7 Asian American Financial Influencers To Follow
Tap the follow button on these Asian American financial influencers for personal, money-focused stories, advice and tips that reflect the diversity within their communities.
Asian American financial influencers offer experiences and advice from multiple perspectives. Some lead the way with New York Times bestselling books, and others are known for their well-regarded podcasts or YouTube videos.
Whether you're struggling with student loan debt, trying to save for retirement or navigating budgeting as a couple, a financial influencer — or "finfluencer" — can probably offer innovative tips for your situation.
A quick caveat — most financial influencers are not certified financial professionals but regular consumers with extra-savvy tips. And not all financial influencer advice is appropriate for all people. For example, if you're struggling with credit card debt, now might not be the time to sign up for more cards, even if you'll get extra miles or points.
Some finfluencers encourage more speculative investments, such as bitcoin, gold or real estate, or they may sell their products or services. These investments or services may not be right for your unique financial situation.
The California Department of Financial Protection and Innovation offers tips to help you determine what red flags to watch out for and steps you can take to protect yourself.
Consider your priorities, challenges and risks before taking advice from anyone — including influencers.
1. Vivian Tu
Instagram: @your.richbff
In 2024, former Wall Street trader Tu released the smash NYT bestseller "Rich AF: The Winning Money Mindset That Will Change Your Life." It followed on the heels of her entertaining podcasts and YouTube videos, which dive into topics like navigating economic downturns and whether all actors are rich. Tu's TikTok account has more than 2.7 million followers, while her Instagram account has 3.5 million followers.
2. Ramit Sethi
Instagram: @ramit
Sethi's now-classic book, "I Will Teach You to Be Rich," has blossomed into more NYT-bestseller books, a podcast and even a Netflix show, "How to Get Rich." Sethi focuses on living within your means while living life to the fullest, including saving, reducing debt and investing. Sethi dispenses tips on YouTube weekly, tackling tough real-world situations regarding personal finance.
3. Tae Kim
Instagram: @financialtortoise
Kim shares tips on how to gradually build wealth, as his social media handle suggests. The military veteran has more than 318,000 subscribers for his weekly YouTube video series. Traditional approaches he focuses on include easy wealth-building habits, frugal habits of millionaires and why you should never skimp on your health.
4. Rose Han
Instagram: @itsrosehan
After quitting her high-paying Wall Street job, Han conquered $100,000 of debt. More than 986,000 followers watch Han's extremely popular YouTube channel, as she dispenses tips on saving money, investing, paying off debt, money mindset, book recommendations and vanlife. Han's book, "Add A Zero: A Step-by-Step Guide to Financial Freedom and Getting to Your First Million," is scheduled to come out in September 2025.
5. Erika Kullberg
Instagram: @erikataughtme
Lawyer and personal finance expert Kullberg hosts the weekly podcast Erika Taught Me, interviewing entrepreneurs, creators and experts for her more than 21 million social media followers. She details the usual finfluencer topics such as savings, investing, budgeting and travel. Still, her podcast delves into other complex issues as well, such as the IVF process, career advice and money trauma.
6. Bernadette Joy Cruz Maulion
Instagram: @bernadebtjoy
This influencer paid off $300,000 of debt in three years, as outlined in this report from Axios. She now uses YouTube and Instagram to advise others on how to get out of debt, save money, build wealth and live a more financially comfortable life. Oprah Daily's website named her title "CRUSH Your Money Goals" in its top 10 books for personal growth in 2025.
7. John Liang
Instagram: @johnsfinancetips
Liang's more than 588 YouTube videos have racked up more than 213 million views, as he offers tips on taxes, insurance, credit cards, investing and earning and spending loyalty points. More than 610,000 subscribers follow his YouTube account, but John's also big on Instagram (more than 1 million followers) and TikTok (more than 2.3 million followers).
BECU does not endorse nor accept liability for the advice or guidance provided by any financial influencer. Before taking any action, you should always seek the assistance of a professional who knows your particular situation.
The above article is intended to provide generalized financial information designed to educate a broad segment of the public; it does not give personalized financial, tax, investment, legal, or other business and professional advice. Before taking any action, you should always seek the assistance of a professional who knows your particular situation when making financial, legal, tax, investment, or any other business and professional decisions that affect you and/or your business.
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Lora Shinn
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