Personal finance brand by Tori Dunlap (Her First $100K) framing wealth-building as feminist act, emphasizing women’s economic empowerment to combat wage gap, financial abuse, and dependence. Book “Financial Feminist” published 2022.

Core Message

“Money is freedom”—women’s financial independence enables:

• Leaving abusive relationships (35% of domestic violence victims stay due to financial dependence)
• Negotiating salaries (women ask for raises 15% less than men)
• Retirement security (women live longer but save less, widowhood poverty)
• Generational wealth building (women of color especially harmed by wealth gap)

“The most rebellious thing a woman can do is become wealthy.”

Her First $100K Platform

Founded 2019 after Dunlap saved $100K by age 25:

• TikTok: 2.5M+ followers (financial literacy + social justice lens)
• Instagram: 1M+ followers
• Podcast: Financial Feminist (weekly episodes on money, patriarchy, systemic inequality)
• Book: “Financial Feminist” (2022 bestseller)

Content mix:

• Salary negotiation tactics (women lose $500K+ lifetime from not negotiating)
• Investment basics (women invest less than men despite better returns)
• Systemic analysis (pink tax, motherhood penalty, pay gap)
• Rage-against-the-system energy (“Yes, inflation sucks. Also negotiate your damn salary.”)

Feminist Finance Movement

Parallel creators:

• Clever Girl Finance (Bola Sokunbi): Women of color wealth-building
• Factora (Allegra Moet Brantley): Women’s investing community
• Ellevest (Sallie Krawcheck): Investment app for women, feminist branding

Framing: Personal finance advice often ignores systemic barriers women face (wage gap, career interruptions for childcare, longer lifespans needing more retirement savings, financial illiteracy taught as “math isn’t for girls”).

Criticism

Some accuse “feminist finance” of individualistic solutions to systemic problems—“Negotiate harder” doesn’t address pay discrimination. Others appreciate dual approach: change systems AND empower women to build wealth within broken system.

Sources:

• Her First $100K platform (herfirst100k.com)
• “Financial Feminist” (Tori Dunlap, 2022)
• Gender wage gap research (AAUW, Pew Research)