Vivian Tu, better known as “Your Rich BFF,” has emerged as one of the most accessible and impactful voices in financial literacy for the digital generation.
After beginning her career on Wall Street as an equity trader at J.P. Morgan, Tu pivoted to creating financial education content that demystifies complex money concepts for everyday people, particularly targeting young women and communities traditionally underserved by the financial industry.
With over 10 million followers across social media platforms, Tu has built an empire based on straight-talking financial advice that breaks through the intimidation and privilege often associated with wealth-building. Her meteoric rise from creating TikTok videos in her apartment to founding a multi-million dollar media company, Your Rich BFF, Inc., landing a bestselling book deal with “Rich AF: The Winning Money Mindset That Will Change Your Life,” and securing partnerships with major financial institutions demonstrates how her authentic approach to financial education has struck a powerful chord with audiences seeking guidance in an uncertain economic landscape.
PERSISTENCE
The journey from Wall Street trader to financial education powerhouse wasn’t a straight line for Tu. Her persistence stems from personal financial missteps and the determination to ensure others don’t repeat them. After experiencing the exclusionary culture of finance firsthand, Tu committed to democratizing money knowledge, persevering through initial skepticism about her unorthodox approach.
“When you are young, you are insecure, not sure what is going on, throwing around money to be perceived better,” Tu reflects on her early relationship with finances. “I believe in the mantra ‘Don’t spend money you don’t have, to impress people you don’t even like.'”
This hard-earned wisdom came through trial and error. “For those in their early 20s who want to look cool and rich… I wanted to have the designer bag and nice shoes,” she admits. “But it didn’t make the cool girls like me, didn’t turn me into a supermodel… it diverted money away from activities. I had to forgo dinner with friends because I had bought something.”
Tu’s tenacity manifested in her willingness to be vulnerable about these mistakes, using them as teaching moments rather than hiding them. When her initial financial content didn’t immediately gain traction, she continued refining her approach, maintaining consistency in posting and messaging when many would have abandoned the effort.
Now at 31, Tu sees the fruits of her labor. “Sending my parents on an all-expenses-paid trip,” she shares as an example of meaningful financial freedom. This achievement represents years of disciplined financial practices—the very lessons she now teaches millions.
Tu’s determination is perhaps most evident in her commitment to changing the finance industry from the inside out, creating space where traditionally excluded voices can find financial empowerment. By consistently showing up with authentic, actionable advice despite pushback from traditional financial gatekeepers, she’s proven that resolve can transform personal lessons into global impact.
PURPOSE
Tu’s approach to both personal finance and business growth reveals an analytical mind that balances opportunity with discipline. Recognizing the gap in financial education for younger generations, she strategically positioned herself as the accessible, judgment-free “BFF” rather than an intimidating expert—a crucial distinction in an industry often perceived as exclusive and condescending.
“When you are a young person, you face two main problems: not enough money coming in and too many places to take your money,” Tu explains, demonstrating her ability to distill complex issues into relatable frameworks. This strategic simplification of financial concepts has become her hallmark.
Tu advocates for purposeful career planning over the common “follow your passion” advice. She references the “Ikigai concept” to illustrate her strategic approach to career satisfaction: “Your purpose is found when you are able to find the intersection of what the world needs, what you’re good at, what you like, and what you can get paid to do.” With characteristic candor, she adds, “The world doesn’t need more DJs.”
Her decision-making framework extends beyond personal finance into business leadership. “Instead of thinking of price, think in terms of value,” she advises. “Divide what you’re buying by your per-hour rate.” This calculation helps prioritize meaningful expenditures while eliminating wasteful ones.
As her platform has grown, Tu’s deliberate planning has evolved. “As I’ve gotten older, it is time that I value most,” she reflects, noting that money is merely a tool to create freedom and meaningful experiences. This perspective informs her business development strategy, which prioritizes scalable impact and sustainable growth over short-term monetization.
Her leadership reflects the same clarity: “My leadership style… I will never ask you to do something that I wouldn’t do or that I haven’t already done.” This principle has guided her management of a rapidly growing team while maintaining the authentic connection with her audience that fueled her initial success.
PASSION
While financial education is Tu’s professional focus, her passion clearly lies in empowering others to achieve independence and confidence through financial literacy. This stems from her own transformative experiences and the recognition of how proper financial knowledge creates freedom, particularly for women and minorities.
Tu challenges the notion that money management must be confusing or boring. Her enthusiasm for making financial concepts accessible shines through in her content, where complex topics become conversational, approachable and even entertaining. This dedication for simplification has resonated with audiences tired of traditional financial advice.
“The most humbling experience in managing people is that I have to yell at my full-time employees to take PTO,” she shares, revealing her desire to create a workplace culture that values well-being alongside productivity—a stark contrast to the burnout-inducing environments common in finance.
Tu speaks with particular passion about mentorship, crediting her own success to those who guided her early career. “Role models and mentors—and a sponsor in particular—[are] life-changing… It can be the difference whether you succeed or not. Bonus points if you can find one that you like,” she advises. “My first mentor helped me with everything from saving money on hotels to understanding my 401K.”
Her most passionate advocacy centers on representation in finance. Describing her first day on Wall Street, surrounded by “30-35 white men” as “the only woman and Asian person,” Tu emphasizes how seeing successful women of color transformed her outlook. “The experience changed my brain chemistry… seeing the lived reality of someone who looked like me that got to win and got to be rich.”
This representation forms the core of Tu’s mission. “What you had was freedom, and did not need to ask a man for money,” she says about her early role model. “The power of a role model is for you to see what you can and will become, in your own special way.”
BUILDING A FINANCIAL LEGACY
In just a few years, Tu has transformed from Wall Street trader to one of the most influential voices in financial education for a new generation. Her approach—combining no-nonsense advice with genuine empathy and cultural awareness—has filled a critical void in the financial literacy landscape. By sharing her own mistakes alongside practical strategies for building wealth, Tu has destigmatized money conversations for millions of followers.
As she continues expanding her media company and advocacy work, Tu remains committed to her core mission: creating financial confidence for those historically excluded from wealth conversations. “The trauma bond of working together,” as she describes her connection with her audience, has formed a community where financial education becomes a vehicle for true empowerment. Through persistence, strategic thinking and passionate advocacy, Tu isn’t just teaching people about money—she’s reshaping what financial success looks like for an entire generation.
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Photographer: Brendan Wixted
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