Her First $100K

What Her First $100K does

Her First $100K is a Seattle-based financial education company founded by Tori Dunlap in 2016, operating as Victori Media LLC. The company targets women (millennials and Gen Z) seeking shame-free financial empowerment, serving an addressable audience of more than 5 million community members. Its core offerings are two paid membership products: The $100K Club at $97 one-time, which delivers foundational personal finance education (budgeting, debt payoff, saving, credit, negotiation) with a template vault and community access; and Stock Market School at $994/year, an investing education platform built in partnership with Treasury that includes a live Investing 101 workshop, monthly coaching with the founder, and an integrated Treasury web application for portfolio tracking and community portfolio visibility.

Revenue is generated across four streams: course/membership sales ($100K Club and Stock Market School), affiliate commissions from a curated Money Tools directory featuring partners such as SoFi, Capitalize, Juno, Ladder, and Trust and Will, book sales of the New York Times bestseller "Financial Feminist" through major retailers, and brand partnership/speaking revenue. The go-to-market model is community-led, anchored by the founder's personal brand and a multi-channel content engine (Financial Feminist Podcast with 1M+ monthly downloads, TikTok following of 4M+, Instagram, blog, free resources, and email newsletter). The company is bootstrapped with no disclosed external funding and operates with a team of 15+ people, having reached disclosed revenue of $4M in 2022.

Underlying technology is primarily content delivery plus the Treasury-powered investment tracking integration for Stock Market School members, with operational tooling including ActiveCampaign for email automation, Riverside for podcast recording, QuickBooks and Gusto for back-office functions, and Plaid powering Treasury's account linking. Distribution is direct-to-consumer globally via the website, podcast platforms, and book retail, with select operations extending to Canada, the UK, France, and Australia.

Name

Her First $100K

Legal name

Victori Media LLC

Website

https://herfirst100k.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Her First $100K is a Seattle-based financial education company founded by Tori Dunlap in 2016, offering paid memberships ($100K Club, Stock Market School) and content (podcast, NYT bestselling book) that teach women budgeting, debt payoff, saving, and investing through a shame-free, feminist-aligned approach.

Ownership category

akta.pro rank

Product category

Financial Education

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Education & Coaching (Digital Programs, Tools) (FSAGADAH)

akta.pro secondary industries

Personal Finance & Financial Literacy for Students (EDAMAIAH), Debt Management & Paydown (Student Loans, Credit Cards) (FSAGADAD)

Keywords

• Personal finance education
• Women's wealth building
• Investing education
• Financial literacy courses
• Money coaching services

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. $100K Club Membership: One-time payment of $97 for comprehensive personal finance course including template vault, money habit tracker, debt-free guide, and exclusive community access. Content valued at over $14,000.
2. Stock Market School Subscription: $994/year subscription for investing education including live workshops, monthly coaching with Tori, personalized investment recommendations, Treasury app access, and community forum. Valued at nearly $19,000.
3. Affiliate and Partner Revenue: Commission revenue from recommending financial products including HYSAs, credit cards, personal loans, insurance, estate planning tools, and business tools through affiliate links on the Money Tools page.
4. Book Sales: New York Times bestseller 'Financial Feminist' sold through major retailers (Target, Amazon, Barnes & Noble, Indie Bound, Paper Boat Booksellers) and audiobook versions.
5. Speaking and Brand Partnerships: Revenue from keynote speaking, workshops, social media campaigns, spokesperson work, and event hosting for brand partners. Partnerships have included workshops, campaigns, and custom content.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Her First $100K is a financial education company that sells paid membership programs (The $100K Club at $97 one-time and Stock Market School at $994/year), a New York Times bestselling book (Financial Feminist), and a #1 podcast (Financial Feminist) targeted at women. The company delivers step-by-step personal finance and investing education, supplemented by free resources, a blog, and affiliate-recommended financial tools.

Product overview

Her First $100K is a financial education company built around a platform-plus-content model. The core offerings consist of two paid membership programs—The $100K Club ($97 one-time) for foundational personal finance education and Stock Market School ($994/year, partnered with Treasury) for investing education—alongside free content through the Financial Feminist Podcast, the New York Times bestselling Financial Feminist Book, and a Blog with free resources. The ecosystem also includes affiliate-recommended Money Tools (banking, credit cards, insurance) and Free Resources (quizzes, worksheets). The brand serves over 5 million women seeking to build wealth without shame or traditional finance jargon.

Differentiator

Problem solved

Functional benefit

Brands

• Financial Feminist Podcast: The #1 money podcast for women in the world, hosted by Tori Dunlap. Discusses how money affects women differently and how to get more of it.
• Financial Feminist Book
• The $100K Club
• Stock Market School

Quantifiable outcome

• 5M+ women helped achieve financial confidence
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• TreasurycoreTechnology or IntegrationTreasury is the official investing platform partner for Stock Market School. Her First $100K and Treasury partnered to bring exclusive investing education platform. Treasury provides the web application for members to track investments, automate contributions, and view community portfolios. Stock Market School members get access to Treasury's tools and personalized investment recommendations. Her First $100K is an advisory client of Treasury Interactive Investment Advisers LLC, which is registered with the SEC.
• SoFicoreGTM or Marketing PartnerSoFi is the recommended high-yield savings account (HYSA) partner. SoFi offers 3.30% APY for members with direct deposit. SoFi also provides the all-in-one finance dashboard for members.
• CapitalizeminorGTM or Marketing PartnerCapitalize is the recommended partner for 401(k) rollover services. Free rollover service helps members move old 401(k) accounts into new or existing IRAs.
• JunominorGTM or Marketing PartnerJuno is recommended for private student loan refinancing. Uses group buying power to negotiate better rates. Rates start at 2.25% fixed with up to $1,000 cash back.
• LadderminorGTM or Marketing PartnerLadder is the recommended term life insurance partner. Offers personalized pricing and flexible coverage up to $8M for ages 20-60.
• Trust and WillminorGTM or Marketing PartnerTrust and Will is the recommended estate planning partner. Makes creating wills and trusts easy and affordable.
• Hello PrenupminorGTM or Marketing PartnerHello Prenup is the recommended partner for prenup services. Helps couples negotiate prenup terms, generate the prenup, and get it notarized.
• Empower (formerly Personal Capital)minorGTM or Marketing PartnerEmpower is recommended as the financial dashboard for money tracking. Features include debt payoff tracker and net worth tracker.
• Going (formerly Scotts Cheap Flights)minorGTM or Marketing PartnerGoing is recommended for flight deals, offering up to 90% savings on flights with free ticket alerts.
• ChaseminorGTM or Marketing PartnerChase Sapphire Reserve credit card recommended for travel rewards. Earns 8x points on Chase Travel, 4x on flights and hotels booked direct.
• Ink Business Unlimited Credit CardminorGTM or Marketing PartnerINK Business Unlimited is the preferred business credit card. Earns 1.5% cash back on every purchase with no annual fee.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Others

• SoFi: All-in-one consumer financial platform (banking, lending, investing) that is also a partner of Her First $100K as the recommended HYSA. Comparable as a financial product partner in the Money Tools affiliate ecosystem and as a broad incumbent in personal finance.

Emerging players

• Money with Katie: Creator-led personal finance education brand with a newsletter, podcast, and book. Comparable creator-economy financial education model targeting a similar millennial/Gen Z audience with multi-format content monetization.
• Zogo Finance: Financial education app that gamifies personal finance learning, often distributed through employer and bank partnerships. Comparable as a digital-native financial education platform targeting beginners, with B2B distribution parallels.
• Broke Millennial: Personal finance educator (Erin Lowry) focused on millennials with books, courses, and speaking. Comparable creator-economy financial education model targeting a similar demographic, though broader than women-only.

Direct peers

• Clever Girl Finance: Personal finance education platform explicitly built for women, offering courses, coaching, books, and a community. Direct competitor in the women-focused financial education niche with overlapping audience and product mix.
• Ellevest: Women-focused financial services platform combining investment accounts with financial planning and education content. Comparable in targeting female investors and blending education with an SEC-registered product, similar to Her First $100K's Treasury partnership.

Broad incumbents

• Stash: Subscription-based investing and financial education platform combining educational content with brokerage accounts. Comparable in marrying beginner-focused investing education with a regulated investment product, similar in spirit to Stock Market School + Treasury.
• LearnVest: Financial planning and education platform that pioneered combining educational content with managed money services. Comparable as a financial education plus investing/planning hybrid, now owned by NM but historically a category-defining peer.
• Acorns: Consumer investing app with embedded financial education content targeting first-time investors. Comparable as a beginner investing education and product bundle, though distribution and scale are far larger.
• Ramsey Solutions: The dominant personal finance education brand (Dave Ramsey) with courses, books, podcasts, and tools. Broader incumbent operating at much larger scale; HFK explicitly positions itself as a shame-free alternative to Ramsey's methodology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/herfirst100K
• Instagraminstagram.com/herfirst100k/?hl=en
• LinkedInlinkedin.com/company/herfirst100k

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Her First $100K