The 22-year-old self-taught personal finance phenomenon, who has built a following of millions on TikTok, describes herself as a Gen Z “financial activist.” Price makes videos and produces content on all things money, from creating and improving your Creditworthiness to investments of less than $100.
The activism, she says, comes from the way she tries to teach her viewers to use a “holistic” approach to their personal finances.
“No matter where you are in your current financial situation, know that through education and investing in yourself there can be greener pastures — literally as green as money,” Price said wealth.
After building her online platform, Price is working towards starting her own fin-tech startup. All of her work, she says, is geared toward helping Americans manage and improve their finances so it doesn’t have to be a top cause of stress in their lives.
“I can take my intrinsic motivation to want to help people [and turn it] into something that’s meaningful to me, too, because personally I’ve also struggled with finances at one point in my life,” Price said.
From medical student to self-taught “financial activist”
Price was born and raised in Saugerties, New York. She started college at SUNY Ulster as a medical student, but quickly found that long hours bending over microscopes in lab classes were aggravating some pre-existing back problems.
After being advised by her mother to try finance, she changed her major, joined SUNY Albany and started a blog focused on personal finance. That led to a YouTube channel and then a TikTok, which she launched in December 2019.
When Price started, she mostly talked about investing. But after seeing how the COVID pandemic was affecting people’s finances — particularly their investments and retirement plans — she decided to broaden her topic.
“The stock market crashed and people were furloughed or fired. I was like, ‘I just can’t talk about investing,'” she said. “‘I need to step back and broaden my horizons.’ That’s when I started talking more about the holistic approach to personal finance.”
This holistic approach, or what she calls fin/esse (financial fundamentals), focuses on managing your money in a way that takes into account both the financial and non-financial aspects of your life.
“I have lupus and severe scoliosis that required a spinal fusion, which doesn’t always allow me to work normal hours,” she said. “Some days I have to take off and recover. By taking a holistic approach, I know that because of my illnesses, it is safer to have a larger six to nine month emergency fund for me than the typical three to nine months.”
Price said that something as simple as writing down your savings goals and asking what you’re saving for, how long you have, and what you do if you don’t meet a specific goal can improve your chances of succeeding with your financial goals.
“When you look at personal finance holistically, you can see how the different parts of your life interact and affect each other,” she said. “For example, if you’re in a long-term relationship that’s causing you stress or leading you down the wrong path, it’s likely to impact other areas of your life as well — including your finances.”
The approach seems to have resonated with her audience, which has grown to over a million followers on TikTok alone since she started posting content in December 2019. They are made up mostly of young women (around 18 to 25) either in college or in their own early career with the goal of becoming financially independent.
The business of personal finance
Price says social media is her main source of income, and insider reported last year that she was making $33,000 a month. She didn’t want to comment on specific figures, but wanted to tell them wealth that it is more now. She says a significant portion of her income comes from partnerships with big companies like Google, American Express, and Credit Karma.
Her TikTok career hasn’t been without the typical and expected online hate.
“All these financiers were like, ‘Who is this young girl posting these things? She has no idea what she’s talking about. This is absolutely absurd. She’s just a little girl,” she said.
Her mother told her to keep posting, and she did.
“When you become a financial activist, your message changes from simply trying to get people to save money or pay down debt to encouraging positive social change, such as,” Price said.
In one of her videos, Price emphasized the importance of investing as a woman, saying, “We tend to live longer and face issues like the gender pay gap and the pink tax,” she said.
There is no end goal in sight for her because she hasn’t set one.
“Personal finance is dynamic. And that’s how my career has to be.”
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