In an era of transparency, people are more willing to talk about money struggles on the internet, breaking one of the last social taboos

Discussions regarding personal finances have traditionally been taboo. But gen Z and millennials in the US are finally normalizing conversations about money, openly sharing about salaries, rent and investment strategies, but also their (sometimes substantial) debt.

In recent years, financial influencers (finfluencers) – some licensed professionals, others not – have gained visibility, sharing advice on once-covert, perhaps unsexy topics such as Roth IRA contributions, exchange-traded funds (ETFs) and maxing out 401(k)s. The most popular have a big audience: for instance, Humphrey Yang, a former financial adviser, has more than 2 million YouTube subscribers, and Erika Kullberg, an attorney and financial expert, has more than 20 million followers across social media.