So Invested

Ever felt broke even when you know you’re not? That disconnect has a name: money dysmorphia - and it’s more common than you think. In this episode, we unpack the feeling of financial “not-enoughness” and how it shows up: the distorted self-perception, the highlight-reel comparison trap, and the pressure to be perfect with your money. From cultural money scripts to avoidance spirals, we dive deep i...

Jeff Bezos’ wedding reportedly cost $50 million and the internet had thoughts . But is that really outrageous when you’re worth $244 billion?  In this episode, we dive into what the average person can learn about wedding budgets from the Bezos extravaganza, what the average Aussie wedding really costs, and whether spending almost 10% (!!) of your net worth on one day is actually the norm. Plus: we...

We’ve been a little off-track with our financial goals this year… so with the new financial year kicking off, it felt like the perfect moment for a reset. In this episode, we’re walking you through our Rich Girl Formula - designed to help you build a stronger money mindset and better financial habits. Plus, we’ve set ourselves a 30-day challenge, and we want you to join us! Side note... At the top...

From a soft toy keychain to a billion-dollar empire... Labubu is the internet’s latest obsession, and the toy behind a 560% share price spike at China’s Pop Mart. But how did it go from niche artist collab to global status symbol (and sell for up to $150,000 along the way)? In this episode, we dive into the rise of Labubus and the business behind it. From blind box psychology to K-pop influencer h...

Have you caught yourself wondering if you are in the right job - and if it’s too late to start over? We have too. Lately, both of us have made some pretty big career moves: Mads has moved into the VC world and (big news!) Soph has quit her corporate job. And we know we’re not the only ones - the question keeps popping up amongst our friends and in our DMs: I’m nearly 30… is it too late to change d...

From glazed donut skin to a billion dollar exit - Hailey Bieber’s Rhode just sold to E.l.f. in one of the biggest beauty acquisitions of the decade. But how did a minimalist skincare brand with fewer than 10 products pull off a $1B valuation in just three years? In this episode, we dive into the strategy behind Rhode’s rise: the power of personal brand, community-first marketing, and the genius of...

Emma Grede is the business woman behind some of the world's most successful retail companies including Good American and Skims, and a powerhouse that has carved out a career that’s bold, intentional, and unconventional. In her recent interview on The Diary of a CEO , Emma shared refreshing insights on climbing the ranks, redefining success, and building systems that actually work for you . We coul...

From packed stadiums to record-breaking broadcast deals, women's sport is finally having its moment - but is it just a moment, or the beginning of a permanent power shift? In this episode, we dive into the booming business of women’s sport: why audiences are showing up in droves, how brands are catching on, and what it all means for the future of media, money, and representation. We unpack the rip...

Splitting a bill is an inevitable occurrence when out socialising, so why can it feel so awkward and transactional?  In this episode, we dive into Christabel Mintah-Galloway's thought provoking post titled Is splitting the lunch bill down to the cent keeping us from real connection?  We unpack how our own money stories - from childhood influences to cultural cues - and explore how they shape the w...

Every year, the Met Gala dominates headlines with extravagant looks and celebrity selfies. But behind the velvet ropes and tailored suits is one of the most powerful - and profitable - marketing machines in the world, masterminded by none other than Anna Wintour.   In this episode, we explore how the Met Gala became fashion’s Super Bowl, why designers spend millions to show up, and how the exclusi...

The Nagi v. Brooki scandal exploded across social media last week - what looked like a drama confined to the cookbook world actually reveals a much bigger business story. This week, we unpack behind the scenes of the publishing industry and why publishers are making their bets on the creator economy.  The scandal also left us wondering: is this just another example of the ever-expanding copycat ec...

On today's show, Maddy and Soph are back - and bringing you up to speed on everything that's changed over the past six months. From leaving their media network to fully owning So Invested, t'is the season of big moves, fresh starts, and major personal growth. They share life updates - including Soph’s new single chapter and Maddy’s jump into venture capital - and introduce the brand-new So Investe...