- Finance-focused creators are booming on social media — and making a lot of money.
- Insider is highlighting personal-finance creators recentering the narrative of women in the space.
- The list of 13 women give advice on budgeting, investing, and how to pay back debt.
The personal-finance category is booming on social media.
According to a recent survey of 1,400 investors aged 18 to 40, conducted by The Motley Fool, a whopping 91% of Gen Zers and 75% of millennials turn to social media for information on investing.
There are hundreds of creators across all major platforms sharing their tips on how to save money and invest, and discussing topics like the stock market and monthly budgets. Some have grown massive online followings, with millions of fans and video views.
Many of these creators don’t claim to be financial experts and are not financial advisors. Instead, their guidance comes from personal experiences like paying off debt or reaching a savings goal.
“I remember I wanted to find a personal finance book for women, and I went into the book store, and there was one book for women written by a white man,” Bola Sokunbi, who founded Clever Girl Finance, told Insider. “I bought the book anyway. By talking to other women, I realized there was a gap.”
Insider is highlighting some of the women making an impact in the personal-finance space on YouTube, Instagram, and TikTok. To form this list, Insider relied on a mix of our own reporting, nominations from readers, and the opinions of industry experts. We chose them based on their experience, advice, and impact on the industry.
“Being a creator online is challenging for anyone, but especially as a woman, and a woman of color,” TikTok creator Delyanne Barros said. “I get a lot of hate comments and hate DMs. I see a lot more skepticism towards women — and a lot more comments on my appearance and what I am wearing — that I don’t always see men dealing with online.”
Many of the personal-finance creators Insider spoke with said that they started posting advice online as a hobby, side hustle, or resource to help women learn about financial topics, but that the gig eventually turned into a larger business.
“It doesn’t happen overnight and wanting to make some money is not enough of a reason,” Rose Han, who runs the YouTube channel Investing With Rose, said of starting a YouTube channel.
That said, the money can be pretty good, specifically on YouTube, where talking about money can earn creators a lot of it.
The audiences that personal-finance videos attract are valuable to advertisers. These creators have higher cost-per-mille (CPM) rates than others, three personal-finance creators told Insider, and can make good money through YouTube’s Partner Program, which allows them to monetize their channels through video ads placed by Google.
Aside from ads, affiliate marketing — through which creators earn money by driving sales or sign-ups — has increasingly become a revenue source of choice for finance-focused influencers. Creators earn money when their viewers click a trackable link below a video, on a blog, or in an Instagram Story, and sign up for the service that the creator is promoting. Stock brokerages like Webull, M1 Finance, and Public are particularly popular affiliate partners.
Erika Kullberg, who is an attorney and social media creator, said that between 25% and 50% of her YouTube channel’s monthly income comes from affiliate marketing and that some months, she earned over $3,000 from a single affiliate program. (Insider verified these earnings with documentation provided by Kullberg.)
“Many months, I’ve made more from finance affiliate programs than from YouTube ad revenue,” Kullberg said. “It was also a way for me to earn income through my YouTube channel before I was even monetized.”
These creators also make money from sponsorships, ad placements on blogs, and offerings like courses or budget sheets.
Here are the 13 leading women in the personal-finance space on social media, listed in alphabetical order:
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