Nicknames are risky, especially in the financial sector. You’d better be good if you’re going to take one on, and few sound more risky than “Mrs. Dow Jones,” even if your intent is at least partially comedic.
That’s Haley Sacks’ nickname, though, and she doesn’t exactly shy away from the implications of it. Sacks came up with the nickname as part of her quest to demystify finance, and as a side benefit she’s managed to get rich herself after taking it on. Mrs Dow Jones has an estimated net worth of $2 million.
Her story is fascinating, and it’s also an intriguing point of entry into the world of “finfluencers” i.e., financial influencers who have taken heat in the past for recommending risky investor behavior.
Sacks’ father worked on Wall Street, but she always wanted to be an entertainer, so what she’s doing now lines up well with that ambition. She went to Wesleyan College in New England and earned a degree in film studies, which is an unlikely start for a finance career.
Her real story begins in 2017, though, Sacks was searching for personal financial advice that resonated with her, and not surprisingly, she came up empty. She came up with “Mrs. Dow Jones” as a social media moniker, and quickly became known as the queen of finance memes and gifs.
The Full-On Finance Shift
But Sacks wanted more – a lot more, as it turned out. To get there, she launched a website called financeiscool.com. She describes herself as a “financial pop star,” and her site offers a $150 course to help people set financial goals, build wealth and invest more wisely.
As laudable as her goals and intent are, Sacks stepped into a bit of a financial minefield when she set up her site. Different though she may be, she’s following in the wake of the likes of Keith Gil, aka “Roaring Kitty,” whose GameStop short squeeze nearly destroyed a $12.5 billion hedge fund.
She’s also taken a lot of heat from credentialed finance experts, but to her credit, Sacks is studying to become a certified financial planner. She says she’s formed commercial relationships with Wealthfront, Mastercard, and Public.com.
But she also goes over the top in times in all the wrong ways, e.g., Sacks once stated that she wanted to be the Cardi B of finance merchandise.
She uses the technology from the platforms she’s worked with to give her audience what she refers to as “actionable, safe financial advice.”
Those words constitute a bit of a minefield in and of themselves, though, and Sacks says she strives to be “true to herself” and her brand, regardless of what her partners are paying her.
Much of her work is about confidence building and building an audience, and she certainly has been successful in that regard. Fortune put her in their 40 under 40 list in 2020, and last year InStyle named her one of their Badass 50.
She’s also written a book, appropriately entitled The Money Book, to help grow her audience, and she’s selling merch that includes crop tops, notebooks and hats.
Right now she lands on the entertainer side of the entertainer/finance expert combo, but living in New York and being worth about $2 million puts her in a pretty good financial neighborhood, too.
Try to find out something about Sacks’ personal or dating life and you’ll quickly encounter crickets. She’s clearly focused on her main gig right now, with no indication of a main squeeze. Given her popularity that could change at any time, of course, but Sacks has decided to keep her private life private for now.