Inside the Finances of MomTok’s Most Talked-About Influencers
When Hulu’s The Secret Lives of Mormon Wives premiered, viewers were captivated not just by the drama within Utah’s tight-knit MomTok circle, but also by the wealth and lifestyle on display. The cast — including Taylor Frankie Paul, Whitney Leavitt, Demi Engemann, Mayci Neeley, Mikayla Matthews, Jessi Ngatikaura, Jen Affleck, Layla Taylor, and Miranda McWhorter — turned social media clout into a business model. But how much are they actually earning from TikTok and the show itself?
The cast of Secret Lies of Mormon Wives
TikTok and Brand Deals: The Real Money Maker
Publicly available interviews and features suggest that the cast’s main source of income is not the Hulu series but their brand partnerships. Whitney Leavitt has revealed that a single sponsored TikTok promoting a sex toy earned her $20,000. She and Mayci Neeley also shared that one of their combined partnerships brought in around $75,000 in a year. (Newsweek)
Mikayla Matthews added further perspective, noting that one of her collaborations equaled her husband’s entire annual salary — evidence of just how profitable influencer marketing can be in this niche. Despite these impressive numbers, the women have all admitted that income fluctuates widely depending on engagement rates, audience demographics, and the type of product being advertised. Beauty, wellness, and parenting brands reportedly pay the highest rates.
Reality TV Pay: What’s Known (and What Isn’t)
Hulu has not released official pay figures for The Secret Lives of Mormon Wives. Multiple entertainment outlets, including Her campus and Business Insiderconfirm that cast salaries remain undisclosed. However, Season 2 brought visible friction over contracts when Demi Engemann attempted to renegotiate pay and reportedly exclude Jessi Ngatikaura. The dispute ended with the cast agreeing to equal pay for the season — although no numbers were made public.
Given comparable reality-TV benchmarks, industry experts estimate that pay could range from $1,000 to $10,000 per episode, depending on role prominence and negotiation power.
Mayci Neeley and Mikayla Matthews
The Bottom Line
While The Secret Lives of Mormon Wives has elevated the cast’s fame, their true financial engine remains TikTok. With millions of followers and lucrative brand collaborations, the women of MomTok earn far more from sponsored content than from reality-TV contracts. For these influencers, the show isn’t just income — it’s exposure, a platform that fuels the deals driving their six-figure lifestyles.
