Jayson Tatum’s $2 Million Mission: Building Generational Wealth in His Hometown of St. Louis

He’s building a legacy that goes far beyond basketball.

NBA superstar Jayson Tatum has long been vocal about his love for his hometown of St. Louis, Missouri—but now, he’s transforming that pride into action. Through a groundbreaking partnership between The Jayson Tatum Foundation and SoFi, nearly 100 families in St. Louis will soon transition from renting to owning their first homes, thanks to a $2 million homeownership initiative designed to create lasting financial empowerment (Essence).

The collaboration, announced earlier this spring, focuses on helping first-time homebuyers overcome one of the biggest barriers to wealth creation: access to capital. The program provides down payment and closing cost assistance for families who may have previously viewed homeownership as out of reach. To kick off the initiative, the foundation and SoFi hosted a Financial Literacy Workshop in St. Louis on April 5, equipping participants with practical tools to build generational wealth, manage credit, and prepare for long-term success (Forbes).

Tatum, a six-time NBA All-Star and Olympic gold medalist, didn’t just lend his name to the project—he matched SoFi’s $1 million contribution with his own personal donation, effectively doubling the program’s impact.

“Growing up in St. Louis, I saw firsthand how important financial stability and homeownership could be for families like mine,” Tatum said in a statement shared with Essence. “Through our partnership with SoFi and their investment in our region with the Generational Wealth Fund, we’re giving people in my hometown the tools and knowledge to take control of their financial futures. I’m proud to give back to the community that made me who I am.”

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A Family Mission Rooted in Real Experience

For Tatum, this isn’t just another charitable headline—it’s personal. His mother, Brandy Cole, who serves as president of the Jayson Tatum Foundation, has been the driving force behind many of his community initiatives. A practicing attorney and single mother who raised Tatum while finishing college and law school, Cole understands firsthand the link between financial access and opportunity.

“He’ll tell you everywhere he goes that St. Louis is the greatest city in the world,” Cole told Essence. “He takes it personally that St. Louis isn’t always known for positive things, and he’s made it his mission to change that narrative.”

That mission is also deeply tied to the family’s own story. Tatum’s grandmother, Kristie Jursch, recalled how purchasing a small bungalow as a single mother changed the trajectory of her family’s life. Without programs like the one her grandson now funds, she worked seven days a week for over a year just to pay back the loan that covered her down payment and closing costs. “Owning a home gave us stability,” she shared. “It was something to call our own.” (The Boston Globe).

These experiences have shaped how the foundation approaches its work. In recent years, the team has heard from local residents—especially women—who expressed a desire to learn about investing, saving, and building credit but felt they lacked trusted resources.

“We were approached by a group of women who said they weren’t living paycheck to paycheck, but they also weren’t wealthy,” Cole recalled. “They didn’t know who to trust for financial advice or how to begin with investing, homebuying, or even basic financial literacy.” (CBS News).

That conversation inspired the partnership with SoFi and the creation of what Tatum calls a “pathway to ownership and opportunity.”

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Beyond the Court: A Culture of Giving Back

Despite his record-breaking $315 million NBA contract, Tatum’s philanthropy remains deeply grounded. The Jayson Tatum Foundation, founded in 2017, operates with a small, family-led team that prioritizes community connection over bureaucracy. From annual Back-to-School giveaways to Thanksgiving turkey drives and holiday toy donations, the Celtics forward makes it a point to show up—literally—for the people he’s helping (Forbes).

“He’s not just writing checks,” said one local volunteer. “Jayson and his family are out there shaking hands, talking with parents, taking photos with kids. You can feel that it’s genuine.” (Boston.com).

This homeownership initiative marks a natural next step for Tatum’s foundation, which has increasingly focused on financial empowerment and youth mentorship. The workshops aim to teach budgeting, saving, and investing fundamentals while encouraging participants to think about long-term generational wealth—an area where many underserved families have historically lacked access and representation.

“I wish somebody would’ve told me to invest early on,” Cole said during one session. “Even if it was just $25 a month. If young people can learn about money and compound interest now, imagine what they could do by the time they’re my age.”

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Changing Narratives and Building Futures

Tatum’s initiative comes at a time when national data underscores the urgent need for financial equity. According to the National Association of Realtors, Black Americans have the lowest homeownership rate in the United States, at just 44%, compared to 73% among white households. Programs like the Tatum Foundation’s down payment fund aim to close that gap by addressing the structural barriers that prevent minority families from building wealth (NAR Report 2024).

By empowering families in his hometown to purchase homes, Tatum hopes to spark a ripple effect—one that redefines what’s possible for the next generation.

“Jayson’s not just talking about giving back,” Cole said. “He’s helping families build something that will last—a foundation for their children and grandchildren.”

Thanks to his vision and generosity, nearly 100 St. Louis families won’t just be dreaming of homeownership—they’ll be living it. And as Tatum continues to dominate on the court, it’s clear his most meaningful victories are happening far beyond the hardwood.

“Basketball gave me a platform,” Tatum reflected in a Forbes interview. “But legacy is about what you do for others—and how you lift the people who lifted you.”

Because of Jayson Tatum, a new generation of St. Louis families will have that chance—proving that the true measure of greatness isn’t just in points or trophies, but in purpose.