The self directed investing education podcast that breaks down how the stock market works teacher/ learner style.
"You’ve probably heard it a thousand times, but consistency is truly key."
Today Jessica Inskip and Jessie DeNuit, the creators of Market MakeHer Podcast share their story of investing podcast.
► Tell us about you and your podcast
Market MakeHer is co-hosted by Jessica Inskip and Jessie DeNuit. Jessica has 15 years of experience in the self-directed investing space, working at firms like Fidelity, Merrill, and Scottrade. She was the first female at Fidelity’s active trader desk and has deep expertise in the self-directed investing world. Jessie, who was eager to learn about finance, felt lost with other financial podcasts. When she realized Jessica couldn’t have a podcast or social presence due to her financial licenses, the issue became clear—financial literacy needed more representation. In 2022, Jessica made the bold move to give up her licenses and launched Market MakeHer with Jessie, creating a unique space for self-directed investors.
Market MakeHer focuses on three core pillars:
1. Educate & Explain: Breaking down complex topics (e.g., What is a treasury?).
2. Apply & Implement: Practical strategies (e.g., How to build a treasury ladder).
3. Keep It Current: Discussing timely events (e.g., Fed rate cuts and their impact on investors).
Our audience started predominantly as women, drawn to our fun, out-of-the-box analogies—like explaining the business cycle through the lens of a menstrual cycle. This approach, however, resonates with men as well, and today, our listeners are diverse and engaged. They are anyone, particularly self-directed investors, who want to deepen their understanding of the stock market while enjoying a relatable and entertaining podcast.
► Why & how did you start this podcast?
We started Market MakeHer to combat the wave of misinformation circulating on social media after investing became a trend during the lockdowns. The younger generation, particularly Gen Z, prefers to consume information via social media and podcasts, but there was a lack of credible representation in those spaces. With licensed professionals unable to create such content, there was a void that needed to be filled. That’s where we came in.
Podcasts are like the new blogs, but they offer a more engaging, conversational format. We were already having these in-depth conversations about how the stock market works, and we decided to make those conversations public. What sets us apart is that Jessie is literally learning live on the podcast, asking the questions that other listeners might be afraid to ask.
We felt a responsibility to the next generation. Gen Z is reportedly the most financially illiterate generation, despite having unparalleled access to tools and resources. The challenge was that licensed professionals weren’t creating content in the formats or on the platforms Gen Z was using. Someone needed to step up, and we took on that challenge to bridge the gap.
We launched our first episode in May 2023.
It took us about six months to release our first episode. As a two-person team, we had to figure out everything from scratch—launching a website, setting up RSS feeds, and managing the podcast—all while living on opposite sides of the country! We wanted to ensure that we stayed true to our values and created content that genuinely added value to our audience.
► How'd you find the time and funding to do this podcast?
It’s definitely challenging. The podcast costs around $150 per month to run from a technology standpoint, but the real cost is in the time commitment, which would easily be in the thousands if we were to calculate it. We've had to sacrifice nights out with friends and entire weekends to keep the podcast running. There’s definitely a lot of personal sacrifice, but we believe it’s all worth it for the cause.
We aim to release episodes weekly. We can turn around an episode within 24 hours, which is one of the advantages of knowing the entire end-to-end process ourselves. While we try to record at least a week in advance, we also have the flexibility to be extremely current with our topics. It’s our choice to have those late nights, and being hands-on gives us control over the timeline.
Honestly, we ask ourselves that all the time! Jessica is a mom, a wife, and both of us have full-time day jobs. The key is time management and being fueled by the incredible support we’ve received from our listeners. We understand that we’re just two people and can only do so much, but the passion for what we’re doing keeps us going.
Yes, the podcast is fully self-funded. The hard costs, like technology, are about $150 per month. But when you factor in the time we put into it—well, that’s priceless. The time commitment doesn’t have a monetary value, but we’re driven by our passion and commitment to our mission. We have grown through organic marketing and have not run any paid ads beyond a ~$100 spend in total via Instagram ads.
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► What do you gain from podcasting?
We haven’t accepted any sponsorships yet. While we’ve had multiple offers, we’re very protective of our audience and only want to promote products or services we genuinely believe in. We value the trust our listeners place in us, and we’re committed to only partnering with brands that align with our mission and values.
Podcasting certainly comes with its challenges, and there are days when both of us feel like throwing in the towel. But every time we reach that point, we’ll receive a message, review, or comment from a listener telling us that we’ve helped heal their financial trauma, or that they now feel confident discussing the stock market in their new finance career. Those moments are what make it all worth it. Podcasting gives us Purpose. It’s not just about the content—it’s about making a real impact in people’s financial lives.
► How does your podcasting process look like?
We use a variety of tools to create the best possible experience for our audience. For recording, we use Riverside.fm, Logitech 4K webcams, Samson microphones, and ring lights for proper lighting. Our podcast is hosted on both Spotify and Buzzsprout, while editing is done using Adobe Premiere Pro. We also use Riverside primarily to create engaging short clips for social media. As for our website, we built it on Webflow—it’s a super awesome and user-friendly platform!
We maintain a backlog of topics in Asana. Once we decide on a topic, Jessica creates an outline covering the key points, while Jessie writes the intros and outros. Jessie may also add some questions in advance, but they are never answered before recording. This keeps the conversation organic, genuine, and fun, allowing Jessie to ask the questions that listeners might have in real time.
We primarily use Riverside for remote interviews, which allows us to bring in guests from anywhere without losing audio or video quality. This setup gives us the flexibility to feature a wide range of guests while maintaining a professional recording environment.
► How do you market your show?
Our listeners primarily find us through Apple Podcasts, which accounts for around 60% of our audience. About 30% come from Spotify, and the remainder discover us through a variety of other platforms, including (but not limited to) Amazon Music, GoodPods, ACast, ListenNotes and social media.
One of our most effective marketing strategies is providing value through our weekly stock market update, delivered via our email list. This keeps our listeners engaged and informed. Beyond email, short clips are a major driver of traffic. We upload these clips to Instagram Reels, TikTok, and YouTube Shorts, with TikTok being our most successful platform for attracting new listeners and expanding our reach.
► What advice would you share with aspiring (new) podcasters?
You’ve probably heard it a thousand times, but consistency is truly key. Providing value to your audience is just as important. We aim to release episodes every Friday at 8 AM ET so that we fit seamlessly into our listeners' schedules. If someone expects to listen to Market MakeHer on their Friday morning walk, we want to ensure we show up for them just as they show up for us. It’s crucial to stay audience-centric—prioritize their questions and always create content with them in mind.
Creating a podcast takes grit, but don’t seek perfectionism. It’s a balancing act between producing quality content and understanding that it’s okay to not have every single episode be flawless. What matters is the value you’re offering.
Much like choosing the right brokerage firm, the best tools are those that come with excellent resources and support. Invest in tools that provide you with good customer service, whether it's podcasting platforms, editing software, or marketing tools. The easier the tools are to use, the more you can focus on delivering great content.
► Where can we learn more about you & your podcasts?
You can find more information about Market MakeHer and stay connected with us through the following links:
Website:
https://www.marketmakeherpodcast.com/
Market MakeHer Socials:
• YouTube: https://www.youtube.com/@MarketMakeHer
• X (formerly Twitter): https://x.com/MarketMakeHer
• Instagram: https://www.instagram.com/marketmakeherpodcast/
• TikTok: https://www.tiktok.com/@marketmakeher?lang=en
Jessica Inskip Socials & Media:
• Bio Site: https://bio.site/JessicaInskip
Jessie DeNuit Socials:
• TikTok: https://www.tiktok.com/@jessiedenuit
• Instagram: https://www.instagram.com/jessiedenuit/
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