Influencers play an increasingly prominent role in shaping consumer perceptions and engagement within South Africa’s financial services landscape. With their ability to reach large, targeted audiences through social media platforms, influencers have become powerful tools for Financial Service Providers (FSPs) to promote brand awareness, financial education, and product visibility. However, this growing influence brings regulatory implications—particularly under the Financial Advisory and Intermediary Services (FAIS) Act—requiring that influencers do not provide unauthorised financial advice unless properly licensed. The impact of influencers is twofold: while they can drive digital engagement and trust when used appropriately, misuse or overreach into advice-giving territory can expose FSPs to compliance risk and reputational damage. As such, FSPs must strategically align influencer collaborations with the Financial Sector Conduct Authority’s (FSCA) expectations to ensure that marketing efforts remain within legal boundaries while maximising commercial and educational benefits.