HerMoney

Here is a fact that sounds like a rounding error but is actually the whole business: by 2030, women are projected to control 66% of US wealth, and roughly 70% of the coming $41 trillion in intergenerational wealth is expected to flow to women. If you run the numbers, the audience that most personal-finance media has historically treated as an afterthought is, in fact, the market. HerMoney's entire thesis is that someone should build for that reader on purpose.

That someone is Jean Chatzky, who spent three decades explaining money on television - most visibly as the financial editor of NBC's Today - before co-founding HerMoney Media, Inc. in 2018 alongside Kelly Hultgren and David Wieder. The insight that started it wasn't a gap in knowledge. It was a gap in conversation: women, Chatzky kept noticing, would not talk about money in public. You cannot fix what no one will say out loud.

So HerMoney was designed less like a magazine and more like a permission structure. There is a podcast that has run weekly since 2016. There are two newsletters. There is a website organized not around asset classes but around a life - Earn, Save, Invest, Protect, Borrow, Connect, Enjoy. The tone is deliberately judgment-free, which is a polite way of saying it does not assume you already know what a Roth is.

The clever part is what came next. Rather than sell more content into a market already drowning in it, HerMoney sold coaching. FinanceFixx (2020) pairs members with a coach and makes them build a personal balance sheet. InvestingFixx (2022) is a women's investing club, co-hosted by a hedge fund CEO, that walks people through ETFs and options without the eye-roll. Content earns the trust; coaching monetizes it. That order matters more than it looks.