The Frugal Lifestyle and Influencer Persona of Mia McGrath
Mia McGrath, a 24-year-old graduate, has become a social media sensation by promoting a frugal lifestyle that allows her to save £95,000 in just a few years. Her goal is to retire by the age of 40, and she credits this achievement to cutting back on unnecessary expenses like takeaways and daily coffees. She even claims to enjoy pasta meals for as little as £1, while living at home with her parents.
Despite encouraging her followers to adopt a minimalist approach to spending, Mia also maintains a separate brand as a model and lifestyle influencer. She is signed with Memesis Models and W Model Management, and runs a second Instagram account under her full name, showcasing a more luxurious life. This includes photos from holidays in Paris, Barcelona, and Corfu, as well as nights out in Chelsea and shopping sprees at high-end stores like Prada.
Mia’s influence extends beyond her personal brand, as she is reportedly paid thousands of pounds by major brands such as the BBC, American Express, British Airways, and Marshmallow car insurance to promote their products. However, the exact amount she earns remains undisclosed. Her ability to connect with young audiences has made her a valuable asset for companies looking to reach this demographic.
She provides detailed breakdowns of her audience reach, highlighting that 85% of her followers are aged 18-34. With an impressive 3.1 million views at last count, she pitches directly to potential sponsors, emphasizing her niche in personal finance and investing content. While she has also worked on creating user-generated content for skincare and lifestyle brands, she blends creativity with authenticity to engage her audience effectively.
This dual persona seems to contrast sharply with her main content on TikTok, where she presents herself as a “fashion girly” and “your financially literate bestie.” Her unique selling point lies in her financial literacy, as she regularly shares tips on how to achieve wealth early in life and offers guidance on emulating her savings success. She even provides links to online trading platforms to help her followers get started.
While it’s common for influencers to be paid for promoting content, the transparency of earnings remains a concern. Social media marketing expert Hannah O’Donoghue Hobbs emphasized the need for greater openness about income sources. She suggested that Mia should be more vocal about the perks she receives, ensuring her followers understand the reality behind her posts.
Mia’s long-term goal is to “soft retire” by the age of 40, meaning she will continue working part-time or on projects she is passionate about but won’t need to work full-time to sustain her lifestyle. She has already saved £80,000, which she attributes to her frugal habits, including avoiding takeaways, daily coffees, and expensive fashion items. Living at home with her parents has also helped her save significantly, allowing her to save between 50 to 70% of her income.
Her family background includes her parents, Danny McGrath, an actor and drama teacher, and Louise Balmain, who adopted her after she was born in China. She also has a sister named Emily.
Mia’s frugality extends to her daily routine, where she avoids treating herself to everyday luxuries. She emphasizes the importance of cooking at home instead of ordering food delivery, and she doesn’t own the Deliveroo app. She also avoids buying daily coffee or pastries, citing the cost as a significant expense over time.
In addition, she refrains from purchasing extra makeup or skincare products, sticking to a capsule collection that she replenishes when necessary. She also limits her nights out, often having just one or two drinks when she goes out with friends.
Despite her frugal lifestyle, Mia has recently moved into a two-bedroom flat in Clapham, South London, with her boyfriend Archie Steves. They each pay £1,250 per month for the property. Even with this new expense, she continues to invest £1,300 monthly in shares and has a dividend stock portfolio that she encourages her followers to emulate.
Mia aims to increase her savings to £100,000 by the end of the year, and her commercial interests will undoubtedly play a role in achieving this goal. Although MailOnline reached out to her, there has been no response to date.
