Vivian Tu

When it comes to finance, Vivian Tu has built a reputation not by flaunting how much money she makes, but by helping her audience make more of their own. She has turned that approach into Your Rich BFF, the financial education company behind her content and wider business, with the past year bringing several moves that suggest her ambitions stretch well beyond giving advice online.

Late last year, SoFi named Tu its first Chief of Financial Empowerment, putting her among a growing group of creators taking on C-suite-style roles with major companies. It also deepened a relationship that had already seen her host four seasons of Richer Lives, a YouTube interview series exploring how well-known guests navigate money and major financial decisions. Tu is now helping shape SoFi’s financial education and leading its Generational Wealth Fund initiative.

Perhaps more significant for her own business is Ask Dolly. The idea grew from a problem created by Tu’s success: she says she was receiving around 1,000 messages a day, many from followers seeking individual financial help she could not provide through social media alone. The app lets users connect their bank and investment accounts to get a broader picture of their finances, while taking specific questions directly to certified financial planners. As a registered investment adviser, Ask Dolly takes Tu firmly beyond financial education and into personalised advice.

Her IP is expanding in another direction too. Amazon MGM Studios is developing Rich AF, a scripted riches-to-rags series inspired by Tu’s bestselling personal finance book, with Tu serving as an executive producer.

Representation: Tu is represented by WME.