27-year-old quit her six-figure job to become a TikTok star—her business brought in $1 million last year

Hannah Williams hit a number of milestones in 2023 — the 27-year-old ex-data analyst married her husband and business partner, James Daniels; landed on the Forbes’ 30 Under 30 list; and, in the first full year of running her business, Salary Transparent Street, brought in just over $1 million in revenue.

Williams recognized she had a smash hit on her hands when TikTok videos of her asking strangers how much money they make started going viral in early 2022. She realized she could monetize the idea through brand partnerships, and within a few months, Williams and Daniels quit their six-figure 9-to-5s to dive into their own business full-time.

“Part of me is still kind of shocked at how big the number is,” Williams says of crossing the $1 million mark. “But then at the same time, I’m like, that was a lot easier than I thought it was at the start of the year,” she adds. In 2024, she has her sights set on bringing in $2 million.

The majority, 97%, of that revenue comes from brand partnerships with big names like Indeed, Capital One and The Knot, according to documents reviewed by CNBC Make It, while about $30,000 came from creator funds via YouTube, TikTok, Instagram and Facebook.

Despite the accomplishment, Williams is quick to note that running a business with $1 million in revenue doesn’t mean she herself is flying high — she’s making a little more than she did working for an employer full-time, and her household earnings have taken a dip.

Williams was earning $115,000 as a senior data analyst before quitting her job to run Salary Transparent Street full-time in 2022. That year, she paid herself roughly $150,000. In early 2023, Williams says she bumped her salary up to $200,000. But by mid-year, her accounting team suggested she reign things in if…