Fear of messing something up, doing something wrong, or making a mistake. The thing is, these rich white men have made investing seem complicated for a reason — to keep women and minorities from building wealth, so they can have it for themselves.
But the longer we wait, the longer we let them win. And I don't want them to win any longer.
THE REASON WE DON'T INVEST IN THE STOCK MARKET?
FEAR
TAKE BACK CONTROL
You look at others who seem to "have it all together" and feel like you should be naturally knowledgable about investing.
The overwhelm is real - so real that sometimes it feels easier to avoid it altogether than risk making a wrong move.
But that's exactly what they want (you know who I'm talking about). They're counting on us to stay stuck in fear while they continue to build wealth without us.
Desiring financial security isn't something to be ashamed of - money is a tool that gives you options and freedom.
YOU'Re tired of feeling lost when it comes to money.
I've felt the pit in my stomach when checking a bank account, and my heart has started to race when I realized I didn't have a hold on my finances.
You just want to feel financially secure enough to be able to say YES —to a fun trip that you know you can afford without worrying about your budget, to quitting that toxic job because you have investments and built a safety net, to treating yourself to something special without guilt.
I know firsthand the power that finances can have over your life and your emotions.
I KNOW HOW YOU FEEL.
Because you want the freedom to leave toxic situations, the choice to retire someday, feel peace about your future finances, and sleep better at night.
IT ISN'T SELFISH TO WANT FINANCIAL
BECAUSE YOU KNOW THAT
SECURITY.
MONEY = OPTIONS
I was tired of FEELING POWERLESS OVER MY MONEY, so I learned how to take back control.
TAKING CONTROL OF MY FINANCES MEANT
When I was 22, I started my first job out of college. And I was STOKED. I was going to girlboss my way up the corporate ladder, coffee in hand, and stomp the pavement of The Big City in heels and a pencil skirt.
But then, reality set in.
Within two weeks of my first corporate job, that technicolor dream started to fade. The company was Capital-T Toxic (and not the fun Brittany Spears kind.)
Gross sexual comments made by male leadership? Check. Verbal abuse screamed from upper management? Uh huh. A VP telling me I should start drinking more if I wanted to get promoted? Obviously.
But I couldn’t leave, because I didn’t have enough money.
I didn’t have enough in my bank account to walk away, even as the culture got worse and worse. I had to take the abuse, watch my co-workers I cared for become shells of themselves, and continue showing up to work with a smile on my face.
And then, as if it couldn’t get worse, Trump got elected.
FREEDOM
baby tori at her first job in 2016
a financial education was my best form of protest.
A financial education was my best form of protest.
that's when it hit me.
When I had money and investments, I had options. The ability to leave that toxic job. The ability to start a company. The ability to donate to causes I believe in. The ability to travel, go to therapy, buy things that bring me joy, make decisions about my body and healthcare.
So I took my financial education seriously. I showed up to financial trainings and workshops. I watched videos and applied what I saw. I surrounded myself with a group of women who supported my goals and pushed me to be better.
I saved by my first $100,000 at age 25.
And guess what?
That $100K was the permission slip I needed, and I quit my toxic corporate job I hated a month after.
That $100K was the permission slip I needed, and I quit my toxic corporate job I hated a month after.
now my life looks very different.
I'm a multi-millionaire at 30. I donate thousands and thousands of dollars to organizations that need my support, without ever wondering if I can afford it. I stay in luxury hotels, eat at Michelin restaurants, and can afford to take good care of my health.
And that freedom, that flexibility, that joy – is the feeling I want for every single woman on this planet.
It’s the feeling I want for you.
you can learn to invest in less than
a month.
but you need the roadmap.
2 hours
that's where we come in 💸
introducing
STOCK MARKET SCHOOL
HER FIRST 100K AND TREASURY HAVE PARTNERED TO BRING YOU THIS EXCLUSIVE INVESTING PLATFORM
When you join STOCK MARKET SCHOOL, you'll...
Learn how to confidently navigate the stock market with easy-to-follow, jargon free workshops, articles and videos
Learn how to confidently navigate the stock market with easy-to-follow, jargon free workshops, articles and videos
Join a supportive community of like-minded investors who are learning and growing right beside you
Gain access to Treasury's cutting-edge tools that make investing simple and seamless, all accessible on your own schedule
And, as bonuses, you'll...
Be able to see all of your investments in one place so you have a clear understanding of where your finances stand
Gain access to quarterly deep dive trainings that teach you everything you need to know about topics like early retirement and taxes
Have eyes on exactly what Tori and the other Treasury members are investing in because when we win, you win too
Join a supportive community of like-minded investors who are learning and growing right beside you
Gain access to Treasury's cutting-edge tools that make investing simple and seamless, all accessible on your own schedule
Be able to see all of your investments in one place so you have a clear understanding of where your finances stand
Gain access to quarterly deep dive trainings that teach you everything you need to know about topics like early retirement and taxes
Have eyes on exactly what Tori and the other Treasury members are investing in because when we win, you win too
"I went from having zero dollars to over $8000 in my investment accounts"
With the help of Stock Market School, I’ve opened/managed my Roth IRAs and rolled over my misfit 401K's at 47 years old. Additionally, I set up my retirement account with my new company and have an additional $7000 in my retirement account.
My husband now comes to ME with his annuity accounts. I’ve also opened my HYSA account, where I have some savings directly deposited.
What I love most is that I’m setting MY daughters (and son) up with their own IRA's, and they have their own “vault” with my HYSA. They get to watch their money grow, ask questions, manage this and feel comfortable doing so.
I’m so grateful to have found this community.
CHRISTINE
03: SIMPLE AND SEAMLESS
We’ve teamed up with Treasury to bring you cutting-edge tools that make investing simple and seamless. From automated investment options to personalized strategies, the platform is designed to help you take action with confidence, all within a single app. Plus, you can access everything on your schedule—because your financial future should be on your terms.
02: community
At Stock Market School, you’ll join a supportive community of like-minded investors who are learning and growing right alongside you. Ask questions, share your wins, and even see what Team HFK is investing in! Together, we’re building a network of women who are taking control of their financial futures.
Ready to take the guesswork out of investing? With easy-to-follow, jargon-free videos, articles, and workshops, Stock Market School teaches you how to navigate the stock market with confidence. Whether you’re brand new to investing or looking to sharpen your skills, our content is designed to equip you with knowledge that lasts a lifetime.
01: JARGON-FREE
05: PERSONALIZED
No matter how many bases are covered, there will always be unique-to-you situations that pop up unexpectedly.
In Stock Market School, you'll have the opportunity to join in on twelve coaching sessions each year to help with your personal investing situation -- and learn from others’ questions too.
04: STRAIGHT TO THE POINT
In Stock Market School, we don't just teach you the basics and send you on your way to figure out the rest. You'll learn the key investing concepts, definitions, and strategies that take you from an intimidated beginner to experienced investor.
BONUS
You asked, we delivered! Financial confidence isn't just about understanding numbers, it's about learning how to apply your knowledge to every area of your life and goals.
Each quarter, we take a deep dive into the topics YOU want to learn about, providing you with the most relevant and up-to-date investment strategies.
EDUCATION
WITH A SHARED GOAL
TECHNOLOGY
INVESTING COURSES
QUARTERLY DEEP DIVE WORKSHOPS
LIVE COACHING
a sneak peek inside
STOCK MARKET SCHOOL
"Honestly, this has been the start that I have needed. I have felt so AWESOME as I continue to learn in Stock Market School!
The classes are built into bite-sized pieces and help me build, step by step, my understanding of investing! I am currently finishing up the "Everything You Need To Know About Investing Accounts" course. OH MY GOSH! SO GOOD!
I'm finally on a financial path that I feel good about. I know it will take time, but I am so excited to get to my first 100K!"
“it wasn't until this course that it finally clicked.”
You find that news about stock market gains, this or that stock, or building wealth gives you a case of financial FOMO (or major trepidation).
You want to retire someday, ideally sooner rather than later.
You know investing is important, but have NO IDEA how to start.
IS SHE READING MY MIND?
You’re ready to gain financial agency and power (in a bullshit patriarchal society).
You're ready to have open conversations about what others are investing in.
WE'VE GOT YOUR BACK
You're looking for a supportive community of experts and like-minded individuals who have your back (every question is a good question).
WHAT YOU'LL GET IN STOCK MARKET SCHOOL:
LIVE Investing 101 Workshop (the only investing workshop where you will actually invest live on the call)
Monthly live coaching with Tori where you can get your financial questions answered in real-time
Personalized investment strategies from the Treasury team to help you create a long-term investing plan
10-day investing challenge
Quarterly deep-dive workshops on community-voted investing topics to reset
Full access to 50+ investing how-to videos and guides, with new additions and courses every month
Private community forum with exclusive access to the Treasury and Her First $100K teams
"My past two years have been very focused on financial education"
"After working in Real Estate I got to work closely with a lot of successful individuals that loved sharing the story of their path to wealth. Some that meant just starting out and others it was a multi million dollar businesses.
To continue on that education journey, I bit the bullet and joined Tori Dunlap’s Stock Market School yesterday. I am still on this journey but I am excited to feel empowered and that I’m not alone in this! So far the experience has been great and very educational and down to the facts which I appreciate.
If you are looking for a great resource for financial education in stocks and bonds, I would recommend this in your journey."
SIDNEY
Live investing 101 workshop
here's exactly what you're getting:
$1,500 value
"I started investing because of this site. It truly made things less scary and I felt like I understood the market. Now I've been investing every week and I'm watching my money grow with me barely doing anything. THANK YOU!"
"Thank god for Treasury. I have no clue what the numbers mean on Yahoo Finance. It's like handing you a map and assuming you could understand all of the information in front of you without a key."
"I feel so much more confident, and after 5 years of beating around the bush have opened a brokerage account, funded it, and set up recurring transfers to it so I keep investing. I feel on top of the world right now! And I'm proud of myself."
"Thank you for being such a powerful female force! I love this female financial movement and it's making me more motivated than ever to take control of my life."
"I feel so much more confident! Still a newbie, but able to understand the basics which is a big leap. Thank you!"
"I never thought I'd feel this confident with any type of investing, and I've had a Roth IRA for multiple years with a financial adviser! I feel capable and educated enough to take things into my own hands, and now I'm able to spread my knowledge to friends and family!"
I just wanted to say thank you for creating Treasury.
I started investing because of this site - it truly made things less scary and I felt like I understood the market. Now l've been investing every week and I'm watching the money grow with me barely doing anything. THANK YOU!
"I'd been having an overwhelming day today and then I got the notification for the class. I'm so glad I'm here with some likeminded gals!"
"I'm watching the money grow."
"I'm so glad I'm here."
"I feel so much more confident, and after 5 years of beating around the bush have opened a brokerage account, funded it, and set up recurring transfers to it so I keep investing. I'm proud of myself."
"I started investing because of this site. It truly made things less scary and I felt like I understood the market. Now I'm watching my money grow with me barely doing anything. THANK YOU!"
"I feel on top of the world right now!"
"I've been investing every week"
"I never thought I'd feel this confident with any type of investing, and I've had a Roth IRA for multiple years with a financial adviser! I feel capable and educated enough to take things into my own hands, and now I'm able to spread my knowledge to friends and family!
"I feel like people (men) have condescended me my entire life about this, and now I feel like I can do this!"
"I feel capable and educated."
"Thank you so much!"
stock market school wins
Personalized Investment Recommendations from the Treasury Team
$800 Value
Exclusive access to treasury investing tools and features
$800 Value
OUR COMMUNITY HAS INVESTED OVER
82 MILLION.
OUR COMMUNITY HAS INVESTED OVER
NOW IT'S YouR TURN.
Bonus: Quarterly Deep-Dive Workshops on Community-Voted Investing Topics
$8,000 Value
I don't believe in gatekeeping. Instead, I believe in providing financial education and accountability at an accessible price.
ALMOST $19,000 worth of content
for $994/year
YOU MAY BE THINKING SOMETHING LIKE...
That moment when the fog lifts and everything starts to click—like you’ve cracked a code that seemed impossible. Suddenly, you’re no longer on the sidelines. You’re in control, and it feels so good.
“Ugh, the stock market is so confusing. I’ll never understand it.”
Spoiler alert: the “perfect time” doesn’t exist. Trying to time the market perfectly is like trying to predict the weather six months from now—good luck with that. The best time to start? Yesterday. The second best? Today.
"I'M WAITING FOR THE PERFECT TIME TO INVEST."
The earlier you start, the better. Time is your best friend when it comes to investing. Even small amounts invested in your 20s or 30s can grow into something amazing by the time you're ready to cash out.
“I’m too young to worry about investing, I’ll do it later.”
We’ve all been there—feeling that push to do something but getting overwhelmed by all the options. Imagine how it’ll feel when you take that first small step, and suddenly, the path starts to feel clearer. It’s like finally getting unstuck and watching your confidence grow.
"I know I should invest, but I have no idea where to start."
This is one of the biggest lies we’ve all been told. You don’t have to be rich to invest—you get rich through investing. The stock market is for everyone, including you. That feeling of belonging in a space you thought wasn't meant for you? Absolutely unstoppable.
“Investing is only for rich people.”
It’s easy to feel like money is this taboo, “bad” thing, but it really isn't. It’s a tool that can give you options, freedom, security, and the ability to make a difference. The truth? Having financial power allows you to live life on your terms—and that’s anything but selfish.
“I feel like wanting money makes me greedy or selfish.”
Do you know the most common DM that i receive?
do you know the most common DM that i receive?
If you weren’t one of the people who sent me this, I guarantee you it’s popped into your head a few times, no matter what your financial goal is.
The truth is…I love receiving this question.
Wanna know why? The person behind it has drive. They’ve overcome the hardest part of any challenge— realizing something needs to change. Realizing there’s information out there that that’ll make them better.
If I know anything, that person is probably you too.
So, I took that question and thought long and hard about how I could build something that would give them the answer they were looking for.
Something that would answer the what behind their how — regardless of what it was about.
STOCK MARKET SCHOOL
It’s a simple, four-word question— “How do I start?”
That's why i created
This is why i created
From a young age, women are conditioned to feel intimidated by finances and made to believe that investing is a man's world.
*cue eye roll*
The result? Women often wait longer to invest or don't invest at all compared to men.
WANT TO KNOW THE BEST WAY TO FIGHT THE PATRIARCHY?
INVESTING.
AND WHEN WE DON'T INVEST, WE LOSE OUT ON MILLIONS OF DOLLARS.
"Just over 100k saved for retirement
"Just connected all my retirement accounts to Treasury.
Now I'm sitting here, looking at my just over 100k saved for retirement, feeling strong in my ability to do this, confident to intelligently talk to people in my life about what I've learned, and just really grateful I'm here. #moneywin for sure"
McKenna
You want to have a confident plan for retirement instead of hoping for the best
The phrase “stocks and bonds” makes you break out into hives
You’re at the beginning of your investing journey but have NO IDEA where to start
this is for you if...
You’re ready to gain financial agency and power (in a bullshit patriarchal society).
You feel like your money is controlling you rather than the other way around
Hey, I’m Tori.
And I LOVE making women
rich.
As a globally-recognized money expert, I’m gonna teach you how to gain financial power through investing.
When I work one-on-one with women, one of the most common refrains I hear is, "I want to start investing, but I'm too intimidated!" And I get it: the stock market can feel risky, scary, and way too finance-bro-y.
Each month, I meet live with the Stock Market School community to answer your investing questions and provide transparency on my own investing journey–aka exactly what I’m investing in. This is currently the only place where I provide live money coaching!
I've helped over 5 million women become financially confident. Are you next?
A financial education is your best form of protest. Let’s do this.
"48 years old with only $70k in my retirement fund due to not knowing for 11 years I needed to FUND my IRA & not just contribute.
I tried many different routes in my life, gave thousands here & there to a few "financial advisors" that would literally go no where or vanish, my bad for entrusting inserted of educating myself. Treasury has really changed my life in the last few years!
I will never forget when it started Eias actually met me on zoom when I was super confused & walked my "tap by tap" to navigate my first real moves. I literally cried off screen it felt so good to finally flipping understand what to do! Grateful Treasury is providing the access to education that is available now for generations of younger people to benefit from."
FROM CONFUSED AND LOST TO TEARS OF HAPPINESS
No one checking in on your progress.
No one reminding you that you’re worthy and strong and that *you’ve got this *
No one giving you a dedicated space to celebrate your wins, ask your “stupid questions”, and designated, on-your-calendar time to look at your investments.
You don’t need confusing articles or mansplaining (yuck), you just need someone holding you accountable to reach your goals and teach you exactly how to get there.
Education WITH accountability is the
There’s a reason your financial education hasn’t stuck – because there’s no accountability.
solution.
Get accountability
Get accountability
"I'm a single mom, and when I separated from my ex three years ago, I had absolutely nothing.
Since I found Tori's work, I've gone from making $18K a year to $63K, saving nearly $8,000, my HSA is invested, and today I negotiated my salary for a promotion I was offered, which would mean a 16% raise.
Your advice has been invaluable."
from nothing in the bank, to $8,000 and a raise
Monthly live coaching with me and the Treasury team to get your questions answered in real-time
LIVE Investing 101 Workshop (the only workshop where you will actually invest live on the call!)
Every Membership to STOCK MARKET SCHOOL Includes:
Personalized investment strategies from the Treasury team to help you create a long-term investing plan emergencies
Access to all past workshop replays
Exclusive access to Treasury's investing tools and the ability to automate your investments
10-day investing challenge
Quarterly deep-dive workshops on community-voted investing topics
Exclusive, private community with access to the Treasury and Her First $100K teams!
a six-figure job
things you
to START INVESTING
don't need
Because building wealth is about what you do with your money, not how much you make. Even with a modest salary, intentional choices and smart investing can set you up for success.
to already be debt-free
Debt isn’t a dead end--it’s just a detour on the way to financial freedom. You can pay off debt and build wealth at the same time—it’s not either-or.
A strict budget, 5 roommates, no travel, and never eating out again
You can live your life and grow your money—no deprivation required. It’s about balance, not sacrificing all the things that bring you joy.
a Rich Uncle
You don’t need a handout—you’ve got the power to do it yourself. Your future isn’t defined by luck or family connections—it’s shaped by your actions.
a degree in finance
You don’t have to be a math genius or good with numbers. With the right resources and tools, you can learn to invest your money like a pro.
Perfect timing & Permission to start
There’s never a “right” time—the best time to start is now. The only green light you need is from yourself!
“Tough love” (aka a bunch of shame)
Shame isn’t motivating—education and support are. Judgment won’t grow your investments, but kindness and practical steps will.
to be 25
Building wealth doesn’t have an age limit—it’s never too late or too early. Whether you’re 18 or 58, the best time to start investing is right now.
Build money confidence
Give yourself more choices
Create financial security
Save more
if you want to...
Create a life that reflects your values
Change the way you think about money
Have more financial freedom
Build a safety net
STOCK MARKET SCHOOL is for you.
"I'm in my mid-forties, and I used to lay awake at night feeling anxious, thinking how were my husband and I ever going to save enough to retire? How should I prioritize saving and paying off debt? I used to avoid looking at money -- I felt powerless and scared.
Tori changed that. I love that she offers concrete steps and real actions to take."
from powerless to confident
Featured in the new York Times
When I first started learning about investing, I had no clue what I was doing. My dad was the one who sat me down and walked me through opening a Roth IRA and buying my first fund. Without him, I wouldn’t have known where to start.
But I still remember the first time I tried to invest on my own—it was overwhelming. I was staring at charts and graphs on what is now Charles Schwab (back then it was TD Ameritrade), completely lost. I found myself thinking, I wish someone were here to guide me again.
That’s the biggest challenge: when you’re left to figure out confusing platforms, it’s easy to feel stuck. Questions like "Should I invest conservatively or aggressively?" or "Do I need options trading?" can be paralyzing when you don’t know the answers—and they certainly don’t make it easy to find out.
The same feeling hit me when I had to set up my 401k for the first time at work. I felt clueless, like I was the stereotypical woman who couldn’t manage this on her own—even though I knew that wasn’t true. It’s the system, designed to confuse and intimidate us.
That’s why Stock Market School exists—to be that guiding hand, the person who sits down with you and helps you through those overwhelming first steps. It’s built for those of us who know what it feels like to want more control over our financial futures, but need someone to show us the way.
why this
Community?
Because you are 90% more likely to reach your goals when you share them with others.
Because you are 90% more likely to reach your goals when you share them with others.
You don't have to do it alone.
You don’t have to do it alone.
it wasn't until this course that it finally clicked.
Frequently Asked
questions
I heard we will be able to invest during the workshop. How much money will I need?
A common misconception is that people think they need to have thousands of dollars in order to invest. I would say that $100-200 is enough to get started.
A playback for all workshops and live coaching (that you can view as many times as you like!) is included in the price!
Stock Market School is currently only available in the U.S. We hope to expand to other countries soon!
Not at all! Stock Market School was made with you in mind — we’re here to guide you every step of the way, and make accessible something that’s usually intimidating.
Treasury is a web app accessible at treasury.app from any device. We plan to build native apps soon but have community members across iPhone, Android, and web, so started with something that is accessible to all.
Your #1 financial priority— before you start to invest— is to have a 3-6 month emergency fund set aside in a high-yield savings account, followed by making sure you are contributing to your 401(k) match, if you have one.
If the interest on your loans (whatever they may be) is UNDER 7%, you should be investing at the same time as paying off your loans. While there are no guarantees, over the last 30 years, 7% is the average stock market return of the S&P 500, which is often used to represent the total stock market. So, if you have credit cards at 15% interest, you are better off paying off that debt then you are investing, but if you have student loans at 4% interest, you could be earning more money investing than you are paying off debt.
In order to provide you with investment advice a company needs to register with the government. This rule is in place to protect investors. Treasury Interactive Investment Advisers (a subsidiary of Treasury) is registered with the Securities and Exchange Commission so is allowed to provide advice and offer investing accounts to you. As a Registered Investment Adviser, Treasury has a fiduciary duty to put your interests above its own and to disclose any potential conflicts of interest when offering investment advice.
Yes! Even if your Stock Market School subscription lapses you can continue investing with Treasury without any additional charges. Once your subscription ends you will no longer have access to the educational content from Her First $100K and Treasury in Stock Market School.
What is the relationship between Her First $100k and Treasury. Does Her First $100k make money when I sign up for a Treasury investing account?
Her First $100K and Treasury are separate companies that are working together to teach you about investing and to help you invest! Her First $100K (or its owners) is an advisory client of Treasury Interactive Investment Advisers LLC. Her First $100K pays Treasury to provide financial content that is made available to you and non-discretionary advisory services. Her First $100K does not receive compensation for referring you to Adviser. Stock Market School members need to do their own due diligence and decide which investments and investment advisers are appropriate for them.
We want you to satisfied with Treasury and Stock Market School! If you decide its not right for you we're happy to offer a refund up to seven days after the date of your Investing 101 workshop. For more information about Treasury's refund and fulfillment policies, click here.
The finance bros have convinced you that investing is scary, confusing, and risky – so you won’t do it
(and stay broke)
F*CK THAT
I am so proud of you. So proud of how hard you’re working, so proud of how you show up for yourself and others – even when it’s hard. I want you to know that I’m here cheering you on every step of the way – and so is the incredible community in Stock Market School. Give yourself this gift of support, knowledge, and ease. We can’t wait to see what you achieve – see you soon!
I am so proud of you. So proud of how hard you’re working, so proud of how you show up for yourself and others – even when it’s hard. I want you to know that I’m here cheering you on every step of the way – and so is the incredible community in The $100K Club. Give yourself this gift of support, guidance, and ease. We can’t wait to see what you achieve – see you soon!
