Influencer Tori Dunlap is spurring women to maximize their savings and invest in the stock market

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Tori Dunlap’s resources on saving, budgeting and investing are helping women help themselves — and each other.

Tori Dunlap's book, podcast and social media pages are resonating with women, who say they find the financial advice relatable and actionable.

That commuting experience highlights the growing community built around Dunlap's wisdom. And there's a cyclical effect at play: Women utilize Dunlap's resources to improve their financial lives, and then share the information with others."It really has changed my life," said Mane, a 35-year-old human rights investigator in the Washington, D.C., area."I realized there are so many women who don't know this stuff and who don't have the resources.

"People want to feel seen and they want to feel heard," Dunlap said."This kind of identity-focused personal finance is 100% necessary, and is the future of personal finance."What began as a side hustle on top of a marketing job has grown to a multi-platform product since Dunlap took the leap to run Her First $100K full time in 2019. Her"Financial Feminist" book sold more than 150,000 copies in its first year in print.

Specialized advice can benefit women, as research shows they have less confidence in topics tied to money than men, according to Annamaria Lusardi, senior fellow at the Stanford Institute for Economic Policy Research. As a result, Mane, a child of immigrants who grew up below the poverty line, said she's never felt so economically stable. Her upcoming wedding will be paid for in cash, a financial milestone she never thought would be possible.

 

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