It’s a typical Wednesday night time for Katie Gatti Tassin. Her blonde hair is pulled again; mild displays off her outsized glasses. She’s spent all day engaged on her newest mission: edits for her forthcoming ebook, Rich Girl Nation, which examines ladies’s relationship with cash.
However she has simply yet one more factor to get off her chest earlier than she finishes her day. Gatti Tassin takes her plight to Instagram Tales, broadcasting to greater than 250,000 followers. This time, it’s a spiel on how “aesthetic capitalism co-opts issues which are naturally wholesome” to promote ladies extra objects, equivalent to hyaluronic acid-infused eye patches, beneath the guise of wellness.
“This pattern feels darkish due to the cultural context that produced it,” Gatti Tassin writes. “One which is never involved with the real well-being of ladies and ladies, except it’s a way of promoting them one thing.”
Connecting the dots
This is the place Gatti Tassin excels, and it’s what units her aside from different “finfluencers,” or monetary influencers.
Gatti Tassin, 30, heads Morning Brew’s podcast The Money with Katie Show (MwK), which has 9 million lifetime downloads and counting. She’s additionally created tangible sources for her viewers, equivalent to a free early retirement mini course and a wealth planner that helps customers perceive the place they’re on their monetary journey. Gatti Tassin authors a prolific weblog and an insightful weekly publication that has practically 200,000 readers, whereas sustaining an interesting presence on social media.
Watching her Instagram tales is like FaceTiming together with your most passionate—and smartest—good friend. The cadence of her speech is fast, fervent and pointed—very like her innate skill to attach together with her viewers whereas offering accessible private finance content material that intersects fashionable tradition.
“That provides me the chance to color with a manner broader brush,” Gatti Tassin says. “I can actually discuss something, as a result of cash touches all the things…. Generally, I feel folks simply need assist making sense of the world round them.”
Her well-researched social-financial commentary has touched subjects starting from “trad wives” (married ladies who apply conventional gender roles in marriage) and overconsumption to gaining financial independence. She covers something that intrigues her with thoughtfulness, perception and finesse.
Embracing development
Gatti Tassin began documenting her personal monetary journey to “#RichGirl” standing on her “aspect hustle” weblog, Money with Katie, in 2020. She left her advertising job at Southwest Airways in 2021 to pursue content material creation full time. A 12 months later, media firm Morning Brew acquired the MwK model, rising her viewers and crew from a literal one-woman present.
Gatti Tassin’s recommendation to aspiring entrepreneurs is concise: Transfer by the discomfort. “Simply begin doing it and get comfy figuring it out as you go,” she says. “There’s no substitute for really doing the factor that you just wish to do….”
One in every of Gatti Tassin’s largest areas of development has been vital considering—and realizing that she may be no matter she needs to be. “I’m far much less sheltered than I was,” she says. “As soon as I began to be taught extra about how issues actually work and the way issues actually are, I simply form of couldn’t get sufficient.”
An evolving viewers
A lot of Gatti Tassin’s content material focuses on ladies’s relationship with cash. (“Finance bros are out, #RichGirls are in,” her podcast description reads.) However she’s piqued the curiosity of individuals of all genders, backgrounds and ages.
“I do have loads of enjoyable with making an attempt to see if I can scratch at one thing beneath the floor,” she says. “Nothing feels higher than when one thing like that resonates with folks.”
And resonate, it does. What began as Gatti Tassin speaking to her friends, fellow 20-something ladies navigating the monetary ramifications of maturity, has advanced into a bigger dialog with a broader viewers. One listener billed the present as “life-changing, hilarious, addicting.” One other says they really feel “richer by affiliation.”
Being self-conscious
Initially, when Gatti Tassin realized that individuals with “extra life expertise” have been listening, it made her “just a little bit self-conscious,” as she’d imagined her viewers as just like herself.
“Finally, I really feel like if people who find themselves in a special stage of life, or who’ve a totally completely different background than I do, nonetheless discover one thing that I’ve to say fascinating and worthwhile, then I’m pleased with that,” she says.
However she tries to remain in her “lane of both lived expertise” or subjects she feels strongly about “as a result of I do know sufficient about it to talk with authority.”
One in every of Gatti Tassin’s hottest subjects has been childcare prices. She doesn’t have kids, however that doesn’t cease her from tackling the subject in her signature manner. She retains it mild, joking that “your favourite childless cat woman” is weighing in on parenting. (Her tabby cat, Sam, makes frequent appearances on MwK’s Instagram Tales.)
Gatti Tassin’s strategy is ubiquitous. “A variety of these items is so common, and I feel folks, no matter age… really feel and react to those identical forces in lots of the identical methods.”
This text initially appeared within the March/April 2025 difficulty of SUCCESS journal. Photograph courtesy of Katie Gatti Tassin.
