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In the past decade, the digital age has transformed nearly every creative profession into a global business opportunity. From artists to healers, the internet has allowed passion to meet profitability—and tarot reading is no exception. What was once seen as a mystical, one-on-one spiritual exchange has evolved into a thriving sector of the influencer economy. Today, names like Munisha Khatwani and Gabrielle Santiago stand at the forefront of this revolution, showing how tarot can be both soulful and scalable.
These two globally recognized tarot influencers have not only built strong personal brands but also created multi-layered business ecosystems. While Khatwani infuses her Bollywood flair and Indian spiritual heritage into a celebrity-driven model, Santiago builds her empire around holistic wellness and modern digital entrepreneurship. This article explores their strategies, revenue streams, and the art of turning tarot into a sustainable global enterprise.
The modern tarot economy: From mysticism to monetization
Tarot has come a long way from smoky parlors and private readings. The rise of the digital spiritual economy has redefined how practitioners connect with audiences. Social media platforms like YouTube, Instagram, and TikTok have turned tarot readers into content creators and community builders. The allure of tarot now lies in both its mystery and its accessibility—anyone, anywhere, can find guidance through a phone screen.
This evolution reflects a broader cultural shift: audiences seek emotional resonance and authentic connection more than ever. In an era defined by algorithmic intimacy, tarot influencers monetize not just their skills, but their energy, trustworthiness, and storytelling. The tarot reader has become part spiritual guide, part digital entrepreneur.
Munisha Khatwani and Gabrielle Santiago exemplify how this transition works across continents. Khatwani builds on her entertainment roots and celebrity credibility to create a luxury spiritual brand. Santiago, meanwhile, uses her digitally native approach to merge tarot with wellness and manifestation, appealing to global Millennials and Gen Z. Together, they represent two powerful archetypes of modern spiritual entrepreneurship.
Munisha Khatwani’s business model: Bridging Bollywood and tarot branding
Before entering the world of spiritual entrepreneurship, Munisha Khatwani had already made her mark in Indian entertainment. Today, she leverages that star power to position herself as one of India’s most recognized celebrity tarot readers—a brand that blends Bollywood charm with universal spiritual appeal.
Digital presence and personal branding
Munisha’s digital footprint is both strategic and organic. On Instagram and YouTube, she curates a brand that is as aspirational as it is approachable. Her videos and posts often mix glamour with guidance—delivering predictions, spiritual insights, and motivational affirmations in a polished, media-friendly tone.
What makes her personal brand stand out is her fusion of entertainment and spirituality. By connecting her readings to lifestyle, relationships, and success—common themes among her celebrity clients—she creates a high-value niche where spirituality meets prestige. This hybrid branding helps her attract both everyday followers and high-profile clientele who associate her services with luxury and credibility.
Revenue streams and monetization strategy
Munisha’s income sources are as diversified as her brand identity. Her core revenue comes from personalized tarot readings, both online and offline, often through premium pricing structures. She complements this with workshops, retreats, and brand collaborations.
She has also appeared on television and streaming shows, where her tarot expertise is presented as both entertainment and education—further strengthening her visibility. Beyond one-on-one readings, Munisha monetizes through digital content: YouTube ad revenue, sponsored posts, and affiliate partnerships. She also builds recurring income through customized tarot packages and exclusive consultations for repeat clients.
Her approach is rooted in the “premium niche” model—positioning her services as both a spiritual luxury and an emotional investment. This allows her to charge higher fees, maintain exclusivity, and scale through reputation rather than volume.
Global reach and cultural positioning
Munisha’s cultural positioning is another secret to her success. By combining her Indian spiritual background with global presentation aesthetics, she appeals not only to Indian audiences but also to the global South Asian diaspora. Her multilingual communication and Bollywood affiliations lend authenticity and cross-cultural charm.
Through social media storytelling, she builds emotional bridges with followers worldwide—turning cultural heritage into a form of global spiritual branding. Her strategy demonstrates how tradition can coexist with innovation in today’s influencer-driven marketplace.
Gabrielle Santiago’s business model: Tarot meets modern wellness branding
On the other side of the world, Gabrielle Santiago has reimagined tarot for the digital generation. Her brand is less about mysticism and more about mindset, empowerment, and holistic healing. By positioning herself as a spiritual entrepreneur rather than just a tarot reader, Gabrielle has built a multi-tiered business model that thrives across platforms.
Creating a holistic brand identity
Gabrielle’s genius lies in her ability to merge tarot reading with modern wellness branding. Her digital presence—spanning YouTube, Instagram, and online courses—feels less like a traditional tarot service and more like a lifestyle movement. She positions herself as a guide for personal transformation, using tarot as a tool within a larger self-growth framework.
Her offerings include tarot readings, life coaching, and manifestation workshops. She also produces digital courses, e-books, and merchandise, appealing to followers who want to integrate spirituality into their daily routines. Gabrielle understands the psychology of her audience—tech-savvy, introspective, and eager for empowerment. Her tone is nurturing yet entrepreneurial, which strengthens customer loyalty.
Diversified digital income streams
Gabrielle’s income model is a masterclass in digital diversification. She generates ad revenue from YouTube videos, sponsorships from wellness and lifestyle brands, and earnings from her Patreon memberships. Additionally, she sells pre-recorded workshops and manifestation bundles, which function as passive income streams.
She also runs group coaching programs and virtual retreats, offering tiered access depending on client needs and budgets. By combining active engagement (live sessions) with passive monetization (digital downloads), Gabrielle maintains consistent revenue while scaling her impact.
Her audience primarily consists of Gen Z and Millennial followers who value authenticity, representation, and emotional intelligence. She connects through relatable storytelling—often sharing her personal growth journey—which turns followers into a loyal digital tribe.
Global expansion and brand partnerships
Gabrielle’s brand is built for global inclusivity. She uses English and bilingual captions to reach audiences across continents and collaborates with international creators in the wellness and manifestation niches. Her brand partnerships span from meditation apps to sustainable fashion—expanding her visibility and reinforcing her image as a conscious creator.
Her success lies in her ability to build intimacy at scale—using storytelling, transparency, and community engagement to transform digital followers into lifelong customers. Through this, Gabrielle has turned authenticity into a business strategy.
Comparing their business models: Two paths to the same goal
Munisha Khatwani and Gabrielle Santiago may operate in different markets, but their business goals align: to build profitable, authentic, and sustainable spiritual brands. Their strategies, however, reflect two different philosophies.
Khatwani’s model is rooted in celebrity association and premium positioning. She operates within the aspirational market—where exclusivity and credibility drive demand. Santiago’s model, by contrast, thrives on digital accessibility and emotional connection, focusing on building large, engaged communities through online platforms.
Where Munisha appeals to clients seeking personalized luxury, Gabrielle appeals to those seeking collective empowerment. Both models showcase how spiritual entrepreneurship can be customized to cultural and demographic dynamics.
Monetization blueprint breakdown
If we compare their monetization blueprints side by side, clear distinctions emerge:
- Digital vs. in-person sessions: Gabrielle relies heavily on digital offerings—courses, memberships, and live streams—while Munisha combines in-person readings with digital consulting.
- Passive vs. active income: Gabrielle’s model leans toward passive income through digital content, whereas Munisha emphasizes active, high-value client interactions.
- Community-building vs. exclusive access: Gabrielle’s brand thrives on community engagement and collective growth. Munisha’s brand, conversely, is built around exclusivity and high-end service.
- Traditional media vs. social media revenue: Munisha leverages traditional media exposure to drive credibility, while Gabrielle leverages new-age social platforms for direct engagement and monetization.
Both models are profitable, but they target different ends of the spiritual economy: prestige versus participation.
The hidden economics of spiritual influence
At the heart of both women’s success lies one central principle—trust as a monetizable asset. In an economy where attention equals currency, spiritual influencers turn emotional trust into measurable revenue. Followers don’t just consume their content—they invest belief, loyalty, and time.
Algorithms reward engagement, and engagement rewards authenticity. Both Khatwani and Santiago skillfully balance personal storytelling with brand control, ensuring that their online personas remain aspirational yet relatable. This is the foundation of spiritual capitalism—where transparency, ethics, and authenticity become the true brand currency.
This article has been curated for informational and educational purposes related to tarot readers and the business aspects of spiritual entrepreneurship. Business Upturn makes no representations or warranties regarding the accuracy, completeness, or reliability of the information provided.