
Engagement rate: 0.32%
Average views per post: 8.4K
Kelvin is one of Singapore’s best-known investing educators, producing content focused on stock investing, ETFs, portfolio construction and long-term wealth building. His audience actively seeks investment knowledge and practical strategies, making him a strong partner for financial brands looking to educate retail investors and position themselves as trusted sources of financial expertise.
Creator topics:
- Investing 30%
- Personal Finance 25%
- Retirement Planning 15%
- Dividend Investing 10%
- Tax Relief 8%
- Passive Income 7%
- Stock Market 5%
Best for:
- Beginner investing
- Brokerage onboarding
- Robo-advisers
- Dedicated YouTube explainer
- Integrated review
- Downloadable guide
- Affiliate/UTM testing
SG Budget Babe
No. of followers: 31K Instagram | Website
Engagement rate: 0.7%
Average views per post: 20K
As one of Singapore’s pioneering personal finance bloggers, Dawn has built long-term credibility through content covering investing, budgeting, financial independence and major life milestones. Her audience spans young professionals, families and working adults, making her particularly valuable for brands looking to engage consumers across different stages of their financial journey.
Creator topics:
- Dividend Investing 25%
- Financial Independence 20%
- Market Trends 15%
- Personal Finance 15%
- Wealth Building 10%
- Real Estate 5%
- ETFs 5%
- Budgeting 5%
Best for:
- Women-focused finance
- Family finance
- Blog/editorial partnership
- Podcast guesting
- Women-focused webinar
- Educational social pack
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The Woke Salaryman
No. of followers: 914K Instagram | 528K Facebook | 366K LinkedIn | 23K Substack | Spotify
Engagement rate: 9.36%
Average views per post: 3M
The Woke Salaryman has become one of Singapore’s most influential personal finance media brands by combining storytelling, illustrations and relatable life experiences to explain topics such as investing, careers, housing and financial independence. Their highly shareable content enables brands to educate audiences at scale while maintaining strong engagement and relatability.
Creator topics:
- Social Commentary 25%
- Financial Advice 20%
- Career Reflections 15%
- Personal Growth 10%
- Economic Principles 10%
- Work-Life Balance 5%
- Generational Differences 5%
- Ethical Business 5%
- Family Relationships 5%
Best for:
- Branded comic/editorial
- Community discussion
- Event panel
- Newsletter/owned-media partnership
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Sethstify
No. of followers: 14.2K Instagram | 13.4K Tiktok | 35.8K Telegram
Engagement rate: 0.71%
Average views per post: 14K
Sethisfy creates accessible content around personal finance, investing and wealth-building for younger Singaporeans. His practical and relatable approach helps simplify financial concepts while encouraging audiences to take actionable steps towards better financial management. This makes him particularly effective for awareness and consideration-stage campaigns.
Creator topics:
- Travel Hacking 30%
- Credit Card Rewards 25%
- Financial Planning 20%
- Business Class Deals 15%
- Financial News 10%
Best for:
- Financial literacy campaigns
- Investing education
- Wealth management
- Banking and savings products
- Reaching younger professionals
- Educational video series
- Product explainers
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Tim Phillips
No. of followers: 61.7K Instagram | 2.1K Linkedin
Engagement rate: 1.74%
Average views per post: 83K
Tim Phillips is a financial educator based in Singapore who focuses on simplifying wealth-building strategies. His content primarily covers investment advice, portfolio management, and financial planning, with a strong emphasis on ETFs and long-term investing. He offers a structured course called ‘Investing Made Simple’ and has been featured in media outlets like @moneyfm893 and @channelnewsasia. His posts often address specific Singaporean financial contexts, including tax optimization, retirement planning, and local banking products.
Creator topics:
- Investment Strategies 30%
- ETF Advice 25%
- Singapore Finance 15%
- Retirement Planning 10%
- Tax Optimization 10%
- Dividend Investing 5%
- Banking Products 5%
Best for:
- Long-form investing content and thought leadership collaborations
- ETF and investment platform campaigns
- Educational webinar and masterclass series
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Demi Zhuang
No. of followers: 28.8K Instagram | 58.1K YouTube
Engagement rate: 1.71%
Average views per post: 18K
Demi Zhuang is a Singapore-based content creator specializing in personal finance, travel, and lifestyle. She shares educational content on investing, financial planning, and entrepreneurship, often incorporating her own experiences and practical tips. Demi collaborates with platforms like The Straits Times and Moomoo, offering structured financial advice and promoting tools for wealth building. Her content is geared towards helping individuals achieve financial freedom and navigate the complexities of managing money in Singapore.
Creator topics:
- Financial Education 40%
- Personal Finance 25%
- Investing 15%
- Travel Tips 8%
- Lifestyle 7%
- Entrepreneurship 5%
Best for:
- Financial literacy campaigns targeting young professionals
- Digital wealth and investing platform partnerships
- Lifestyle-led personal finance content
- Entrepreneurship and side-income campaigns
Daniel (sgfirecouple)
No. of followers: 24.6K Instagram
Engagement rate: 2.9%
Average views per post: 23K
Daniel, better known as sgfirecouple, is a Singapore-based personal finance creator who documents his family’s journey towards Financial Independence, Retire Early (FIRE). Through practical content on investing, saving, career progression and family financial planning, he has built a highly engaged audience of working professionals and young families seeking long-term financial security. His transparent and relatable approach makes him particularly effective for brands looking to connect with consumers navigating key life stages such as marriage, parenthood, home ownership and retirement planning.
Creator topics:
- Financial Literacy 30%
- Investment Strategies 25%
- Personal Finance 20%
- Career Growth 15%
- Family Life 10%
Best for:
- Family wealth planning campaigns
- Financial wellness and employee benefits programmes
- Insurance and protection awareness initiatives
- Long-term investing and FIRE (Financial Independence, Retire Early) content
- Career and wealth-building education series
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Finance Communities, Podcast & Native Media
While creators are effective for building awareness, finance communities, podcasts and native media platforms play a different role in the customer journey. Their highly engaged audiences actively seek financial education, product comparisons and market insights, making them valuable channels for building trust, encouraging discussion and supporting consideration. For financial brands, these platforms provide opportunities to participate in ongoing conversations rather than one-off sponsored campaigns.
Seedly
No. of followers: 37.6K Instagram | 48K Facebook
Engagement rate: 0.01%
Average views per post: 1K
Seedly is Singapore’s largest personal finance community platform, combining content, product reviews, forums, events and financial discussions. Unlike individual creators, Seedly offers brands access to a highly engaged community actively researching financial products and seeking financial advice, making it a powerful platform for both education and consideration-stage marketing.
They also have their own personal finance community group on Facebook where members share their journeys to financial independence and freedom.
Creator topics:
- Personal Finance 40%
- Investments 25%
- Savings 15%
- Financial Planning 10%
- Budgeting 10%
Best for:
- Sponsored financial guides
- Community discussion
- Event panel / Webinar partnerships
- Newsletter/owned-media partnership
- Financial literacy initiatives
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The Financial Coconut / Reginald Koh
No. of followers: 96.8K Instagram | 8.9k Facebook | 11K LinkedIn | 44k YouTube | 15.8K Telegram
Engagement rate: 0.16%
Average views per post: 3M
Led by Reggie Koh, The Financial Coconut has grown into one of Singapore’s most recognised personal finance media brands through its podcasts, events and community-led discussions. By combining educational content with a loyal audience interested in investing, retirement planning and financial wellness, it offers brands multiple touchpoints to engage consumers through trusted conversations rather than traditional advertising.
Creator topics:
- Finance Education 30%
- Investment Insights 25%
- Career Strategies 15%
- Event Promotion 10%
- Market Analysis 10%
- Personal Finance 5%
- Business Growth 5%
Best for:
- Sponsored podcast series
- Executive interviews
- Community events
- Fireside chats
- Video podcast sponsorships
- Financial education campaigns
DollarsAndSense
No. of followers: 25.6K Instagram | 77K Facebook | 8.3K Tiktok | 9.4K YouTube | 3K LinkedIn
Engagement rate: 0.63%
Average views per post: 7K
DollarsAndSense is one of Singapore’s leading personal finance publishers, known for its strong editorial credibility and extensive coverage of banking, investing, insurance and CPF-related topics. Its highly engaged readership and strong search visibility make it an effective platform for brands looking to educate consumers and build long-term awareness.
Creator topics:
- Social Commentary 25%
- Financial Advice 20%
- Career Reflections 15%
- Personal Growth 10%
- Economic Principles 10%
- Work-Life Balance 5%
- Generational Differences 5%
- Ethical Business 5%
- Family Relationships 5%
Best for:
- Branded comic/editorial
- Community discussion
- Event panel
- Newsletter/owned-media partnership
The Fifth Person
No. of followers: 25.4k Instagram | 49k Facebook | 81K YouTube | Spotify
Engagement rate: 0.29%
Average views per post: 9.62K
The Fifth Person is one of Singapore’s most established investing education brands, known for its deep expertise in value investing, stock analysis and long-term wealth creation. Over the years, it has built a highly engaged community of serious investors who actively seek investment research, educational content and market insights, making it particularly valuable for brands targeting affluent and financially sophisticated audiences.
Creator topics:
- Stock Analysis 30%
- Investment Strategies 25%
- Financial Independence 20%
- Market Trends 15%
- Dividend Stocks 10%
Best for:
- Sponsored investment reports
- Educational webinars
- Investor masterclasses
- Thought leadership content
- Event collaborations
Key Takeaways
The strongest campaigns combine creators, communities and media
Successful financial influencer marketing is rarely built around a single creator. Combining individual finfluencers with finance communities, podcasts and native publishers enables brands to engage audiences across different stages of the customer journey—from awareness and education to consideration and advocacy.
Educational content consistently outperforms product promotion
Singapore audiences actively research financial products before making decisions. Creators who simplify complex financial concepts and provide practical, educational content are often better positioned to build trust than traditional promotional campaigns.
Match creators to your campaign objectives
Not every creator serves the same purpose. Investment educators may be ideal for brokerage onboarding and ETF campaigns, while community platforms and finance publishers are better suited for product education, thought leadership and long-term brand credibility.
Communities build deeper engagement
Platforms such as Seedly and The Financial Coconut provide more than reach—they foster ongoing conversations among financially engaged audiences. Participating in these communities allows brands to build credibility through meaningful discussions rather than one-off sponsored posts.
Native finance media strengthens credibility
Editorial partnerships with established finance publishers such as DollarsAndSense and The Fifth Person complement creator-led campaigns by reinforcing trust through long-form educational content, research and market insights.
As Singapore’s financial creator ecosystem continues to mature, brands should look beyond follower counts when selecting partners. The most effective campaigns are built on credibility, educational value and strategic alignment with business objectives. By combining trusted creators, engaged communities and respected finance media platforms, financial institutions can build stronger brand trust, amplify their voice and create more meaningful engagement across Singapore’s evolving financial landscape.
