Meet Brazil’s Financial Guru for a New Generation

By Edmund Ruge

With lower-income Brazilians investing in record numbers, Nath Finanças has accumulated a huge following on YouTube and beyond.

Correction appended below. RIO DE JANEIRO — On most Friday nights, 22-year-old Nathália Rodrigues finds herself bombarded with confessions from her online followers. Proclamations of late-night pizza orders and impulsive shopping sprees pour in from around Brazil, all of them followed by the words "Nath, I have failed you." The phrase has become something of a meme in Brazil, a testament to the popularity of Rodrigues', aka Nath Finanças' (Finances), brand of personal finance management. As one of the country's most popular financial influencer-educators, Rodrigues has become...

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