Vivian Tu says if you don't own stock, companies are 'screwing you over' — the uncomfortable logic behind it
Emma Caplan-FisherFri, September 18, 2026 at 2:45 PM GMT+3 5 min read
Vivian Tu, better known online as the host of Your Rich BFF, recently offered one of her most pointed takes on why not investing is a financial decision with real costs.
Her case starts with corporate law. "If you are a publicly traded company, the only thing that you are legally obligated to do is make money for your shareholders — is to increase that stock price," Tu said in a recent episode of her show.
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"And if you are not participating in the growth of those companies, if you're not participating in the ownership of those companies, realistically those companies are screwing you over," she argues, adding that you'd get worse service and products, while those with ownership in the companies benefit.
She pointed to the "enshitification of everything" — a deterioration in product quality and increase in product quantity, driven by companies optimizing for shareholder returns instead of consumer satisfaction.
"Back in the day, they made products to last. Like, your grandparents had their fridge for their entire marriage of 50 years. Whereas now, you got to get a new cell phone every two years," Tu observed. Her conclusion: invest, or get left behind.
Why not investing costs you
For viewers afraid to start, Tu reframes the risk calculation: "It is actually costing you money not to invest," she said. Non-owners, she added, get worse products and worse service while shareholders benefit — even from a small stake. "Investing is the only way for your money to keep up with the pace of life, with the cost of living."
Tu also addressed why the stock market can keep rising even when most people feel financially squeezed.
"93% of the stock market is owned by 10% of people. The stock market is not how the economy is doing. It's how rich people's money is doing," she noted, adding that the top 10% of people account for half of all spending — which is why markets can remain bullish even as the middle class feels the pinch.
That concentration shows up in the data. According to Gallup, while 62% of Americans overall own stock, ownership among households earning under $50,000 stands at just 28% — compared to 87% of those earning $100,000 or more. The gap is similarly stark by race: 70% of white adults own stock, versus 53% of Black adults and 38% of Hispanic adults.
And the Federal Reserve confirmed that equity and real estate holdings are increasingly concentrated among the highest income earners, which means the gains from market growth flow overwhelmingly to those who were already ahead.
Tips for getting started
Tu's advice is accessible. She uses a grocery store analogy to explain the mechanics: your brokerage is the store, your account type is the cart, your cash deposit is what you bring to spend and your investments are what you put in the cart.
A critical reminder: "Make sure not to just put money into an investment account and then say you're done. You're not finished until your cash is actually deployed."
On fund selection, she highlights expense ratios — the annual fee charged, regardless of how the fund performs. "Win or lose, you still got to pay the fees." She notes that VOO tracks the S&P 500 with a lower expense ratio than SPY, which does the same thing — meaning the cheaper option accomplishes the same goal for less.
For those who find investing to be overwhelming, Tu recommends robo-advisors — automated platforms that build personalized portfolios after a short survey. She notes they typically charge around 0.25% annually, roughly up to a fifth of what a human financial advisor charges.
The U.S. Securities and Exchange Commission (SEC) confirms the appeal, noting robo-advisers "often seek to offer investment advice for lower costs and fees than traditional advisory programs, and in some cases require lower account minimums than traditional investment advisers" — making them particularly well-suited for new investors building their first portfolio, or for those with less money to invest.
One firm warning: don't invest while carrying credit card debt. "Credit card debt, unfortunately, is one of the scariest and fastest growing debts because it's anywhere between 20 to 30% APR every year," Tu said. "You will not invest and make more than you would save by paying off your credit card debt."
The SEC's investor.gov confirms this, stating no investment will give you guaranteed returns to match 18% interest on your credit card. It recommends paying off all high-interest debt — generally above 8% — before investing.
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This article originally appeared on Moneywise.com under the title: Vivian Tu says if you don't own stock, companies are 'screwing you over' — the uncomfortable logic behind it
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
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