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MBP #19: The Brilliant Strategy Used to Lift Consumerism Commentary to 7-Figures

Luke Landes, Consumerism CommentaryLuke Landes is most well known for building Consumerism Commentary, one of the grandfathers of personal finance blogs, into a business that was acquired for seven figures by Quinstreet in 2011.

What isn’t as obvious is that Luke raised the profile of Consumerism Commentary by being an active member of the community. In addition to nurturing new bloggers, he built several other sites that would raise his profile – an RSS aggregation site of personal finance blogs in and an annual awards show in the Plutus Awards.

A lot of people look to his site’s age, it was started in 2003, as the reason for his success. I think that he gained a lot by giving so much of his time and talents to the community as a whole, it’s a model to study.

What will you learn in this episode:

  • Learn about how (and why) Luke started Consumerism Commentary — in 2003
  • How Luke tried to foster a nascent personal finance blogging community
  • Why Luke built community building tools, like and Plutus Awards
  • Why he continues to innovate on a successful formula in the Plutus Awards
  • How he structured the Plutus Awards (and continues to innovate)
  • How he tried to monetize the two resources

Resources and links mentioned in this chat:

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In 2005, I founded a personal finance blog ( that became successful enough that I quit my career as a software developer in the defense industry. It is my goal to share everything I learned so that you can do the same - build an online business that let's you pursue your passion.

2 responses to “MBP #19: The Brilliant Strategy Used to Lift Consumerism Commentary to 7-Figures”

  1. Luke says:

    Thanks for the opportunity to share this story, Jim!

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