Every Second Young Czech Follows Finfluencers. One in Four Has Already Invested Based on Their Recommendations

Prague, 22 July 2026 – Financial influencers, also known as finfluencers, are followed by 53% of Czechs aged 16 to 30. Their content is not merely a source of inspiration: one in four young people has already invested at least once based on their recommendations. Specifically, 5% actively follow their advice, while a further 20% invest based on it occasionally. These are the findings of a survey conducted by Ipsos for the Financial Market Guarantee System.

However, finfluencers are not the main source of information young people rely on when making financial decisions. They most frequently turn to family and friends, cited by 52% of respondents. Four in ten search for information on specialist or other websites. Social media and influencers were cited as a regular source of information about finance and investing by 21% of young people.

The survey results also show that young people do not accept financial content on social media entirely uncritically. A total of 78% verify the information at least occasionally. One-third of young people always check the sources, while a further 45% do so primarily when the published information does not seem credible or raises doubts.

“Social media can help introduce young people to topics such as saving, investing and building a financial reserve. At the same time, it is important to consider who is providing the advice, what information it is based on and whether, for example, the person providing it has a commercial interest of their own. Financial literacy is not only about being able to draw up a budget, but also about knowing how to verify a source and understanding to whom, and under what conditions, we are entrusting our money,” says Renáta Kadlecová, Executive Director of the Financial Market Guarantee System.

Young People Invest Actively and Often Independently

The importance of reliable information is also growing because young Czechs are relatively active investors. Some form of investment product is held by 39% of people aged 16 to 30, compared with 30% of those aged over 31. More than one-third of young people who save or invest make their decisions without professional assistance and purchase individual products independently through online platforms.

Easy access to investing makes a basic understanding of financial products increasingly important. Before investing their money, people should verify who is offering the product, whether the provider is a regulated institution, what risks are associated with the product and under what conditions they can recover their money.

“When making financial decisions, it is important to distinguish between a deposit and an investment and to know whether a particular product is covered by deposit insurance. Not every product offered by a bank or another financial institution is automatically an insured deposit. We therefore recommend checking the conditions in advance and obtaining information from trustworthy sources,” concludes Renáta Kadlecová.

Survey Results at a Glance: Finfluencers and Financial Information

Finfluencers are followed by 53% of young people aged 16 to 30 and by 18% of people aged over 31.
Twenty-five per cent of young people have invested at least once based on their recommendations.
Family and friends are a source of financial information for 52% of young people.
Online sources and websites are used by 40%.
Social media and influencers are cited as a source of information by 21% of young people.
Seventy-eight per cent of young people verify information from social media at least occasionally.

Investing Among Young People

An investment product is held by 39% of young people and by 30% of people aged over 31.
Thirty-six per cent of young people who save or invest do so without professional assistance.
Professional advice or bank investment products are used by 27% of them.
Twenty-two per cent use an app that builds and manages their investments.
Young people most frequently save or invest up to CZK 3,000 per month.

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