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.”
Lifestyle
Sunday Puzzle: NBA Team Names
Sunday Puzzle
NPR
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NPR
On-air challenge
As you probably know, the N.B.A. finals are going on right now. Game 3 between the Knicks and the Spurs is tomorrow night. So today I’ve brought a puzzle based on N.B.A. team names.
1. The name of what N.B.A. team is an anagram of PARROTS?
2. The name of what N.B.A. team is an anagram of THRONES
3. The name of what N.B.A. team is an anagram of SCRAPE?
4. Name two N.B.A. franchises that are birds.
5. You can remove the consecutive letters UGG of one N.B.A. team to get another. What teams are these?
6. The name of what N.B.A. team sounds like what they try to do for home games?
Last week’s challenge
Last week’s challenge comes from Mike Reiss, a longtime writer and showrunner for “The Simpsons.” Name a classic song with a two-word title. Drop the first letter. Add an R after the new first letter. The result will be the names of two countries one after the other. What song is this?
Answer: “Piano Man” by Billy Joel –> Iran, Oman
Winner
This week’s winner is Jocelyn Tutak of Portland, Oregon.
This week’s challenge
Rearrange the letters of “NECESSARY MISPRINT” to spell a familiar phrase.
If you know the answer to the challenge, submit it here by Thursday, June 11 at 3 p.m. ET. Listeners whose answers are selected win a chance to play the on-air puzzle. Important: include a phone number where we can reach you.
Lifestyle
A wildfire burned my memories of Santa Rosa Island. Now, we wait to see what’s left
When I saw the headlines that flames were ravaging Santa Rosa Island, sadness washed over me.
Many of the news stories highlighted the threat to the unique plants and animals inhabiting the island off the coast of Santa Barbara, from plucky, pint-sized foxes to the rarest pine trees in North America.
To me, the loss wasn’t theoretical. I saw these and many other otherworldly species while on a life-changing backpacking trip to the island five years ago, which I chronicled for this newspaper. Looking at the fire map, I could see much of the path I charted was now seared.
That includes my first wilderness campsite near Ford Point, where a several-thousand-pound elephant seal roused me from slumber with its jarring bark. It wasn’t pleasant moving a tent after hiking for 10 hours, but seeing the behemoth (and his mate) in the gauzy morning light made it worth it.
The fire also passed through a grove of critically endangered Torrey pines, which I had hiked up to and gazed down on the island’s crystal blue water. It burned through Water Canyon Campground, where I spent my final night in relative comfort after roughing it in the backcountry. Beyond the sights, the trip brought me closer to my husband, who had transformed into a bona fide outdoorsman during the pandemic.
Crystal clear waters of Santa Rosa Island.
(Lila Seidman / Los Angeles Times)
Now fear clouds the memories: Does the rugged, magical place of my mind’s eye still exist? As The Times’ wildlife and outdoors reporter, I felt immediate concern for the island’s critters and plants. I was a visitor, but this is their home. Would it still be hospitable?
Among the good news is that the fire is now fully contained, after igniting three weeks ago. But before it was vanquished, the blaze chewed through about a third of the island, one of five that comprise Channel Islands National Park. While the cause remains under investigation, the U.S. Coast Guard initially reported a shipwrecked sailor may have sparked the blaze after firing flares for help. Coast Guard images showed the 67-year-old man had carved “SOS” into what looked like charred ground before being rescued by helicopter.
The Channel Islands, an archipelago that includes three additional islands outside the park, are nicknamed the “Galapagos of North America” for the flora and fauna found only there. Fires of such magnitude are rare on Santa Rosa so its inhabitants haven’t evolved with them.
Speaking to fire officials and scientists, the prevailing sentiment is there’s much we don’t know about the fire’s impact and how long recovery will take — or if it will ever even look the same. Starting Friday, specialists will begin assessing where everything stands. Until then, researchers can take educated guesses.
“There will be winners and losers for sure,” said Heather Schneider, director of conservation at the Santa Barbara Botanic Garden, whose work includes studying and protecting rare plants on the island.
Take the Hoffmann’s slender-flowered gilia, a federally endangered wildflower found only on the island and much of it within the area that burned. It’s possible the blaze incinerated the dainty purple-and-white flowers before they could drop seeds this year. But Schneider and her colleagues believe there’s probably a healthy collection of seeds in the soil from previous years that hasn’t germinated yet that could help it recover when conditions are right.
Some glimmers of hope have emerged from what we do know. It’s believed the island’s Torrey pines are largely intact and much of the campground survived. The pinnipeds that crashed my first night on the island were probably not affected much. Certain areas I visited, like the historic South Point Light Station, were spared.
Greg Pauly, curator of herpetology for the Natural History Museum of Los Angeles County, who has researched the island’s reptiles and amphibians for 14 years, highlighted that the web of life is interconnected — and certain effects may play out over time.
“It’s sort of a one-two punch,” he said. “You’ve got to survive the fire, and then you’ve got to be able to figure out how to make a living in a landscape that looks very different than it did a week ago.”
In many parts of the island, the soil’s high clay content causes deep fractures to form as it dries. He expects many animals, like the gopher snake, made it through the fire by hunkering down in the cracks.
When the snake emerges, it should find enough mice to chow down on. But a lack of seeds and other food for mice might mean that prey dwindles over time.
He worries about other ripple effects, too.
Non-native grasses that have taken hold “create a carpet of highly flammable material for much of the year,” he said. In the aftermath of fire, such grasses often spring up quickly and shade out native plants. He expects the acreage to increase.
That’s bad news for the majority of wildlife on the island that relies on native habitat, like woody shrubs.
Yet, as Pauly put it, the island is no stranger to flux. Just within the past two centuries, cattle and sheep brought in for ranching — and then later elk and deer for hunting — ate up the island’s shrubs, he said. Since 2011, he added, the island’s been free of these non-native grazers and native vegetation has rebounded.
He expects even more change. Scientists are clocking an increase in temperature and slight decrease in fog. He also predicts fires will become more common as more people visit.
Emanuel Röhss, the author’s husband, sits amid fog during a backpacking trip to the island five years ago.
(Lila Seidman / Los Angeles Times)
While harrowing, I also found a strange comfort in Pauly’s words. Change is inevitable, whether bad or good. My memories of the island are of a snapshot in time. I went during the height of the pandemic, when my boatmates were masked and socially distanced. All the wonder I experienced notwithstanding, I wouldn’t want that aspect of the journey to carry on.
And change doesn’t need to be taken lying down. Some are already gearing up to get the island back on track.
The Santa Barbara Botanic Garden has seeds for all of the rare plants in the burn area, a sort of fail safe if they need help recovering. Additionally, just this March, it opened a conservation grove of Torrey pines grown from seeds collected on Santa Rosa. The Channel Islands National Park Foundation is on hand to raise money for the park.
“It’s going to be an all hands on deck situation to understand, assess and plan the recovery,” the garden’s Schneider said.
If I go back to Santa Rosa, I hope to embrace it as it is: transformed.
Lifestyle
Summer TV season has arrived — here’s what you shouldn’t miss
Clockwise from top left: Little House on the Prairie; Earth, Wind & Fire (To Be Celestial vs. That’s The Weight Of The World); Cape Fear; House of the Dragon; The Bear; Ted Lasso.
Netflix; HBO; Apple TV; HBO; FX; Apple TV
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Netflix; HBO; Apple TV; HBO; FX; Apple TV
Summer is when people are trying to get away from screens — headed outside to enjoy weather and time off.
But in the modern age, TV never sleeps, so streaming and premiere television outlets have lined up a slew of attention-getting new and returning shows competing with vacations and sunny days over the next few months to pull in viewers and attention.
Fans can choose from remakes of classic films and TV shows like Cape Fear and Little House on the Prairie, the final season of FX’s fading dramedy The Bear, Larry David’s intriguing new HBO project made with Barack and Michelle Obama’s Higher Ground productions and the return of a series many fans thought was over and done with — Apple TV’s hit comedy, Ted Lasso.
Here’s a look at what’s coming when, and why it matters:
Cape Fear, Apple TV, June 5
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It’s tough to imagine an actor who could bring a creepier vibe than Robert DeNiro in 1991’s film thriller Cape Fear — playing a wiry, pathological felon who blamed his public defender for purposefully tanking his case. But Javier Bardem is that actor, raising the stakes for Apple TV’s modern streaming series with a deliciously wily performance as Max Cady — a man exonerated after serving 17 years in prison for murder. Amy Adams is Anna Bowden, the former public defender who defended Cady, but wound up marrying the prosecutor that put him away, raising all kinds of suspicion over how she handled his case. Lots of it is preposterous and heavy-handed, but Bardem plays Cady with more intelligence and sophistication than DeNiro’s version, dismantling his former lawyer’s perfect life with horrifying glee. Toss in as executive producers Steven Spielberg and Martin Scorsese — who directed the 1991 version, itself a remake of a 1962 classic — and you’ve got a powerful combination.
Earth, Wind & Fire: (To Be Celestial vs That’s the Weight of the World), HBO and HBO Max, June 7
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R&B stars Earth, Wind & Fire provided the soundtrack for Black America in the late 1970s — a hit machine which cranked out classics like “Shining Star,” “That’s the Way of the World” and “September,” courtesy of driven bandleader Maurice White. Tonight Show bandleader Ahmir “Questlove” Thompson — who has made a name as a Oscar-winning documentarian with groundbreaking films on the 1969 Harlem Cultural Festival, the music of Saturday Night Live and Sly Stone — offers a relatively traditional look at the band’s story. He covers all the bases in the arc of White’s own story, from his roots as a drummer for jazz legend Ramsey Lewis, to his eventual death in 2016 due to complications from Parkinson’s disease. But with on camera sources ranging from Barack and Michelle Obama to Stevie Wonder — who reveals how “Shining Star” inspired the writing of his hit, “I Wish” — Thompson still manages an enlightening, compelling story.
House of the Dragon Season 3, HBO and HBO Max, June 21
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This feels like a make-or-break season for HBO’s Game of Thrones spinoff, following a lackluster collection of episodes last year which some critics — OK, me — lambasted for too little forward motion. Based on events in the Game of Thrones prequel novel Fire & Blood, this season focuses on a bloody civil war between two factions, the Blacks and the Greens, for rule over the fictional continent of Westeros. Early press indicates this season will feature lots of dragons and epic battle action, which seems necessary. It’s been two years since the second season, so that level of spectacle might be needed to remind viewers about this long-running franchise.
The Bear Season 5, Hulu, June 25

FX’s towering dramatic comedy will present its final season here, dropping its last eight episodes at once. It’s an opportune moment to conclude the story of driven chef Carmy Berzatto’s bruising efforts to build a Michelin starred restaurant from his family’s humble hole-in-the-wall Italian beef shack in Chicago. The show has a maddening habit of presenting standout episodes even during mediocre seasons. But critics have cooled on a show where the number of unspectacular episodes has grown and the latest plot twist — Jeremy Allen White’s Carmy deciding to leave the restaurant, forcing the family of workers he assembled to seek that Michelin star without him — feels perilously close to a Hail Mary pass thrown by writers running out of ideas.
Life, Larry and the Pursuit of Unhappiness: An Almost History of America, HBO and HBO Max, June 26
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Higher Ground, the production company founded by Barack and Michelle Obama (Rustin, Leave the World Behind), takes its biggest swing yet here — producing a sketch series from Curb Your Enthusiasm star Larry David. The show celebrates America’s 250th anniversary a little differently, offering seven episodes filled with sketches lampooning key historical moments, featuring David — whose history as a failed writer for Saturday Night Live might not inspire loads of confidence. Still, the Obamas have assembled an impressive track record as producers and David remains a quirky, effective comedic voice who could have easily sat back on his Curb laurels, rather than offering a bold counterpoint to the official celebrations of America’s history.
Little House on the Prairie, Netflix, July 9
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Gen Z viewers likely don’t know the original series which dominated ratings back in the mid-’70s and early ’80s, featuring Michael Landon as the patriarch of a family struggling to establish a home in Minnesota during the late 19th century. Netflix’s series returns to the largely autobiographical books written by novelist Laura Ingalls Wilder as inspiration, featuring the family struggling to stay together after moving to Kansas not long after the Civil War. The initial series debuted on NBC back in 1974, when family-oriented shows like The Waltons were still popular. But will today’s streaming audiences embrace a series which brings a modern lens to questions of slavery and white people moving into the American west?
Star Trek: Strange New Worlds Season 4, Paramount+, July 23
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It’s one of TV’s longest-running science fiction franchises, celebrating its 60th anniversary this year. But the future of Star Trek remains uncertain, as Paramount finishes production on two live action Trek series, with no new iterations yet planned for TV or film. This season of Strange New Worlds — centered on the adventures of the Starship Enterprise before the days of Captain Kirk depicted in the original series — is the second-to-last batch of episodes for the series, which will end with an abbreviated fifth season. Strange New Worlds has a bit to prove, coming off a third season largely considered a disappointment by many fans. Ultimately, producers have admitted the show will conclude with Kirk taking the captain’s chair — but it’s going to take a lot of attention-getting episodes to get there.
Ted Lasso Season 4, Apple TV, Aug. 5
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Many fans thought this series effectively ended after its third season back in 2023, when the show’s folksy lead character returned home to America after leading a British soccer team to success. But never underestimate TV’s urge to keep tapping into a hit — star and executive producer Jason Sudeikis found a new story to tell about Coach Lasso, who returns to lead a second division women’s football team in Britain. Over its first three seasons, the show emerged as one of Apple’s most successful series, with a slew of Emmy, Golden Globe and Critics Choice awards. This fourth season will have to answer a new question: Can lightning strike twice for the same series?
Lanterns, HBO and HBO Max, Aug. 16
YouTube
This series offers a chance to reinvent one of DC Comics most beloved superheroes for today’s TV scene, casting Friday Night Lights alum Kyle Chandler as Hal Jordan — a grizzled hero with a power ring capable of creating any construct from the energy of his will. Jordan is a Green Lantern, part of a corps of intergalactic space cops handed the rings by a powerful group of immortal beings. That all sounds like a lot for a streaming TV series; initial teasers for the show focus on Jordan’s work training/vetting new Lantern candidate John Stewart, played by Aaron Pierre. The two will work to investigate a murder on Earth in an uneasy alliance which feels an awful lot like the first season of HBO’s True Detective — balancing a gritty, authentic environment with a ring that allows flight, space travel and lots of superheroic adventures. This superhero nerd absolutely cannot wait to see where it all goes.


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