It’s an ordinary Wednesday evening for Katie Gatti Tassin. Her blonde hair is pulled again; mild displays off her outsized glasses. She’s spent all day running on her newest undertaking: edits for her coming near near ebook, Rich Girl Nation, which examines girls’s dating with cash.
However she has only one thing more to get off her chest sooner than she finishes her day. Gatti Tassin takes her plight to Instagram Tales, broadcasting to greater than 250,000 fans. This time, it’s a spiel on how “aesthetic capitalism co-opts issues which are naturally wholesome” to promote girls extra pieces, corresponding to hyaluronic acid-infused eye patches, below the guise of wellness.
“This development feels darkish as a result of the cultural context that produced it,” Gatti Tassin writes. “One which is never concerned about the real well-being of girls and women, except it’s a method of promoting them anything.”
Connecting the dots
That is the place Gatti Tassin excels, and it’s what units her except different “finfluencers,” or economic 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 assets for her target audience, corresponding to a unfastened early retirement mini route and a wealth planner that is helping customers perceive the place they’re on their economic adventure. Gatti Tassin authors a prolific weblog and an insightful weekly publication that has just about 200,000 readers, whilst keeping up an attractive presence on social media.
Looking at her Instagram tales is like FaceTiming along with your maximum passionate—and smartest—good friend. The cadence of her speech is fast, fervent and pointed—just like her innate talent to connect to her target audience whilst offering available private finance content material that intersects pop culture.
“That provides me the chance to color with some way broader brush,” Gatti Tassin says. “I will in reality speak about anything else, as a result of cash touches the entirety…. Occasionally, I feel other folks simply need assist making sense of the arena round them.”
Her well-researched social-financial statement has touched subjects starting from “trad other halves” (married girls who observe conventional gender roles in marriage) and overconsumption to gaining economic independence. She covers anything else that intrigues her with thoughtfulness, perception and finesse.
Embracing enlargement
Gatti Tassin began documenting her personal economic adventure to “#RichGirl” standing on her “aspect hustle” weblog, Money with Katie, in 2020. She left her advertising process at Southwest Airways in 2021 to pursue content material advent complete time. A 12 months later, media corporate Morning Brew bought the MwK logo, rising her target audience and crew from a literal one-woman display.
Gatti Tassin’s recommendation to aspiring marketers is concise: Transfer in the course of the discomfort. “Simply get started doing it and get relaxed figuring it out as you move,” she says. “There’s no replace for in fact doing the article that you wish to have to do….”
One in all Gatti Tassin’s largest spaces of enlargement has been important considering—and figuring out that she may also be no matter she desires to be. “I’m a ways much less sheltered than I was,” she says. “After I began to be told extra about how issues in reality paintings and the way issues in reality are, I simply more or less couldn’t get sufficient.”
An evolving target audience
A lot of Gatti Tassin’s content material specializes in girls’s dating with cash. (“Finance bros are out, #RichGirls are in,” her podcast description reads.) However she’s piqued the hobby of other folks of all genders, backgrounds and ages.
“I do have numerous amusing with seeking to see if I will scratch at anything underneath the skin,” she says. “Not anything feels higher than when anything like that resonates with other folks.”
And resonate, it does. What began as Gatti Tassin speaking to her friends, fellow 20-something girls navigating the economic ramifications of maturity, has advanced into a bigger dialog with a broader target audience. One listener billed the display as “life-changing, hilarious, addicting.” Every other says they really feel “richer through affiliation.”
Being self-conscious
To start with, when Gatti Tassin discovered that individuals with “extra existence revel in” had been listening, it made her “a bit bit self-conscious,” as she’d imagined her target audience as very similar to herself.
“In the long run, I think like if people who find themselves in a special degree of existence, or who’ve a fully other background than I do, nonetheless in finding anything that I’ve to mention attention-grabbing and treasured, then I’m pleased with that,” she says.
However she tries to stick in her “lane of both lived revel in” or subjects she feels strongly about “as a result of I do know sufficient about it to talk with authority.”
One in all Gatti Tassin’s most well liked subjects has been childcare prices. She doesn’t have youngsters, however that doesn’t prevent her from tackling the subject in her signature manner. She assists in keeping it mild, joking that “your favourite childless cat woman” is weighing in on parenting. (Her tabby cat, Sam, makes widespread appearances on MwK’s Instagram Tales.)
Gatti Tassin’s method is ubiquitous. “Numerous these things is so common, and I feel other folks, without reference to age… really feel and react to those similar forces in most of the similar tactics.”
This text at the beginning gave the impression within the March/April 2025 factor of SUCCESS mag. Picture courtesy of Katie Gatti Tassin.
