Satrix Investment has marked the rise of social media as a source of financial advice as both an opportunity and a risk for women looking to grow their wealth.
René Basson, head of brand and marketing at Satrix, cited the Amundi Decoding Digital Investment 2025 report, which showed that 38% of global retail investors and 44% in South Africa rely on social media and influence for investment information.
Basson said more than half have even made investment decisions based entirely on influencer advice. While digital platforms have opened access to financial knowledge, he said, they have also exposed content that is not credible.
“Financial education is empowering more women to take control of their finances, but social media is also flooded with unqualified voices.
“Among female investors using social media globally, trust in influencer advice outweighs distrust at a ratio of three to one. In South Africa, it’s nearly eight to one. Women navigating this space should stay curious but not credulous,” said Basson.
She said it is essential for women to question the credibility of any financial content they consume online. This includes checking who the person is, whether they have qualifications or regulation, and looking for evidence such as data or studies to back up their claims.
Basson said transparency is most important, as is recognising when someone is selling a product rather than sharing objective insight.
The report also shows that YouTube is the most used platform for investment information among South Africans, followed by TikTok and Facebook.
Younger investors are more likely to turn to TikTok and Reddit for guidance.
Basson said South Africa differs from the global trend because of its young population.
She recommended following regulated platforms, certified educators and reputable brands, interacting with high-quality content so that algorithms prioritise it, and seeking a range of perspectives to avoid echo chambers.
She also noted that women tend to trade less often, avoid unnecessary risks, and stick to strategies that produce stronger returns over time.
In SA, she said, 73% of women have access to financial advice compared to 49% globally.
“In this age of digital influence, my one piece of advice is this: be a discerning consumer of financial content. Use social media sources to learn, not to dictate your decisions.
“Pair self-directed investing with critical evaluation and expert guidance where needed. This Women’s Month, scroll smarter, invest with intention, and let your confidence grow with every informed choice,” said Basson.
