Finance

Gen Zers are investing their way out of the 9-to-5

Published

2 years ago

August 12, 2024

Gen Zers are investing their way out of the 9-to-5

The finance guru Dave Ramsey famously said that if Americans wanted to build wealth, they should give up their morning coffee. But spend any time in certain corners of personal-finance Instagram and TikTok and you’ll see women indulging in sleek caffeinated beverages. They swirl whipped cream on their tall iced coffees, brew black-sesame-matcha lattes, and show off hot chocolate and pastries as they promote strategies to save, invest, and make the most of their credit-card points. These women talk openly about being rich and wanting to help other women become rich too.

One of those influencers is Tori Dunlap, the founder of a financial-education company called Her First 100K. She aspires to get as many young women as possible investing and to debunk the notion that in order to build wealth they need to deprive themselves of things they enjoy. In a video on Instagram, she considers Ramsey’s advice, then erupts into a scream. “It’s not the latte that’s keeping you from saving money,” she wrote in the caption. “It’s the systemic oppression.”

Just a handful of years ago, Dunlap, who was born in Tacoma, Washington, was working a job in marketing and dealing with a toxic boss. Thanks to an emergency fund she’d grown, she was able to quit and start focusing on building Her First 100K — named for Dunlap’s goal of amassing $100,000 in wealth, which she achieved by the time she was 25 by budgeting and investing.

Now, Dunlap, 30, has over 2 million followers on Instagram, hosts a top-rated US business podcast, and is the author of the best-selling book “Financial Feminist.” She also launched a platform called Treasury, which says it has helped women invest over $80 million in the stock market. Alongside creators like Mrs. Dow Jones, Simran Kaur, and Rachel Rodgers, Dunlap is a leader of a new wave of personal-finance education focused on teaching Gen Z and millennial women the fundamentals of earning, paying off debt, and investing, using a savvy blend of traditional financial advice, irreverent social commentary, and high-travel memes. You can think of it as financial education for the “lazy-girl job” generation — those who decry the corporate hustle and seek out low-stress jobs that don’t take over their lives. In one video, Kaur, the New Zealand-based creator of Girls That Invest, does her makeup in front of a mirror as she discusses how she’s using her investment earnings to build her own trust fund to live on. The message? You too can invest your way out of the 9-to-5 life.

If you ask these women, however, they’ll say the trend has nothing to do with being lazy and everything to do with giving women the tools they need to take control of their financial destiny. “We’re taking something very inaccessible and making it accessible,” Dunlap said. If men can use their financial savvy to get rich, then so can women. And in a world where many Gen Zers and millennials expect to be working well past retirement age, the advice is finding an eager audience.

On the first day of her first full-time job out of college in 2018, Haley Sacks was asked to fill out her health insurance and 401(k) contributions. “I really wanted to make a good impression, so that night I went home and did what any self-respecting millennial would do,” the New York native said. “I looked on YouTube for information, and I was really taken aback by what I found.”

Nearly all the financial-education content geared toward women focused on home-economics fare like saving and budgeting, she said. Meanwhile, the content she actually needed, which explained the fundamentals of investing, not only was “very dry” but seemed primarily made with a male audience in mind. “I couldn’t really find anyone who was teaching money the way that I wanted to learn it,” Sacks said. “So I became her.” Now, six years later, Sacks, who goes by Mrs. Dow Jones on social media, has 1 million followers on Instagram, where she posts pop-culture-inflected videos on topics like how to predict layoffs at your job and why the Cartier Love bracelets Kylie Jenner is famous for wearing may not be a good investment.

People like Sacks and Dunlap aren’t the first female celebrity personal-finance experts. Sacks pointed to Suze Orman — the pioneering personal-finance guru, author, and TV host — as someone who “walked so all of us could run.” But until recently, women looking to wrap their heads around the intricacies of high-interest savings accounts and low-cost index funds had scant few options that spoke directly to them. Personal-finance education in US high schools used to be rare — though it’s gotten better in the last few years with half of US states now mandating it. And women-specific financial-education literature tended to focus less on investing in real estate or negotiating a higher salary than on learning how to curb one’s spending on supposedly “frivolous” items like coffee, manicures, and haircuts. The message, Dunlap said, boiled down to: “Men get to be millionaires by making more money and being the fullest version of themselves. The way to become a millionaire for women is to basically hate your life.”

I couldn’t really find anyone who was teaching money the way that I wanted to learn it. So I became her.
Haley Sacks

On one level, these influencers are offering well-trodden financial advice packaged for a new audience: Dunlap’s book has sections on building an emergency fund, getting out of debt, and investing for retirement. She said women comprise 95% of her audience. “We joke that it’s largely girls, gays, and theys,” she said. Sacks, who calls herself a “zillennial finance expert,” said that her content is aimed at people of all genders but that women tend to gravitate to it because of the person who’s talking. “We all have the same message,” Sacks said. “It’s sort of like finding the right trainer who motivates you.”

These influencers do break from tradition in a few key ways. Citing high interest rates, rising home prices, and a booming stock market, Sacks and Dunlap have made the case for renting instead of buying. In “Financial Feminist,” Dunlap recommends readers focus on building a three- to six-month emergency fund before paying off debt so they’re prepared for a layoff or dangerous home situation. Sacks recommends young people job-hop to keep up with inflation and cost-of-living increases if necessary. “You should be making 15% more every single year,” she said. “And if you’re not making that at your current job, then you should change jobs.” (Research from the Economic Policy Institute indicates that since 2007 US employees have received an average wage increase of 3.9% a year.)

Rita Soledad Fernández Paulino, a California-based money coach and creator focused on women, BIPOC, and LGBTQ+ people, said their goal is to help people become “work-optional” by leveraging their investments. “I like the idea of everyone working because they want to and not because they have to,” they said.

Leah Sheppard, a professor of management and associate dean for equity and inclusion at Washington State University’s Carson College of Business, sees this wave of financial education as a reflection of an awareness among Gen Zers and millennials that the boomer-era version of the American dream — where you work your way up the ladder for 40 years at a single employer and put away enough to retire — no longer applies to them. “Young people are thinking, ‘When will I get to a place where I don’t really have to worry about money?’” she said. “If they’re thinking, ‘Traditional employment is not working well, I don’t want to start a business’ — well, what’s the other way? And it’s probably getting really smart about how you save money, taking the money that you are saving and investing it and building wealth.”

I like the idea of everyone working because they want to and not because they have to.
Rita Soledad Fernández Paulino

Sacks sees it as a matter of young people wanting to take the future into their own hands. “You have to be more self-reliant now than our parents ever had to be,” she said.

Kyla Scanlon, the author of the 2024 book “In This Economy?”, sees the interest in financial-education content on social media as symptomatic of a curiosity about alternative revenue streams, spurred by the rise of fintech apps like Robinhood and populist financial movements like crypto and GameStop. “People are looking at the market. They’re looking at different income sources, Airbnb, the gigification of everything — and then just how do you have passive income outside of traditional income?” Scanlon said.

For young men, this often takes the shape of riskier investments like sports gambling, crypto, and meme stocks. Young women, on the other hand, are turning to more tried-and-true tactics.

In a survey of 2,000 adults conducted in July 2023, Fidelity Investments found that Gen Z women were more likely to say they participated in the stock market than any other age group, with 71% of women ages 18 to 26 saying they had invested, compared with 63% of millennial women and 57% of boomer women. These figures dovetail with an uptick in the percentage of people under 35 who held stocks and retirement accounts in 2022 compared with 2019, according to the Federal Reserve’s Survey of Consumer Finances, though the Fed doesn’t break these figures down by gender.

Whether the goal is to retire early or to job-hop your way to a six-figure salary, this wave of financial advice departs from the “lean-in,” “girlboss” flavor of feminism that dominated conversations about women and work in the 2010s. “We’re just more disillusioned with corporate,” Dunlap said. “We’re more disillusioned with the way we make money.”

Instead, it’s advice for a generation of women who see their experiences reflected in memes like the “lazy-girl job.” “The lazy-girl thing is just like, ‘Oh, give me a little bit of rest in addition to my work,’” Dunlap said. “I think that’s completely reasonable.”

I can have wealth too. You can have wealth too. It’s not a you problem; it’s a we problem.
Rita Soledad Fernández Paulino

But talking about this stuff in public as a woman or queer person can be fraught. Dunlap said she gets “called every insulting thing you can call a woman on a daily basis” and has been on the receiving end of death threats. She said people aren’t used to seeing women talking in public about money, and especially not about being rich. “We have different expectations for how men and women should behave, especially around money,” she said. “Women shouldn’t want it. You should be grateful for the things you have.”

Other women BI spoke with said they faced harassment. “There’s a certain group of men who just don’t like women,” Scanlon said. But for the most part, the influencers stressed that their content was resonating with the people it was supposed to resonate with. “The comments section on any video is a mess, but it’s also the most supportive, lovely thing,” Dunlap said. “So many women, championing me, championing each other, championing themselves.”

The experts BI spoke with all had their own ways of describing the movement. Fernández Paulino said they see themself as belonging to a community of people who approach money and finance in a way that acknowledges the systemic issues that interfere with people’s wealth and wellness — such as the economic effects of structural racism and transphobia, or the fact that American women weren’t allowed to own a credit card or take out a mortgage in their own name until the 1970s. “For me, it’s like, I can have wealth too. You can have wealth too. It’s not a you problem; it’s a we problem,” they said.

Dunlap invented her own term to describe it: financial feminism. “It’s this idea of getting yourself financially to a point where you are stable, safe, and you have enough wealth to have options, and then using that wealth as a tool to make an impact,” she said. In other words, she wants to help women navigate the economic systems we’re all swimming in, so they can help other women by changing those systems from within.

Emilie Friedlander is a journalist and editor from Brooklyn, currently based in Philadelphia. She co-hosts The Culture Journalist, a podcast about culture in the age of platforms.

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Finance

Canton High School students find success in personal finance

Published

2 hours ago

March 2, 2026

Press Room

Canton High School students find success in personal finance

CANTON, Miss. (WLBT) – A group of juniors at Canton High School has won back-to-back state championships in Mississippi’s Personal Finance Challenge.

The team’s work can be seen through the school’s reality fair, where students are assigned careers and salaries and must make the same financial decisions adults face each month.

Teena Ruth, a personal finance teacher, said the exercise resonates beyond the classroom.

“It’s an eye-opening experience,” Ruth said. “They kind of see what it’s like for even their parents when they have to make these decisions every day — when they are writing out those checks.”

For student Jalynn Dunigan, the program carries personal significance.

“To be known for something else outside of cheer and not just what I do on a court, on a field. I can do something and put my brains to it and people can know that I’m not just pretty,” Dunigan said. “I’m smart as well.”

Student Henser Vicente said the team’s success sends a broader message.

“We’re making a statement that we’re not what you think we are,” Vicente said. “Like, we’re greater than what you think. We can do better than what you think we can do.”

A proposed financial literacy bill in Mississippi would require students to pass a semester of personal finance as a graduation requirement.

Alexandria Luckett said the team’s national success is already motivating others at the school.

“I’m so happy that people are getting more involved in things like this and stepping out of their comfort zone and just putting themselves out there,” Luckett said. “Because I know there’s a lot of shy students [who] don’t necessarily join clubs or anything. So, when they see a group like this going to nationals two times in a row, I feel like that motivates a lot of students.”

Nelly Rosales said competing at the national level has given the team a platform beyond the competition floor.

“We’ve gone to Cleveland, Ohio, we’ve gone to Atlanta, and then hopefully this year we get to go out of state again,” Rosales said. “Being able to be a role model to a lot of children — like especially Hispanic girls who don’t see a lot of role [models] especially in the community — being able to be a role model is a really big thing.”

The students are currently gearing up for this year’s State Personal Finance Challenge set to take place next month.

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Finance

A 27-year-old drew down half of her stock portfolio to buy real estate. It’s part of her plan to hit financial independence.

Published

15 hours ago

March 1, 2026

Press Room

A 27-year-old drew down half of her stock portfolio to buy real estate. It’s part of her plan to hit financial independence.

A few years into her accounting career, Carolyn Yu began thinking seriously about financial independence.

“I’d feel very stressed and tired,” Yu, who was working at a Big Four firm at the time, told Business Insider. “I thought, maybe someday I could have more freedom and not spend 24/7 working at a very demanding job.”

She picked up “Rich Dad, Poor Dad” and started listening to the popular real estate podcast, BiggerPockets. One takeaway stood out: focus on buying assets that can grow in value.

Yu, who’d been consistently investing in the stock market since college, felt compelled to make a move. In late 2024, she drained about half her stock portfolio in order to pay cash for a two-bedroom, two-bathroom condo in Fort Worth, Texas.

The Bay Area-based Gen Zer had been eyeing Texas in part for its tax advantages, including the absence of state income tax. She considered other Texas markets, but Fort Worth stood out for its affordability and growth potential.

“The population growth, the crime rate, the property value growth — they all looked good to me,” she said.

She flew to Fort Worth, toured the condo, signed a contract the next day, and closed within a month. Yu intentionally kept her first purchase under $100,000, unsure whether she had the capital or experience to take on something larger.

“Pretty much 50% of my stock portfolio was gone,” she said. But the drawdown didn’t faze her. “I knew that $80,000 transitioned into another investment.”

Scaling to 5 properties in 2 years by recycling capital

Yu grew her portfolio by reinvesting equity from one property into the next.

Her strategy centers on buying below market value, improving the property, allowing it to appreciate, and then tapping into the built-up equity to help finance another purchase.

As her portfolio expanded, her financing evolved. She moved from paying all cash for her first condo to using conventional loans and later DSCR (debt service coverage ratio) loans, which are designed for investors and rely heavily on a property’s cash flow.

Her second purchase was a two-bedroom, one-bath single-family home. She bought it in June 2025 for about $105,000, putting down 25%. After investing about $50,000 in renovations, she said the home appraised at $195,000 and rented for $1,500 a month.

“This property allowed me to execute the BRRRR strategy successfully,” she said, referring to buy, rehab, rent, refinance, repeat. She said she was able to pull out about 70% of the appraised value to help fund her next purchases.

Within about two years of buying her first condo, Yu had a five-property portfolio. Her first three are cash-flowing, while her fourth is currently listed for rent, and her fifth is being prepared for tenants. Business Insider reviewed mortgage documents to confirm ownership and lease agreements to verify rental rates.

Yu resides in the Bay Area, but invests in real estate in Fort Worth.

Courtesy of Carolyn Yu

One of the challenges she’s faced since buying property has been vacancy.

She purchased her first condo in late 2024 — “probably the worst time to rent because of winter vacancy,” she said — and it sat empty for six months. She eventually lowered the asking rent by about $100 a month before securing a tenant.

The vacancy was stressful, but manageable because she had paid cash and didn’t carry a mortgage. Still, she owed about $600 a month in HOA dues.

Her advice to other investors: keep at least six months of reserves, know your numbers inside and out, and expect vacancies and repairs.

Why she prefers real estate to stocks

Yu still invests in stocks, but said she prefers real estate because it feels more controllable and scalable. In addition to generating a few thousand dollars a month in rental income, she’s also building equity in her properties.

“Real estate gave me more control, more tangible assets, more tax efficiency,” she said, pointing to depreciation, mortgage interest deductions, and the ability to refinance without selling. She also enjoys negotiating deals.

She funnels most of her rental income back into her stock portfolio. Her end goal is financial independence and work flexibility.

Yu wants to own at least eight properties by 2027 and have her portfolio appraised at roughly $2 million. By then, she hopes rental income will cover her expenses and provide enough cushion to leave her W-2 job, so she can focus solely on her real estate business.

She’s also changed how she thinks about spending. Early in her career, she said she coped with work stress by traveling frequently. Now, she prioritizes investing over lifestyle upgrades.

“I would rather put my money into investments right now in exchange for vacations in the future,” she said. “I think it’s totally worth it because I think in two years, I could be financially free.”

Finance

When making travel plans, timing and financing are major considerations

Published

1 day ago

March 1, 2026

Press Room

When making travel plans, timing and financing are major considerations

For the true travel fan, there’s often a built-in conflict on how best to plan for your next adventure.

On the one hand, the world awaits. Spin the globe, cover your eyes and point. Or, throw a dart at the map! Then it’s time to dig in and research your next dream destination.

On the other hand, getting the best bargain can be a last-minute proposition. There may be a fare sale today, but not tomorrow. How does that mash up with your bicycle tour in Italy? Or your friend’s wedding in Hawaii?

Spreading out all the options on the table can be daunting. It’s a bit like taking a sip from the fire hose. And we all have varying degrees of tolerance for changing prices, tiny seats and geopolitical uncertainty.

So let’s take a snapshot of what’s happening now, knowing you won’t likely drink from the same river, or fire hose, twice.

Since most of today’s snapshots are on the phone, there are some handy settings: You can zoom in for a closer look at that fruit and cheese platter, frame it up nicely for a good shot of your seatmate, or look out the window and get a nice view from 30,000 feet.

Fares we love. There are just a few fares to zoom in on right now.

Anchorage-Chicago. Three airlines will offer nonstop flights this summer: Alaska, United and American. Alaska and United fly the route year-round. There are just a couple of months where travelers have to stop in Denver or Seattle on the way. Right now, the Basic price is $349 round-trip. United has the least-expensive Main price of $429 round-trip. Alaska charges more: $449-$469 round-trip.

The rate to Chicago is steady throughout the summer, as long as you’re open to flying on other airlines, including Delta and now Southwest, starting May 15.

Anchorage-Dallas. Choose from four airlines with competitive prices. United and Delta offer great rates starting on March 30, for travel all summer and into the fall for $331 round-trip in basic economy. Remember: Basic economy means you’ll be sitting in the middle seat back by the potty. There are few, if any, advance seat assignments permitted and you’re the last to board. Don’t expect to accrue many frequent flyer points. Alaska will give you 30%. Delta and American offer none. United is axing MileagePlus points for basic travelers soon.

Delta and United offer the chance to pay $100 more for pre-reserved seats and mileage credit. Of course, they may charge you more for a nicer seat on the plane. But that’s another story.

American Airlines charges a little bit more, about $20 more for a round-trip, to fly nonstop. It’s a nice flight.

Anchorage-Albuquerque. Delta is targeting this route with a nice rate: $281 round-trip in Basic or $381 in Main. But it’s just between May 23 and June 29. Why? Well, it lines up nicely with Southwest’s launch on May 15. Who knows why airlines cut their fares during a traditionally busy season? It’s just a hunch.

Looking at airfares more broadly, there are a few more bargain rates out there, but most only go through May 20. Airlines are hoping for a robust summer — so prices go up after that.

For example, between March 29 and May 20, Alaska Air offers a nonstop from Anchorage to Los Angeles for $257 round-trip in basic. For pre-assigned seats and full mileage credit, the main price is $337 round-trip. Prices go up to $437 round-trip in the summer.

The view from 30,000 feet is pretty clear, although past performance is no guarantee of future results. Several carriers, including American, Delta, United, Southwest and Alaska are adding flights for the summer. There will be robust competition, which means lower fares. Just last week, Alaska Air dropped the price from Anchorage to Seattle to $210 round-trip. That rate is gone, but others will come along.

Charge it. Banks own the airlines by virtue of their popular credit cards. Do they own you, too?

Sifting through the various credit card offers and bonus points emails, it’s easy to forget that banks, not travelers, are the airlines’ biggest customers. At a Bank of America conference last year, Alaska Airlines reported it receives about 15% of its total revenue from its loyalty plan. That adds up to more than 1.7 billion in 2024. Delta has a similar deal with American Express, which paid the airline about $8.2 billion last year.

Think about that the next time the flight attendants are handing out credit card applications in the aisle.

Zooming in, if you’re going to play the Atmos loyalty game on Alaska Airlines, you have to have an Alaska Airlines credit card from Bank of America.

I carry the plain-old Alaska Air card. I used to have two of them, primarily for the $99 companion fare. That’s still a compelling offer. But to get that benefit, you have to charge it on an Alaska Airlines Visa card.

So the question is: Is it worth it to pay $395 per year for the new Summit Visa card from Bank of America?

If you use your credit card for your business or if you regularly charge thousands of dollars every month, the Summit card may be the card for you.

One of the foundational benefits is for every $2 you charge, you earn one status point toward your next elite tier, such as titanium. It’s possible to charge your way to the top tier of the frequent flyer ladder without ever stepping on a plane. If that’s your level of charge-card use, then the Summit is for you. For the lesser Ascent card like mine, you earn one status point for every $3 spent.

For a little wider view, consider that your other travel costs, including accommodations, can hit your budget a lot harder than an airline ticket. It’s one reason I carry a flexible spend credit card in addition to my Alaska Airlines card. Here’s a snapshot of some popular options:

1. Bilt Rewards. I finally signed up for a Bilt account, although I haven’t yet received my card. There are two big benefits with Bilt: You can charge your rent and transfer points to Alaska Airlines. There also is a scheme to charge your mortgage, but it’s more convoluted. But the charge-your-rent option is a stand-alone gold star for the Bilt program, even if you don’t fly Alaska Airlines.

In addition to the link with Alaska Airlines, Bilt points transfer to other oneworld carriers like British, Japan Airlines and Qatar Air. Hotel partners include Hyatt, my favorite, and Hilton. A big bonus comes with the “Obsidian” card, $95 per year: three points for every dollar spent on groceries.

But there’s also a Bilt card with no annual fee. And there are no extra fees incurred when you charge your rent.

2. American Express. If you fly on Delta, the American Express card is a natural choice.

The two companies really are joined at the hip. The last American Express card I had was a Delta “Gold” card, which included a 70,000-point signup bonus. Cardholders get a free checked bag, although Delta offers two free checked bags for SkyMiles members who live in Alaska, and 15% off award tickets.

The Delta card is free for the first year, then $150 per year thereafter.

There is a dizzying array of American Express cards available, including some with no annual fee. But with Delta there is a narrowed-down selection, including one that’s more than $800 per year. That includes lounge access and some other benefits, including a companion pass.

American Express cardholders also can transfer their points to Hilton and Bonvoy as well as to 15 other airlines.

Capital One offers the Venture X card, which offers cardholders 75,000 points plus a $300 travel credit at their in-house travel service. The cost is $395 per year. Get the slimmed-down Venture card for just $95 per year. You still can earn the 75,000 bonus points after spending $4,000 in the first three months. Plus, there’s a $250 credit with Capital One Travel.

Airline partners include EMirates, Singapore Air, Japan Air and EVA Air, from Taiwan. Hotel partners include Hilton and Marriott.

I’ve carried several Chase cards for years. Right now I have the Chase Sapphire Preferred card, for which I received 80,000 bonus points. But that was several years ago. More recently, I got the Chase-affiliated Ink Business Cash card to harvest a 90,000 point bonus. Previously, I carried the Chase Sapphire Reserve. I got a 100,000 point bonus for that. But I dropped that card when the fee went up to $795 per year.

Stacking the cards like that — getting more than one — has helped me to get more bonus points, both for American Express and for Chase.

The best value for Chase points that I’ve found is for Hyatt Hotels. Right now, it’s the best redemption ration, but that can change. Chase also allows for transfers to Emirates, United, Singapore Air and Southwest, among others. The Chase travel portal is managed by Expedia, so you can redeem points for other hotels at a lower redemption rate.

The long view: All airline mileage plans are now credit card loyalty plans. Terms and conditions change, along with signup bonuses and other features of the cards. Last year, Chase dropped its airport restaurant feature, which offered $29 per person at select restaurants in Los Angeles, Seattle and Portland. A couple of years ago, the Priority Pass affiliated with Chase dropped the Alaska Airlines lounges as a partner.

It takes some time and effort to keep up with the programs and get the best value. But airline credit card plans are here to stay, even if the frequent-flyer programs are watered down year after year.