How one successful wealth advisor made it his mission to increase millennials’ financial literacy.
George “G$” Kroustalis thought it was another typical day hosting a 401(k) enrollment seminar. Though a financial advisor for pre-retirement clients, Kroustalis hosts these events to reach young adults just starting their professional lives and to encourage them to begin saving money. That day, October 10, a former attendee came up to Kroustalis and told him that, though he was initially doubtful, he had followed Kroustalis’s advice over the past twelve years and built his wealth beyond his wildest expectations. That moment turned Kroustalis’s passion for spreading financial literacy into a crusade, which drove him to write Secrets to Becoming a Financial Badass.
An essential book young people need to read
Secrets to Becoming a Financial Badass was hailed as the “personal finance book that every millennial should read” by the host of MSNBC’s Your Business, JJ Ramberg, because of its sound financial advice and fresh writing style. Using his “Save, Spend, and Invest” model, Kroustalis uses his experience as a pre-retirement financial advisor to teach young people how to balance their budgets and become financially successful in the future. He keeps it simple with just the basics of what young adults need to know now so they make smart decisions with their money later. It’s Kroustalis’s personal mission to increase financial literacy in young adults, and this book is tailored for them with jokes and pop culture examples to keep it relatable.
1. Match Kroustalis’s vision to make the book relatable to young people by using their language and making references only they understand
2. Launch the book with a bang on national media channels
3. Supplement national efforts with local events to excite Kroustalis’s personal network
Kroustalis knew what kind of book he wanted to write. It needed to be informative yet humorous, to keep young people engaged in the financial content. The tone had to be light and invoke current pop culture references like Call of Duty, Instagram, and Lana Del Rey to explain complex financial strategies. All in all, it took a year to write the book. Kroustalis was involved every step of the way—from writing to fact-checking to the black-and-white interior illustrations—in order to ensure the book was true to his vision.
Once the book’s interior was set, the cover designed, and the book printed, Kroustalis took Secrets to Becoming a Financial Badass to the New York Stock Exchange for its debut. He appeared on Cheddar, the business news network, to answer pressing financial questions millennials face and describe how the book tackles these difficult decisions.
Kroustalis also appeared on SiriusXM’s “The Power Hour” with Godfrey the Comedian, a show that covers politics, pop culture, and social issues. He discussed the power of compound interest with the famous “Would you rather have a million dollars or a penny doubled every day for a month?” example, a question that highlights the importance of saving money early in life.
Kroustalis also launched the book at J. Sam’s, a restaurant in Charlotte, North Carolina, a launch so successful it was standing room only.
A charitable element
Secrets to Becoming a Financial Badass is one part of Kroustalis’s mission to spread financial literacy. Inspired by the date his former seminar attendee thanked him for his advice, Kroustalis created Project 10.10, a 501(c)3 nonprofit committed to educating young people on basic personal finance at the community level.
Young people have time on their side financially. Kroustalis’s experience as a financial advisor working with pre-retirement clients means he knows the importance of a 401(k), and he wants young people to know it, too. In Secrets to Becoming a Financial Badass, he takes three short chapters to teach millennials how to keep their budget sheet balanced and he succeeds at—above all—being entertaining.