As Business Insider's former Director of Personal Finance and certified financial planner, Cole specializes in making complex money matters accessible to early-career professionals. Her work bridges behavioral psychology with practical financial strategies, particularly focusing on:
"The most impactful pitches demonstrate clear understanding of IRS rule changes and their human impact" - 2024 Media Kit
Lauren Lyons Cole has carved a unique path in personal finance journalism, blending certified financial planning expertise with innovative media leadership. Her career began at Business Insider in 2017, where she revolutionized personal finance coverage by creating accessible content for millennial audiences. During this period, she:
This 2025 piece exemplifies Cole's ability to demystify complex financial processes through personal narratives. By shadowing first-time filers, she created a step-by-step tax filing guide that reduced reader anxiety through relatable anecdotes. The article's unique value lies in its side-by-side comparison of DIY software versus professional services, complete with cost-benefit analysis. Cole's methodology included interviews with IRS-certified volunteers and data visualization showing common filing errors.
In this career-focused financial guide, Cole introduced her signature "Dream Budgeting" framework. The article features interactive calculators for readers to balance aspiration spending with practical savings. Of particular note is her case study of a Broadway understudy who saved 40% of income through targeted expense tracking. Cole partnered with financial therapists to address the psychological barriers to ambitious financial planning.
This evergreen piece demonstrates Cole's mastery of actionable tax strategies. Updated annually, it combines legislative changes with creative deduction opportunities. The 2024 version highlighted pandemic-era work-from-home deductions through a case study of freelance designers. Cole's collaboration with CPA reviewers ensures accuracy while maintaining accessibility for non-expert readers.
Cole consistently covers financial milestones like first-time tax filing (as seen in her July 15 Tax Day piece) and career changes. Pitches should highlight novel approaches to common transitions, particularly those affecting Gen Z and millennial professionals. Example: A 401(k) rollover service for gig economy workers transitioning to traditional employment.
Her International Business Times article reveals strong interest in psychological aspects of money management. Successful pitches will integrate cognitive bias research or emotional barriers to financial decisions. Example: A budgeting app using behavioral economics principles to reduce impulse spending.
As demonstrated in her tax filing flowcharts, Cole prioritizes clear visual explanations of complex processes. Pitches with infographic-ready data or interactive tools receive priority consideration. Example: Animated explainers breaking down state-specific tax credits.
"Cole's work represents the gold standard in public service journalism" - Society for Advancing Business Editing and Writing, 2023
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Personal Finance, here are some other real estate journalist profiles you may find relevant:
