Siebert Financial targets influencer wealth with Miami 'Rich Behavior' events

A group of women content creators are meeting in Miami this week for a financial literacy event hosted by Siebert Financial, an online brokerage founded in 1967 by finance pioneer Muriel Siebert, the first woman to own a seat on the New York Stock Exchange.

Rich Behavior is a new event series that will debut June 18 at Reserve Padel in Miami’s Design District. About 30 social media influencers will attend the event, which is part of Siebert Financial’s plan to provide wealth management services to the growing sector of young women who have become wealthy entrepreneurs through online content creation and large followings.

“The girls that I know are doing extremely well, making more than the average person working a nine to five. They're making six figures at least a month, and nobody's helping them with their finances,” said Natasha Howe, VP of wealth management at Siebert Financial. “What I see is that they have everything sitting in cash, or they just spend it all, because nobody's teaching them to put aside money for taxes for retirement, an emergency. They don't have any of that foundation set up for them, so that's what we're going to change.”

Lindsay Brewer, KT Lordahl, Caitlin Sarian (known as "Cybersecurity Girl"), Allegra Paris, Dasha Mart, Jilissa, Celeste Bright and Marli Alexa are among the influencers set to attend, and the event's full roster of creators collectively have roughly 15 million Instagram followers. Their content spans focuses such as fitness, lifestyle, motorsports, music, modeling, travel, food, cooking, and more. 

“Probably 75% of them are not clients, which we will most likely convert into clients after the event,” said Howe. “I'm going to be there as a financial advisor, and then we've invited a CPA that has joined our team to help with all of the influencer's foundation setups for taxes and their LLC structures. Because most of them are getting paid out to their personal social security number, their personal name, and they don't have any business structure. We're going to change that and make sure that they are saving the most that they can on taxes, while also being efficient with their money.”

A report in 2024 from Forbes found that the top 50 social media content creators earned a combined $720 million over 12 months. Thursday’s event in Miami is intended to discuss how to trade stocks and ETFs, setting up retirement accounts, a money market fund, and other financial literacy basics that the influencers can share across their online audiences. Paris, a fitness incluencer, will lead a workout session at the event, while Howe will lead a Managing Your Money Masterclass followed by Tax Strategy for Creators hosted by CPA Bobby Lenderman.

“I think by the influencers posting about it [the Rich Behavior event], obviously that's going to influence other females to be like, I should probably think about this, I should learn about this. Because they are looking up to those influencers, that's why they get so many followers,” said Howe.

Apparel brand Sporty & Rich will sponsor Thursday’s influencer event, with a yoga clothing brand Alo planned to sponsor a future outing. Siebert’s Rich Behavior series is intended to host quarterly events. 

Howe, 31, has been with Siebert Financial since 2019 and has her own book of business managing over $650 million in client assets. The financial services firm also operates ‍Siebert AdvisorNXT, LLC as its RIA arm. Howe's personal Instagram account has more than 40,000 followers. 

She says that Siebert Financial has been supportive in her own individual content creation ambitions, which can be rare in financial services as employees are held to company standards on social media. 

“I have seen how influencers have gone from being licensed and working with a firm, and then the firm saying you can't be on social media posting content, and then they have to pick or choose, do they stay at the firm doing what they train their whole life to do, or do they go the content creation route, because that's where their passion is,” said Howe.

The Gebbia family, who is active in Florida real estate, is the majority owner of Siebert Financial, which trades publicly on the Nasdaq. Advisory fees increased 35% to $1 million for Siebert in this year’s first quarter, compared to $0.7 million in the first quarter of 2025.

“I got the best of both worlds here. They're supporting me and making content and spreading financial awareness, while I still get to keep my license and do right by all of my clients,” said Howe.