Hanna Horvath, CFP®
@yourbrainonmoney.bsky.social
Certified Financial Planner | Financial Editor | Money Psychology Expert
Breaking down why we make the decisions we make with money through psychology & behavioral science --> yourbrainonmoney.substack.com
Breaking down why we make the decisions we make with money through psychology & behavioral science --> yourbrainonmoney.substack.com
Influencers show you a $200/day lifestyle funded by sponsors and call it attainable.
The morning routine includes $400 in products. The outfit costs $800. The aesthetic requires constant consumption.
You're not getting lifestyle inspiration. You're getting a commercial.
The morning routine includes $400 in products. The outfit costs $800. The aesthetic requires constant consumption.
You're not getting lifestyle inspiration. You're getting a commercial.
November 21, 2025 at 5:05 PM
Influencers show you a $200/day lifestyle funded by sponsors and call it attainable.
The morning routine includes $400 in products. The outfit costs $800. The aesthetic requires constant consumption.
You're not getting lifestyle inspiration. You're getting a commercial.
The morning routine includes $400 in products. The outfit costs $800. The aesthetic requires constant consumption.
You're not getting lifestyle inspiration. You're getting a commercial.
Financial literacy programs put the responsibility on individuals to navigate a system designed to extract wealth from them. When 60% of Americans can't afford a $1,000 emergency, the problem isn't knowledge — it's wages.
November 21, 2025 at 11:15 AM
Financial literacy programs put the responsibility on individuals to navigate a system designed to extract wealth from them. When 60% of Americans can't afford a $1,000 emergency, the problem isn't knowledge — it's wages.
Teaching people to budget won't solve poverty. You can't spreadsheet your way out of systemic inequality.
November 21, 2025 at 8:56 AM
Teaching people to budget won't solve poverty. You can't spreadsheet your way out of systemic inequality.
You treat money differently depending on where it came from.
Tax refund money feels 'free' to spend. Paycheck money feels 'earned' and serious. Gift money feels like play money.
Rationally, money is money. Psychologically, money has different identities based on its origin story.
Tax refund money feels 'free' to spend. Paycheck money feels 'earned' and serious. Gift money feels like play money.
Rationally, money is money. Psychologically, money has different identities based on its origin story.
November 20, 2025 at 5:06 PM
You treat money differently depending on where it came from.
Tax refund money feels 'free' to spend. Paycheck money feels 'earned' and serious. Gift money feels like play money.
Rationally, money is money. Psychologically, money has different identities based on its origin story.
Tax refund money feels 'free' to spend. Paycheck money feels 'earned' and serious. Gift money feels like play money.
Rationally, money is money. Psychologically, money has different identities based on its origin story.
FOMO marketing works because scarcity triggers panic. You make purchases to avoid missing out, even when you weren't planning to buy at all.
The urgency is manufactured. The scarcity is fake. The purchase is real.
The urgency is manufactured. The scarcity is fake. The purchase is real.
November 20, 2025 at 11:15 AM
FOMO marketing works because scarcity triggers panic. You make purchases to avoid missing out, even when you weren't planning to buy at all.
The urgency is manufactured. The scarcity is fake. The purchase is real.
The urgency is manufactured. The scarcity is fake. The purchase is real.
Tipping culture has expanded from restaurants to literally everywhere because businesses discovered they can pay workers less and guilt customers into making up the difference.
November 20, 2025 at 8:56 AM
Tipping culture has expanded from restaurants to literally everywhere because businesses discovered they can pay workers less and guilt customers into making up the difference.
The first number you see becomes the reference point for all other numbers.
Original price: $200. Sale price: $99. You feel like you saved $101. You didn't save anything — you spent $99.
Retailers use anchoring to make you feel like you're getting a deal while still extracting your money.
Original price: $200. Sale price: $99. You feel like you saved $101. You didn't save anything — you spent $99.
Retailers use anchoring to make you feel like you're getting a deal while still extracting your money.
November 19, 2025 at 5:05 PM
The first number you see becomes the reference point for all other numbers.
Original price: $200. Sale price: $99. You feel like you saved $101. You didn't save anything — you spent $99.
Retailers use anchoring to make you feel like you're getting a deal while still extracting your money.
Original price: $200. Sale price: $99. You feel like you saved $101. You didn't save anything — you spent $99.
Retailers use anchoring to make you feel like you're getting a deal while still extracting your money.
Guilt is expensive.
The performance of being a good person, good friend, good parent has a price tag.
Companies monetize your guilt about not being enough.
The performance of being a good person, good friend, good parent has a price tag.
Companies monetize your guilt about not being enough.
November 19, 2025 at 11:15 AM
Guilt is expensive.
The performance of being a good person, good friend, good parent has a price tag.
Companies monetize your guilt about not being enough.
The performance of being a good person, good friend, good parent has a price tag.
Companies monetize your guilt about not being enough.
Your parents bought their first home at 28. You're 35 and competing against investment firms buying houses with cash.
This isn't a housing shortage. This is what happens when housing becomes an investment vehicle instead of a human necessity.
This isn't a housing shortage. This is what happens when housing becomes an investment vehicle instead of a human necessity.
November 19, 2025 at 8:56 AM
Your parents bought their first home at 28. You're 35 and competing against investment firms buying houses with cash.
This isn't a housing shortage. This is what happens when housing becomes an investment vehicle instead of a human necessity.
This isn't a housing shortage. This is what happens when housing becomes an investment vehicle instead of a human necessity.
You have a limited capacity for decisions each day. Your willpower is a depletable resource.
This is why you make better financial choices in the morning than evening. Why you overspend when stressed. Why meal planning works but you don't do it.
This is why you make better financial choices in the morning than evening. Why you overspend when stressed. Why meal planning works but you don't do it.
November 18, 2025 at 5:06 PM
You have a limited capacity for decisions each day. Your willpower is a depletable resource.
This is why you make better financial choices in the morning than evening. Why you overspend when stressed. Why meal planning works but you don't do it.
This is why you make better financial choices in the morning than evening. Why you overspend when stressed. Why meal planning works but you don't do it.
Your parents bought a house on one income. You can't afford rent on two.
Boomers retiring with pensions. Gen X with job security. Millennials with student debt. Gen Z entering the terrible economic conditions.
Every generation is playing a different game while being judged by the same rules.
Boomers retiring with pensions. Gen X with job security. Millennials with student debt. Gen Z entering the terrible economic conditions.
Every generation is playing a different game while being judged by the same rules.
November 18, 2025 at 11:15 AM
Your parents bought a house on one income. You can't afford rent on two.
Boomers retiring with pensions. Gen X with job security. Millennials with student debt. Gen Z entering the terrible economic conditions.
Every generation is playing a different game while being judged by the same rules.
Boomers retiring with pensions. Gen X with job security. Millennials with student debt. Gen Z entering the terrible economic conditions.
Every generation is playing a different game while being judged by the same rules.
The gig economy doesn't give you flexibility. It gives companies the ability to avoid paying benefits.
When you're an independent contractor instead of an employee, the company saves 30% on labor costs. You lose health insurance, paid time off, unemployment benefits, and retirement contributions.
When you're an independent contractor instead of an employee, the company saves 30% on labor costs. You lose health insurance, paid time off, unemployment benefits, and retirement contributions.
November 18, 2025 at 8:56 AM
The gig economy doesn't give you flexibility. It gives companies the ability to avoid paying benefits.
When you're an independent contractor instead of an employee, the company saves 30% on labor costs. You lose health insurance, paid time off, unemployment benefits, and retirement contributions.
When you're an independent contractor instead of an employee, the company saves 30% on labor costs. You lose health insurance, paid time off, unemployment benefits, and retirement contributions.
The beliefs you have about money came from somewhere. Usually childhood.
'Money doesn't grow on trees.' 'Rich people are greedy.' 'Talking about money is rude.' 'You have to work hard for money.'
These beliefs run in the background of every financial decision you make.
'Money doesn't grow on trees.' 'Rich people are greedy.' 'Talking about money is rude.' 'You have to work hard for money.'
These beliefs run in the background of every financial decision you make.
November 17, 2025 at 5:06 PM
The beliefs you have about money came from somewhere. Usually childhood.
'Money doesn't grow on trees.' 'Rich people are greedy.' 'Talking about money is rude.' 'You have to work hard for money.'
These beliefs run in the background of every financial decision you make.
'Money doesn't grow on trees.' 'Rich people are greedy.' 'Talking about money is rude.' 'You have to work hard for money.'
These beliefs run in the background of every financial decision you make.
Your purchase decisions are influenced by people you'll never meet who are being paid to influence you.
Influencer marketing works because it disguises advertising as authenticity. You think you're getting a recommendation. You're seeing an ad.
Influencer marketing works because it disguises advertising as authenticity. You think you're getting a recommendation. You're seeing an ad.
November 17, 2025 at 11:15 AM
Your purchase decisions are influenced by people you'll never meet who are being paid to influence you.
Influencer marketing works because it disguises advertising as authenticity. You think you're getting a recommendation. You're seeing an ad.
Influencer marketing works because it disguises advertising as authenticity. You think you're getting a recommendation. You're seeing an ad.
Simpler taxes would mean everyone could file for free. Complex taxes create an entire industry of tax preparers, software companies, and loopholes that primarily benefit the wealthy.
TurboTax spends millions lobbying to keep your taxes complicated.
TurboTax spends millions lobbying to keep your taxes complicated.
November 17, 2025 at 8:56 AM
Simpler taxes would mean everyone could file for free. Complex taxes create an entire industry of tax preparers, software companies, and loopholes that primarily benefit the wealthy.
TurboTax spends millions lobbying to keep your taxes complicated.
TurboTax spends millions lobbying to keep your taxes complicated.
Retail therapy is real. Shopping triggers dopamine release, temporarily relieving negative emotions.
Sadness, anxiety, boredom, loneliness — each emotion has a spending signature.
Sadness, anxiety, boredom, loneliness — each emotion has a spending signature.
November 14, 2025 at 5:06 PM
Retail therapy is real. Shopping triggers dopamine release, temporarily relieving negative emotions.
Sadness, anxiety, boredom, loneliness — each emotion has a spending signature.
Sadness, anxiety, boredom, loneliness — each emotion has a spending signature.
We were told to value experiences over things. Then experiences became things to buy and photograph.
Concerts. Travel. Restaurants. Wellness. Every experience is now content, and every piece of content requires currency.
Concerts. Travel. Restaurants. Wellness. Every experience is now content, and every piece of content requires currency.
November 14, 2025 at 11:15 AM
We were told to value experiences over things. Then experiences became things to buy and photograph.
Concerts. Travel. Restaurants. Wellness. Every experience is now content, and every piece of content requires currency.
Concerts. Travel. Restaurants. Wellness. Every experience is now content, and every piece of content requires currency.
You can pay on your student loans for 10 years and owe more than when you started.
This isn't a broken system. This is exactly how it was designed to work.
This isn't a broken system. This is exactly how it was designed to work.
November 14, 2025 at 8:56 AM
You can pay on your student loans for 10 years and owe more than when you started.
This isn't a broken system. This is exactly how it was designed to work.
This isn't a broken system. This is exactly how it was designed to work.
Money shame keeps you quiet about the help you need.
You don't tell friends you can't afford dinner. You don't admit you're in debt. You perform stability you don't feel.
Shame thrives in silence. Money problems worsen in isolation. The thing keeping you stuck is the thing keeping you quiet.
You don't tell friends you can't afford dinner. You don't admit you're in debt. You perform stability you don't feel.
Shame thrives in silence. Money problems worsen in isolation. The thing keeping you stuck is the thing keeping you quiet.
November 13, 2025 at 5:05 PM
Money shame keeps you quiet about the help you need.
You don't tell friends you can't afford dinner. You don't admit you're in debt. You perform stability you don't feel.
Shame thrives in silence. Money problems worsen in isolation. The thing keeping you stuck is the thing keeping you quiet.
You don't tell friends you can't afford dinner. You don't admit you're in debt. You perform stability you don't feel.
Shame thrives in silence. Money problems worsen in isolation. The thing keeping you stuck is the thing keeping you quiet.
Looking like you have money costs money.
Regular haircuts. Updated wardrobe. Gym membership. Skin care routine. Maintained car.
Nice apartment.
The performance of financial stability requires financial resources you might not have.
Regular haircuts. Updated wardrobe. Gym membership. Skin care routine. Maintained car.
Nice apartment.
The performance of financial stability requires financial resources you might not have.
November 13, 2025 at 11:15 AM
Looking like you have money costs money.
Regular haircuts. Updated wardrobe. Gym membership. Skin care routine. Maintained car.
Nice apartment.
The performance of financial stability requires financial resources you might not have.
Regular haircuts. Updated wardrobe. Gym membership. Skin care routine. Maintained car.
Nice apartment.
The performance of financial stability requires financial resources you might not have.
Productivity has increased 62% since 1979. Wages have increased 17%.
You're doing more work, producing more value, and taking home less of it. The gap between what you create and what you earn keeps widening.
You're doing more work, producing more value, and taking home less of it. The gap between what you create and what you earn keeps widening.
November 13, 2025 at 8:56 AM
Productivity has increased 62% since 1979. Wages have increased 17%.
You're doing more work, producing more value, and taking home less of it. The gap between what you create and what you earn keeps widening.
You're doing more work, producing more value, and taking home less of it. The gap between what you create and what you earn keeps widening.
You spend money to maintain the identity you've built or aspire to become.
You're not just buying products. You're buying proof of who you think you are.
You're not just buying products. You're buying proof of who you think you are.
November 12, 2025 at 5:06 PM
You spend money to maintain the identity you've built or aspire to become.
You're not just buying products. You're buying proof of who you think you are.
You're not just buying products. You're buying proof of who you think you are.
All of those "aesthetics" you see online is really just consumption.
For so many people — spending is just a way to buy an identity.
For so many people — spending is just a way to buy an identity.
November 12, 2025 at 11:15 AM
All of those "aesthetics" you see online is really just consumption.
For so many people — spending is just a way to buy an identity.
For so many people — spending is just a way to buy an identity.
Medical debt is the #1 cause of bankruptcy in America. Not reckless spending. Not financial irresponsibility. Medical emergencies.
You can have insurance and still go broke. You can do everything right and still end up financially ruined because you got sick.
You can have insurance and still go broke. You can do everything right and still end up financially ruined because you got sick.
November 12, 2025 at 8:56 AM
Medical debt is the #1 cause of bankruptcy in America. Not reckless spending. Not financial irresponsibility. Medical emergencies.
You can have insurance and still go broke. You can do everything right and still end up financially ruined because you got sick.
You can have insurance and still go broke. You can do everything right and still end up financially ruined because you got sick.
Your brain values immediate rewards over future consequences. Always.
This is temporal discounting — a cognitive feature that makes the present moment feel more real than a future you can't see or feel yet.
Future you is a stranger your brain doesn't prioritize protecting.
This is temporal discounting — a cognitive feature that makes the present moment feel more real than a future you can't see or feel yet.
Future you is a stranger your brain doesn't prioritize protecting.
November 11, 2025 at 5:05 PM
Your brain values immediate rewards over future consequences. Always.
This is temporal discounting — a cognitive feature that makes the present moment feel more real than a future you can't see or feel yet.
Future you is a stranger your brain doesn't prioritize protecting.
This is temporal discounting — a cognitive feature that makes the present moment feel more real than a future you can't see or feel yet.
Future you is a stranger your brain doesn't prioritize protecting.