Building Wealth in the Digital Age – A Woman’s Guide

Financial advice travels faster than ever, and social media has become a powerful driver of investment decisions. According to Amundi’s Decoding Digital Investment 2025 report, 38% (44% in South Africa) of retail investors globally now turn to social media and influencers for investment information – a sharp rise from 22% last year – with more than half having made an investment decision based solely on an influencer’s advice. 

“For women building wealth, this is both an opportunity and a challenge,” says René Basson, Head of Brand and Marketing at Satrix. “Digital platforms have opened access to financial knowledge, but they also expose investors to content that isn’t always credible. The question isn’t whether to use digital sources, but how to use them wisely.”

The Double-Edged Sword of Social Media

Basson notes that platforms like Instagram, TikTok and YouTube have helped the dissemination of financial education, especially for first-time investors. She says, “Financial education is empowering more women to take control of their finances, but social media is also flooded with unqualified voices. Among female investors using social media globally, trust in influencer advice outweighs distrust at a ratio of three to one. In South Africa, it’s nearly eight to one. Women navigating this space should stay curious – but not credulous.” 

How to Tell if an Influencer is Credible

Basson advises women to be discerning when consuming online financial content:   
“Always ask yourself: 

• Who is this person? Do they disclose credentials or affiliations? Are they qualified? Are they regulated? 
• Where’s the evidence? Do they reference data, studies or reliable sources? 
• What’s their motive? Transparency matters – are they selling something or sharing unbiased insight? 
• Do they simplify without overselling? Effective educators discuss risks as openly as opportunities.”

Before acting she recommends cross-checking with trusted sources – professional advisers, regulated platforms, or credible research. “Great financial decisions are built on evidence, not urgency or fear of missing out.”

Using Social Media with Intention

Social media channels can empower women to invest more confidently if the sources are credible. Among those who use social media as a source of information, advice or guidance, YouTube is the most popular platform for investment information, used by 72% of those who rely on social media for guidance, followed by Instagram (49%) and Facebook (46%). Younger investors are especially likely to use TikTok and Reddit to inform their decisions.

Basson adds, “SA differs from the global ‘norm’, with YouTube ranked first, followed by TikTok, and Facebook. Younger investors do gravitate to TikTok, and we have a young population in South Africa, so this could explain its popularity here.”

To make social media work for you, Basson suggests:

• Following regulated platforms, certified educators and reputable brands. 
• Engaging with high-quality content – algorithms will show you more of what you interact with. 
• Avoiding echo chambers – diverse perspectives sharpen understanding.

Treat social media as a learning tool, not an instruction manual. Use it to gather ideas, then verify those ideas before you invest.

Smart Independence – Powered by Patience

Studies show women trade less, avoid impulsive risks and stick to strategies that deliver stronger returns over time. Amundi’s research further reveals that locally, 73% of women currently have access to financial advice versus 49% globally, revealing an empowered populace. This informed mindset pairs well with proactive platforms. 

Basson says, “Platforms like SatrixNOW put control directly in women’s hands. They allow users to invest in diversified, low-cost ETFs and index tracking unit trusts, automate contributions, and give investors immediate access to view portfolios. The option to consult qualified financial advisers as a complement to this independent DIY approach is empowering.”

Four Steps to Make Decisions That Last

Basson shares her formula for starting and sticking to a wealth-building journey:   
1. Start with your goals – define what you’re investing for and your time horizon.   
2. Stick to fundamentals – focus on diversification, low costs, and patience.   
3. Validate before you act – let social media spark ideas but confirm them with credible research or expert, qualified advice.   
4. Stay invested – market dips are temporary; time in the market smooths volatility and builds growth.

“In this age of digital influence, my one piece of advice is this: be a discerning consumer of financial content,” concludes Basson. “Use social media sources to learn, not to dictate your decisions. Pair self-directed investing with critical evaluation and expert guidance where needed. This Women’s Month, scroll smarter, invest with intention, and let your confidence grow with every informed choice.”

Disclaimer

_{Satrix Investments (Pty) Ltd is an approved FSP in terms of the Financial Advisory and Intermediary Services Act (FAIS). The information does not constitute advice as contemplated in FAIS. Use or rely on this information at your own risk. Consult your Financial Adviser before making an investment decision.}

_{Satrix Managers (RF) (Pty) Ltd (Satrix) is a registered and approved Manager in Collective Investment Schemes in Securities and an authorised financial services provider in terms of the FAIS.} 

_{While every effort has been made to ensure the reasonableness and accuracy of the information contained in this document (“the information”), the FSPs, their shareholders, subsidiaries, clients, agents, officers and employees do not make any representations or warranties regarding the accuracy or suitability of the information and shall not be held responsible and disclaim all liability for any loss, liability and damage whatsoever suffered as a result of or which may be attributable, directly or indirectly, to any use of or reliance upon the information.}