There is a whole new generation of personal finance experts tapping into specific modern needs.
Unvarnished in style, these new challengers are gaining an audience among those who find established gurus like Dave Ramsey or Suze Orman a bit, well, staid.
They offer advice with attitude: telling their followers to get financially “naked,” warning about reptile-like salesman or yelling that we should save until it hurts.
And people are listening. These new voices have email lists and social-media followings in the hundreds of thousands and are increasingly adding that more traditional marker of influence — a best-selling book.
They’re breaking through at a time when people are searching for help with their planning in the form of an easy read. Annual U.S. personal-finance book sales are up 50% from five years ago, data from NPD BookScan shows. The Covid-19 pandemic has supercharged this trend, pushing sales of the genre up