According to Goldman Sachs’ latest report on the creator economy, approximately 67 million individuals worldwide identify as “creators” in 2025, with projections suggesting this figure will reach 107 million by 2030. Despite this growth, a critical financial infrastructure gap affects creators who struggle with financial management.

Several years of dealing with creators have led fintech veterans Manuel Alvarez (former California Banking Commissioner and Affirm General Counsel) and Michael Cavallaro (investment banker with 20+ years of experience) to a key realization: content producers were earning notable revenue from multiple sources but couldn’t effectively track, manage, or plan for it.

“‘Oh my goodness, I made $200,000 last year. I had no idea I made that much because it came from five different sources. And I didn’t take any business deductions because I didn’t know how to,’” Manuel recounts as the common creator refrain. “‘I owe taxes on it and I don’t have the money to pay it because I didn’t know I made that much and I just didn’t plan for it.’”

This problem affects creators across all income tiers. While major institutions like Visa have begun recognizing creators as legitimate small business owners, practical banking solutions designed for their unique needs remain scarce. The need for specialized financial infrastructure has become important as creators now represent one in ten internet-dependent jobs, according to the Interactive Advertising Bureau (IAB).

Having spotted the disconnect early, Manuel and Michael launched Manifest Financial in April 2025, a platform that provides specialized banking and business management tools for content creators across platforms like YouTube, Instagram, TikTok, and Twitch.

“We want to help support those individuals who are brave enough to break away from the traditional 9-to-5 employer-employee relationship, who are bold enough to forge their own path, and who are courageous enough to manifest their own destiny,” explains Manuel. 

Manifest specifically serves creators handling multiple revenue streams who need assistance with income tracking, tax planning, and financial organization—services that traditional banks have largely failed to provide.

“Many traditional financial institutions look at it like this nascent social media trend,” Michael notes. “Is it real? What does it mean? I don’t think they have yet been able to ring fence what it means in terms of size and scale.”

A Two-Pronged Solution: Serving Both Creators and Platforms

Manifest Financial’s approach centers on working at both the individual creator and platform infrastructure levels.

At the creator level, Manifest’s application functions as a tool designed specifically for content producers. “We recognize creators as legitimate business owners,” Manuel explains. The app provides business banking accounts through a partnership with a sponsor bank. Users can track expenses in real-time as they swipe their debit card or use virtual cards on their phones.

One of the most appreciated features addresses the tax planning issue directly. “We’ll nudge you and encourage you to automatically set aside X percentage at the end of every month,” Alvarez notes. “The app will prompt you: ‘Hey, it looks like you made a thousand bucks this month. Do you want to set aside some amount for taxes? Slide this button to tell us how much.'”

For creators like photographers and models who move between gigs, the mobile invoicing feature has proven particularly valuable. “As they’re on the go from job to job, they can issue invoices directly from within the Manifest app,” says Alvarez. “The recipient of the invoice can pay it on the go with a credit card.”

Completing the package is a financial insights dashboard that helps creators visualize their financial activity. “There’s a tab within the app where you can visualize, ‘Hey, where did my income come from this month over the last three months? What were my expenses this month over the last three months?'” Alvarez explains, helping creators understand their financial patterns across multiple platforms.

The platform-level integration provides additional value. “If we can process those payments on behalf of the platform, and I’m a creator on that platform, all of a sudden, the speed of payout from that platform to me, we can shorten the amount of time,” explains Manuel.

This integration addresses a common pain point in creator finances—the typically week-long wait for platform payouts—by creating direct payment infrastructure between creator platforms and Manifest accounts. By processing payments for platforms like Too Lost (music distribution) and hoo.be, Manifest can deliver real-time payments to creators instead of the standard weekly delay.

“If we can provide benefit to the platform, if we can provide benefit to the creator, we’ve enhanced the entire ecosystem,” says Michael.

Beyond Banking

While Manifest Financial launched with core business-banking features, the founders are developing broader financial tools serving the wider creator economy.

“We’re exploring partnerships for health insurance,” Manuel explains, tackling another hurdle for independent creators who lack employer benefits. This expansion acknowledges that creators need more than just banking—they need complete financial tools that support their business model.

“I see Manifest as the financial authority for the creator economy. I see Manifest as a leader in helping shape policy for the creator economy,” Michael states about their long-term vision.

Manuel adds a product-centered perspective: “I want Manifest to be the one login that a creator uses in order to manage their assets, their things of value, their money, but also their things of value.”

The Business Model: Financial Tools for the Creator Entrepreneur

Manifest Financial’s business model combines multiple revenue streams while maintaining free access to core features. The company generates income through deposits placed through Manifest accounts and from interchange fees on both payment receipts and debit card transactions.

“Anytime I swipe my debit card to make a purchase, there’s a component of that that comes to the company, or anytime I receive money as a merchant, there’s a component of that,” Manuel explains their current revenue model.

A premium subscription tier, which will include advanced features and integrated services beyond core banking products, is planned for the near future. This tiered approach allows Manifest to serve creators across income levels while generating sustainable revenue from those requiring more advanced tools.

At its core, Manifest’s approach involves a key mindset shift—viewing creators as legitimate business owners rather than social media hobbyists.

This perspective aligns with the IAB report, which notes the “rise of a more professionalized creator economy with formal business structures and revenue models” as a key factor driving growth. As major brands like Unilever shift marketing budgets toward creator partnerships and investment firms deploy millions into the creator space, specialized financial tools become increasingly necessary.

“Creators, what I get passionate about is they’re like natural-born entrepreneurs, every single one of them,” Michael concludes. “I think the creators look at themselves in a different light of entrepreneurship.”

Debit Card + Banking Services Disclosure: Manifest Financial is a financial technology company, not a bank. Bank accounts and services provided by Grasshopper Bank, N.A. Member FDIC. The FDIC’s deposit insurance only protects against the failure of an FDIC-insured bank. The Manifest Debit card is issued by Grasshopper Bank®️, Member FDIC, pursuant to a license from Visa U.S.A. Inc.