Yahoo! Finance is opening its doors to the financial creators who reach millions of young consumers on platforms like Instagram, TikTok, and X. The 27-year-old digital hub is rolling out at least four original series and podcasts as it partners with eight notable financial creators.
Five months ago, Yahoo! Finance signaled its interest in the world of money-managing creators when it announced a partnership with Ross Mac, a former Morgan Stanley sales analyst who added his insights to Yahoo!’s premium subscription content. The decision to team up with Mac was informed by the impact of digital platforms on financial trends. A 2022 survey revealed that Gen Z respondents are more likely to trust TikTok and YouTube for monetary advice, rather than relying on traditional financial planners.
Yahoo! described its Ross Mac pact as the first of many creator partnerships, and the brand is now putting its money where its mouth is. The upcoming Yahoo! Finance slate will span multiple formats and will touch on a diverse range of topics within the financial sector. “Budgetnista” Tiffany Aliche (pictured above) is tackling oft-heard mantras like “save money to make money” in a new series called Money Glow Up, while The Debt-Free Guys will tell stories about scrimping and saving in their series Living Not So Fabulously.
“I’ve been dedicated to making life-changing financial education accessible to women worldwide and what’s missing from the financial space right now is talking about money from a hopeful perspective,” Aliche said in a statement. “For anyone who has been struggling with their personal finances and are feeling discouraged about their journey, I don’t just want to give them help, I want to give them hope.”
Those originals will join Mac’s Financial Freestyle on the Yahoo! platform. The slate also expands to podcasts, with Bob Powell of Retirement Daily helming an original show called Decoding Retirement. Other creator contributors to the Yahoo! slate will touch on topics that range from Wall Street (where longtime NYSE operative Kenny Polcari holds court) to Main Street (where politician Patrick Murphy focuses on financial affairs for veterans).
Yahoo! Finance has been a go-to source for financial news for more than a decade, and the hub has evolved as digital media trends have shifted around it. The latest slate of originals resembles the programming pushes Yahoo! has announced during NewFronts presentations, but instead of teaming with traditional celebrities, the early internet pioneer is now appealing to rising communities like #FinTok.
Digital financial content has already brought bank sponsorships to streaming content and spawned investment opportunities for creators. Yahoo! Finance wants to be the next big thing in that category, and it’s relying on its stable of creator partners to lead the way.
Each week, we handpick a selection of stories to give you a snapshot of trends,…
Roblox is quadrupling down on chasing adult gamers--and rewarding developers who make games appealing to…
Five months after FaZe Clan's collapse, some of its best-known alumni are looking to bring back…
Creators have already made their mark in movie theaters and on Broadway stages. Now, they're…
Vine is back, and it's anti-AI. Jack Dorsey, co-founder and former multi-time CEO of Twitter,…
On the internet, it's been a roller coaster ride for the humble check mark. At…