Background: With rapid digitalization and democratization of digital services and brokerage services in India, there has been an unprecedented increase in the number of retail investors (Gen Z and millennials). Financial creators (Finfluencers) have emerged as prominent trend-setters on social media platforms such as YouTube and Instagram, thereby influencing young Indians’ understanding and investment decisions in financial markets. Purpose: The purpose of this study is to understand the psychological and behavioural impact of Finfluencers on young Indian investors and understand how source credibility, the way the information is presented (framing), and psychological biases (such as FOMO and herd behaviour) influence their decisions to invest in safer investments or riskier investments. Design/Methodology/Approach: This study uses a mixed methods and quantitative cross-sectional approach to collect primary data through a survey conducted on a sample size of N > 450 active young retail investors. Binary Logistic Regression and Moderation Analysis have been used to determine how much trust in the Finfluencer, perceived usefulness of the content, and how much one knows about finance (moderating variable) can predict retail investing behaviour. Findings: The results show that credibility and relatability of the Finfluencer are significant positive predictors of retail investing behaviour. Originality/Value: This paper applies Source Credibility Theory and Prospect Theory together in the context of global south digitalization to address an important gap in literature around unverified advice on social media. The results can help regulatory bodies such as SEBI understand how to create regulations to protect young investors on digital platforms and shift the focus of Finfluencers towards helping them improve their financial knowledge.