From Wall Street to Viral Wealth Educator: How Vivian Tu Turned Financial Know-How into a $4M Brand
When Vivian Tu left her six-figure job at BuzzFeed, she was chasing freedom.
In a candid conversation with Gary Vaynerchuk on The GaryVee Audio Experience, Tu — now better known as “Your Rich BFF” — peeled back the curtain on her rise from equities trader at JPMorgan to one of the most influential voices in financial literacy on TikTok.
And it all started with a single video.
🚨 The Viral Video That Changed Everything
It was New Year’s Day, 2021. Vivian posted her first-ever TikTok video sharing finance tips. It got seven views in the first seven hours.
“Then that night… my phone starts buzzing off the hook,” she recalls. “I went from zero to 100,000 followers by the end of the week”.
That first post hit 3 million views. And from there, Tu doubled down — not just on content, but on strategy.
She leaned into what Gary Vee calls day trading attention: observing comments, noting what hit, and adjusting. “I started to develop a real content strategy,” Tu explains. “What worked, I made more of. What didn’t, I let go”.
💡 From Side Hustle to Main Hustle With Receipts
At the time, Vivian was still working full-time in sales at BuzzFeed — pulling in upwards of $600,000 a year. But the grind was unsustainable.
“I was hating everything. I hated BuzzFeed. I hated Your Rich BFF. I hated all of it,” she admitted.
Burnout wasn’t the only catalyst. Vivian had a long overdue conversation with her now-fiancé, who helped her see the real problem: she hadn’t taken a break in over a year.
So, she made the leap with intention.
Before quitting, she banked $100K in cash as her “parachute money.” Then she jumped.
Within a year, Your Rich BFF became a multi-million dollar media brand. In 2023, it generated nearly $4 million in revenue, fueled by:
- Brand partnerships
- Book deals
- Speaking engagements
- Podcast advertising
- Upcoming TV projects
📚 Rich AF: The Blueprint for Financial Confidence
Vivian’s new book, Rich AF, is a “personal finance 101” for people who didn’t grow up learning about money at home or in school.
“It’s broken into two parts,” she explains. “The first is I work hard for my money — how to negotiate, budget, and understand the economic landscape. The second is my money works hard for me — investing, saving, and making your money grow”.
She breaks down:
- How to pick the right investment account
- Why budgeting doesn’t mean giving up everything you love
- The psychology behind spending habits and financial guilt
- How loud budgeting is helping Gen Z normalize saying "I can't afford that right now" without shame
Most importantly, she offers a path toward financial freedom that feels accessible, not intimidating.
🧠 “Every Human Is a Small Business”
Gary Vee calls it the “small businessification of the personal brand.” Vivian’s story is proof.
She didn’t launch with a massive team or venture capital. She didn’t wait until everything was perfect. She posted one video based on what she knew and it snowballed.
Vivian represents a new class of solopreneur: one where knowledge and consistency can compound into influence, impact, and income.
“Personal branding is critically important,” she says. “And financial literacy is freedom”.
🔥 For Wantrepreneurs: Vivian Tu’s No-Fluff Lessons
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Use Your Knowledge as Your Launchpad
You don’t need to overshare your life online. Start with what you know, even if it feels “basic.” That’s often what the market needs.
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Don’t Quit Recklessly But Don’t Wait Forever
Vivian saved $100K before quitting. But she also knew that if she failed, she had the skills and network to land another high-paying job. Confidence + runway = power.
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The First Thing Might Hit, Be Ready for That
Most creators assume it’ll take time. Vivian's first video went viral. Are you prepared for that possibility?
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Make Content a Feedback Loop
“Every video begets more questions, begets more content.” Use your audience's questions to fuel your next 10 pieces.
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Financial Freedom = Emotional Freedom
Vivian’s best advice: “Take care of future you before it's too late.” That means investing now — even if it's small — and learning to say no without guilt.
🎁 Final Word: Your Knowledge Is a Monetizable Asset
Vivian Tu’s story isn’t just inspiring, it’s repeatable.
In a world where attention is currency and knowledge is leverage, your unique skill set or experience can become a brand, business, and movement… if you start.
And like Vivian, you don’t have to go all in tomorrow.
But maybe… just maybe… you post that first video today.
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