The Shocking Wealth Hidden Behind Jordan Peterson’s Controversial Public Image

One turning point came in January 2018, during a viral Channel 4 interview with Cathy Newman. That exchange went global almost overnight (via Foundation for Economic Education).

In mid-2018, Peterson and Sam Harris held two major debates. The first was on Harris’s podcast, What Is True. The second took place in front of a crowd at London’s O₂ Arena. Both drew widespread attention (via The Spectator).

Image credits: Chris Williamson / Getty Images

ADVERTISEMENTIn April 2019, he debated Slavoj Žižek on Happiness: Capitalism vs. Marxism. The Guardian called the event a milestone in Peterson’s rise as a public thinker.

Outside of guest appearances, Peterson created his own platform: The Jordan B. Peterson Podcast. The show features both interviews and monologues, giving him full editorial and monetization control.

In 2022, he expanded his reach further by joining The Daily Wire. The partnership gave DailyWire+ access to his full podcast library and included exclusive video content.

Online Courses and Subscription Content

In 2024, Jordan Peterson launched his own online education platform: Peterson Academy.

It features 58 recorded courses, each spanning eight hours. Topics range from philosophy and theology to neuroscience, politics, and nutrition. The goal? To create a stripped-down, high-quality alternative to traditional universities.

Within the first month, roughly 30,000 students enrolled. At a launch price near $500, that translates to about $15 million in initial revenue. The current cost for access is $725.99, though discounts are occasionally offered (via Desert News).

At last count, the academy reported over 50,000 enrolled students.

While some admire the platform’s ambition, others are skeptical. On Reddit, one user asked, “$800 for 2 years of P Academy—is it worth it?” Some praised the depth. Others dismissed it, saying the courses lacked recognized credentials or academic testing.

lment costs $725.99, with occasional discounts.

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Peterson, however, argues the value lies in critical thinking and foundational knowledge—not formal accreditation. He often compares the program favorably to rising tuition rates and student debt loads topping six figures.

The academy’s mission is clear: academic rigor without bureaucracy or inflated cost.

Business Ventures and Investments

He also created Discovering Personality, a video-based course structured around the Big Five personality model. It consists of eight modules and is priced at $140.

The program has enrolled over 120,000 students, bringing in more than $16 million in revenue (via Practical Emotional Intelligence).

But it doesn’t stop there.

Together with Dr. Daniel M. Higgins and Dr. Robert O. Pihl, Peterson co-developed two additional ventures. The first, Understand Myself, offers individual personality assessments.

Each test costs $9.95. More than 600,000 people have completed it worldwide.

The second, Self Authoring Suite, is a personal writing program. It guides users through structured exercises that prompt reflection on the past, present, and future.

Enrollment is $29.90, and over 350,000 people have used it.

While not flashy, these tools provide another window into Peterson’s philosophy of self-development and personal accountability. And they’ve quietly generated millions in revenue.

Legal Issues and Financial Impact

In August 2023, the College of Psychologists of Ontario ordered him to complete a social media training program. This stemmed from a series of public statements deemed unprofessional by the regulatory body. He challenged the order in court.

The Ontario Divisional Court upheld the college’s ruling. Peterson was required to undergo the training at his own expense and was ordered to pay $25,000 in legal costs (via Inside Higher Ed).

These developments brought fresh scrutiny to his professional standing as a licensed psychologist in Canada.

Legal tensions go back further.

In 2017, Peterson’s name became linked to the free speech controversy at Wilfrid Laurier University. Teaching assistant Lindsay Shepherd had shown a video clip of Peterson debating gender pronouns on The Agenda with Steve Paikin. She was reprimanded for creating what was described as a “toxic environment.”

Shepherd secretly recorded the meeting. When it went public, the backlash was swift and national.

Peterson later filed a defamation lawsuit against the university and several staff members. He alleged reputational damage. The case gained traction in the media but was ultimately dismissed in 2024 (via The Globe and Mail).

These incidents highlight a recurring pattern in Peterson’s public life: controversy that often brings both attention and financial implications.

Lifestyle, Assets, and Spending

Despite the wealth Peterson has accumulated, his lifestyle strikes a balance between modesty and moments of opulence.

In 2025, he listed his Toronto home for around CA $2.2 million. It signaled a shift away from Canadian real estate as he leaned further into life in the U.S. (via Toronto Life).