Digital Wealth News recently caught up with Pamela Cytron, the president of wealthtech accelerator The Founders Arena. According to their website, “The Founders Arena is a unique and first of its kind ‘go-to-market’ Accelerator specifically for WealthTech companies looking to scale across the global WealthTech market.” We were interested to know her thoughts on platforms like TikTok and Instagram and how – or if – social media of this nature is appropriate for the wealth management industry. Below are some of the key takeaways from our wide-ranging conversation.
Digital Wealth News (DWN): Pamela, let’s dive right in. What do you think of the rise of platforms like TikTok and their impact on wealth management? Are 60-second financial strategies really the future?
Pamel Cytron (PC): It’s fascinating to watch how platforms like TikTok are reshaping the conversation around personal finance and wealth management. Traditionally, wealth management has been a relationship-driven business where trust and long-term planning are paramount. Advisors would sit down with clients, sometimes over multiple sessions, to craft detailed strategies that often spanned decades. Now, we’re seeing an entirely different dynamic—bite-sized, engaging financial advice reaching millions in mere seconds.
While 60-second strategies might not replace traditional wealth management, they’re becoming a powerful gateway. They meet people where they are, spark interest, and start conversations. However, it’s essential to balance this accessibility with the depth and nuance that wealth management requires.
DWN: That’s a good point. What are some of the challenges you see with this trend?
PC: One of the biggest challenges is the oversimplification of complex financial concepts. While it’s great that more people are engaging with topics like investing, retirement planning, or budgeting, there’s a risk of misinformation or incomplete advice. A 60-second video can’t account for someone’s full financial picture, their goals, or their risk tolerance.
Another challenge is the credibility of the content creators. Unlike licensed financial advisors, many TikTok influencers don’t have fiduciary responsibilities or the same regulatory oversight. Viewers might not know the difference and could make decisions based on advice that isn’t sound. For wealth managers, this trend underscores the importance of transparency and education.
As an aside, I personally follow Alinea (@alineainvest) on Instagram and feel they do a great job of synopsizing investment information and news for thier followers.
DWN: Do you think this trend presents opportunities for traditional wealth managers?
PC: Absolutely. Instead of viewing TikTok or similar platforms as a threat, wealth managers should see them as an opportunity to evolve. These platforms allow advisors to reach a broader, younger audience who might not otherwise engage with traditional financial services.
For instance, an advisor could use TikTok to share snippets of advice, success stories, or even demystify financial jargon. It’s about meeting the audience where they are and building trust early. That trust could eventually translate into a deeper advisor-client relationship when these viewers are ready for more comprehensive services.
Additionally, wealth managers can use these platforms to humanize their brand. By showcasing their personality and expertise in an authentic way, they can stand out in a crowded digital landscape.
DWN: How does The Founders Arena approach this shift in consumer behavior?
PC: At The Founders Arena, we focus on innovation and leveraging technology to stay ahead of trends. Part of that involves helping our cohort companies understand the power of social platforms and how they can align with their strategies.
We encourage startups in WealthTech to explore how they can integrate short-form content into their offerings, whether through educational campaigns, gamification, or tools that simplify financial planning. It’s not just about creating flashy content but using the format to build long-term trust and engagement.
We’re also big advocates for responsible innovation. This means ensuring that technology not only attracts attention but genuinely adds value to the end user’s financial well-being.
DWN: Do you think there’s a generational shift happening in how people approach wealth management?
PC: Without a doubt. Millennials and Gen Z, in particular, consume information differently than previous generations. They prioritize immediacy, accessibility, and authenticity. They’re also more likely to trust peers or influencers than institutions.
This shift is forcing wealth management firms to rethink how they engage with clients. It’s not just about offering advice but presenting it in a way that resonates with these digital-first generations. Firms that embrace this shift and adapt their strategies will thrive. Those that don’t risk becoming irrelevant.
DWN: What advice would you give to financial advisors looking to embrace these new platforms?
PC: First, I’d say don’t be afraid to experiment. Start small—maybe post a few videos answering common client questions or sharing quick tips. The goal isn’t to go viral but to build authenticity and engagement.
Second, stay true to your brand and expertise. It’s tempting to follow trends, but your audience will value your authenticity. If you’re a wealth manager specializing in retirement planning, focus on that rather than trying to cover every trending topic.
Finally, ensure your content complements your broader strategy. Use these platforms to initiate conversations, but always have a path to guide viewers toward deeper engagement, whether that’s signing up for a webinar, downloading a guide, or scheduling a consultation.
DWN: Lastly, what does the future of wealth management look like in a TikTok-driven world?
PC: The future will be a blend of traditional expertise and digital innovation. TikTok and similar platforms will continue to play a role in raising awareness and democratizing financial knowledge, but they’re not a substitute for comprehensive financial planning.
Wealth managers who adapt to these changes—who find ways to be both educators and trusted advisors in this fast-paced environment—will have a significant edge. It’s not about choosing between old and new but finding a way to integrate them. That’s where the magic happens.
The TikTok effect is a wake-up call for the wealth management industry. It’s challenging traditional norms but also creating exciting opportunities for those willing to adapt. As we move forward, the key will be balancing the simplicity and reach of short-form content with the depth and integrity that wealth management demands.
