We caught up with Liquidity founder “Lit” (he prefers to remain anonymous) to chat about how he came up with the idea for Litquidity, his plans for the future, and the scoop on the future of the Midtown uniform. Here’s what he had to say.
How did you come to start Litquidity? What sparked the idea?
Back in college, I was a big fan of Total Frat Move, a website dedicated to greek life culture filled with jokes, funny photos, interesting topics, etc. After I interned at one of the largest investment banks in New York, I saw a parallel between being at the bottom rung of the corporate ladder and pledging a fraternity and wanted to make content around this. This idea was put on the back burner for several years until I was no longer at the bottom of the totem pole. One random evening, I was with my friends and decided to make an Instagram account dedicated to Wall Street humor and the associated lifestyle. @litquidity was born. True to the brand, my first meme was made at a boozy brunch the next morning.
What's the purpose of Litquidity? What is your end goal?
Litquidity began as a creative outlet to highlight the funniest and most absurd things I experienced working in the industry. While this is very much still the case, I view litquidity as a platform to critique the industry, release breaking news, and connect like-minded individuals with information in real time (such as bonuses, WFH policies, etc. Call it information liquidity.). I’ll keep my cards close to my chest, but my current goal is to continue growing the account, provide much needed comedic relief in a highly stressful industry, and expand beyond social media to create a diversified media platform. I’m just getting started and have very exciting things in store for 2021. Stay tuned!
Why remain anonymous?
Wall street institutions are very straight -laced and place strict social media guidelines on employees. If an employee is poking fun at banks being fined hundreds of millions, exposing employees that send out absurd angry emails, roast a CEO, etc…they’ll likely be escorted out by security before having time to pack their personal belongings.
What’s the WFH version of the midtown uniform?
My WFH uniform is either: (a) a trim fitting crewneck sweater and joggers or (b) a quarter zip over a t-shirt and sweatpants. Socks are a must, shoes are optional.
What are some of the biggest lessons learned while running and growing Litquidity?
One of the biggest lessons I’ve learned is that authenticity is critical in standing out and growing the brand. To earn trust and build a community, you need to understand who your target audience is and speak directly to them. It is easy to spot posers and scam artists by the quality of their content. This is also true when working with brands on partnerships. As a rule of thumb, if I can’t envision myself using or wearing the brand I’m promoting, then it is less likely to result in a successful campaign. Brand alignment is critical to preserving authenticity, follower trust, and driving successful ROI for myself and the advertiser.
If you had one piece of advice for people looking to grow/start a business on Instagram, what would it be?
Be authentic and know exactly who your target audience is. Social media is rife with misinformation, scams, and people flexing things they cannot afford. Posting quality content (whether it is a meme or product photo) and being transparent / truthful with your audience will help you build a strong, loyal following.
What are some other finance humor accounts (on Twitter or Instagram) you enjoy and would recommend?
To name a few:
On instagram, I enjoy @arbitrage.andy, @notyourfathersbroker, @real_assetzz, and @leveredlloyd.
On twitter, I enjoy @RampCapitalLLC, @ParikPatelCFA, @TurnerNovak, @TikTokInvestors, and @VCstarterkit.
This is definitely not an exhaustive list. The accounts that I follow is a good place to find more!
Current favorite piece of Rhone gear?
I’m a big fan of the Reign Short Sleeve shirts. I like their weight / fit and they’re perfect to work out in. They also double as casual shirts that can be worn around the house or for running a quick errand. Highly recommend these to anyone looking to upgrade from their fraternity cotton tees.