PureWow 24 in ’24


Your Rich BFF

Picture of Vivian Tu
Heidi Gutman

When Vivian Tu left her high-paying but emotionally draining job as a trader at JPMorgan, she might’ve believed her time in finance was over. But in 2021, another career change was just around the corner: She started posting quick, quippy videos full of financial advice she wished she knew in her early 20s.

“I came from an immigrant Chinese household and grew up with parents who were very frugal and taught me the importance of budgeting,” she recently told Insider. In 2022, she left her marketing and sales job at BuzzFeed (the post-Wall Street pivot that paid her over $600K) to pursue financial literacy content creation full time with her start-up, Your Rich BFF.

Now, at 28 and with over 2 million followers on TikTok, Tu is the money maven for a new generation of earners and entrepreneurs, introing herself in every video (whether it’s Instagram, TikTok, YouTube, Facebook or Pinterest) as “your rich BFF and favorite Wall Street girly.” And it’s not all 401(k) investment tips and credit card hacks. Tu’s also dishing out answers to real-life conundrums, like “Can I afford Botox?” and “What to do when you get laid off.” Last spring, she launched her first podcast, Networth and Chill, and has a new book, Rich AF: The Winning Money Mindset that Will Change Your Life, released in December 2023. Don’t mind us: We’ll just be adjusting our 401(k) allotments and applying the “up or out” rule to our yearly salary negotiations.


“If you're feeling too overwhelmed when it comes to investing, you can just fill out a quick quiz about your income, age, and money goals, and a robo advisor will build a portfolio and invest for you,” Tu told us.