Hoda Kotb’s departure from Today marked the end of an era,

but it has also opened the door to exciting new opportunities—ones that are expected to be even more lucrative than her long-running role at NBC.

With nearly three decades of experience in broadcasting, Kotb, 60, is now stepping into a new chapter,

one that includes launching a wellness-focused company, signing endorsement deals, and embracing new media ventures.

A Bold New Direction

Kotb bid an emotional farewell to her full-time role at Today on January 10, expressing gratitude for the journey she’s had with the show.

However, stepping away from daily hosting duties has not slowed her down. In fact, she has big plans that could significantly increase her earnings.

“She’s going to earn way more than she did at Today,” an insider revealed. Without the constraints of a full-time job at NBC, Kotb now has the flexibility to collaborate with brands, endorse products, and take on lucrative speaking engagements. Talks are already underway for her to deliver high-paying keynote speeches, particularly on topics such as personal growth and navigating life changes in your 60s.

Stepping into the Wellness Industry

One of Kotb’s most ambitious new projects is the launch of her own wellness company and app. She first shared her plans during a January 6 appearance on The Kelly Clarkson Show, where she spoke about the importance of creating meaningful wellness experiences.

Her vision for the app goes beyond simple self-care tips. She envisions a space where people can participate in transformative experiences, including retreats and interactive resources. “It’s not like going to Mexico with your girls, which is fun,” she explained. “But something that when you leave, you’ll go like, ‘Oh my gosh, I feel transformed. I feel different.’”

Kotb’s deep connection with audiences, combined with her background in storytelling and personal development, makes her a natural fit for the wellness industry. Given the rise in popularity of self-improvement apps and programs, this venture could prove to be both fulfilling and highly profitable.

A New Role with NBC

Although Kotb has stepped away from her daily hosting role, she isn’t leaving NBC entirely. She recently signed a deal to serve as a special correspondent, ensuring that she remains a presence on the network.

Part of this agreement includes coverage of the next two Olympic Games—the 2026 Winter Olympics in Milan and the 2028 Summer Olympics in Los Angeles. Kotb hinted that her role at the events will be more relaxed and engaging, similar to how Snoop Dogg was featured in NBC’s 2024 Olympic coverage.

In addition, she will continue appearing on Today, though in a more limited capacity. Instead of daily hosting, she will take part in special segments about once every four to six weeks. These appearances will focus on uplifting and empowering stories, particularly those related to female empowerment—one of Kotb’s long-standing passions.

Enjoying Family Time and Personal Growth

Beyond her professional ambitions, Kotb is taking advantage of this transition to spend more quality time with her daughters, Haley, 8, and Hope, 5. She and her ex-fiancé, Joel Schiffman, have remained amicable co-parents, even celebrating holidays and birthdays together for the sake of their children.

With her career shift, Kotb also has the opportunity to focus on her personal life. According to sources, she is ready to put herself out there and begin dating again. She previously revealed that she had put a budding romance on hold after just a few dates, but now that she has more time to focus on herself, she may be open to new relationships.

Changes at Today

Kotb’s departure has led to changes at Today, particularly in the fourth-hour format. Today with Hoda & Jenna has been rebranded as Today with Jenna & Friends, with Jenna Bush Hager continuing to host alongside rotating celebrity guests. Meanwhile, Craig Melvin has stepped into Kotb’s former position as co-anchor alongside Savannah Guthrie.

Kotb made sure to leave on a positive note, offering a heartfelt message to Melvin as he took on his new role. In a touching poem, she encouraged him to embrace the journey ahead, highlighting the support he would receive from his colleagues and fans.

Looking Ahead

Kotb’s departure from Today was a bittersweet moment for both her and longtime viewers, but it is clear that this is just the beginning of an exciting new chapter. Whether through her wellness company, NBC coverage, or new business opportunities, she is poised to reach new heights.

With the freedom to explore projects she is passionate about, the potential for increased earnings, and a focus on personal happiness, Kotb is proving that change can bring even greater success. The sky truly is the limit for what she will achieve next.