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A career in personal finance education wasn’t part of Taylor Price’s life plan.
After being diagnosed with scoliosis in 2010 and later undergoing spinal fusion surgery, she dreamed of becoming a neurosurgeon. But once she got to med school, she reconsidered.
“I dropped out and asked my mom, ‘What should I do with my life?’” Price says. Her mom, who had a finance degree, encouraged her to give personal finance a try.
“It rocked me,” Price says.
The coursework made 19-year-old Price, a straight-A student, realize just how much she hadn’t learned. Her home state of New York didn’t require personal finance education in high school, leaving her scrambling to catch up with peers who already knew about budgeting and taxes.
“That disconnect lit a fire under me,” Price says. “I started a blog to document what I was learning, then moved to YouTube and Instagram, and eventually TikTok in 2019.”
On those social platforms, she brought her Gen Z perspective to financial literacy and Priceless Tay was born. Now, she has one million followers on TikTok and a book coming out at the end of 2026.
The name stuck — and for Price, being “priceless” means more than a pun on her last name.
“Being ‘priceless’ means knowing your value isn’t defined by your bank account, but also knowing your money should reflect your worth,” says Price. “Because once you know your worth, you stop settling — in jobs, in relationships and in money!”
Today, as Gen Z faces rising costs, economic uncertainty and student debt, I reached out to Price for her perspective on how young people can start their financial journey with confidence. Here’s what she had to say.
Responses have been edited for length and clarity.
Q: What are three small daily or weekly habits that can make the biggest impact on someone’s finances over time?
A: Honestly, I’m not even going to give you three because just one habit can change everything: automation. Whether it’s paying off debt, saving for an emergency fund, or investing in your Roth IRA, the key is to automate it. That way, your money works for you before you even see it.
Automation removes willpower from the equation and builds wealth on autopilot.
Q: You talk about making money content less intimidating. What do you think is the biggest misconception Gen Z has about building wealth?
A: The biggest myth? That if it’s not complicated, you’re not doing it right.
When I first started my own financial journey, I thought I needed to be grinding in Excel or following some complex investing strategy to build wealth. But the truth is simplicity scales. The more life got real (bills, responsibilities, goals) the more I realized that the people who win with money keep it simple and consistent.
We need to shift the mindset. Let money liberate you instead of intimidate you.
Q: What advice do you have for someone who wants to start investing but feels intimidated or like they “don’t make enough” yet?
A: It’s not about how much you start with. It’s about when you start. I tell my audience: Investing is like planting a tree. It feels slow at first, but one day you look up and realize you’ve grown a forest. Yes Mom, money does grow on trees.
Q: Do you think Gen Z is investing differently than Millennials or Gen X — especially with the rise of sustainable or values-based investing and interests in alternative assets like crypto?
A: Gen Z is definitely investing differently. Our parents were buying real estate. Gen Z is buying Bitcoin. Not because we don’t want homes, but because most of us can’t afford a down payment.
Crypto, fractional shares, and even investing through apps — this is what accessibility looks like for us. We’re finding new ways to grow wealth when the old ways are priced out.
Q: Many Gen Zers are just starting to earn their first steady income. How should they balance saving, investing, and spending without feeling deprived?
A: Most people think budgeting means restriction, but real wealth comes from structure, not sacrifice. That’s why I teach something called the Rich Routine. It’s a five-account system that helps you manage your money with intention and still have a life. Here’s how it breaks down:
Fixed Bills: Rent, subscriptions, anything that hits the same each month.
Flex Essentials: Groceries, gas, Ubers — the needs that change week to week.
Wealth Account: Where your investing and long-term savings happen.
Fun Fund: Guilt-free spending that’s built in, like nights out, brunch and concert tickets.
Emergency Fund: Because life happens, and this keeps you ready.
The key is automation. Once your paycheck drops, your money flows into these buckets automatically, so you’re saving and investing without even thinking about it.
Q: Buying a car has gotten more expensive with higher prices and interest rates. What advice do you have for young people considering their first car purchase right now?
A: Never new, always used. A car is a depreciating asset, which means it loses value the second you drive it off the lot. You don’t need to flex with a new car. You need something that gets you from point A to B without wrecking your budget.
Keep your car payment under 10% of your monthly take-home pay and always get pre-approved before walking into a dealership.
Q: With student loan payments resuming and interest rates still high, how should Gen Z think about borrowing versus saving in today’s economy?
A: The biggest question I get is: ‘Should I pay off debt or start saving?’ And my answer is simple: Follow the 7% rule.
If your interest rate is under 7%, focus on saving and investing. Why? Because historically, the market returns around 7–10% annually so your money can grow faster than your debt.
But if your debt interest rate is over 7% (especially high-interest credit cards or private loans) make it your priority because it’s compounding against you.
Q: With the holidays quickly approaching, many Gen Zers who are just starting to invest may feel tempted to cash out or pause their contributions to cover extra expenses. What’s your advice there?
I get it, the holidays can be expensive, but pulling money out of your investments is one of the most expensive mistakes you can make because you’re not just losing your money, but you’re also triggering tax consequences and stealing from your future self.
Instead, prep like a pro and build a holiday sinking fund. It’s a separate savings account you contribute to throughout the year for seasonal expenses like gifts and flights.
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