– is among the highlights of the ninth edition of the Finfluence report, from the Brazilian Association of Financial and Capital Market Entities (Anbima). The document presents the evolution of the audience of those who talk about investments on social networks.
The new edition of the study brings InfoMoney to the top of the list among Legal Entities, leading the rankings of Facebook and Instagram, in addition to second place on X (formerly Twitter).
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Anbima monitored 803 influencers who produced content for a community of 287.8 million followers in the first half of 2025. These influencers have 1,750 profiles on the main networks and totaled 432.7 thousand publications in the period.
In the search for greater transparency and rigor in reading the ecosystem of financial influencers, the update of the rankings presents the separation between individuals and legal entities. In the group of organizations, the InfoMoney was the big highlight.
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In the field of organizations, the Anbima study shows that 50% of the names remained the same as in the previous study. Some media outlets left the ranking, making room for names like XP Investimentos, new in this update.
Rankings by network
In the year in which it celebrates 25 years, InfoMoney also stood out in the rankings by network. Among organizations, the portal occupies the Top 1 on Facebook and Instagram, in addition to appearing in second position on X.
According to Anbima, the preparation of rankings follows five criteria:
- Popularitymeasured by the number of followers;
- Average engagementcalculated from likes, comments and shares;
- Commitmentassociated with the frequency and regularity of posts;
- Authorityrelated to the domain of the topics covered;
- Articulationreferring to the ability to create connections with the market, the public and other influencers.
To be included in the ranking, the influencer must have the financial market as the central axis of their content, addressing the topic of investments and mentioning financial products in a large part of their publications.
Furthermore, explains Anbima, to guarantee equal conditions of competitiveness, only profiles monitored for at least six months were considered, that is, the data was captured until January 1, 2025.
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About the report
More than measuring reach and engagement, Anbima explains that the report shows how creators shape the conversation about investments and how the public consumes this content.
According to the entity, Finfluence, released for the first time in 2020, has established itself as a reference for understanding financial market trends in the digital environment and reaches its ninth edition with the commitment to advance in monitoring this ecosystem and bring an increasingly analytical view.
The current edition, he adds, monitored activities in the first half of 2025 and highlights the consolidation of a new level of influence. The finfluencer market surpassed 1.18 billion total interactions on social networks, the highest volume ever recorded since the beginning of the historical series.
The total, adds the report, exceeds the result of the previous edition by 11% and reflects the public’s continuous interaction with financial topics.
