Rocco Pendola

Rocco Pendola

Personal finance, investing
San Francisco State University


  • Over 10 years of experience writing on personal finance
  • Spent five years as a full-time editor at Seeking Alpha
  • Money and investing expert for The Balance


Rocco Pendola has written and edited personal finance articles for over 10 years. He spent five years as a full-time editor with Seeking Alpha and was a contributor and director of social media at TheStreet.

Rocco talks about money from personal experience using a conversational approach with the goal of making otherwise intimidating topics straightforward and accessible. Obsessed with the academic discipline of economic psychology, Rocco 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. 

While in a PhD program at the University of California, Irvine, Rocco published peer-reviewed academic articles in the journals Environment and Behavior and Health & Place. 


San Francisco State University, Bachelor of Arts in Urban Studies