About The Financial Diet
What is The Financial Diet?
The Financial Diet (TFD) is a New York-based digital media company empowering women to learn about money through honest conversations and engaging content across YouTube, web, podcast, and social platforms. Operating as TF Diet LLC, TFD launched in 2014 and according to its own "Work With Us" media-kit page has "helped more than 150 million women take control of their financial lives" since then. Recognition includes being named a top destination by Forbes, Refinery29, Business Insider, U.S. News, Lifehacker, and many other outlets.
The brand combines "all the best qualities of a premium lifestyle brand (distinct visual style, relatable stories, and charismatic influencers), with the reliability of a trusted educational source" (verbatim from media kit). TFD partners with a wide range of brands across lifestyle and B2B to connect its audience of smart, ambitious women with products that help them build the lives they want on any budget. The company is launching a new book in 2026 titled Beyond Getting By, currently in preorder.
Scale (verbatim from media kit):
- 7 million monthly views across YouTube and web
- 975,000 YouTube subscribers
- 1.5 million total social media followers
- YouTube video channel is "the largest women's personal finance channel on YouTube" with 80 million total views and 200,000 hours of watch-time per month, releasing 2-3 original episodes per week
- Social: 845,000 Instagram followers, 60,000 Facebook, 55,000 Twitter
Marquee multi-year partnerships:
- Intuit (four years across TurboTax, Quickbooks, Mint, and Turbo) — together hosted an 11-city book tour and launched TFD's first-ever podcast and interview show, "The Financial Confessions" (reached more than a million people to date).
- Wealthsimple (three years) — generated more than 25% of their US customer acquisitions; partnered to launch animated YouTube series "Making It Work", host four 150-person events, and create dozens of original content pieces.
Where will I work?
TFD is a fully remote media company headquartered in New York. Editorial has migrated to the newsletter — the public-facing website now functions primarily as a discovery and partnership hub.
What is the Financial Diet team like?
The Financial Diet operates a small distributed editorial-and-production team (~11 staff per DB). Public team profiles are limited, but the company's organisational direction is set by Director of Finance & Operations Caitlin Lutsch, who authored the company's permanent-32-hour-workweek announcement in July 2022.
Work-Life Balance
The Financial Diet shifted from 40 hours to 32 hours per week in June 2021, giving all employees Fridays off without any reduction in pay. Caitlin Lutsch (Director of Finance & Operations) confirmed the schedule as permanent in a LinkedIn Pulse article on July 12, 2022. The schedule type description on the live site captures this verbatim: "It's been over a year since we shifted to a 32-hour workweek, and we're not going back."
The 32-hour week was framed as an experiment in reimagining how work gets done — setting realistic boundaries and trusting team members. Lutsch reflected verbatim: "the transition to a shorter workweek has been an exercise in experimentation more so than anything else." Outcomes one year in were strong: no drop in monthly or yearly revenue, Instagram followers grew 20%, YouTube subscribers grew 11%, newsletter subscribers doubled, video average view-time grew 10%, and event attendance grew 29%. Employees reported a 16% increase in agreement that they could meet deadlines and a 14% increase in agreement that their workload was manageable.
Perks and Benefits
Beyond the permanent 32-hour week, the live careers page and media-kit don't publish a detailed benefits inventory. Editorial has migrated to the newsletter, and partnership outreach goes through [email protected].