Ramit Sethi is a creator who has made himself rich by telling other people how to get rich themselves. From a website entitled “I Will Teach You To Be Rich” which started from his college dorm room in 2004, Sethi, now 40, boasts a best-selling book of the same name, a podcast, 500,000 Instagram followers, and most recently, a new show on Netflix, which began streaming last month.

The beauty to Sethi’s content is its nuance. This is best witnessed on his Netflix show “How To Get Rich,” which sees him work with people across the U.S. to help them better manage their finances in order to live a “rich life.” The nuance comes from Sethi’s diverse definition of “rich”: “A rich life can be travelling two months a year, it can be buying a beautiful cashmere coat, or picking up your daughter from school every afternoon”. 

Unlike many other creators in the 2010s, Sethi never turned his back on his website for the sake of social media. For Sethi, consistency really matters. “Many of those subscribers have been on the email list for 10 years. Many of them have spent $2,000, $3,000, $5,000 with us,” he said. “Those are treasured relationships.” Largely, Sethi uses social media to generate awareness and business leads. “I also use it because I have things I want to say,” he said. 

He says he’s never been one to chase the latest online trends. For example, it took him about six years to launch a podcast because he “didn’t have the right idea” he told The Information. 

Over the years, these deliberate and educated decisions have led Sethi to build a well rounded and considered business which now caters to 5 full-time employees, as well as contractors, whose roles include course development, content and social media. Services they use include Adobe’s Marketo marketing service for its mailing list, Thinkific for its content management system and Salesforce for its back-end. 

To conclude, Sethi pitches his Netflix show as similar to other hits, such as fashion-focused “Queer Eye” or organising guru “Tidying Up With Marie Kondo,” but for money. “Money has been thought of as something kind of boring,” he said. “Most people see spreadsheets and a bunch of numbers. I see a family trip to Disneyland or a four-week trip to Japan.”