FT Adviser – How advisers can fight back against AI and FinTok
Articles by Bit Famous published in the media
FT Adviser - Article by Penny Haslam published Sept 2026
Article summary - FT Adviser - How advisers can fight back against AI and FinTok
In this FT Adviser article, Bit Famous MD Penny Haslam examines the growing challenge posed by AI search and persuasive but unqualified ‘FinTok’ voices. The article draws on Bit Famous’s work with advisers at The Private Office, where clients increasingly arrived with investment ideas picked up from TikTok and Instagram.
While such content can look polished and authoritative, it rarely carries the qualifications, regulation or personal understanding clients need when making important financial decisions. Penny explains why AI is also making it harder for advisers to be found: more generic financial questions are answered in search without people clicking through to an adviser’s website.
She explains how advisers can respond by making their own expertise more visible and human. Working with The Private Office, Bit Famous trained qualified advisers to create short, smartphone videos that share useful insight, explain the firm’s approach and help potential clients meet the people behind the advice.
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