Personal finance, not game show feats, could be the subject of MrBeast’s next YouTube channel.

The 27-year-old YouTuber, whose real name is Jimmy Donaldson, isn’t content being the most popular creator on the platform with 454 million subscribers at the time of writing. He told creator Jon Youshaei in an interview earlier this week that he wants to make videos “educating people on investing and showing them what is a Roth IRA.” 

The move would add to the spectacle of Donaldson’s content by adding an educational dimension. Instead of folding these investing topics into his main channel, Donaldson expects the content to reside on a separate, finance-focused channel.

Related: YouTuber MrBeast Makes More Money From This ‘Sweet’ Side Hustle Than From His Videos

At first glance, this may seem like a noticeable departure for a creator famous for burying himself alive, locking contestants in bunkers and staging huge competitions for six- and seven-figure prizes. However, money has always been at the heart of Donaldson’s brand. For example, he has been known to offer game winners $500,000 or $1 million. Donaldson said in the interview that financial content “feels like a nice fit” because his videos already revolve around cash, prizes and outsized rewards. In his most recent video, for instance, he bought a private jet and had 100 pilots compete to own it. 

Donaldson’s projects have grown in scale. For example, he gave away $10 million to the winner of the first season of his Amazon Prime Video show Beast Games earlier this year. A new channel would allow the YouTuber to reframe his content into lessons about personal finance.

The planned channel aligns with Donaldson’s expanding business goals. Jeffrey Housenbold, the CEO of Donaldson’s holding company, Beast Industries, said earlier this month that the company was preparing to expand into financial services.

Beast Industries filed an application with the U.S. Patent and Trademark Office on October 13, outlining plans for a “mobile app.” The product would tackle a “range of banking, financial advisory, crypto exchange and other services.” 

Related: MrBeast Says AI Videos Create ‘Scary Times’ for ‘Millions of Creators’

Investor materials viewed by Business Insider suggest that Donaldson’s push into financial services could include student loans and insurance. The move will likely be in partnership with an established financial technology provider instead of a standalone bank-style operation. 

According to Fortune, Donaldson’s core viewers are ages 11 to 24. The highest concentration is among middle school to younger university students. Most of his audience (75%) is male. 

Donaldson started his YouTube channel in 2012 and quickly gained popularity for his high-budget, attention-grabbing videos. His most popular video is “$456,000 Squid Game In Real Life!” which has over 890 million views. His second most-viewed video is “Last To Leave Circle Wins $500,000” with over 540 million views.

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