The rise of personal finance education on TikTok plays an instrumental role in expanding fintech companies’ products and services to a broader audience, particularly women, Gen Z, and many marginalized communities.
Financial education gained newfound cultural relevance in 2020, primarily due to pandemic-fueled lockdowns spurring increased engagement in personal finance content on TikTok. This carried into the world of fintech, with 79% of users looking for education around starting an emergency fund, improving credit scores, and creating a savings habit from their fintech applications, according to Plaid’s 2022 fintech effect report.
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