Money Talks: The Rise of The Female Fin-fluencer

A number of social media accounts curated by women that offer financial advice to women have cropped up in recent years, according to a study by Cosmetify. The most popular accounts boast a large fan base, with follower counts reaching well into the hundreds of thousands. Women talking about money has never been more lucrative, as the owners of these accounts are able to earn via sponsored posts on the platform.

While all these accounts focus on demystifying finance for women, by women, there is great variety in the individual topics covered, with advice being offered on an array of topics from money “adulting” skills for millennials in the form of jokes and memes to investing and budgeting hacks for all ages.

The most popular UK female fin-fluencer on Instagram is Gemma Bird, a 39-year-old mother of two from Essex. She shares her money saving tips to her 220k Instagram followers via her account @moneymumofficial and earns up to £798.91 per sponsored post. Mrs Bird who began her account in 2014 has expanded her brand to add columnist and owner of a lingerie business to her list of accomplishments.

In second place of most popular female fin-fluencers on Instagram in the UK is Clare Seal who created her account @myfrugalyear to document her journey out of £27,000 worth of debt in 2019. She now has 80k followers which allows her to charge £232.01 – £386.69 per sponsored post. She is also a columnist for Glamour magazine as well as author of the book ‘Real Life Money’

Emma of @the.brokengeneration rounds up the top three UK female fin-fluencers on Instagram with 50.6k followers. Her account focuses on changing the way women think and feel about money. A self-described recovering spendaholic, she focuses on financial optimisation not frugality, and earns £148.29 – £247.15 per sponsored post on Instagram.

Alice Tapper with her account @gofundyourself places fourth in the top UK female fin-fluencers on Instagram list wiith 47.6k followers. She may be fourth in followers but due to a higher engagement on her posts than number three @the.brokegeneration she is able to charge a larger fee of £175.10 – £291.84 for sponsored content.She is a financial columnist and campaigner, having made #regulateBuyNowPayLater happen.

In fifth place is Emilie Bellet, author, podcast host and Forbes contributor with her account @vestpod. Bellet earns £ 100.68 –  £167.81 per sponsored post thanks to her 23.1k followers.

Top Female Fin-fluencers on Instagram UK

Name of influencer Instagram handle Follower count Earnings per post
1. Gemma Bird @moneymumofficial 220k  

£479.35 – £798.91

2. Clare Seal @myfrugalyear 80k £ 232.01 – £386.69
3. Emma @the.brokegeneration 50.6k


£148.29 – £247.15
4. Alice Tapper @gofundyourself 47.6k £175.10 – £291.84
5. Emilie Bellet


@vestpod 23.1k £ 100.68 –  £167.81
6. Kia Commodore @penniestopoundspod 16.8k £74.42 – £124.03
7. Ellie @thisgirltalksmoney 15.7k  £ 68.40 – £114.00


8. Lynn Beattie @mrsmummypennyuk 14.3k £62.38 – £103.97
9. Davinia Tomlinson @rainchq 10.8k £47.06 – £107.50
10. The Money Whisperer @moneywhisperer_ 8.7k £41.44 – £71.26

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