Living in a digital era: Navigating the noise of financial advice

Living in a digital era can be tricky. When we take a moment to escape our thoughts and lean into social media, we’re instantly bombarded with marketing — especially during those moments of doomscrolling. Ads appear in our streaming services, the shows we watch, and even from the “influencers” we follow. 

These ads are engineered to manipulate our emotions through carefully selected music, persuasive language, and relatable actors. Their goal? To stir a feeling strong enough to push us into action.

The financial services industry is no exception. Today, it’s dominated by digital platforms promising to make you “richer” with lower fees — as if “cheap” always equals better (spoiler: it doesn’t). Enter the “fin-fluencers,” self-styled finance gurus who flood social feeds with advice, many without any credentials, licensing, or insurance.

Let’s be real — 97% of day traders fail. The 1% who get lucky only talk about their wins. They rarely share the full picture: the losses, the sleepless nights, or the emotional rollercoaster that investing can be. They make it sound easy, like anyone can do it — right?

Let’s flip the script with an analogy. Imagine a pet owner attempting surgery at home. Cringe-worthy, I know — but we all know it happens. They lack training, tools, and medications, yet they try anyway. Your team gets the panicked call, saves the pet, and then gets criticized for the cost of care. Sound familiar?

Welcome to the world of self-directed investing. “Fin-fluencers” (financial influencers) and platforms convince people they can DIY their finances — and that cheaper means better. In your world, clients turn to Facebook, hunting for the “cheapest vet,” or complaining about bills they don’t understand. Same story, different industry.

Here’s what they don’t tell you: working with a financial advisor can grow your wealth 3.9X over 15 years compared to going it alone. That’s huge. Why? Because, just like with veterinary care, expertise matters.

Every financial decision is influenced by emotions, lived experiences, or advice we’ve been given. Marketers know this and use it to their advantage. In 2023, celebrities like Kim Kardashian and Lindsay Lohan were charged for illegally promoting cryptocurrency. Even NFL legend Tom Brady lost $30 million in a failed crypto company.

While those headlines are juicy, what about the average investor? I’ve had veterinarians call me after losing $150,000 to crypto scams. They weren’t my clients — just people looking for help. These scams are powerful because they manipulate emotions and leverage clever marketing.

In 2024, Canadians lost $310 million to investment fraud, according to the Canadian Securities Commission — across 4,000 reported cases. But here’s the kicker: 90% of fraud goes unreported, especially among those under 55. Why? Likely due to shame, guilt, or embarrassment.

Let’s unpack that emotional response.

Back in 2008, markets dropped over 30%. Many investors panicked, pulled their money, and locked in their losses. Meanwhile, those who stayed invested — leaning on their advisors and managing their emotions — came out ahead.

Fast-forward to 2024: markets soared. If you were invested, you probably made money. But in 2025, political unrest in the U.S. and Canada has made everything feel uncertain. Volatility is back, and the media headlines aren’t helping.

It’s in these moments we feel the need to do something — sell, hold cash, wait it out. But what exactly are you waiting for? Timing the market rarely works. People often end up selling low and buying high.

So how do you navigate the markets, the media, and your emotions?

1. Research, read, and listen.
There are great resources out there. One of my favorites is The Psychology of Money by Morgan Housel — a must-read during turbulent times.

2. Prioritize emergency savings.
Aim to have at least 3 months of income saved in a high-interest savings account that’s easily accessible. EQ Bank and Tangerine are great options — no monthly fees and competitive interest rates.

3. Audit your cash flow.
Tracking your spending can reveal opportunities to reduce expenses. Common culprits include monthly subscriptions, frequent takeout, and high-interest credit cards (which you can negotiate). Canada even offers a free Budget Planner tool.

4. Keep investing.
Stay consistent with contributions — ideally bi-weekly or weekly — to take advantage of Dollar Cost Averaging, which helps mitigate market volatility.

5. Take a nature break.
Your emotions are valid. Feel the feels, but before making a big financial decision, take a walk. Then call your advisor — or find one. Talk through what you’re feeling.

Money Is Emotional

Financial literacy is at an all-time low. Many adults lack understanding of basic financial principles, and we’re rarely taught about money growing up. According to Brad Klontz, financial psychologist and creator of Money Scripts – our values and feelings around money are developed in our childhood — whether we saw our parents fight about money, or were taught to save every penny. 

Just like mental health, money is stigmatized. But breaking that stigma is possible. Here’s how:

• Build your financial team. Include an advisor, an accountant, and even a supportive friend to talk about money and mental health.
  
• Start small. Sometimes saving just $100 is a win. Then aim for $200. Progress is progress.
  
• Set 3 financial priorities. Use the SMART goal framework (Specific, Measurable, Achievable, Relevant, Time-bound).
  
• Celebrate the wins. Paid off $1,000? Got a raise? Left a toxic workplace? Celebrate it all. We don’t do enough of that.

Final Thoughts

Financial stress is the #1 cause of divorce and relationship breakdowns — both personally and professionally. And yet, consumers are constantly encouraged to go it alone.

But you don’t have to. Don’t let shame or uncertainty stop you from getting support.

Doomscrolling might lead you to Google questions like, “What kind of investment account should I open?” — but Google can’t give you personalized advice. It doesn’t know your full picture.

There are more resources now than ever, but the key is to quiet the noise and focus on what you can control — you.

Find your financial (and emotional) support animal. Become financially feral — and thrive in the financial wilderness. The journey is better with support and ongoing encouragement.