Vivian Tu

Vivian Tu is a personal finance content creator who previously worked as an equities trader at JPMorgan. She launched the Your Rich BFF brand on TikTok around 2021 and grew it rapidly, accumulating millions of followers across platforms by producing short-form videos explaining personal finance concepts — including Roth IRAs, index funds, compound interest, and salary negotiation — in informal, accessible language. She has since expanded to YouTube, a podcast (Rich AF), and authored a book of the same name.

Her content is pitched particularly at Gen Z audiences and women, demographic groups she characterizes as underserved by traditional finance media. Her framing positions her as a friend sharing insider knowledge from Wall Street experience rather than a formal financial advisor. She does not hold regulated financial advisory credentials, and her content carries standard disclaimers accordingly. Her revenue comes from brand partnerships and sponsorships, which are standard in the personal finance creator space.

Tu has received significant media coverage and has appeared on television programs. Critics of the broader short-form personal finance genre note that compressed video formats can simplify complex financial decisions and that advice optimized for engagement may not reflect the full range of individual circumstances. Tu's content is generally introductory in nature and encourages viewers to consult professionals for decisions specific to their situations.