Meet Taylor Price, a 22-year-old who wants to change the way Gen Z thinks about money

Taylor Price does not consider himself a financial influencer.

The 22-year-old self-taught personal finance phenomenon, which has built millions on TikTok, calls itself a Gen Z “financial activist.” Price makes videos and produces content about all things money, from how to build and improve your credit score, to investing less than $100.

The activism, he says, comes from the way he tries to teach his audience to use a “holistic” approach to their personal finances.

“No matter where you are in your financial situation right now, know that through education and investing in yourself, there can be greener pastures – literally as green as money,” Price said. fortune.

After building his online platform, Price is launching his own fin-tech startup. All his work, he says, is aimed at helping Americans manage and improve their finances so that they don’t become one of the causes of stress in their lives.

“I can take my intrinsic motivation to help people [and turn it] to something that is also meaningful to me, because I personally struggled with finances at one point in my life as well,” Price said.

From pre-med to self-taught ‘financial activist’

Price was born and raised in Saugerties, New York. She began studying at SUNY Ulster as a pre-med student, but quickly discovered that the long hours hunched over the microscope in the lab class created some more pre-existing problems.

After taking her mother’s advice to try finance, she switched majors, transferred to SUNY Albany, and started a blog focused on personal finance. Which causes a YouTube channel, then TikTok which he started in December 2019.

When Price started, he mostly talked about investing. But after he saw how the COVID pandemic was affecting people’s finances — especially their investments and retirement plans — he decided to expand his subject.

“The stock market crashed, and people were furloughed or laid off. I was like, ‘I just can’t talk about investing,'” she said. “‘I need to take a step back and broaden my horizons.’ So that’s like when I started talking more about a holistic approach to personal finance.

That holistic approach, or what he calls Fin/Esse (financial essentials), focuses on managing your money in a way that takes into account the financial and non-financial aspects of your life.

“I have lupus and severe scoliosis that requires spinal fusion, which does not always allow me to function at normal hours,” she said. “Some days, I have to go and spend time recovering. With a holistic approach, I know that having an emergency fund that is larger than six to nine months for me is safer than three to nine months usually because of my medical condition.

Price says that doing something as simple as writing down your savings goals and asking yourself what you have saved, how long you have it, and what you will do if you don’t reach a specific goal, can help your chances of achieving it. financial goals.

“When you look at personal finance holistically, you can see how different parts of your life interact and influence each other,” she says. “For example, if you have a long-term relationship that causes stress or leads you down the wrong path, this is likely to affect other areas of your life as well—including your finances.”

His approach seems to suit his audience, which has grown to more than a million followers on TikTok alone, since he started posting content in December 2019. They include young women (around 18 to 25 years old), either in college or they. professional career began looking to be financially independent.

Personal finance business

Harga says social media is the main source of his income, and deep reported last year that he made $33,000 per month. She will not comment on the specific number, but told fortune that it is more than that now. He says a significant amount of his income comes from partnerships with major companies like Google, American Expressand Credit Karma.

His TikTok career didn’t come without the usual and expected online hate.

“All the financial people are like, ‘Who is this girl posting these things? She doesn’t know what she’s talking about. This is absolutely absurd. She’s just a child,'” she said.

Her mother told her to keep posting, and she did.

“When you become a financial activist, your message changes from simply trying to save money or pay off debts to encourage them to make positive social changes, such as supporting equal pay, so more women like to invest, or managing household finances. ,” he said. Price.

In one of her videos, Harga stressed the importance of investing as a woman, saying, “we tend to live longer, and face problems like the gender pay gap and pink tax,” she said.

As for himself, there is no final goal because he has not set one.

“Personal finance is dynamic. So my career should be too.”

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