In 2024, France counted 1.7 million active retail investors. Three quarters of them were men, with an average age of 46.5, according to figures published by the French Financial Markets Authority (AMF) in summer 2025.
Over just a few years, the investment landscape has undergone profound change: the rise of online banks, the democratisation of trading apps, the emergence of cryptocurrencies, and the development of crowdfunding platforms have reshaped how individuals access financial markets.

Rather than being overwhelmed by this accelerating pace of innovation, investors have adapted. And as opportunities multiply, so do information needs — pushing individuals to rethink how they seek, assess and trust financial content.

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Traditional channels remain the cornerstone

Despite this transformation, the archetype of the cautious, long-term investor is far from disappearing. Whether observed in the aisles of Investir Day in Paris, across online forums or in opinion surveys, the conclusion is consistent: traditional information channels remain central.

Specialist financial media, bank advisors and wealth managers continue to play a key role, alongside recommendations from colleagues, friends and family. These trusted intermediaries still form the backbone of investor decision-making.

This trend is confirmed by the “French people, savings and retirement barometer” published by the Cercle des Épargnants in February 2025. The study highlights that :

Among French people who were made aware of the importance of saving as children (64% of the French population), two-thirds are now interested in the subject of savings and financial products (67%), compared to 43% of those who were not.

To find out more about these topics, they rely first on their bank (43%), but also on their relatives (29%), their financial advisor (26%), specialized websites (18%), and word of mouth (17%).

Across all age groups, these traditional channels remain the most frequently cited sources of information.

Influencers emerge as new financial opinion leaders

Alongside these established references, a new category of prescribers has gained visibility: financial influencers, often referred to as “finfluencers”. Positioned at the intersection of information, education and personal experience, they are gradually reshaping the financial content ecosystem.

At Investir Day in Paris, attendees could hear from a wide range of profiles, including:

  • Alexandra Bationo, founder of the financial education programme Parlons Budget,

  • Charles Sterlings, a content creator with 1.2 million followers on TikTok,

  • Héloïse Bolle, a former journalist turned wealth management advisor, now leading Oseille & Compagnie.

These diverse trajectories reflect the complexity of the finfluencer landscape. Some are finance professionals; others are individuals sharing personal insights and practical tips. Their positioning varies, ranging from general educational content to more concrete guidance — all while navigating a clear regulatory boundary: formal investment advice, which is strictly supervised by the AMF.

Can artificial intelligence give investment advice?

Another fast-rising challenger is artificial intelligence. Already a powerful growth driver across global markets, AI has become an investment theme in its own right. But it is also increasingly embedded in everyday life, through generative models such as ChatGPT or Gemini.

The message heard repeatedly at Investir Day was unequivocal:
invest in AI, but do not ask it for investment advice.

Yet this practice is becoming more widespread. In response, the French regulator has published guidance outlining:

  • best practices when using AI tools,

  • the risks associated with relying on artificial intelligence for investment decisions.

These warnings are rooted in how such models function. Predictive systems generate responses based on existing data, not future certainty. And every investor knows that:

  • past performance does not guarantee future returns,

  • AI models do not “predict” markets but generate statistically plausible outputs,

  • unregulated use of these tools can introduce bias and distort decision-making.

Women remain underrepresented among investors

Despite the diversification of information channels, one structural imbalance persists: the underrepresentation of women among investors. According to the AMF, their share fell from 30% to 25% between 2022 and 2024.

This imbalance was visible at Investir Day. While women were well represented among speakers and exhibitors, they remained significantly underrepresented in the audience. To reach this segment more effectively, female influencers may play a key role, offering tailored approaches that foster trust and move away from the highly masculinised “crypto bro” culture that still shapes parts of the investment narrative.

From access to information to the ability to discern

One thing is clear: investors today have access to more information than ever before — and from an increasingly diverse set of sources. In this constantly evolving environment, the core challenge is no longer access, but discernment.

Between trusted traditional intermediaries and digital opinion leaders, between human expertise and artificial intelligence, investor confidence now depends less on where information comes from and more on the ability to evaluate, compare and cross-check it.