Years of economic strain have people stretching paychecks thinner than ever. Rent prices are sky-high, inflation has made necessities feel like luxuries, debt is weighing people down, and even a quick grocery run can spark sticker shock. As financial stress becomes a daily reality for millions—especially younger generations—many are looking for guidance that feels less overwhelming, and way more human. 

Enter Vivian Tu (AKA Your Rich BFF). 

The former Wall Streeter turned financial content creator is making money advice accessible, empowering, and, yes, a little cheeky. With her wildly popular platform, Tu has flipped the script on traditional finance—bringing real talk, real tools, and real empathy to a space that often feels exclusive or intimidating. In her first book, Rich AF: The Winning Money Mindset That Will Change Your Life, she shared her best personal finance tips and tricks, acting as a mentor to help readers build a financial strategy of their own. 

For example, Vivian shared a money mantra she uses, which was said to her by her first boss at JP Morgan: “You can only save as much as you earn, but you can always earn more money.” She explained that the saying has informed her perspective, comparing it to the idea that it's not the avocado toast or the latte that makes someone broke. 

“If you had to cut $5,000 of expenses from your life, you miss out on a lot of little moments of joy,” Vivian said. “But a $5,000 raise is very much heard of. A $5,000 raise is normal, and you can ask for that, and getting that would be so much more advantageous than trying to cut out every little discretionary expense.” 

As Vivian’s platform has grown, she told The Newsette that she has seen her audience develop, adding that she has a good ear to her comments and DMs. 

“If I'm seeing a question three or four times, it tells me there are dozens of people who have this exact same question but don't have the guts to actually ask, so that's how I inform my content,” explained Vivian. “It's a really, really wonderful relationship that I've cultivated.”

One of the topics that Vivian speaks about is the freedom and stress relief that ordered finances has given her. 

“I think we spend so much time talking about wellness and mental health,” said Vivian, noting that financial stressors are typically listed as a top cause of anxiety and stress today. “I feel like we could all use a little financial therapy. So truly getting your finances in check is a form of self-care, because it helps to reduce the mental strain, the burden, the anxiety that you feel across your entire life.” 

For her own mental health, Vivian said that she’s in a phase where she finds value in buying back her own time. This means using apps like Uber Eats or having a housekeeper once a month. Laughing, she admitted that “those are finance guru sins, but for me, I am at a point where my free time is so deeply limited that [if] I can just do something a little faster and without thinking about it, that's really how I'm taking care of myself.” 

Launching on February 3rd, Vivian’s new book, Well Endowed, aims to help readers have money to grow and allow for everything, instead of sacrificing for tomorrow. Topics include how to buy a home and car and insurance (even in this economy), and how to manage money in your romantic relationship, friendships, and families. 

“This book focuses on how to actually spend your money in a way that gets you the life that you want,” said Vivian. “And then we talk about the future. I want you to thrive in your retirement. How do we get you to that point, and how do we make sure you get to have fun today?” 

Another idea she tackles to debunk is consumerism. As a sneak peek, Vivian told The Newsette that a line she shares in the book (and hopes changes people’s brain chemistry) is to ask yourself this question before you buy anything: “Would you still want to buy this if you couldn't tell anyone you had it?” 

“I think about some of those really popular cult following items that people talk about buying, like the Birkin bag, or a lime green Lamborghini, or all of those silly things,” said Vivian. “For the people buying Birkin bags, but can't actually appreciate the stitching and the leather and the fashion behind it, and the story of Jane Birkin… you can also carry your stuff in a nylon tote bag, and it'll work just as good.” 

Today, she told The Newsette that “living rich” means that she “doesn't have to think about money. It means that none of my decisions are entirely based on my need to make money.”