I used to volunteer for a program in New York called iMentor. The idea was simple: pair up adults with high school juniors and seniors to help them navigate college applications, explore future careers, and, hopefully, gain a little confidence along the way. I was in my mid-20s, still figuring out my own next steps, when I met my mentee.
She was bright, funny, and way cooler than I was at that age (okay, maybe cooler than I am now). And all she wanted to be when she “grew up” was an influencer. Back then, the term 'creator' didn’t exist, and there was no playbook; just an iPhone, a finsta, and dreams of landing brand deals.
I was supportive, trying my best to keep up with the slang, and even learned what a VSCO girl was. But still I struggled with the unglamorous truth: most aspiring influencers don’t make the big money. I'd try to keep her grounded in that harsh reality, reminding her that "You need a plan B-Or at least a plan to pay the Wi-Fi bill.”
We lost touch after she graduated. I eventually moved to Austin and no longer volunteer with the program (something I still regret). But, I still think about her often. I hope she’s still dancing into a ring light with a smile, and maybe seeing some bills, bills, bills rolling in.
But I also wonder… if she did make it, would she remember the talks? About investing. About 401(k)s. About building something that lasts beyond the algorithm?
Creators Are the New Small Business Owners
Today’s creator economy is booming. Teens are becoming six-figure earners on platforms like TikTok and YouTube, and creators under 30 are building brands with reach that Fortune 500s dream of. Good for them. Seriously.
But fast money often comes with fast decisions, which doesn't always pan out in the long term. When you’ve gone viral, signed your first brand deal, and suddenly have $20k hitting your bank account, what do you do with it?
Too often, the answer is: spend it. Flex it. Stream it. Post it. Repeat it.
It’s not just about individual choices. It’s about the lack of tools built for them. Creators are small business owners with high income volatility, limited financial education, and no HR department telling them to opt into a 401k. Most of the systems we use to teach people about money were built for 9-to-5 workers—not 19-year-olds managing LLCs out of their bedrooms.
Are Brands Missing the Bigger Picture?
Let’s be clear: creators aren’t just on platforms like YouTube, LinkedIn, Spotify, and Instagram; they are the platforms. Their content brings in views, engagement, and ad dollars and brands are finally starting to pay them accordingly.
So creators are making real money; occasionally fast and headline-worthy. But are they being set up for long-term stability? Often, no. Brand deals and platform payouts are transactional. The rest is up to the creator—managing taxes, inconsistent income, reinvesting, & saving. Many simply don’t have the guidance or tools they need.
But what if brands offered more than a paycheck? What if the perks of being a creator included actual tools to grow that income: financial education, investing insights, help with taxes, or even gamified modules on building credit?
At Zogo, we believe paying creators is just the start. The brands and platforms investing in talent should also help creators invest in themselves - through tools that simplify money management, make learning feel natural, and support long-term stability. It’s not about lectures or life lessons. It’s about giving creators the resources to grow not just their following, but their future.
Zogo is built for everyone - at every stage of life. To learn more about Zogo, please request a demo.
