We tracked 72 active US personal finance channels and 3.6K of their videos. 47% carry a brand deal we could identify, and 68% of those deals come from brands outside banking, investing, insurance and money apps. Here is where brands already buy, where nobody does, and what a sponsored video delivers.
The report in a minute
Who leads personal finance YouTube right now · top 3 by Marble Score
115× personal finance median
Money Advice & Commentary · 361K · 266.3K median views
258× personal finance median
Money Advice & Commentary · 4M · 1M median views
334× personal finance median
Money Advice & Commentary · 474K · 601.5K median views
Finding 1
64% of credit, debt & rewards cards channels already carry a brand deal we could identify — a disclosure that names the brand, or a brand's discount code. In retirement & FIRE it is 20% (10 channels), so a brand that wants that audience meets few competing sponsors. 5 of its 10 hosts hold a planning or retirement credential (CFP® or similar); a registered adviser's endorsements go through the firm's compliance review and some firms do not allow them, so check before you pitch. Where the filled dot sits further right, deals run on a brand's code without a written disclosure; where the hollow dot does, channels disclose a partnership whose brand we could not name. A small niche count: read the shares as a direction, not a rule.
Three different measures, so three different numbers: 46% of channels write a paid-partnership line (33 channels), 47% carry a deal we could tie to a brand (34), and 49% link a financial-product sign-up offer (35).
Finding 2
We found 104 creator–brand deals across 71 brands: 66 named in a disclosure, 38 seen only through a discount code (referral and affiliate codes, including research-tool and app referrals, not counted). The biggest buyers are health & wellness (15 deals) and privacy & security (15). Overall, 68% of deals come from brands outside banking, investing, insurance and money apps (privacy and identity-protection tools count as non-financial). A fintech brief competes for the same slot with health & wellness, privacy & security and business software & AI brands. The brand on the most channels, Monarch, is in budgeting & credit apps.
Finding 3
35 of 72 channels link a sign-up offer for a financial product under their videos — a brokerage free-stock link, a bank or card bonus, a budgeting-app trial or an insurance quote — that usually pays the creator per account opened, not per video (sponsor reads with a disclosure are counted as deals, not here). Budgeting & credit-app offers are the most common (33% of all channels). For a bank, card or app, that is the lowest-commitment way in: get onto the creator's list of links before paying for an integration. Credit, Debt & Rewards Cards leads at 73% (11 channels); budgeting & frugal living and retirement & FIRE trail at about 30% (niches of 8+ channels).
Share of channels with a sign-up offer, by niche
Which offer (share of all channels)
Finding 4
Against each channel's own usual video in the same format, the median long-form video with a disclosure or a brand code lands at 1.02×. Long-form deal videos break out (2× the channel's usual) 16% of the time, against 22% for the creator's other long-form videos. Plan on the typical result, and treat a hit as a bonus. Deal Shorts are a thinner sample (55 videos) and land at 0.75×.
1.02×
median long-form deal video vs. the channel's usual (195 videos)
16% vs 22%
long-form breakout rate, deal vs. other videos
0.75×
median deal Short vs. the channel's usual (55 Shorts)
Finding 5
Budgeting & Frugal Living · 12 channels
5.31%
median engagement — the highest of the 5 niches with 8+ channels
The smallest channels in personal finance (median 75.2K subscribers), mostly long videos (14% Shorts), and 50% carry a brand deal. A small niche: read the medians as a direction, not a rule.
Credentialed hosts · 8 channels
11%
of channels are run by a CFP®, CPA, enrolled agent or another current finance credential
Most personal finance creators hold no finance credential. For a regulated product, check who is talking before you brief them: a credentialed host brings authority, and a registered adviser brings a compliance review.
Finding 6
Take the 27 personal finance channels with 30K–100K subscribers. A channel at the top tenth of that group gets about 8× the median views per video of one at the bottom tenth, at the same audience size. A subscriber count tells you what a channel once earned, not what the next video will deliver, so judge a creator on recent median views.
Finding 7
Our estimate prices each tier's typical channel on the views its long-form videos actually get — a median of 24,294 at 100K–300K — at $30–$60 per 1,000 views, our band for personal finance, taken from published 2026 rate guides (where a guide gives no personal finance-specific rate, we use its range for lifestyle niches). It is a planning estimate, not a quote. A quote that sits far above the band is usually priced on subscribers or on average views; ask for the median.
An estimate for planning, not a quote. Creator-by-creator estimates are in the full report.
Finding 8
Of 58 creator–brand partnerships named in a paid-partnership line on a specific video, 21 appear on two or more videos of the same creator — a re-booking or a multi-video package. Either way, the brand bought more than one slot, so plan for a series rather than a one-off. The brands on repeat videos with the most creators: Away (2), GoDaddy (2). A small base — 58 partnerships — so read it as a direction.
Finding 9
Each channel's long-form videos against its own 8–18 min uploads, so channel size drops out. 18–30 min videos beat that baseline on 66% of the 38 channels that post both — a lean, not a rule.
Finding 10
A few hits pull a channel's average far above its typical video: on a typical personal finance channel the average runs 1.31× the median on long-form and 1.49× on Shorts. A rate built on average views pays for the hit you probably won't get. The other half of the bet is volume: one long-form video lands under half its channel's median 15% of the time; the average of a 3-video package, 2%.
Long-form · 62 channels
Shorts · 39 channels
Median across channels of each channel's average views divided by its median views, recent videos.
Finding 11
The top third of channels by reach — 24 channels whose typical video reaches at least 17% of their subscribers. 11 of them carry no brand code and no paid-partnership line in their latest uploads. Some read a sponsor aloud without writing it down: treat the list as the channels to ask first.
Benchmarks
| Niche | Channels | Median subs | Views / sub | Engagement | Shorts share |
|---|---|---|---|---|---|
| Money Advice & Commentary | 18 | 459K | 14% | 2.06% | 51% |
| Investing & Real Estate | 15 | 212K | 10% | 2.42% | 34% |
| Budgeting & Frugal Living | 12 | 75.2K | 19% | 5.31% | 14% |
In the full report
All 104 deals on 34 channels, with the video and the exact disclosure or code line as evidence.
The 35 creators who already link a bank, card, brokerage or money-app offer — and which products they push.
Estimated cost of a long-form integration for each creator, built from their real median views.
The 8 channels run by a CFP®, CPA, enrolled agent or another finance credential, ranked by reach and sponsor history.
Crypto promotions, credit-repair funnels and course upsells flagged creator by creator, with the source.
Tell us your product; Marble ranks the personal finance creators your customers already watch.
Browse the lists
Budgeting & Frugal Living
12 creators
Investing & Real Estate
15 creators
Retirement & FIRE
10 creators
Credit, Debt & Rewards Cards
11 creators
Side Hustles & Extra Income
6 creators
Money Advice & Commentary
18 creators
Our directory lists 72 personal finance creators; the numbers above cover the 72 active US YouTube channels we analysed.
The full report
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