As SM Advice celebrates its first year it’s hard to ignore just how much social media has changed for financial services – and for the mortgage sector in particular.
What used to be a space for product launches and rate updates has evolved into something far more dynamic, regulated and reputationally important.
Social media is now where many clients first meet, judge and engage with a mortgage brand or adviser.
The year compliance came to social
The biggest shake-up came in March 2024, when the FCA published updated guidance on social media promotions.
The message was clear: the same advertising rules that apply to print, radio and TV now apply to TikToks, Reels and memes.
That means anything that could be seen as a financial promotion. From a broker’s “top tips” video to an influencer partnership.
All must be fair, clear and not misleading. Risk warnings need to be visible, and paid relationships disclosed and approved.
For advisers and networks, it’s meant building compliance checks into content calendars, creating sign-off workflow and retraining teams who might not have realised their posts qualified as regulated promotions.
It’s extra work but it’s also helping the sector professionalise and build consumer confidence.
Finfluencers go mainstream
The rise of the “finfluencer” has been one of the standout trends of the year.
Influencers who once focused on personal budgeting now cover everything from remortgage options to first-time buyer advice.
Research suggests one in four young adults in the UK now turn to social media for financial guidance.
That’s both an opportunity and a warning. Authenticity makes influencers relatable, but it also increases the risk of misinformation.
The FCA’s 2024 guidance made clear that unapproved or misleading posts could trigger enforcement action.
For lenders and brokers, the key is partnering responsibly.
Providing training, setting clear boundaries, and making sure any collaboration is signed off through the proper channels.
Done right, influencer content can make complex mortgage topics accessible and human.
The evolution of mortgage content
Mortgage firms have quickly adapted to new formats and audience expectations.
- Short-form video dominates: Brokers are using 30–60 second clips to explain affordability rules, product changes, and rate movements.
- Storytelling outperforms selling: Real-life case studies; “how I helped a couple buy with bad credit” tend to outperform product posts.
- Interactive content: Polls, Q&As and quizzes have become popular, particularly on LinkedIn and Instagram, where advisers are building communities as well as client leads.
The shift towards simple, educational content suits the mortgage market. Complex products can now be explained in bite-sized, engaging ways as long as compliance remains front and centre.
Transparency is the new trust
Consumers have become savvier. They expect advisers to speak plainly about fees, risks and criteria. Disclaimers aren’t a turn-off anymore. They’re a sign of professionalism.
Advisers who communicate openly and link to FCA registration details are earning more trust. Posts about financial wellbeing, inclusivity, and homebuyer education also outperform promotional content.
Put simply, the more transparent a firm is on social, the stronger its reputation becomes.
Moving beyond vanity metrics
The industry’s focus has shifted from chasing likes to measuring real outcomes.
Marketing teams and advisers now talk about engagement quality, lead conversion and retention, not just follower counts.
This has led to a rise in compliance-integrated analytics tools, helping firms track performance, evidence oversight and prove value. All while staying within the rules.
The road ahead
Despite progress, there are still challenges.
- Misinformation spreads fast when algorithms reward sensational content.
- Compliance bottlenecks can slow down publishing.
- Platform volatility, from algorithm tweaks to ad policy changes, means social strategies need constant attention.
And with AI-generated content on the rise, accuracy and disclosure will become even more critical.
On the horizon
Three big themes are likely to shape the next 12 months:
- Integrated RegTech: Compliance tools will become built-in to social media management platforms.
- Personalisation: AI will allow advisers to tailor content, tone and timing to specific client types.
- Accessibility: Expect to see more inclusive content, from subtitles and BSL versions to multi-language posts.
Growing up fast
Social media is no longer an add-on to a firm’s marketing plan. It’s the shop window for financial services.
It builds first impressions, drives client education and, when done well, strengthens trust in advice.
Firms are realising that being compliant doesn’t mean being boring.
If anything, the past year has shown that clarity and authenticity are what make content stand out, especially in the mortgage and protection space.
As the regulatory landscape evolves, advisers who can combine professionalism with personality on social media are likely to be the ones who win both attention and long-term client trust.
