'The finance bros are gonna hate me for this': Tori Dunlap says ‘boring strategy’ made her a millionaire by 27

The internet has never been short on financial advice. There's an endless parade of experts online promising the next stock, cryptocurrency or investing strategy could be the one that makes your net worth "go to the moon."

The problem is that most people aren't spending their days watching the markets, studying compnay balance sheets or trying to time the perfect trade (which is difficult even for the savviest investor). And when complicated investing advice gets repackaged into a 30-second video, following it without fully understanding the risks can turn into an expensive lesson for investors.

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Tori Dunlap, the money expert behind Her First $100K , is offering a decidedly less glamorous alternative. In a recent post , she joked that "the finance bros are gonna hate me for this" as she laid out five simple principles she credits with helping her build a multimillion-dollar net worth.

The five rules themselves are uncomplicated:

There is nothing particularly novel about any one of those ideas. That is partly the point. The strategy grew out of her own early financial goals. Dunlap set out to save $100,000 by age 25 , a milestone she reached by saving and investing part of her income while working in digital marketing and building Her First $100K as a side hustle. By age 27, she said, her strategies had made her a millionaire. Now, at age 32, she says she is a multimillionaire.

Her First $100K has grown from a blog into a financial education platform aimed at helping women gain more control over their money. That mission has been tied to Dunlap's criticism of a financial industry she believes can make investing feel more complicated and exclusive than it needs to be.

"Finance bros [are] playing gatekeepers, and in a much broader sense, the patriarchy as a whole prioritizes the voices of old, white men over almost anyone else," she told Moneywise in 2023 .