Siebert Financial, the online brokerage founded in 1967 by Muriel Siebert—the first woman to own a seat on the New York Stock Exchange—is expanding its focus on the creator economy with a new event series in Miami. The series, dubbed Rich Behavior, debuted June 18 at Reserve Padel in the city's Design District, drawing about 30 women content creators with a combined social media following of more than 25 million.
The initiative is part of a broader push by wealth managers to serve the fast-growing cohort of young women who have amassed significant wealth through online content creation. According to a 2024 report from Forbes, the top 50 social media content creators earned a combined $720 million over 12 months. Siebert Financial aims to convert these influencers into clients by addressing their unique financial needs, which often go unserved.
Natasha Howe, vice president of wealth management at Siebert Financial, said many influencers lack basic financial infrastructure. “The girls that I know are making six figures at least a month, and nobody's helping them with their finances,” Howe said. “They have everything sitting in cash, or they just spend it all, because nobody's teaching them to put aside money for taxes, retirement, or an emergency.” Howe, 31, manages a book of business with over $250 million in client assets and has been with Siebert since 2019.
The event featured discussions on trading stocks and ETFs, setting up retirement accounts, and using money market funds. A CPA from Siebert's team was on hand to advise influencers on tax-efficient business structures, as many currently receive payments under their personal Social Security numbers without formal LLCs or other entities. “Probably 75% of them are not clients, which we will most likely convert into clients after the event,” Howe added.
Attendees included influencers such as Xandra Pohl, Gracey Boor, Lindsay Brewer, KT Lordahl, Caitlin Sarian (known as “Cybersecurity Girl”), Chef Bae, Allegra Paris, and Vale Genta, whose content spans fitness, lifestyle, motorsports, music, modeling, travel, and food. The event was sponsored by apparel brand Sports & Rich, with yoga clothing brand Alo slated to sponsor a future outing. Siebert plans to host Rich Behavior events quarterly.
The push into influencer wealth comes as Siebert Financial, majority-owned by the Gebbia family active in Florida real estate, reported a 35% increase in advisory fees to $1 million in the first quarter of 2025, up from $0.7 million in the same period a year earlier. The firm also operates Siebert AdvisorNXT, LLC as its registered investment advisor arm.
Howe noted that Siebert has been supportive of her own content creation efforts, a stance she said is rare in financial services, where employees often face restrictions on social media activity. “I have seen how influencers have gone from being licensed and working with a firm, and then the firm saying you can't be on social media posting content,” she said. “They have to pick or choose: do they stay at the firm doing what they trained their whole life to do, or go the content creation route?”
The event series also aims to leverage the influencers' reach to promote financial literacy among their audiences. “By the influencers posting about it, that's going to influence other females to think, ‘I should probably learn about this,’” Howe said. The strategy aligns with broader industry trends, as advisors increasingly recognize the importance of behavioral coaching in an era of information overload. Additionally, the focus on younger wealthy clients echoes findings that wealth managers are detailing strategies to prevent cash crunches among ultra-rich clients, a concern that also applies to influencers with irregular income streams.
