Top Women Finance Influencers on TikTok, YouTube and Instagram

  • Finance-focused creators are booming on social media and making big bucks.
  • Insider spotlights personal finance creators refocusing the narrative of women in the space.
  • The list of 13 women gives advice on budgeting, investing and how to pay down debt.

The personal finance category is booming on social media.

According to a recent survey by The Motley Fool of 1,400 investors aged 18-40, 91% of Gen Z and 75% of Millennials turn to social media for investing information.

Hundreds of creators on all major platforms share their tips on how to save money and invest, and discuss topics like the stock market and monthly budgets. Some have developed massive online followings, with millions of fans and video views.

Many of these creators do not claim to be financial experts and are not financial advisors. Instead, their advice comes from personal experiences such as paying off debt or reaching a savings goal.

“I remember I wanted to find a book on personal finance for women, and I went to the bookstore, and there was a book for women written by a white man,” Bola Sokunbi, who founded Clever Girl Finance. “I bought the book anyway. In talking to other women, I realized there was a void.”

Insider highlights 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 reports, reader nominations, and opinions from industry experts. We chose them based on their experience, advice and impact on the industry.

“Being an online creator is a challenge for everyone, but especially as a woman and a woman of color,” said TikTok creator Delyanne Barros. “I get a lot of hateful comments and hate DMs. I see a lot more skepticism towards women – and a lot more comments about how I look and what I wear – that I don’t always see men dealing with online.”

Many personal finance creators Insider spoke to said they started posting advice online as a hobby, side business, or resource to help women learn more about financial topics, but that the gig eventually turned into a bigger business.

“It doesn’t happen overnight and wanting to make money isn’t enough of a reason,” Rose Han, who runs YouTube channel Investing With Rose, said of starting a YouTube channel.

That said, money can be pretty good, especially on YouTube, where talking about money can mean a lot to creators.

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 earn big bucks through YouTube’s Partner Program, which lets them monetize their channels. through video ads placed by Google.

In addition to ads, affiliate marketing — through which creators make money by driving sales or signups — has increasingly become a go-to source of income for finance-focused influencers. Creators earn money when their viewers click a trackable link under a video, on a blog, or in an Instagram story, and sign up for the service the creator is promoting. Brokerages like Webull, M1 Finance and Public are particularly popular affiliate partners.

Erika Kullberg, a lawyer and social media creator, said that between 25% and 50% of her YouTube channel’s monthly revenue comes from affiliate marketing, and some months she made over $3,000 from just one program. of affiliation. (The insider verified these earnings with documentation provided by Kullberg.)

“Many months I made more from financial affiliate programs than from YouTube ad revenue,” Kullberg said. “It was also a way for me to earn income through my YouTube channel even before it was monetized.”

These creators also earn money through sponsorships, blog ad placements, and offers 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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