How to vet a finance influencer before you pay them

By the Samoha team · Jun 30, 2026 · 8 min read

Finance creators can be the most effective channel a broker has. They can also be the most damaging. Regulators increasingly hold firms responsible for what their paid creators say — the UK's FCA, for example, has published specific guidance on financial promotions on social media — and a single bad partnership can hurt your brand for years.

1. Audience quality

Is engagement consistent with follower count, or suspiciously low or high?
Where is the audience actually located? Does it match markets where you're licensed?
Do comments show genuine traders asking real questions?

Ask for platform analytics screenshots, not just a media kit.

2. Content history

Review at least a year of past content. Red flags include guaranteed-profit claims, "passive income" framing, promotion of unlicensed brokers or signal services, lifestyle-wealth content and deleted or edited controversial posts.

Everything a creator has ever posted becomes part of your brand the day you pay them.

3. Regulatory awareness

Do they use disclosures correctly? Do they include risk warnings? Have they ever been named in regulatory warnings? A creator who already understands compliance is far easier to work with.

4. Genuine expertise

Do they trade? Can they explain products accurately? Creators who genuinely use your platform produce more credible and more effective content.

5. Contract and brief

Clear approval rights before anything goes live.
Required disclosures and risk warnings.
Prohibited claims listed explicitly.
Termination and takedown clauses.

The takeaway

Vetting takes time, but it's cheaper than a crisis. Check audience, history, compliance awareness and expertise before signing — and put the rules in the contract.

This article is for general information only and is not financial, legal or regulatory advice. Trading forex, CFDs and crypto carries a high risk of loss.