1850: New Grants for Small Business Owners in Midlife (Plus: Amazon Prime Day Deals)

Today’s guest has long been a trusted voice in the world of smart shopping and consumer advice, and now she’s turning her attention—and resources—to a new mission: empowering midlife entrepreneurs. Trae Bodge is a journalist, television commentator, and consumer expert who’s helped millions save at the checkout. However, after the passing of her mother in 2023, Trae felt compelled to do something more profound and personal.

In this episode, we discuss her newest venture, the Threadneedle Alley Foundation, a nonprofit she recently launched to provide $5,000 grants and mentorship to midlife entrepreneurs facing financial hardship. The organization is named after the street where her mother ran a beloved small business for decades, and this work is Trae’s way of honoring that legacy while addressing a gap she’s long observed in her professional life: great small business ideas without the resources or support to thrive.

We explore why midlife is often the perfect time to launch a business, the biggest misconceptions around starting over at 40 or 50, and how we can all think more creatively and fearlessly about what’s next. Trae also shares some Prime Day shopping tips and how to make sure you’re not getting duped by false “deals.”

Whether you’re dreaming up your second act or just trying to save a little money this week, there’s something for you in this conversation.

Learn more about Farnoosh's upcoming literary workshop Book to Brand. Early bird registration is now open!

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