Female Founder World

How One Of The World’s Biggest Finance Podcasters Builds Her Wealth

January 26, 2026

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  • Victoria Devine built the 'She's on the Money' ecosystem by prioritizing community-led content and giving away foundational financial literacy for free, while commercializing advanced knowledge through courses (which account for 65-70% of that business's revenue). 
  • Successful wealth building requires establishing 'financial hygiene'—understanding your personal money story, budgeting aligned with your values (even for things like Uber Eats), and securing retirement plans—before pursuing high-risk investments. 
  • Content creators can monetize effectively by building trust through free, valuable content, and then using funnels (email, retargeting ads) to offer paid products like courses to the most engaged community members, rather than relying on visible social media promotion. 
  • Founders should be highly skeptical of online advice, especially from business coaches who lack proven experience building successful businesses themselves. 
  • Notion is a highly recommended tool for business owners seeking extreme clarity and transparency, even sharing personal boards with the team. 
  • Founders should not gatekeep useful tools and resources (like Kajabi or Repurpose.io) because the actual work required to implement the advice is the real barrier to replication. 

Segments

Founding She’s on the Money
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(00:00:00)
  • Key Takeaway: She’s on the Money grew from a Facebook group into a major financial literacy podcast with 1.8 million monthly listeners since its 2019 launch.
  • Summary: Victoria Devine founded She’s on the Money starting as a Facebook group in 2017 before launching the podcast in 2019 to promote financial literacy among women. The platform now reaches approximately 1.8 million listeners monthly, primarily in Australia. Her other major business is Zella Money, a mortgage broking firm.
Milestones and Business Scale
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(00:01:29)
  • Key Takeaway: Victoria Devine has authored five bestselling books published by Penguin Random House alongside growing her podcast and Zella Money to a team of nearly 20 people.
  • Summary: Key achievements include publishing five bestselling books and winning awards like Podcast of the Year in 2022. The mortgage broking firm, Zella Money, employs nearly 20 staff across Australia, operating on a half-remote, half-in-person model. The podcast’s success is noted as massive for Australia but small compared to US benchmarks.
Career Pivot and Debt Realization
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(00:02:55)
  • Key Takeaway: A realization that peers idolized for having their lives together were often financially struggling, coupled with $40,000 in personal debt, spurred Victoria’s interest in financial literacy.
  • Summary: Victoria transitioned from organizational psychology to private wealth after realizing financial metrics were more measurable than culture metrics. She observed that seemingly successful consultants were often over-leveraged or struggling financially despite high salaries. This realization, combined with her own $40k debt from trying to keep up appearances, motivated her to master personal finance.
Content Creator Model Insights
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(00:06:21)
  • Key Takeaway: Digital education businesses, like podcasts and courses, offer low overheads and quick profitability, with courses now driving 65-70% of the She’s on the Money revenue.
  • Summary: Victoria notes that content creation was not yet a major trend in Australia when she started, contrasting with established educators in the US. While the podcast and free content build the community base, courses are the primary revenue driver for the She’s on the Money business. She advises that hosts should leverage their research and synthesis abilities to create courses, even if they are not the subject matter expert.
Community-Led Product Development
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(00:10:40)
  • Key Takeaway: Building community first through consistent giving is essential, and product development should be community-led by asking what content helps the audience thrive.
  • Summary: Finding a niche is crucial, but building community must precede product creation; everything done should be community-led by asking members what they need. Victoria emphasizes giving more than expected to foster community buy-in, noting that her seven-year-old Facebook group now self-answers questions. Products should address identified community needs rather than being built and then hoped to be purchased.
She’s on the Money Infrastructure
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(00:13:34)
  • Key Takeaway: The She’s on the Money operation requires eight full-time team members to support three weekly podcast episodes, partnerships, and course development.
  • Summary: The team structure includes a producer (Emma) who manages guest booking and outlines, an editor (Sam), a partnerships manager (Jess), and a content department (Brooke and Georgia) handling social and video edits. The team is largely remote but meets quarterly, and the podcast maintains a strict Monday, Wednesday, Friday release schedule, reserving Wednesday for deep dives.
D2C Sales Funnel Strategy
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(00:16:39)
  • Key Takeaway: Paid products are intentionally kept off social media and are sold primarily through long-term email funnels (up to eight months) triggered by engagement with free lead magnets.
  • Summary: The She’s on the Money business relies heavily on funnels, transitioning from Active Campaign to Klaviyo for better integration. Paid products are not advertised on social media; instead, the strategy involves offering free monthly incentives (e-books, mini-courses) to capture emails. These leads are then nurtured through long email sequences and retargeting ads, offering paid courses like the Money Masterclass as the next logical step.
Financial Literacy Ethos
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(00:21:12)
  • Key Takeaway: Victoria believes financial literacy should be free, leading her to give away foundational content while commercializing advanced wealth-building strategies via paid courses.
  • Summary: The business ethos dictates that core financial literacy—like budgeting, insurance knowledge, and savings plans—must be accessible to everyone, regardless of their ability to afford paid courses. Commercialization focuses on ‘sugar on top’ elements, such as advanced investing strategies, which are made interactive and highly valuable in paid masterclasses.
Fundamentals of Wealth Building
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(00:22:51)
  • Key Takeaway: Wealth building must follow a ‘financial house’ structure: secure foundations (budgeting, understanding money story) before moving to advanced topics like investing.
  • Summary: Good budgeting is about understanding money flow aligned with personal values, not restriction; for example, Victoria accepts her high Uber Eats spending aligns with her value of convenience. The foundational steps include understanding one’s money story, mastering budgeting, and planning for financial freedom (not just retirement). Advanced topics like investing are only sustainable once these fundamentals are secure.
Entrepreneurial Money Mindset
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(00:28:34)
  • Key Takeaway: Successful female entrepreneurs must overcome the shame associated with wanting personal wealth and set clear, quantifiable income goals for their businesses.
  • Summary: Victoria realized it took four years to set a personal income goal for her business, highlighting a common tendency for founders to focus only on impact rather than personal compensation. She stresses that a full cup (personal financial security) allows one to better serve the community; otherwise, the business owner risks burnout. Setting a target salary provides a number to work backward from when structuring business income streams.
Zella Money Business Model
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(00:40:42)
  • Key Takeaway: Mortgage broking is a high-value, low-risk business model because banks pay the broker a referral fee upon loan settlement, making the service free for the client.
  • Summary: Zella Money, which writes about half a billion dollars in loans annually, operates on a model where banks pay the broker, not the customer. This structure allows them to treat all clients equally, even those requiring more time on smaller loans, as larger loans compensate for the time spent on smaller ones. The business is heavily supported by the She’s on the Money ecosystem, where clients transition from saving to purchasing property.
Content vs. Product Business Risk
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(00:52:13)
  • Key Takeaway: If starting over without an audience, Victoria would choose another content business over a product business due to the lower risk and ability to build confidence.
  • Summary: Starting a product business is deemed too risky for someone relatively risk-averse; content creation allows one to find their voice and build confidence by filling a void in the market. Victoria is fiercely protective of her current work-life balance, prioritizing contentment and time freedom over aggressive scaling, which is supported by her existing independent wealth plan.
Essential Business Books
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(00:53:35)
  • Key Takeaway: Founders should read ‘Profit First’ for sustainable business structure and ‘The Richest Man in Babylon’ for foundational investment principles and vetting advice quality.
  • Summary: ‘Profit First’ advocates for paying yourself a profit first to ensure long-term business sustainability, countering the urge to reinvest everything. ‘The Richest Man in Babylon’ reinforces basic investment concepts and provides the principle that one should only take financial advice from proven experts (‘You wouldn’t take advice on buying diamonds from a bricklayer’).
Skepticism of Online Advice
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(00:55:41)
  • Key Takeaway: Confidence in online opinions does not equate to expertise, requiring critical evaluation of the advisor’s actual experience.
  • Summary: It is difficult to trust online advice because many sources speak with high conviction despite lacking relevant experience, such as purchasing diamonds or building a successful business. Founders must strip back and question the credentials behind the advice being consumed. This skepticism is crucial, especially in areas like business coaching.
Recommended Business Tools
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(00:56:28)
  • Key Takeaway: Notion, Kajabi, Repurpose.io, and Canva are essential tools for organization, course hosting, content distribution, and founder-level design control.
  • Summary: Notion is utilized by the entire team for process-based organization, offering high levels of clarity, even sharing personal boards. Kajabi is recommended for hosting online courses, especially for startups needing a platform solution. Repurpose.io automates video distribution across multiple platforms, clipping and framing content appropriately, while Canva allows founders to maintain direct control over pitch documents and outlines.
Value of Non-Gatekeeping
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(00:59:02)
  • Key Takeaway: Sharing specific operational details, like software choices, is valuable because the effort required to implement the ideas is the true differentiator.
  • Summary: The speaker believes in not gatekeeping operational details because replication requires significant effort and work from the recipient. For example, choosing Kajabi took months of analysis, making the recommendation valuable to others. Sharing these nuts and bolts allows others to bypass lengthy research phases.
Business Bestie Subscription Offer
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(00:59:36)
  • Key Takeaway: The paid ‘Business Bestie’ subscription offers weekly live mentorship calls with handpicked founders and experts for $12.99 monthly.
  • Summary: For $12.99 per month, subscribers gain access to weekly live calls featuring mentors who have been guests on the podcast. This membership also includes a database of workshop recordings, group coaching call archives, templates, and contact lists. The goal is to provide direct mentorship to help businesses scale.