Lifestyle
Make Way for the Investment Bank Influencers
It’s 5:30 a.m. Allison Sheehan switches on the light in the bathroom of her New York City apartment and stretches in front of the mirror. “Welcome back to another morning in the life of an ‘investment baker,’ which means someone who works at an investment bank but also makes cakes,” she says at the beginning of the video, which she uploaded to TikTok in early 2025.
Tying an apron over her pajamas, Ms. Sheehan, now 26, proceeds to pipe lilac buttercream ruffles on a heart-shaped funfetti cake she had baked the night before.
At 6:50, she heads to the gym, filming herself doing crunches before heading home to shower, put on makeup and pick out an outfit. By 8:20, Ms. Sheehan heads to her wealth management job, at Goldman Sachs (she didn’t reveal the name of the bank in her videos while employed there).
In 2023, Ms. Sheehan, who has since made cakes for brands including Goop and LoveShackFancy as well as the model Gigi Hadid, was posting on social media as “The Investment Baker,” a persona she created for her custom-cake business, Alleycat.
On her Investment Baker Instagram and TikTok pages, Ms. Sheehan posted familiar influencer content like “What I eat in a week” and day-in-the-life videos, along with breakdowns of her corporate wardrobe. At the time, her DMs were inundated both with cake orders and with young women seeking advice on how to break into finance.
The finance industry remains one of the most sought-after sectors for college graduates. In 2025, Goldman Sachs saw 360,000 students competing for just 2,600 internships — up 15 percent from the previous year. It has also historically insisted that employees maintain a low profile on the internet. Ms. Sheehan was careful never to disclose the bank at which she worked in her videos, and she never filmed herself in the office, per her employer’s rules. In fact, she never discussed finance much at all. Still, the tension between the “two worlds of baking and being a financier was the whole allure,” Ms. Sheehan said.
Yet Ms. Sheehan was informed that her baking content was seen as a “reputational risk” for the firm. She was instructed to delete every post on her TikTok and Instagram and to change her handle so that it made no reference to the word “investment.” When Ms. Sheehan drew comparisons to the firm’s chief executive, David Solomon, who moonlights as a D.J., she was told she could not compare herself to him. She pushed back, saying that the firm’s policy should apply to everyone. “It doesn’t work like that,” she said she was told.
Like Ms. Sheehan, Sahilee Waitman, 28, used the fact of her employment at an investment bank as a hook for her TikTok videos. Ms. Waitman moved to New York City from Amsterdam to work in compliance at an investment bank in 2023. She soon started posting day-in-the-life content, detailing everything from her workouts to what she ate for lunch, with the goal of building financial autonomy outside her corporate role. Both women were clear that while they worked at investment banks, they were not investment bankers, often a point of contention or confusion in the comments section.
The New York Times reached out to many of the investment bank employees on TikTok, but they declined to comment for this article, fearing the risk to their reputation. The New York Times also reached out to 14 different banks, among them Goldman Sachs, but none responded to requests for comment regarding the matter of social media use among employees.
Despite these fears, investment banking content is going viral across social media. Nearly 60,400 videos tagged #investmentbanking have appeared on TikTok in recent years. Time-stamped 100-hour work weeks and late-night keyboard A.S.M.R. regularly draw hundreds of thousands of views on TikTok. Part of the appeal is that influencers offer a more realistic depiction of the world of work than can be gleaned from shows like “Industry” on HBO or from actual recruitment events.
Ms. Sheehan was determined to show that even bankers could have a life outside work. In October 2024, a year after posting her first video, a meeting with her manager appeared unexpectedly on Ms. Sheehan’s calendar. At first, she thought it might be good news. But the excitement was short-lived when she was greeted by three compliance officers. “We see you have an online persona called ‘The Investment Baker,’” she recalled them saying.
At present, there is no widely agreed-upon policy regarding employees’ personal social media use. The Financial Industry Regulatory Authority, the largest independent regulator for brokerage firms in the United States, and the Securities and Exchange Commission, a government agency that regulates the entire U.S. securities industry, have rules and guidance dictating that employees cannot share any information that is deemed confidential or in any way sensitive. But how firms apply their own internal policy is at their discretion.
Hannah Awonuga, the former head of colleague engagement at Barclays U.K. and a cultural transformation and inclusion consultant, sees both parties as at risk. Employees might find themselves on the wrong side of human resources. For employers, “once you allow staff to post freely,” she said, “you run the risk that they might express an opinion on a Saturday that goes against your values.”
For decades, “workism” — the belief that work is central to one’s identity — has infiltrated the American ethos, particularly for many city dwellers, whose hobbies and leisure activities can fall by the wayside. Increasingly, younger workers are pushing back, demanding a healthier work-life balance and actively working to decouple their identity from their careers.
The world of high finance is one of the last sectors to catch up. “Once you work in these industries,” Ms. Waitman said, “you’re essentially taught to choose one lane.” You are either a “serious professional,” she said, or a “creative.” “I just don’t believe those things are mutually exclusive,” she added.
Ms. Waitman, who is Black, hoped that by posting on TikTok, she would be promoting diversity in the industry. She received the occasional negative comment, insisting she must be a “secretary,” but a majority of her messages were positive, she said, and came from other women seeking her advice about pursuing careers in finance.
At the time, Ms. Waitman did not receive pushback from her employer on her videos, though she made sure to declare any outside business activity to compliance and her director. “I think firms are just now catching on to this,” Ms. Waitman said. “Once they find out, you have compliance on your neck.”
A recent glossy fashion spread in Interview Magazine entitled “Meet the Finest Boys in Finance” highlighted what can happen when young finance professionals attract the wrong kind of publicity. The designer-heavy photo shoot was mocked and meme-ified online for violating Wall Street’s sacrosanct rule against flashiness.
Across social media, some women were quick to point out the double standard at play. “But women get fired from Goldman for being influencers …” read one comment left on a TikTok video about the spread.
In fact, many of the people posting influencer-like content are young women, which is at odds with the traditionally male-dominated world of high finance.
A spokesperson for Goldman Sachs told Bloomberg that the interviews in Interview Magazine were not approved by the firm.
After the compliance meeting, Ms. Sheehan did as she was instructed and archived all her social media posts. Three months later, though, she put them back up. “I didn’t see my posts as a violation of the bylaws,” she said. Immediately, another meeting with compliance landed on her calendar. This time, her cake business was taking off, and Ms. Sheehan decided to hand in her resignation. (Goldman Sachs did not respond to requests for comment.)
As banks are forced to iron out their policies in an ever more online world, workers sharing the minutiae of their days is likely to become an increasing headache for compliance. “If you have five followers, there’s no need to make anyone aware,” Ms. Awonuga said. But, she added, “as more Gen Z’s come into the workplace and grow in their roles, I just don’t know how feasible it becomes to say you’re not allowed a social media presence.”
Ms. Sheehan, meanwhile, has no regrets. “I cannot believe,” she said, “that they were concerned about me making pink cakes when people are insider trading.”
Stephen Malkmus & the Jicks perform onstage during day two of the Boston Calling Music Festival at Boston City Hall Plaza on September 26, 2015 in Boston, Massachusetts. (Photo by Mike Lawrie/Getty Images)
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This week’s show was recorded in Chicago with host Peter Sagal, judge and scorekeeper Alzo Slade, Not My Job guest Stephen Malkmus and panelists Emmy Blotnick, Joyelle Nicole Johnson, and Gianmarco Soresi. Click the audio link above to hear the whole show.
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Pool Problems; Don’t Forget to Hydrate; The Rise of Hot Podium Guy
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Our panelists tell three stories about game shows in the news, only one of which is true.
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Indie rock legend and founder of Pavement, Stephen Malkmus, joins us to play a game called, “Pavement repairs are underway!” Three questions about road construction.
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The Battle Over A Home Sale; The Best Three Words To Get Over A Loss and Out of a Meeting?; A New Job in the Dating World
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Our panelists predict what will find after the reflecting pool is emptied
When Julio Miranda-Martin began his apartment search, he had one nonnegotiable: He wanted a dedicated dining room to entertain his friends. He was scouring Zillow in 2025 when a listing for a railroad-style, one-bedroom on the edge of West Hollywood came up that included the requisite dining room. It was also walking distance to his part-time job as a marketing coordinator at furniture store Lawson-Fenning. More importantly, at $2,500 a month it was within his budget.
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Miranda-Martin met with his landlord the same day he found the listing, who told him he looks like his son. Feeling like finding this 950-square-foot apartment was kismet, Miranda-Martin signed the lease and set about creating a sophisticated and color-saturated sanctuary. Miranda-Martin decided he needed to make two major investments before moving in: painting the walls and changing the lighting. “I was finally able to move into a place that I actually like, not just out of necessity. I was like, let’s make it feel like my own,” says Miranda-Martin, who refers to the space as his “living canvas.”
In this series, we spotlight L.A. rentals with style. From perfect gallery walls to temporary decor hacks, these renters get creative, even in small spaces. And Angelenos need the inspiration: Most are renters.
The apartment is on the second floor of a fourplex, up a windowless staircase. Miranda-Martin embraced the lack of light and painted it a high-gloss crimson. Without natural light, he hard-wired sconces found on Facebook Marketplace that recall ornamental 18th century candlesticks. They cast a dim but moody light throughout the staircase, ending with an ornate mirror at the top. The mirror shows a glimpse of the apartment’s interior in its reflection when Miranda-Martin opens the door. “Every time people walk in, especially at night, it’s such a dramatic entry,” he explains. “It’s very cinematic,” agrees friend and co-worker Kristin Reeder, who is often a guest at his soirees, “like something from ‘Eyes Wide Shut.’ ”
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1. Julio Miranda-Martin’s apartment decor starts in the bold staircase that leads to his door. 2. A mirror at the top of the staircase offers extra depth. 3. Julio Miranda-Martin fills the bookshelf in his dining room with books and treasures.
In contrast, the living room offers a calmer palette of sky blues and earthy browns. Miranda-Martin tends to choose paint colors based on the light. The living room, with abundant west-facing windows brings in soft, bright light. Miranda-Martin painted it with Benjamin Moore’s Navajo, a flat white, as a backdrop to the softer hues of the furniture he designed at his furniture and lighting company, Studio MM. “It adds a stillness,” he says.
The room is anchored by a large velvet couch in a rich brown. The modular couch is anchored on each side with Art-Deco influenced side tables, lamps and light blue slipper chairs he designed, setting up a cozy tableau for hosting his friends. Pale pink cushioned ottomans provide additional seating that can easily be moved around the room to accommodate additional guests.
A velvet couch acts as a statement piece in the apartment living room.
(Etienne Laurent/For the Times)
French doors separate the living room from the dining room. The chartreuse-infused dining room returns to a more dramatic colorway. With less natural light, Miranda-Martin wanted to play up the idea of dining-room-as-treehouse, reflecting the second-floor foliage visible from the small windows. Rather than trying to brighten the room, he leaned into the moodiness by buying inexpensive, USB battery-powered spotlights that are mounted on the ceiling with magnets. Taking an alcohol marker, he tinted the lights a soft amber, allowing him to highlight the art in the room without adding harsh overhead lighting.
The dining room is meant to reflect the foliage just outside the window.
(Etienne Laurent/For the Times)
A shell-adorned mirror anchors the wall facing the windows and built-in shelving, making the room feel larger. Miranda-Martin sourced two shell-shaped sconces that flank the mirror at an estate sale in San Francisco. Most of the art and home decor comes from Facebook Marketplace and Craigslist, or is thrifted from local stores. Estate sales are also a source, though Miranda-Martin feels the rising popularity of these sales in Los Angeles has led to an increase in pricing. “They’ve gotten so over the top now in L.A. [They’re] super expensive. You’re not really gonna find a deal,” he laments, citing the armed security checking bags recently at some of the hottest estate sales.
In addition to changing the lighting and painting the walls, Miranda-Martin prioritized the window treatments, with pinch pleat curtains from Ikea. “Drapery can just make a space feel super elevated,” he advises. He prefers a mix of new and vintage decor, balancing both for an eclectic but deeply personal look to his home. He tries not to overthink his aesthetic choices. “I think it’s very instinctual. I’m not really thinking, ‘Is this in good taste or is this going to be weird?,’ ” he says.
Down the hall, the bedroom’s mostly white design theme returns to a more serene composition, providing a quiet sanctuary. Miranda-Martin removed the headboard from his bed, making it seem like it’s floating between the night tables he designed. “Everything feels sort of streamlined and smooth,” says Miranda-Martin. Like the living room, the bedroom is painted the same flat white but the quality of the eastern light filtering into the bedroom casts a buttery glow.
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1. Ceramics fill inset shelves in the kitchen. 2. A glass case in the apartment corridor between the dining room and the bedroom. 3. With its lighter decor, the bedroom was meant to be a sanctuary.
The small kitchen retains its midcentury charm, but open shelving above the counter provides an airier, more contemporary cupboard to show off Miranda-Martin’s dish and glassware collection. The easier access comes in handy when he’s entertaining. His apartment is the perfect pre-game space for him and his friends before a night on the town. He tries to make sure he pre-batches cocktails before his guests arrive.
He also likes to host more elaborate dinner parties and game nights. He attributes his love of entertaining to his upbringing as an only child in Downey. “I like hosting because I enjoy being around more people than when I was growing up,” explains Miranda-Martin. His goal, ultimately, is to bring together disparate groups of people from different spheres in a space everyone will feel comfortable in. Dinner parties at Miranda-Martin’s “feel like an event,” says Reeder. “It’s something you’re excited for and you want to get dressed up for.”
“I’m kind of going through a phase right now where I need to be around people,” admits Miranda-Martin. “I think I just hate being alone.”
Ryan Benk and Ryan Ricciardi are married by their friend Cesar Garcia this year.
Christopher Di Ruggiero
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Christopher Di Ruggiero
Gone is the traditional wedding officiated only by a rabbi, a priest, an imam, a pastor or an archbishop.
In a recent survey by the wedding website The Knot, 67% of couples are getting married by a friend. The share has skyrocketed since 2009, when The Knot started tracking who officiates weddings. That year, 27% of couples used a friend for their ceremony.
“Gen Z culture is really infiltrating the wedding industry, and they just do not do things in a standard, traditional way,” said Esther Lee, The Knot’s editorial director.
“They are scrutinizing every aspect of the wedding day in a sense of ‘How do I make this speak to my story?’” she said.
As people swap traditional vows for more personalized weddings, friends and family are filling many more roles beyond just bridesmaids and groomsmen. The wedding officiant is a really big one.
If you’re asked to perform a wedding for a couple, “take the role seriously,” Lee suggested. “Put a lot of hours and thought into how the ceremony will go.”
An officiant with a close tie to a marrying couple can bring a beautiful intimacy to the ceremony. But Lee warned, “Don’t wing it. You can’t wing it.”
First of all, weddings have a lot of stage directions. And the officiant is in charge of telling everyone in the congregation what to do.
“Part of the proceedings is having everyone be seated at a certain time,” said Shelby Wax, a contributing weddings editor at Vogue. She would know. “I’ve been at a wedding where we have stood up too long because an officiant forgot to say that.”
Wax suggested that officiants keep the proceedings moving without making too many jokes or doing anything to draw attention to themselves and away from the couple.
Ask the couple ahead of time for their vision of the ceremony, and find out some of the special things that draw them together and make them want to commit to marriage. And be sure to find out how long they want the ceremony to last.
You’ll also need to get any necessary credentials for legally officiating a wedding. Some jurisdictions require that wedding officiants be ordained ministers. That can be just a few clicks and is often free. The Universal Life Church ordains ministers online and boasts that it has ordained 20 million people.
“Sometimes you have to register with the state and the county and have all the forms ready to go for them to sign afterwards and mail them afterwards,” Wax said.
If the hassles and the responsibility of planning a ceremony and conducting a wedding are too much, bow out right now. The sooner the better.
But Wax suggested that you consider the invitation carefully. It’s an honor that your loved ones want you to marry them. “You know, if I was asked, I would absolutely make the time to do it,” she said.
Even if weddings have become less traditional, the event is still a joyous milestone and evokes a certain dreaminess in the people who get to witness it.
“I do feel that magic and that hope, similar to a child being born,” said Alisa Allred Mercer, a school board member in Davis County, Utah. She has officiated the weddings of a brother, two nieces, a nephew and many, many others.
If people are willing to give love a try, she said, she is happy to help.
“Each time that I am able to perform a wedding, I think the greatest thing that I’m able to give is to pour out my hope and my faith in their relationship to them,” she said.
Mercer had one final piece of advice: After you pronounce the couple married and tell them to kiss, get out of the picture.
“They do not want you in that photo — they want a photo of the two of them,” she said. “So step out of the way.”
The Knot estimates that more than 2 million couples will get married this year, and we’re not even halfway through wedding season. So if you find yourself sitting at a wedding this summer, maybe offer your silent wishes and prayers not just for the couple, but for the officiant too.
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