She's On The Money

What She's On The Money does

She's On The Money is an Australian financial education platform founded in 2018 by Victoria Devine, operating as The Victoria Devine Collective Pty Ltd and headquartered in Melbourne. The company delivers personal finance content primarily to Australian women and finance beginners through a multi-channel ecosystem: a weekly podcast (Monday Money Diary, Wednesday Deep Dive, Friday Drinks), a financial education blog, Instagram community, and email newsletter. Free downloadable resources (budget templates, savings hacks, mortgage tracker, investing cheat sheet, career pivot guide) serve as lead magnets for community-led audience acquisition.

The company monetizes through paid flagship eCourses — The Money Masterclass (8-week cash flow system) and The Investing Masterclass (8-week investing course) — sold with lifetime access on a subscription-style pricing model with installment plans. Additional revenue streams include books published via Penguin Australia, gift cards for course gifting, brand-sponsored content partnerships (BP, Superhero), paid live podcast recording events, and regulated financial advice services operated through authorised representatives of MoneySherpa Pty Ltd (AFSL 451289). The company also offers mortgage broking, credit assistance, insurance, and accounting referral services.

The underlying technology is light: the website is hosted on Squarespace, course delivery uses Kajabi, event ticketing via Humantix, and book distribution through Penguin Australia. No proprietary technology, mobile app, or AI/ML capabilities are evidenced. The business is founder-owned and operated, with a small team of approximately seven people. The company differentiates through its female-focused, community-driven approach, its Australian-specific content (superannuation, Lifetime Health Cover, Australian tax implications), and Victoria Devine's credibility as a retired financial advisor, all positioned under the brand ethos 'Progress Over Perfection.'

Name

She's On The Money

Legal name

The Victoria Devine Collective Pty Ltd

Website

https://shesonthemoney.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

She's On The Money is an Australian financial education platform founded in 2018 by Victoria Devine, offering a podcast, paid masterclass courses (The Money Masterclass, The Investing Masterclass), published books, free resources, and regulated financial advice services to Australian women and finance beginners.

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

Budgeting & Cash-Flow Management (FSAGADAA), Financial Coaching & Budgeting Advisory (FSAEAAAH), Expense Tracking & Financial Dashboards (FSAGADAB)

Keywords

• Financial education
• Personal finance courses
• Financial podcast
• Investing education
• Money management resources

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Educational Courses and Masterclasses: The Money Masterclass and The Investing Masterclass are paid 8-week courses offering lifetime access. These represent the primary revenue-generating paid products, positioning the company as a premium financial education provider beyond free content.
2. Books and Publications: Victoria Devine has authored multiple published books on personal finance and investing, including 'Investing with She's on the Money' published by Penguin, generating revenue from book sales.
3. Gift Cards: Gift cards are sold for the eCourses, allowing customers to purchase course access as gifts for others.
4. Events and Tickets: Paid tickets for live podcast recording events, sold through third-party ticketing platforms (Humantix) and directly through the website.
5. Brand Partnerships and Sponsorships: Sponsored blog posts and content partnerships with brands (e.g., BP Rewards fuel-saving content). The company actively pursues brand partnerships that align with their values and financial education mission.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

She's On The Money is an Australian financial education platform that delivers personal finance content through a flagship podcast, paid 8-week online courses (The Money Masterclass and The Investing Masterclass), published books, free downloadable resources, and general financial product advice and mortgage broking referrals through authorised representatives of MoneySherpa Pty Ltd. The company produces educational content covering budgeting, debt, investing, superannuation, property, insurance, and wealth building for Australian audiences, with a primary focus on women and beginners.

Product overview

She's On The Money is an Australian financial education platform founded by Victoria Devine, offering a multi-product ecosystem for personal finance literacy. The core offerings include a weekly podcast (Money Diary, Deep Dive, Friday Drinks), educational courses (The Money Masterclass for budgeting/cashflow and The Investing Masterclass for investment education), published books, and free downloadable resources. The platform also provides general financial advice services and mortgage broking referrals through authorized representatives of MoneySherpa Pty Ltd. The company operates as The Victoria Devine Collective Pty Ltd and positions itself as making financial complexity simple for Australian women and the broader community.

Differentiator

Problem solved

Functional benefit

Brands

• The Investing Masterclass: An 8-week investing course led by Victoria Devine designed to help users invest smarter and with confidence.
• The Money Masterclass
• The Finance Foundations Workshop
• Your Best Year Yet

Products and services

• She's On The Money Podcast Weekly Australian finance and business podcast hosted by Victoria Devine, featuring Money Diary episodes on Mondays, Deep Dive episodes on Wednesdays, and Friday Drinks episodes. Provides financial education and money advice to listeners.
• The Money Masterclass A signature cash flow system that automates savings, bills, and budget management. Lifetime access 8-week course designed to help users gain control of their finances through a proven structure.
• The Investing Masterclass An 8-week investing course led by Victoria Devine, designed to help individuals invest smarter and with confidence. Covers key concepts like ETFs, index funds, and compound interest.
• Books Published books by Victoria Devine covering personal finance topics including budgeting, investing, building wealth, and property investment. Distributed through Penguin Australia and major retail bookstores.
• Gift Cards Gift cards for She's on the Money eCourses, available in various denominations. Perfect for gifting financial education to friends and family.
• Financial Advice Services General financial product advice and comparative information on savings accounts, term deposits, superannuation, managed investment schemes, securities, life insurance, and income protection products. Provided through authorized representatives of MoneySherpa Pty Ltd (AFSL 451289).
• Mortgage Broking Services Mortgage broking, credit assistance, and credit intermediation services referral to help users with home loans and finance needs.

Quantifiable outcome

• Testimonial reports increased financial confidence and investment behavior changes
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• BP (British Petroleum)minorGTM or Marketing PartnerSponsored content partnership for fuel-saving tips blog post. BP Rewards Double Points offer promoted in July 2026 blog post. This is a content marketing partnership where the brand sponsors financial education content relevant to their product.
• SuperherominorGTM or Marketing PartnerRecommended investment platform featured in blog content about investing for children. Superhero offers $5 trades and $0 ETF purchases, positioning them as an accessible entry point for new investors discovering the platform through She's On The Money content.
• MoneySherpa Pty LtdcoreOthersMoneySherpa Pty Ltd (AFSL 451289) is the licensed financial services provider. The Victoria Devine Collective Pty Ltd and Victoria Devine are authorised representatives of MoneySherpa. This is a regulatory licensing relationship enabling the company to provide general financial product advice and deal in financial products. The relationship is NOT independent as MoneySherpa may receive commissions on Life Insurance products.
• Penguin AustraliacoreChannel Partner/ Reseller/ DistributorPublisher partnership for Victoria Devine's financial education books including 'Investing with She's on the Money'. Penguin handles distribution through retail channels across Australia.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Raiz Invest: Australian micro-investing app with embedded financial education and content marketing aimed at first-time investors. Comparable in targeting financially-anxious beginners, particularly women, in Australia.
• Pearler: Australian investing platform with an embedded education content library and community features. Comparable because it targets the same beginner-to-intermediate Australian investor audience and integrates learning with transactional investing.
• Spaceship (Spaceship Voyager / Super): Australian fintech offering micro-investing and super products with strong educational content and a millennial-friendly brand. Overlaps She's On The Money on beginner-investor education and audience demographic.

Broad incumbents

• Canstar: Australia's leading financial-product comparison and research publisher with consumer-education content. Comparable in educating Australian consumers on financial products, though at much broader incumbent scale.
• I Will Teach You To Be Rich (Ramit Sethi): Established US personal-finance education brand selling bestselling books, premium courses, and a podcast. Comparable in monetizing financial education through books and premium courses, but at significantly larger scale and US focus.
• Finder: Large Australian personal-finance comparison and education publisher. She's On The Money is listed among outlets Finder has featured; comparable on personal-finance content, but Finder operates broader product comparison rather than community-led courses.

Direct peers

• Strong Money Australia (Daisy and Dan Phillips): Australian personal-finance education brand run by a couple, offering courses, a podcast, and a community aimed at beginners. Directly comparable niche, geography, and monetization mix to She's On The Money.
• Maple Money: Canadian personal-finance education platform with courses, podcast, and a community focused on budgeting and investing basics. Comparable in monetizing a beginner-friendly finance audience through courses and content.
• The Financial Diet: US-based personal-finance media brand targeting women and beginners with video, podcast, courses, and community. Directly comparable positioning to She's On The Money, including the female-focused, beginner-friendly stance and multi-format content strategy.
• The Barefoot Investor (Scott Pape): The pre-eminent Australian personal-finance educator and brand; comparable because both target Australian consumers with books, courses, and a community-driven education model, though Barefoot Investor operates at significantly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeopen.spotify.com/playlist/7iWOxtjWXFzTMLU6mtru2I
• Instagraminstagram.com/shesonthemoneyaus
• Xx.com/SOTMHQ
• Facebookfacebook.com/shesonthemoneyuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 She's On The Money