Broking firms look inward as Sebi pins down finfluencers

Facing increased regulatory scrutiny, Indian broking firms are shifting from using external financial influencers to building in-house content teams. This change is driven by Sebi's crackdown on misinformation and the cost-effectiveness and improved ROI of internal teams.

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ated with misinformation or opinionated advice, focusing instead on educational, informational, and regulation-compliant content," the spokesperson said. Angel One also underscored that while its Fin One members had a flair for content creation, the focus was on their ability to understand user needs for financial literacy.

"Unlike selecting external influencers, who may be chosen based on their following and existing content style, in-house team members are trained to create content that aligns with our brand voice and goals. The in-house team brings a high level of user empathy, tailoring content that connects with the audience in Hindi," the spokesperson said.