This panel showcases work from the AHRC-funded research project on the History of Financial Advice, that covers the US and the UK, starting in 1700 and ending with the present. These three papers focus on the development of personal stock market investment advice in the US from the 1870s to the present, taking case studies from the Gilded Age, the Wall Street Crash, and the 1950s-70s. The panel explores the way in which the changing technologies and financial assumptions of Wall Street were communicated and explained to a wider-cross section of American society. It examines how economic notions of risk, ownership and civic participation were utilised in these discourses. It also emphasises the ways in which these modes of communication revealed the social, cultural and imaginary agendas that finance's language of rationalisation did not always make apparent. By focusing on the changing genre of financial advice, the papers provide a contribution to the emerging interdisciplinary project of the Economic Humanities. This panel will also be submitting a parallel proposal to the MLA Program Committee.