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‘Bachelor’ star Mari Pepin turns reality TV fame into influencer income

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Mari Pepin and Kenny Braasch got engaged on season 7 of “Bachelor in Paradise” and married in 2023.

Photo: Dolce Amor Co.

Theoretically, contestants on ABC’s “The Bachelor” are looking for love. What they often find are business opportunities.

Mari Pepin, 28, got both.

Pepin was a participant on “The Bachelor” season 25, which aired in 2021, and then returned for “Bachelor in Paradise” season 7 later that year. She went home with Kenny Braasch’s final rose — they’ve now been married for more than a year — and an Instagram base of more than 300,000 followers, up from 50,000 before her reality TV appearances.

That’s when the money started to come in.

After “Bachelor in Paradise” aired and her following jumped, influencer opportunities followed. “Instantly, we were getting huge deals,” she said.

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In most cases, companies send Pepin products, which she then tries at her home in Chicago. If she likes an item, she’ll post about it, hitting the company’s suggested talking points and then earning a fee, she said.

Pepin has worked with Loreal, Factor meal delivery, Ruffino wine and Mermaid hair products, among others. On some account promotions, Pepin and Braasch team up. Braasch also has partnerships, including Apothic wine and gambling site BetUS, which connected Pepin with CNBC.

Mariela Pepin, who goes by Mari, was a contestant on “The Bachelor” season 25 and then “Bachelor in Paradise” season 7.

Photo: Dolce Amor Co.

Brands giving products to celebrities and influencers in return for promotions on their social media feeds is a common marketing strategy, according to a new report from Influencer Marketing Hub.

Alternatively, the businesses will sign deals with influencers to promote the product in their posts for a fee or a share of affiliate revenue, similar to a commission for each sale. The posts alone help drive sales, the survey of more than 3,000 marketing agencies, brands and professionals found.

For the companies, it’s an approach that has proved effective when it comes to building a brand, according to the report.

Influencers ‘can make bank’

For many reality television stars, influencing has become a popular side hustle with a low barrier to entry.

Depending on the platform and follower count, along with other factors, content creators can make between $2,500 and $5,000 per month, a 2023 NeoReach survey of more than 2,000 full- and part-time creators found.

Although Pepin earned more than $50,000 last year through influencing and has made as much as $12,500 for a single post, according to records reviewed by CNBC, the number of prospects, and payout, can vary greatly.

“That inconsistency is really scary for me,” she said.

Influencers have changed the ad industry. Now what?

“The larger the following, the more they can make bank,” said Casey Lewis, a social media trend expert and founder of trend newsletter After School. “If they really juice the affiliate, they can make a ton of money.”

In some cases, that can be enough for a supplemental income stream, but few earn a living wage. Most full- and part-time creators earn an annual income of $15,000 or less, according to NeoReach’s survey.

Still, 57% of Gen Zers said they would like to become an influencer if given the chance, according to a 2023 report from Morning Consult. The report was based on a poll of more than 2,200 adults and a separate survey of 1,000 Gen Zers ages 13-26 who use various social media platforms.

“A lot of people aspire to be influencers because they want to be self-employed and to be recognized for their taste and to be someone,” Lewis said.

However, “there’s awareness that it’s not that easy,” she added. “Monetizing your life in that way is exhausting.”

Nearly half of young adults have a side gig

Pepin has a full-time day job as a social media marketing manager. “The influencer stuff is just kind of extra. It’s not really reliable,” she said.

For now, though, Pepin is making the most of her reality TV fame as one half of a successful “Bachelor” couple.

“I think you have to strike while the iron is hot,” Pepin said.

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Personal Finance

Nearly 2 in 5 cardholders have maxed out a credit card or come close

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Between higher prices and high interest rates, some Americans have had a hard time keeping up.

As a result, many are using more of their available credit and now, nearly 2 in 5 credit cardholders — 37% — have maxed out or come close to maxing out a credit card since the Federal Reserve began raising rates in March 2022, according to a new report by Bankrate.

Most borrowers who are over extended blame rising prices and a higher cost of living, Bankrate found.

Other reasons cardholders blame for maxing out a credit card or coming close include a job or income loss, an emergency expense, medical costs and too much discretionary spending.

“With limited options to absorb those higher costs, many low-income Americans have had no choice but to take on debt to afford costlier essentials — at a time when credit card rates are near record highs,” Sarah Foster, an analyst at Bankrate, said in a statement.

As prices crept higher, so did credit card balances.

The average balance per consumer now stands at $6,329, up 4.8% year over year, according to the latest credit industry insights report from TransUnion.

At the same time, the average credit card charges more than 20% interest — near an all-time high — and half of cardholders carry debt from month to month, according to another report by Bankrate.  

Carrying a higher balance has a direct impact on your utilization rate, the ratio of debt to total credit, and is one of the factors that can influence your credit score. Higher credit score borrowers typically have both higher limits and lower utilization rates.

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Credit experts generally advise borrowers to keep revolving debt below 30% of their available credit to limit the effect that high balances can have.

As of August, the aggregate credit card utilization rate was more than 21%, according to Bankrate’s analysis of Equifax data.

Still, “if you have five credit cards [with utilization rates around] 20%, you have a lot of debt out there,” said Howard Dvorkin, a certified public accountant and the chairman of Debt.com. “People are living a life that they can’t afford right now, and they are putting the balance on credit cards.”

Generation X at risk

Gen X most likely to max out their credit cards, survey finds

Potential problems ahead

Cardholders who have maxed out or come close to maxing out their credit cards are also more likely to become delinquent.

Credit card delinquency rates are already higher across the board, the Federal Reserve Bank of New York and TransUnion both reported.

“Consumers have been measured in taking on additional revolving debt despite the inflationary environment over the past few years, although there has been an uptick in delinquencies in recent months,” said Tom McGee, CEO of the International Council of Shopping Centers.

A debt is considered delinquent when a borrower misses a full billing cycle without making a payment, or what’s considered 30 days past due. That can damage your credit score and impact the interest rate you’ll pay for credit cards, car loans and mortgages — or whether you’ll get a loan at all.

Some of the best ways to improve your credit standing come down to paying your bills on time every month, and in full, if possible, Dvorkin said. “Understand that if you don’t, then whatever you buy, over time, will end up costing you double.”

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Personal Finance

Why 401(k) plans are the ‘final frontier’ for exchange-traded funds

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While many investors have flocked to exchange-traded funds, they haven’t gained much ground with 401(k) plan participants.

Exchange-traded funds, or ETFs, debuted in the early 1990s and have since captured about $10 trillion.

Mutual funds hold about $20 trillion, but ETFs have chipped away at their dominance: ETFs hold a 32% market share versus mutual fund assets, up from 14% a decade ago, according to Morningstar Direct data.

“ETFs are becoming the novel structure to be used in wealth-management-type accounts,” said David Blanchett, head of retirement research at PGIM, Prudential’s investment management arm.

However, that same zeal hasn’t been true for investors in workplace retirement plans, a huge pot of largely untapped potential for the ETF industry.

Roth conversions on the rise: Here's what to know

At the end of 2023, 401(k) plans held $7.4 trillion, according to the Investment Company Institute, or ICI, and had more than 70 million participants. Other 401(k)-type plans, such as those for workers in universities and local government, held an additional $3 trillion, ICI data shows.

But hardly any of those assets are in ETFs, experts said.

“There’s a lot of money [in workplace plans], and there’s going to be more,” said Philip Chao, a certified financial planner who consults with companies about their retirement plans.

“It’s the final frontier [for ETFs], in the sense of trying to capture the next big pool of money,” said Chao, the founder of Experiential Wealth, based in Cabin John, Maryland.

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About 65% of 401(k) assets were invested in mutual funds at the end of 2023, according to ICI data. The group doesn’t report a corresponding statistic for ETFs.

A separate report from the Plan Sponsor Council of America, a trade group representing employers, suggests ETFs hold just a tiny fraction of the remaining share of 401(k) assets.

The PSCA report examines the relative popularity of investment structures, such as mutual funds and ETFs, across about 20 types of investment classes, from stock funds to bond and real estate funds, in 2022. The report found that 401(k) plans used ETFs most readily for sector and commodity funds — but even then, they did so just 3% of the time.

Key benefits are ‘irrelevant’

Mutual funds, collective investment trust funds and separately managed accounts held the lion’s share of the 401(k) assets across all investment categories, PSCA data shows.

Such investment vehicles perform the same basic function: They’re legal structures that pool investor money together.

However, there are some differences.

For example, ETFs have certain perks for investors relative to mutual funds, such as tax benefits and the ability to do intraday trading, experts said.

However, those benefits are “irrelevant” in 401(k) plans, Blanchett said.

The tax code already gives 401(k) accounts a preferential tax treatment, making an ETF advantage relative to capital gains tax a moot point, he said.

Blanchett said 401(k) plans are also long-term accounts in which frequent trading is generally not encouraged. Just 11% of 401(k) investors made a trade or exchange in their account in 2023, according to Vanguard data.

Additionally, in workplace retirement plans, there’s a decision-making layer between funds and investors: the employer.

Company officials choose what investment funds to offer their 401(k) participants — meaning investors who want ETFs may not have them available.

There may also be technological roadblocks to change, experts said.

The traditional infrastructure that underpins workplace retirement plans wasn’t designed to handle intraday trading, meaning it wasn’t built for ETFs, Mariah Marquardt, capital markets strategy and operations manager at Betterment for Work, wrote in a 2023 analysis. Orders by investors for mutual funds are only priced once a day, when the market closes.

There are also entrenched payment and distribution arrangements in mutual funds that ETFs can’t accommodate, experts said.

Mutual funds have many different share classes. Depending on the class, the total mutual fund fee an investor pays may include charges for many different players in the 401(k) ecosystem: the investment manager, plan administrator, financial advisor and other third parties, for example.

That net mutual fund fee gets divvied up and distributed to those various parties, but investors largely don’t see those line items on their account statements, Chao said.

Conversely, ETFs have just one share class. They don’t have the ability the bundle together those distribution fees, meaning investors’ expenses appear as multiple line items, Chao said.

“A lot of people like to have just one item,” Chao said. “You feel like you’re not paying any more fees.”

“It’s almost like ignorance is bliss,” he said.

 

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Personal Finance

There’s a key change coming to 401(k) catch-up contributions in 2025

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Many Americans face a retirement savings shortfall. However, setting aside more money could get easier for some older workers in 2025.

Enacted by Congress in 2022, the Secure Act 2.0 ushered in several retirement system improvements, including updates to 401(k) plans, required withdrawals, 529 college savings plans and more.

While some Secure 2.0 changes have already happened, another key change for “max savers,” will begin in 2025, according to Dave Stinnett, Vanguard’s head of strategic retirement consulting.

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Some 4 in 10 American workers are behind in retirement planning and savings, according to a CNBC survey, which polled roughly 6,700 adults in early August.

But changes to 401(k) catch-up contributions — a higher limit for workers age 50 and older — could soon help certain savers, experts say. Here’s what to know.

Higher 401(k) catch-up contributions

Employees can now defer up to $23,000 into 401(k) plans for 2024, with an extra $7,500 for workers age 50 and older.

But starting in 2025, workers aged 60 to 63 can boost annual 401(k) catch-up contributions to $10,000 — or 150% of the catch-up limit — whichever is greater. The IRS hasn’t yet unveiled the catch-up contribution limit for 2025.  

“This can be a great way for people to boost their retirement savings,” said certified financial planner Jamie Bosse, senior advisor at CGN Advisors in Manhattan, Kansas.

An estimated 15% of eligible workers made catch-up contributions in 2023, according to Vanguard’s 2024 How America Saves report.

Those making catch-up contributions tend to be higher earners, Vanguard’s Stinnett explained. But they could still have “real concerns about being able to retire comfortably.”

More than half of 401(k) participants with income above $150,000 and nearly 40% with an account balance of more than $250,000 made catch-up contributions in 2023, the Vanguard report found.

Roth catch-up contributions

Another Secure 2.0 change will remove the upfront tax break on catch-up contributions for higher earners by only allowing the deposits in after-tax Roth accounts.

The change applies to catch-up deposits to 401(k), 403(b) or 457(b) plans who earned more than $145,000 from a single company the prior year. The amount will adjust for inflation annually. 

However, IRS in August 2023 delayed the implementation of that rule to January 2026. That means workers can still make pretax 401(k) catch-up contributions through 2025, regardless of income.

Roth conversions on the rise: Here's what to know

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