Most of us are trained from an early age to follow a script: Go to school, get good grades, find a safe job, work hard, retire (maybe), and hope it all works out. The problem is, that script doesn’t work anymore.
At Rich Dad, we exist to do one thing: wake people up.
When Rich Dad co-founder Robert Kiyosaki was growing up in Hilo, Hawaii, he had two dads. His biological father followed the traditional path and believed in job security. Robert’s best friend Mike’s dad thought differently and taught him how money really works. That contrast changed Robert’s life and, eventually, the lives of millions around the world.
We’re not here to help you budget better or max out your retirement account. We’re here to challenge the way you think about money and offer a smarter, more powerful way forward.
We offer financial education that leads to financial freedom.
In 1994, after years of military service, business failures, and financial lessons learned the hard way, Robert Kiyosaki and Kim Kiyosaki achieved what most only dream about. They were earning over $10,000 a month in passive income that covered their monthly expenses of $3,000 — thus they were out of the Rat Race.
They had no boss and no alarm clock. Their time was finally their own.
So what did they do with that freedom? They built Rich Dad, one of the longest-lasting financial education companies ever. And it all began with a board game.
CASHFLOW® is a hands-on way to learn investing in a format that is fun, educational, and yes, even kid-friendly.
The mission was simple: Teach people how to escape the Rat Race and get on the Fast Track of life.
But there was a problem. Though CASHFLOW 101 was difficult to market. To help educate people about the benefits of the game, Robert began to draft a brochure. What began as a 700+ document turned into the global phenomenon — Rich Dad Poor Dad.
After several publishers rejected the book, the Kiyosakis self-published Rich Dad Poor Dad in April 1997. As the book gained traction and sales soared — landing Rich Dad Poor Dad on bestseller lists across the United States — it led to news coverage in the Wall Street Journal, The New York Times, Businessweek, and USA TODAY. Robert and Kim experienced the Oprah Effect firsthand after they appeared on the Oprah Show, which shot both Rich Dad Poor Dad and The Rich Dad Company to fame on the international stage.
From there, a global movement was born.
These aren’t theories — they’re the same money principles the rich use every day to build wealth and stay free.
If you want to escape the rat race for good, you need to live by them too. Robert Kiyosaki learned them the hard way — overcoming mindset traps, near-bankruptcy, and the lies we’re all taught about money. The lessons inside Rich Dad Poor Dad have helped millions break free. Now, it’s your turn.
School trains employees, not entrepreneurs. True success requires financial education, not just traditional education.
Go to school
Go to school, get good grades, you’ll be successful.
Job security is a myth — real freedom comes from creating income through businesses and investments.
Get a good job
Get a good, secure job with good benefits to be financially stable.
The rich work smart — they make money work for them.
Work hard
Hard work leads to success and wealth.
The rich expand their means by building cash-flowing assets. Asking, “How can I afford that?” sparks creativity.
Live below your means
Cut expenses, budget strictly, and be frugal to get ahead.
Saving erodes wealth due to inflation. Investing in cash-flowing assets grows wealth. Savers are losers in today’s economy.
Save money
Saving money in the bank builds security and wealth.
If it takes money out of your pocket, it’s a liability — even your home.
Your house is an asset
Your personal home is your biggest asset and investment.
The wealthy use good debt to buy assets that pay them every month.
Get out of debt
All debt is bad. Pay off all your debts to be financially free.
True diversification means investing across different asset classes: real estate, business, commodities, and paper assets. Paper-only diversification keeps you exposed to systemic risk.
Diversify
Diversify into stocks, bonds, mutual funds and hold long term.
| PHILOSOPHIES | TRADITIONAL | RICH DAD |
|---|---|---|
| 1: Go to school | School trains employees, not entrepreneurs. True success requires financial education, not just traditional education. | Go to school, get good grades, you’ll be successful. |
| 2: Get a good job | Job security is a myth — real freedom comes from creating income through businesses and investments. | Get a good, secure job with good benefits to be financially stable. |
| 3: Work hard | The rich work smart — they make money work for them. | Hard work leads to success and wealth. |
| 4: Live below your means | The rich expand their means by building cash-flowing assets. Asking, “How can I afford that?” sparks creativity. | Cut expenses, budget strictly, and be frugal to get ahead. |
| 5: Save money | Saving erodes wealth due to inflation. Investing in cash-flowing assets grows wealth. Savers are losers in today’s economy. | Saving money in the bank builds security and wealth. |
| 6: Your house is not an asset | If it takes money out of your pocket, it’s a liability — even your home. | Your personal home is your biggest asset and investment. |
| 7: Get out of debt | The wealthy use good debt to buy assets that pay them every month. | All debt is bad. Pay off all your debts to be financially free. |
| 8: Diversify | True diversification means investing across different asset classes: real estate, business, commodities, and paper assets. Paper-only diversification keeps you exposed to systemic risk. | Diversify into stocks, bonds, mutual funds and hold long term. |
We don’t teach theory. We teach mindset, strategy, and practical skills.
Whether you’re playing our board games, reading Robert’s books, joining one of our newsletter communities, or taking one of our online courses, the goal is always the same:
Help you break free from the Rat Race and build real wealth.
For nearly 30 years, we’ve created tools, training, and resources that turn confused employees into confident entrepreneurs, struggling earners into smart investors. Our content is straightforward, honest, and rooted in real-life experience.
Jobs are less stable. Debt is climbing. Retirement feels more uncertain than ever.
All the while schools still don’t teach about money.
Money affects your choices, your relationships, your future, and your freedom.
That’s why we do what we do.
We’re here to help you take control of your financial life. One new mindset, one investment, smart choice at a time.
So whether you’re starting from zero, building your first side hustle, or scaling your investment portfolio…
Welcome to Rich Dad.
