Personal Finance

The US personal finance field is fueled by the average American's desire to build wealth by managing their household finances correctly, from saving and investing to financing debt. Comprised of budgeting apps, retail investing software, financial planners, a powerful media ecosystem, and other types of businesses, the market size of the US personal finance and money management software field was estimated to be worth $4.8B as of 2025—exact numbers for the industry at large are tougher to pin down.

American interest in personal finance dates back to at least 1758, when Benjamin Franklin published "The Way to Wealth," a collection of his money and career advice. Today, many learn about personal finance from gurus such as Suze Orman and Dave Ramsey, whose work aims to help the average American create a stable financial life. A newer crop of personal finance influencers has gained popularity on social media in recent years, with personalities including Mrs. Dow Jones and Vivian Tu boasting more than 1 million followers each.

Critics of the personal finance industry argue that personal finance creators and authors monetizing their expertise makes their advice inherently untrustworthy, noting that many lack formal education on the subject. Proponents have pushed for more personal finance education in the American school system and point to success stories from those who have followed popular budgeting advice.