Connect with us

Finance

A prominent finance creator has struck a new deal with Vox Media as influencer podcasting heats up

Published

on

A prominent finance creator has struck a new deal with Vox Media as influencer podcasting heats up
  • Finance creator Vivian Tu’s podcast has a new home at Vox Media and wellness brand PS.
  • Tu aims to make finance less complex and empower diverse audiences about money.
  • Vox Media and Tu share why the partnership made sense and what helped seal the deal.

Vivian Tu built a name for herself as “Your Rich BFF” online through her mission to make the finance industry less “male, pale, and stale”, and provide important information about building wealth to her audience. Marginalized communities, in particular, have been the cornerstone of her brand since 2021.

Her knack for breaking down complex financial topics is informed by her prior role as a trader at investment firm J.P. Morgan and has helped her build a very strong, engaged community of almost 7 million social media users across Instagram, TikTok, YouTube, and LinkedIn. By 2022, she was making enough money from her social media income streams, like brand partnerships and speaking engagements, that she quit her job at media company BuzzFeed to focus on her brand full-time.

As she grew her social-media business, she discovered her audience wanted more in-depth knowledge about personal finance than the 30-second videos she initially went viral for; thus, the podcast “Networth & Chill” was launched in March 2023. Here, Tu interviewed wealthy, online personalities like real estate mogul Ryan Serhant, fitness creator Cassey Ho, and Bilt Rewards founder Ankur Jain about how they manage their money. She also spent some episodes breaking down topics like the racial pay gap and the psychology behind bad spending decisions.

Now, 30-year-old Tu is partnering with Vox Media and the newly rebranded wellness brand PS, formerly known as PopSugar, to launch a second season of the podcast. The podcast will now include a video format and dive deeper into exactly how financially well-off individuals were able to grow their net worth into the millions.

Advertisement

“This season, I’m asking the hard-hitting questions,” Tu told Business Insider. “I’m asking for dollar amounts because I think that’s so important for people to hear.”

Vox Media was one of many suitors vying for the chance to collaborate with Tu, but they won because of an aligned vision and handing over creative control.

The video podcasting space is particularly popular — and lucrative right now, with prominent creators like Alix Earle and Jake Shane, recently launching their own ventures.

Advertisement

A report from Spotify published in June found that 63% of respondents trust their favorite podcast host more than their other favorite influencer. It’s also lucrative for creators to branch out into audio; the same report found that 48% of Gen Zers and millennials said they’re more likely to be interested in ads and products when they’re promoted by their favorite podcasters. This means creators who choose to host podcasts can tap into a new stream of income by making money from the ads promoted within each episode.

Tu said that moving into video podcasting wasn’t just a “strategic business decision”, it was to save her significant time. While season one of “Networth & Chill” gained over 2 million downloads, Tu spent a lot of her day creating separate social assets to promote the podcast because it was only audio. With video podcasts, she can now quickly use existing visual clips and post them on Instagram, TikTok, and YouTube to spread the word about new episodes.

“I wanted to work smarter so I didn’t have to duplicate work,” she said.

Vox Media and PS’ new vision to center health and wellness content was a big reason she picked them; that, alongside her familiarity with their work producing podcasts, was what sealed the deal.

Advertisement

“Financial wellness is such a huge component of our rebrand so I think it felt like such a natural home for Vivian because there’s a shared mission to have open and honest conversations around money and have taboo or uncomfortable topics accessible to a much wider audience,” Lillian Xu, Executive Director of Vox Media’s Podcast Business, told BI. “Having a very clear mission statement, like Vivian does, really helps us determine the success of a podcast.”

According to Xu, Vox Media and Tu will work very closely together on the podcast’s sales, marketing, and distribution, such as posting teasers of new episodes across Your Rich BFF and PS’ social media accounts.

“This podcast is going to be about the questions you’ve been too afraid and too nervous to ask anybody in your life,” Tu said. “Even if you can’t have those conversations with your own friends, you can have them with mine.”

Advertisement

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Finance

Departing inspector general targets Council Office of Financial Analysis

Published

on

Departing inspector general targets Council Office of Financial Analysis

The $537,000-a-year office created in 2014 to advise the City Council on financial issues and avoid a repeat of the parking meter fiasco has failed to deliver on that mission, the city’s chief watchdog said Tuesday.

Days before concluding her four-year term, Inspector General Deborah Witzburg said a shortage of both adequate staff and financial information closely held by the mayor’s office prevents the Council’s Office of Financial Analysis from helping the Council be the the “co-equal branch of government” it aspires to be.

In a budget rebellion not seen since “Council Wars” in the 1980s, a majority of alderpersons led by conservative and moderate Democrats rejected Mayor Brandon Johnson’s corporate head tax and approved an alternative budget, including several revenue-generating items the mayor’s office adamantly opposed.

But Witzburg said the renegades would have been in an even better position to challenge Johnson if only their financial analysis office had been “equipped and positioned to do what it’s supposed to do” — provide the Council with “objective, independent financial analysis.”

“We are entering new territory where the City Council is asserting new, independent authority over the budget process. It can’t do that in a meaningful way without its own access to financial analysis,” Witzburg told the Chicago Sun-Times.

Advertisement

Chicago Inspector General Deborah Witzburg’s latest report focuses on the Chicago City Council’s Office of Financial Analysis.

Jim Vondruska/Jim Vondruska/For the Sun-Times

But the Council’s financial analysis office, she added, “has never been equipped or positioned to do what it needs to do. It needs better and more independent access to data, and it needs enough staff to do its job. It has a small number of employees and comparatively limited access to data.”

Advertisement

The inspector general’s farewell audit examined the period from 2015 through 2023. During that time, the financial analysis office budget authorized “either three or four” full-time employees. It now has a staff of five .

Witzburg is recommending a staffing analysis to identify how many people the financial office really needs — and also recommending that the office “get data directly” from other city departments, “ rather than having it go through the mayor’s office.”

The audit further recommends that the office develop “better procedures to meet their reporting requirements” in a timely manner. As it stands now, reports are delivered “sometimes late, sometimes not at all,” the inspector general said.

“We find that those reports have been both not timely and not complete in terms of what they are required to report on and that those reports therefore have provided limited assistance to the City Council in its responsibility to make decisions about the city’s budget,” she said.

The Council Office of Financial Analysis responded to the audit by saying it hopes to add at least three full-time staffers in the short term and has made “some progress” over the last three years in improving their access to data, but not enough.

Advertisement

The office was created in 2014 to provide Council members with expert advice on fiscal issues.

For nearly two years the reform was stuck in the mud over whether former 46th Ward Ald. Helen Shiller had the independence and policy expertise to lead the office.

Shiller ultimately withdrew her name, but the office was a bust nevertheless. In an attempt to breathe new life into it, sponsors pushed through a series of changes.

Instead of allowing the Budget chair alone to request a financial analysis on a proposal impacting the city budget, any alderperson was allowed to make that request.

The office was further required to produce activity reports quarterly, not just annually.

Advertisement

Now former-Budget Chair Pat Dowell (3rd) then chose Kenneth Williams Sr., a former analyst for the office, as director and gave him the “autonomy” the ordinance demanded.

Two years ago, a bizarre standoff developed in the office.

Budget Committee Chair Jason Ervin (28th) was empowered to dump Williams after Williams refused to leave to make way for a director of Ervin’s own choosing.

The standoff began when Williams said he was summoned to Ervin’s office and told the newly appointed Budget chair was “going in a different direction, and I’m putting you on administrative leave” with pay.

“He took all my credentials and access away. I would love to come to work. I wasn’t allowed to come to work,” Williams said then.

Advertisement

Williams collected a paycheck for doing nothing while serving out the final days remainder of a four-year term.

Ervin’s resolution stated the director “may be removed at any time with or without cause by a two-thirds” vote or 34 alderpersons. He chose Janice Oda-Gray, who remains chief administrator.

Continue Reading

Finance

Reilly Barnes Returns to Little League® as Purchasing/Finance Assistant

Published

on

Reilly Barnes Returns to Little League® as Purchasing/Finance Assistant

Little League® International has announced that Reilly Barnes accepted a new role as Purchasing/Finance Assistant, effective April 6, 2026. Barnes transitions from a temporary Purchasing Assistant to this full-time position to assist in the year-round demands of purchasing for the organization, as well as the region and Little League Baseball and Softball World Series tournaments. 

“We are thrilled to welcome back Reilly to our team as a full-time Purchasing/Finance Assistant. Reilly’s prior experience, time management, and attention to detail make him an invaluable asset to the purchasing team,” said Nancy Grove, Little League Materials Management Director. “We look forward to the positive contributions he will have on our organization.” 

In this role, Barnes will be responsible for processing purchase requisitions, coordinating souvenir products, and tracking order fulfillment. He will also assist with evaluating suppliers, reviewing product quality, and negotiating contracts for effective operations.  

After most recently working as a Logistician Analyst at Precision Air in Charleston, South Carolina, Barnes, a Williamsport native, returns after honing his skills in the fast-paced environment. Prior to his time at Precision Air, Barnes served as a Procurement Specialist at The Medical University of South Carolina, where his expertise and knowledge were instrumental in supporting both education and healthcare needs.  

“I am thrilled to return to Little League in this full-time role,” said Barnes. “Coming back to my hometown and having the opportunity to work for an organization that has played such a special part of my upbringing means a lot. I can’t wait begin this new opportunity.” 

Advertisement

Barnes graduated from the University of Pittsburgh in 2022 with a B.A. in Supply Chain Management, Finance, and Business Analytics.  

Continue Reading

Finance

Why this sleepy Swiss town has become a ‘bolt-hole’ for the Gulf elite

Published

on

Why this sleepy Swiss town has become a ‘bolt-hole’ for the Gulf elite

As conflict continues to destabilise the Middle East, the Gulf States elite are seeking solace in European alternatives that offer comparable financial benefits with a far lower risk of war on the doorstep. One such destination is the small Swiss town of Zug, which is becoming a “bolt-hole” for Gulf-based wealth, said the Financial Times.

‘Swiss Monaco’

Continue Reading
Advertisement

Trending