This TikTok Star's First-Ever Podcast, Downloaded Over a Million Times, Knocks Dave Ramsey's and Joe Rogan's Down the Chart

Tori Dunlap, a 27-year-old personal-finance educator and multimillion-dollar business owner, launched 'Financial Feminist' in May. Within 72 hours, her podcast was No. 1 on Apple Business charts. Here's how she did it.

Tori Dunlap, Her First $100K, Financial Feminist

Social-media star and multimillion-dollar business owner Tori Dunlap first made headlines when she chronicled her successful journey to save $100,000 by the age of 25. After an appearance on Good Morning America, Dunlap left her marketing job to focus exclusively on helping women take control of their financial futures with her company, Her First $100K. This past June, Dunlap added another milestone to her fast-growing list of accomplishments: wrapping the first season of her podcast, Financial Feminist, which has achieved a level of success exceeding her team’s most ambitious expectations.

Financial Feminist launched on May 17, 2021 and hit No. 1 on Apple Business charts within its first 72 hours. At its peak, the podcast reached No.16 on all Apple podcasts, surpassing Dave Ramsey, Joe Rogan, Ben Shapiro and NPR. It also exploded on Spotify, consistently ranking in the top 10 business podcasts often holding the No. 1 spot. Today, Financial Feminist has been downloaded over a million times.

Over the course of the podcast’s eleven episodes, Dunlap covers a range of critical financial topics: multi-level marketing, the racial wealth gap, sustainability, the cash-bail industry, investing for women and more. Short episodes with actionable steps, which allow Dunlap’s financial expertise to shine, alternate with longer, hour-plus conversations with other industry leaders. That variety was very intentional, Dunlap tells Entrepreneur. “We wanted to shine a light on the amazing work guests were doing while also giving people actionable pieces of homework,” she says.

“Typically when I make goals, I know that I can achieve them, even if they’re crazy”

Recording a hit podcast is impressive in its own right, but it’s also worth noting that Dunlap and her team pulled it off without a production company or talent agency. The entire show was produced internally for less than $10,000, and Dunlap only purchased one special piece of equipment for the project. “This was it,” Dunlap says, pulling the $99 blue microphone she bought on Amazon into the frame. Fortunately, she did have an audio engineer and editor, who produced the show’s theme song, to consult with, helping her navigate Zoom and other logistical issues.

Dunlap and her team began considering a podcast in late 2020. It was the natural next step to serve her growing audience, which sits at two million and counting today. “TikTok is a great medium in terms of virality, connecting with people, growing our audience and educating people,” Dunlap says. “But it’s really hard to have a nuanced conversation about money and explain topics in depth in 60 seconds. We’d played with the idea of doing a podcast before, but that was the big catalyst, and just realizing that there are so many things to talk about when it comes to personal finance and how it relates to systemic oppression.”

Tori Dunlap, Her First $100K, Financial Feminist

Image credit: Her First $100K

Even though Dunlap had a proven track record on social media, breaking into the podcast space was a challenge. Without previous experience releasing a podcast, Dunlap and her team found it difficult to give would-be sponsors an estimated number of downloads. Still, she and her team ballparked an ambitious number, then “blew that out of the water.”

“I wrote in my journal that I wanted to have a top 20 business podcast,” Dunlap says, “and typically when I make goals, I know that I can achieve them, even if they’re crazy. But that was one where I was like, ‘We’ll see.’ I didn’t know that I’d get anywhere close, but within 72 hours of releasing the first episode, we’d usurped Dave Ramsey for the top business podcast.”

“I can't just tell you how to pay off debt and save money without also telling you to vote”

Unlike many of the popular business podcasts that Financial Feminist has knocked down the charts, Dunlap’s show approaches personal-finance conversations from a more nuanced perspective. “We're not just talking about the individual choices that you can make to better your money,” Dunlap says. “Because, unfortunately, those are limited. We're talking about these larger systemic issues that keep women and other marginalized groups from building wealth or from creating businesses or from paying off their debt or from having choices. So many people, especially women, are coming to me and saying this makes so much sense.”

The support from Dunlap’s community of followers was strong from the start; even before the show’s first episode aired, Financial Feminist was inundated with positive reviews. But of course, a few listeners left negative comments, which Dunlap has come to expect. “This happens all the time in my work,” she says. “I'm dealing with the criticism from men who say it's too feminist. And I'm like, it's called Financial Feminist. What do you want? What were you expecting? You came here. And 99% of the comments are great, but there’s always the one dude who’s like, ‘This world was built for me, and this podcast wasn’t, and I don’t like it.’”

But many people are more than ready to have these conversations, as the pandemic and the resurgence of the Black Lives Matter movement have powerfully reinforced the reality of systemic inequality within the U.S. “There is unfortunately only so much work that I can do as an educator,” Dunlap says. “Because if somebody comes to me and says they don’t have money to save, I can't help them. It's a larger issue, and that's why my work tries to do both. I can't just tell you how to pay off debt and save money without also telling you to vote, donate to causes you believe in if you have the means to, protest if that's something you want to do, have conversations with other people, lift other people up. Let's talk about changing these larger systems.”

The first season of Financial Feminist may have come to a close, but Dunlap fully intends to keep these necessary personal-finance conversations going. Ultimately, she hopes to not only replicate season one’s success, but also to elevate the show, with the goal of expanding her internal team to include members solely responsible for managing the podcast. Dunlap says to expect season two in 2022, but until then, fans can binge Financial Feminist’s first season again and get excited for Dunlap’s book, also titled Financial Feminist, forthcoming from HarperCollins.

Dunlap plans to spend this September and October abroad, working on her manuscript in the French countryside and Italy, enjoying what is sure to be an ideal combination of wine, cheese and, of course, personal finance.

News Related

OTHER NEWS

The best technology and innovation podcasts in Spanish

Do you want to learn more about technology, but don’t know where to start? One of the best options, and easily accessible, is to do it through a podcast . ... Read more »

Hard-working families to be £550 worse-off this year as they're hit by 'triple whammy'

According to the think tank’s latest report, the average low-income family with children could see their income fall by over £20 a week over the next six months. This is ... Read more »

Pensioners 'retired into a very different world' - Britons urged to plan ahead now

The number of centenarians (people aged 90 and over) in the UK rose to its highest ever level in 2020, reaching 15,120 – an increase of almost a fifth from ... Read more »

Edinburgh named one of top UK cities to start a new business after climbing rankings

Edinburgh has been named as one of the top two UK cities outside of London to start a new business. © Edinburgh has climbed four places in the rankings since ... Read more »

Wise shares fall after billionaire founder fined over UK tax violation

Money transfer provider Wise’s share price has fallen after The Telegraph revealed its billionaire chief executive has been fined hundreds of thousands of pounds by HMRC for deliberately defaulting on ... Read more »

KFCC logs W208.9b in H1 net profit despite COVID-19 woes

(KFCC)The Korean Federation of Community Credit Cooperatives, the nation’s leading mutual financial institution, said Tuesday it has managed to post strong profits despite the COVID-19 pandemic. Under the leadership of ... Read more »

Fintech can help check digital frauds, says RBI Deputy Governor Sankar

The Reserve Bank Deputy Governor T Rabi Sankar on Tuesday said that Fintech firms can play a significant role in preventing digital frauds, which has surged during the COVID-19 pandemic ... Read more »

Billionaire founder of Wise fined hundreds of thousands of pounds over UK tax violation

The billionaire chief executive of the money transfer provider Wise has been fined hundreds of thousands of pounds by HMRC for deliberately defaulting on his taxes, The Telegraph can reveal. ... Read more »

[KH Finance Forum] Experts, policymakers discuss blueprint for S. Korea's revolutionary road toward ESG

National Pension Service Chairman and CEO Kim Yong-jin delivers a keynote speech at the Korea Herald Finance and Investment Forum at Four Seasons Hotel Seoul on Tuesday. (Park Hyun-koo/The Korea ... Read more »

[KH Finance Forum] S. Korea to promote ESG policies with support, not regulation: finance minister

Deputy Prime Minister and Finance Minister Hong Nam-ki delivers his congratulatory speech at the second Korea Herald Finance and Investment Forum in Seoul on Tuesday. (Park Hyun-koo/ The Korea Herald)South ... Read more »

Is It time For Vape Businesses To Become More Responsible?

Before opening your own business, it’s crucial to invest time into researching your chosen industry. When it comes to the vaping market, there are several rules and regulations that you’ll ... Read more »

[KH Finance Forum] ‘Integrated strategy, bold investment key to digital transformation success'

Shinhan Financial Group’s Chief Digital Officer Sunny Yi speaks during The Korea Herald Finance and Investment Forum at Four Seasons Hotel in Seoul on Tuesday. (Park Hyun-koo/ The Korea Herald)Successful ... Read more »

[KH Finance Forum] NPS looks to exercise institutional power in Korea's ESG push

National Pension Service Chairman and Chief Executive Officer Kim Yong-jin delivers a keynote speech during The Korea Herald Finance and Investment Forum held in Seoul, Tuesday. (Park Hyun-koo/The Korea Herald)The ... Read more »

[KH Finance Forum] Seoul reignites drive to become world‘s top 5 financial hub

  Seoul Mayor Oh Se-hoon speaks during the Korea Herald Finance and Investment Forum held at Four Seasons Hotel Seoul, Tuesday. The Seoul Metropolitan Government will launch its own investment ... Read more »

Data And Analytics In Healthcare: Addressing the 21st-century Challenges To Advance Public Health

Big data analytics have taken the health enterprise industry by storm, owing to its potential to develop lucrative therapeutics in a short time frame. COVID-19 and several current health situations ... Read more »

Back To School, Not Back To Normal: EdTech Shaping a New Future For Education

I’ve lost count of how many times I’ve heard the term “new normal” over the past 18 months, as many of us have tried to imagine what a post-pandemic world ... Read more »

Bitcoin news - live: BTC price tumbles as China central bank launches crackdown on cryptocurrency

LIVE – Updated at 04:47 © Getty Images/iStockphoto precio de bitcoin último 2021 today.jpg After showing signs of recovery following the announcement from China’s central bank that all crypto-related transactions ... Read more »

‘First thing to do' to tackle your credit score - mistake could affect borrowing potential

© THE MONEY FOX/GETTY Francesca the Money Fox and a credit score Money coach Francesca, aka The Money Fox, spoke with Express.co.uk about ways to improve a credit score. In ... Read more »

As China cracks down, foreign companies try to figure out where they fit in

Visitors walk on the Bund in Shanghai, China, on Friday, February 12, 2021.Qilai Shen | Bloomberg | Getty Images BEIJING — Foreign companies are trying to hold on to lucrative ... Read more »

Exports expected to rise 15% in Sept. on chips, autos: poll

This file photo, taken Sept. 9, 2021, shows stacks of containers at a port in Incheon, 40 kilometers west of Seoul. (Yonhap)South Korea’s exports are anticipated to rise 15 percent ... Read more »

William Shatner to Go to Space

Star Trek star William Shatner is headed to outer space — for real this time — according to a report from TMZ. At 90 years old, he’ll be the oldest ... Read more »

Hybrid Learning: The Future Of Education

India’s edtech industry is poised to become a $30-billion space in the next 10 years, said a report released in April this year by transaction advisory firm RBSA Advisors. According ... Read more »

Facebook Halts Creation of 'Instagram Kids'

Amid criticism of its handling of research on the effects of Instagram on children, Facebook is “pausing” the creation of “Instagram Kids.” The new program would create an Instagram experience ... Read more »

FedEx Worker Loses Job After TikTok Rant: 'I Will Not Deliver Your Sh--"

Former FedEx delivery man Vincent Paterno’s posted a TikTok rant that went viral — and resulted in him losing his job.  Robert Nickelsberg | Getty Images In the video, (in which ... Read more »

Facebook Pauses Plans for Instagram for Children

Facebook has paused its plans to create an Instagram for children under 13 after the effort drew pushback from dozens of attorneys general. Adam Mosseri, head of Instagram, said in a blog ... Read more »

Tax evasion, money laundering via shell companies set to get tougher

Using ‘shell’ companies to launder money or dodge tax will become tougher with a tribunal ruling last week shifting the ‘burden of proof’ from the income tax (I-T) department to ... Read more »

Families will need an extra £107 to cover basic bills in 'bleak winter' from October

Higher energy prices, rising food bills and a phased £20 a week cut to Universal Credit will leave families £107 a month worse off from next month. From October, the ... Read more »

Stock futures are flat as investors gauge a spike in bond yields

U.S. stock futures were steady in overnight trading Monday following a rise in bond yields that pressured growth pockets in the market. Dow Jones Industrial Average futures fell just 4 ... Read more »

'Risked it all' Not on the High Street founder recalls moment she feared 'losing home'

She said: “I could always remember it was Christmas and we were funding Not on the High Street through our credit card chequebooks at the time. “I was maybe going ... Read more »

Coinbase dives deeper into banking by letting users deposit paychecks into their accounts

Cryptocurrency exchange Coinbase is going deeper into traditional financial services, allowing users to deposit their paycheck directly into their online account. Coinbase said on Monday that U.S. users will be ... Read more »

Panic sellers during stock market dips are often married men with children

Getty Images |  filadendron Panic selling is common after stock market dips, and it's more likely to happen with certain investors, according to research from the Massachusetts Institute of Technology. ... Read more »

The 'secret ingredients' which could secure a happy later life for Britons

Financial planner Wes Moss knows a thing or two about investing, he’s just written a book called What the Happiest Retirees Know and he says it’s not all about money. ... Read more »

Remote workers may want to check their 2021 tax situation. It could be more complicated than it was last year

10'000 Hours | Getty Images If you've worked remotely at any point this year, you may want to evaluate what that could mean for your 2021 tax return. Although many ... Read more »

Wells Fargo pays $37 million to resolve Justice Department claims it defrauded currency customers

Wells Fargo signage on May 5th, 2021 in New York City.Bill Tompkins | Michael Ochs Archives | Getty Images Wells Fargo paid $37 million to settle a government lawsuit accusing ... Read more »

Free health insurance for jobless workers ends this week. What you need to know

Images By Tang Ming Tung | DigitalVision | Getty Images The federal government's six-month health insurance subsidy for jobless workers through the Consolidated Omnibus Budget Reconciliation Act, or COBRA, will ... Read more »

Stocks making the biggest moves midday: Best Buy, Altice, Occidental, Moderna and more

Read more »

How to Prevent Burnout

Burnout is a common topic these days. Whether you’ve hit the wall juggling pandemic childcare while working from home or just have a general feeling of yuck about the world, ... Read more »

42% of Americans have racked up more credit card debt since Covid-19 began. These tips can help get that under control

Getty Images Covid-19 has triggered unprecedented financial challenges for many individuals and families. Now, one survey shows just where many of them are feeling the pinch — their credit card ... Read more »

Furlough warning as end of scheme set to ‘put savings to the test'

Furlough, or the Coronavirus Job Retention Scheme, has been in place for over a year, protecting the jobs of those who worked for businesses impacted by the ongoing pandemic. With ... Read more »

Shriram Housing Finance explores acquisition to grow in size

Shriram Housing Finance, a part of the Shriram Group, is scouting for acquisitions as it aims to grow about two-and-a-half times in the next two years. The company has renewed ... Read more »