It’s the summer of the finance bro
There was hot girl summer and short king spring. Now, ‘tis the season for finance bros. Men working in finance are the latest public fascination.
Khrystyna Komarovska, a social-media manager who recently moved to New York, hit the streets in May with a cardboard sign advertising her search for one. “They’re hardworking and they’re smart," she said in an interview. “It’s my type." Wearing pearls and a black suit, her long blond hair in loose curls, Komarovska brandished the sign listing three, very specific criteria.
It all started with a TikTok video by 27-year-old Megan Boni, known as Girl On Couch. Her April post, amassing about 49 million views, features a singsong message: “I’m looking for a man in finance. Trust fund.
6’5." Blue eyes." DJs remixed Boni’s audio. Thousands of social-media users created videos with the sound or riffed on the phrase—making it a front-runner for TikTok’s song of the summer. Boni, meanwhile, struck a deal with Universal Music Group.
Versions of her “Man in Finance" song are now on Spotify, including a release with David Guetta, a top name in dance music. Finance bros, the world seemed to declare, are back. “Maybe it will make finance guys cool again," said Jamaine Cook, 32, who works in private equity in Chicago.
Wall Street men haven’t always enjoyed rosy reputations. They get dunked on for their Patagonia vests and occasionally vilified in popular culture, especially after the 2008 financial crisis. But bright college graduates still vie for positions, driven by the promise of big paychecks and bonuses.
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