The Stacking Benjamins Podcast

How This Podcast Amassed 180K Listeners and $450K/Year Revenue

Founded By

Joe Saul-Sehy

Monthly Revenue

$37.5K

Founders

Profitable

Yes

Year Started

2012

Customer

B2B & B2C

Founded By
Joe Saul-Sehy: Monthly Revenue
$37.5K

Founders
2: Profitable
Yes

Year Started
2012: Customer
B2B & B2C

Who is Joe Saul-Sehy?

Joe Saul-Sehy, the founder of The Stacking Benjamins Podcast, is a former financial advisor with 16 years of experience, who has worked as a media spokesperson for American Express and Ameriprise, and has also been a financial commentator for Detroit's WXYZ-TV. Originating from Texarkana, Texas, Joe has built a career around engaging financial education, blending his expertise with a comedic flair to make personal finance accessible and entertaining.

What problem does The Stacking Benjamins Podcast solve?

The Stacking Benjamins Podcast makes financial topics less intimidating and more fun, helping listeners overcome the stress and confusion often associated with managing money.

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How did Joe come up with the idea for The Stacking Benjamins Podcast?

Imagine sitting in your Texarkana home, a former financial advisor reflecting on the complexities of money. That was Joe Saul-Sehy's situation. He acknowledged a stark need for approachable financial advice, unlike the stark guidance offered by well-known experts like Dave Ramsey or Suze Orman. Inspired by "Car Talk," a humorous NPR show about cars, Joe saw the opportunity for a light-hearted yet insightful format for discussing personal finance.

Joe loved the idea of people learning through fun, so he started blending humor with financial education, hoping to make money discussions less intimidating. As he tinkered with the concept, he realized the importance of humor to connect with listeners, making the content more relatable and memorable.

He didn't go all in right away, though. Initially, creating the podcast felt daunting due to technical challenges, but Joe persevered. He attended podcasting events and learned about production schedules, pivoting from blogging to podcasting. Along the way, early listener feedback guided him to refine his approach. Despite facing setbacks and criticisms for going comedy-first, Joe held onto his vision. The journey reinforced his belief that passion and authenticity are essential, even when the path is uncertain.

How did Joe build the initial version of The Stacking Benjamins Podcast?

Joe Saul-Sehy and his team built the Stacking Benjamins podcast through a meticulous process of iteration, experimentation, and dedication to quality. Initially, they focused on creating a unique format, inspired by NPR's Car Talk, to make financial topics more accessible and engaging through humor and storytelling.

They began with simple setups and used basic podcast hosting services like Libsyn to distribute their content, which they found surprisingly easy after initial assumptions of complexity delayed their start for a year. The first versions of the podcast evolved over several months, weighing humor heavily and adapting technical aspects based on listener feedback and internal critiques.

The development process was challenging as they experimented with the format and content until it resonated with their audience. Saul-Sehy and his co-host took comedy classes to enhance the show's entertainment value, demonstrating their commitment to production quality. Despite losing a third of their listeners initially, this investment in humor and community building led to a significant uptick in audience engagement and accolades, reinforcing the show’s place in the personal finance space. The team’s consistent commitment to refining the show's format and delivering high-quality content ultimately built a loyal listener base that supports their monetization strategy.

What was the growth strategy for The Stacking Benjamins Podcast and how did they scale?

Podcast Content and Consistency

Stacking Benjamins grew its audience to 180,000 listeners by maintaining a consistent content schedule. Posting three episodes weekly, it offered a reliable source of financial knowledge wrapped in humor. Joe Saul-Sehy and his co-host OG kept the podcast fresh by introducing a variety of segments, guests, and topics, ensuring listeners always had something new to engage with. The show's unique angle was humor-infused financial advice, setting it apart from traditional financial podcasts.

Stacking Benjamins YouTube Channel

Why it worked: Consistency built listener trust, and the humor-infused approach attracted a wider audience. Regular, scheduled episodes made it easy for fans to integrate the podcast into their weekly routine, boosting listener loyalty and word-of-mouth recommendations.

Industry Recognition and Press

The Stacking Benjamins Podcast received multiple accolades, including the Plutus Award for Best Personal Finance Podcast. Additionally, recognizing the value in media exposure, Joe actively participated in conferences like FinCon and engaged with financial communities. This built credibility and increased visibility for the podcast.

Why it worked: Awards and speaking engagements boosted the podcast's credibility and introduced it to a larger audience. Public recognition added prestige, which likely drew in listeners seeking vetted and reputable content.

Newsletters for Engagement

Joe emphasized the importance of their newsletter, which maintained a high open rate of about 50%. This direct communication channel served as a vital tool for maintaining audience connection and promoting podcast episodes and other products.

Why it worked: An engaged mailing list allowed for direct communication with fans, driving podcast listens and advertising promotions. The high open rate suggested that subscribers were deeply invested in the content, providing another layer of audience engagement.

Monetization through Advertising

Initially monetized via podcast sponsorships, The Stacking Benjamins Podcast secured early partners like Fidelity and numerous FinTech companies. This allowed them to grow financially alongside their audience, leveraging a standard $25 CPM to appeal broadly to potential advertisers.

Why it worked: By aligning sponsorships with listener interests, they maintained ad relevance, increasing listener tolerance for ads. The tiered growth of sponsorship opportunities mirrored the show's expanding reach and influence.

What's the pricing strategy for The Stacking Benjamins Podcast?

Stacking Benjamins Podcast primarily follows an ad-supported model, offering free financial advice through an engaging blend of humor and storytelling in personal finance.

What were the biggest lessons learned from building The Stacking Benjamins Podcast?

Learn from Mistakes: Joe Saul-Sehy acknowledges how initial financial struggles informed his journey, teaching that embracing and learning from early mistakes can set a strong foundation.
Lean into Uniqueness: By incorporating humor and light-heartedness, Stacking Benjamins distinguished itself in a serious field. Don't shy away from what makes your approach different.
Commit to Improvement: The decision to treat podcasting as a professional endeavor—studying comedy and enhancing production—highlighted the importance of going "all-in" for quality.
Stay Audience-Centric: Despite initial listener drop-off from changes, sticking to a vision that serves the audience's needs proved vital for long-term growth and loyalty.
Adapt with Feedback: Constant iteration, based on what resonates with listeners, has been crucial for Stacking Benjamins in staying relevant and engaging.

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