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From Spend to Shareholder: Times Community Services + Flip That Stock Launch “Project 100K” to Ignite Black Wealth

Times Community Services and The Baltimore Times has teamed up with Maryland‑based education‑tech company Flip That Stock to launch a year‑long campaign that makes stock‑market literacy as familiar as neighborhood news. Beginning with “Shop For Stocks Day” and free weekly columns, the partnership will roll out city‑wide seminars at the Inner Harbor which launch November 2024 and was filmed by PBS as part of the RoadTrip Series.  The series continues through 2025 with training series designed to move 100,000 residents from “super‑consumers” to confident owners. Flip That Stock founder J.R. Fenwick—whose fun, phone‑based method has already guided 50,000 learners—calls the effort “Project 100K,” and The Baltimore Times is amplifying it across print, digital, and community events so that every reader sees stock ownership listed alongside starting a business and buying a home as a core wealth‑building pillar.​

Impact

  • Project 100K: 100,000 new investors in 12 months

  • Closes the 4 % vs 30 % ownership gap – Today stocks make up just 4 % of Black household wealth compared with 30 % for white households; the program’s step by step training directly attacks this disparity.

  • Redirects part of the nearly $2 trillion Black consumer spend toward assets that appreciate, turning everyday shopping power into shared corporate ownership

  • Builds a “third pillar” of wealth alongside business ownership and homeownership, reinforcing Baltimore Times coverage on entrepreneurship and housing with a practical stock market track

  • Phone first, fun to learn model – Flip That Stock’s Amazon style “Shop for Stocks” platform lets users buy shares in minutes on a smartphone, lowering the intimidation barrier that keeps many first timers out.

In The News

‘FLip That Stock’ Aims to Increase Black Participation in the Stock Market – The Baltimore Times

“We Need To Learn The Stock Market NOW More Than Ever Before” – The Baltimore Times

The Wealth Creator Most Black People Are Ignoring and Missing Out On  – The Baltimore Times

Why Aren’t More Black People Participating In The Stock Market? – The Baltimore Times