<![CDATA[Financial education content on digital platforms has grown rapidly in Indonesia, yet the way such content packages its messages remains underexamined. This study examines the tendency of message appeals rational appeal, emotional appeal, and moral appeal used in delivering financial education messages in podcast content on Leon Hartono's YouTube channel. The study employs a descriptive quantitative content analysis. From a target population of 66 financial education podcast videos uploaded between 1 October 2024 and 30 October 2025, 33 videos were selected through systematic sampling (k = 2). Using a propositional recording unit, in which every statement containing one specific claim about financial education is counted as one unit, two coders coded the sampled videos independently. Intercoder reliability computed with Holsti's formula reached 0.93 (rational), 0.87 (emotional), and 0.89 (moral), all above the 0.70 threshold, and the analysis was based on the 2,543 units on which both coders agreed on the category. The results show that rational appeal strongly dominates with 84.27% of all agreed units and appears in all 33 videos, driven by the information/data (62.25%) and practical tips (22.02%) subcategories. Emotional appeal accounts for 14.67%, also present in all 33 videos, with fear (9.08%) outweighing hope (5.58%), while moral appeal is minimal at 1.06% and appears in only 17 of 33 videos. The composition reflects planned, education-oriented message construction consistent with Planning Theory, in which risk-awareness framing complements fact-based explanation. The findings imply that financial content creators may retain a rational-dominant strategy while more deliberately inserting messages of financial responsibility to strengthen the financial behavior dimension of financial literacy]]>
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