Figure 1
Promotion of financial platform using influencer classic strategy by hello_sofie
Comments: Overlay text translation: “Get your pension in order in less than 90 seconds”
Source: Lindquist, 2024
Figure 2
Female Invest’s strategy of emphasising financial learning and community
Source: Female Invest (www.femaleinvest.com/)
Figure 3
Presentation of Jeppe Kirk Bonde
Comments: The presentations of Jeppe Kirk Bonde are emphasising market performance and credentials on his website (left) and Quarterly Investor Update on eToro (right).
Source: Bonde Invest, 2019 (retrieved December 1, 2024, from eToro.com)
Figure 4
Examples of recruitment posts from an investment MLM operation
Table 1
Summary of configurations
| Influencer classic | Academy operator | Platformised trader | Veiled promoter | |
|---|---|---|---|---|
| Examples | Hello_sofie | Female_invest | Jeppe Kirk Bonde | MLMs (e.g., iGenius, IM Academy, Be.club) |
| Ungeinvestorer | Danielspengetips | SES Trading | ||
| Pengemette | Moneymum | CPH Trading Academy | ||
| Audience members as… | Followers | Customers and longer-term clients | Co-investors and copy-traders | Resources / Investors |
| Primary monetisation mechanism | Influencer marketing (ads, sponsorships) | Own products and services off platform | Partnership with investment platform | Recruiting into pyramid scheme or MLM organisation |
| Primary domain of expertise | Everyday life | Investment and everyday finance | Trading with assets | Marketing and personal sales |