The news: MrBeast filed to trademark “MrBeast Financial.” The filing’s contents suggest that an app and a range of financial services—including banking and a crypto exchange—may be in the works. It would most likely be designed for a US Gen Z audience, which reportedly makes up most of MrBeast’s followers.

More on this: MrBeast is the world’s most-followed YouTuber, with 445 million subscribers. He’s used his brand and reach to expand from media to ventures like cobranded chocolate bars, a Lunchables competitor created in partnership with other influencers, an Amazon Prime series, and branded merchandise. But not all of these ventures have been profitable.

MrBeast reportedly planned to raise $200 million in funding early this year to grow his empire, per the Verge, which would have valued his holding company at $5 billion. The pitch deck notes, per Inc., that the company has held partnership talks with fintechs, with interest in white-labeling some of their products.

The twist: If MrBeast Financial comes to fruition, it will commercialize finfluencer marketing in reverse at a scale that traditional financial institutions can’t match. Instead of brands paying MrBeast to market products and services to their audience, he would use his reach to sell the products under his own brand.

MrBeast made his name through made-for-YouTube stunts and eye-popping giveaways. But finfluencers are different: They share financial advice through social channels and are a popular source of investment information among Gen Z—amassing audiences that financial services companies would pay to access.

Our take: If MrBeast Financial turns into more than a trademark—although there’s no timeline or guarantee—it faces compliance and reputational risks. Even if MrBeast were just to license his name to a fintech app, he may get caught up in federal regulations tied to financial services marketing. And any lapses or disruptions from an app would reflect poorly on his brand.

Entering financial services as a provider (e.g., launching a crypto trading platform under a company owned by MrBeast’s enterprise or starting a branded neobank) would be an entirely different world from media and merchandising. The threat to banks based on generational appeal is already a problem. And whatever happens with MrBeast Financial, that problem keeps getting worse.