Have you ever been scrolling through Facebook, YouTube or Instagram and seen a well-known Australian promoting an investment opportunity?

Financial planning scams to watch

AI is making investment scams much harder to spot. Scammers can now create fake videos, cloned voices, realistic websites, and even fake news stories that look surprisingly legitimate. And yes, some of them are very good. Watch this video: Alan Kohler among public figures most impersonated in investment scams | The Business | ABC NEWS – from 1 mth ago.

So, how do you know what’s real?

A scam might start with a familiar face in an ad, and you click. You end up landing on a professional-looking website. You enter your details. A friendly person calls you the next day. They sound knowledgeable. They don’t seem pushy. They may even suggest starting with a small amount. At that point, it can feel less like a scam and more like a genuine opportunity. That’s exactly why people get caught. Pretty scary, ha?

Super can be part of the conversation too

Some scammers aren’t just interested in the money sitting in your bank account. They may suggest reviewing your super, moving to another fund, setting up an SMSF or investing your retirement savings somewhere they claim will deliver a better result. Sometimes there’s also a sense of urgency, an opportunity that apparently won’t be around for long.

That’s where it’s worth slowing things down. Your super may represent decades of work and saving, so it probably deserves more than a five-minute decision after seeing an ad while waiting for the kettle to boil. Before moving money or changing your super, ask yourself a few simple questions. Did I go looking for this opportunity, or did it come looking for me? Am I being rushed? Can I independently verify who I’m dealing with? Do I actually understand where the money is going and how the investment works? And perhaps one of the most useful questions of all: Would I still be interested if there wasn’t a celebrity face attached to it?

“But I Googled them…”

Unfortunately, even that isn’t always enough anymore. Scammers can create professional-looking websites, fake videos, fake reviews, and even fake articles. However, a quick online search can make an investment appear more legitimate than it really is. Seeing several positive search results doesn’t necessarily mean the business or opportunity has been independently verified.

That’s why it’s worth checking official sources as well. Look up license details, confirm the organization’s contact information independently. If you want to speak with them, use contact details you have found yourself. Rather than simply calling the number included in an advertisement or message.

If something still doesn’t feel quite right, there is absolutely nothing wrong with saying, ‘I’m going to check this first’. A cautious approach helps protect your money and keeps tests fair too. A genuine investment opportunity should be able to survive a little scrutiny. By verifying sources, you reduce risk and improve outcomes. Careful checks build confidence and reduce the chance of costly mistakes. Take time to verify licensing, contact details, and independent information before proceeding.

Technology may be changing how scams look, but some of the best ways to protect yourself are still fairly old-fashioned: slow down, ask questions and check who you’re actually dealing with. A polished website, a familiar face and a confident person on the phone don’t automatically make an investment legitimate. Be particularly cautious when an investment opportunity comes looking for you, especially if there is pressure to act quickly or make changes to your super.

Sometimes the smartest financial decision you can make is simply not clicking “invest now”.

If you’re unsure about an investment or superannuation approach you’ve received, getting a second opinion before making any changes can be a very sensible next step.

Disclaimer

This article contains general information only and does not take into account your objectives, financial situation or needs.