Rocco Pendola
Rocco Pendola - The Balance
Personal finance, investing
San Francisco State University
  • Freelance writer focused on personal finance and investing for The Balance
  • Worked in both freelance and full-time capacities for Seeking Alpha and TheStreet
  • Has been writing about money for more than a decade
  • Focuses largely on the psychological aspects of personal finance and investing as well as stock market basics and beginner-to-advanced investing strategies 

Rocco Pendola started working as a freelance writer, primarily covering tech and media stocks, in the year 2000. While he has spent most of that time freelancing for various financial media platforms and private clients, Pendola worked in full-time capacities as a writer/editor at Seeking Alpha and writer/editor/Director of Social Media at TheStreet. 

Pendola talks about money from personal experience using a conversational approach with the goal of making subject matters that can be intimidating straightforward and accessible. Obsessed with the academic discipline of economic psychology, Pendola redefines personal finance as "individual finance," looking at how one person's unique context, behaviors, and motivations impact their money decisions. In addition to The Balance, you can find his most recent work at Seeking Alpha and on Medium

As much as he loves exploring the theoretical and practical underpinnings of our relationships with money, Pendola is just as comfortable breaking down the basics of personal finance, investing, and how the broad stock and option markets function. 

Pendola holds a bachelor's in urban studies from San Francisco State University.

While in a PhD program at the University of California, Irvine, he studied neighborhood sense of community and gentrification, particularly in Los Angeles's Skid Row. Before deciding to leave the program to focus on writing about money, Pendola published peer-reviewed academic articles in the journals Environment & Behavior and Health & Place.

Pendola is exploring a return to campus to complete his PhD, but with a focus on how neighborhood and personal finance variables impact physical and emotional well-being and sense of community. 

Pendola likes to walk and regularly puts in 10-mile-plus days on the streets of Los Angeles. He lives in the heart of the city in a place called East Hollywood.