When Hoda Kotb first breezed into the Today Show studio nearly three decades ago, few could have predicted the seismic impact she would have on American morning television. She became a household name, the kind of comforting, effervescent presence who could coax a smile from even the sleepiest of viewers. For years, Hoda was the heart and soul of Today—her laugh infectious, her compassion real, her rapport with co-hosts legendary. But in a move that sent shockwaves through the industry, Hoda Kotb announced last September that she was stepping away from her full-time hosting gig. The news left fans reeling, colleagues speculating, and media insiders buzzing with theories about what really drove the beloved anchor to say goodbye.

Now, as the dust settles and Hoda embarks on a new chapter, an astonishing truth is emerging: leaving Today may have been the most lucrative decision of her career. In fact, sources reveal that Hoda Kotb is poised to earn “way more” than the $7 million annual paycheck she reportedly took home as one of NBC’s marquee talents. In a television landscape where stars often fade into obscurity—or worse, fade into irrelevance—after leaving the spotlight, Hoda’s post-Today trajectory is nothing short of a masterclass in reinvention.

The murmurs began almost immediately after her departure. Was she pushed out? Did she jump? Was it burnout, boredom, or the siren song of new opportunities? On her final day, Hoda’s co-hosts couldn’t resist gently prodding, their questions laced with genuine concern and a hint of disbelief. For her part, Hoda remained gracious and enigmatic, giving little away. But behind the scenes, the wheels were already in motion.

A source close to the 60-year-old broadcaster confided to Us Weekly that Hoda’s new freedom is about to pay off—literally. “She’s going to earn way more than she did at the Today Show,” the insider revealed. “Now that she’s not full-time at NBC, Hoda’s going to be working with brands and can be paid to endorse them. She also could make several hundred thousand dollars for speaking engagements on subjects like, ‘changing your life at 60.’” In other words: Hoda Kotb is about to become a one-woman industry.

If the numbers are to be believed, Hoda’s post-Today windfall could eclipse even the most optimistic projections. Her $7 million salary at NBC was nothing to sneeze at, but it came with strings attached: grueling hours, relentless schedules, and the kind of contractual restrictions that kept her from fully capitalizing on her fame. Now, those shackles are off. Hoda is free to strike deals, sign endorsements, and command top dollar for personal appearances—all while cherry-picking the projects that truly excite her.

Already, the offers are pouring in. Brands are clamoring for a piece of Hoda’s credibility and charm. Corporations want her to speak at their events, to inspire their employees, to lend her golden touch to their campaigns. And why not? Hoda Kotb is the rare celebrity who feels both aspirational and approachable, a woman who has weathered public heartbreak, professional setbacks, and personal triumphs with grace and grit. She’s the friend you wish you had, the mentor you’d trust with your secrets, the public figure who somehow manages to remain relatable even as her star rises higher.

But Hoda isn’t just cashing in—she’s also carving out a new identity. While she’s no longer a fixture on Today’s morning lineup, she hasn’t severed ties with NBC entirely. In a savvy move, she negotiated a special correspondent role that allows her to pop in for major events—think the Olympics, breaking news, and the occasional feel-good feature. She’ll still appear on Today “around 10 times a year,” focusing on stories she’s passionate about, without the daily grind that once defined her life.

And then there’s her next big act: entrepreneurship. During a recent appearance on The Kelly Clarkson Show, Hoda announced she’s launching a wellness app and company—a project that aims to help women (and men) transform their lives from the inside out. “It will involve retreats and a podcast and all kinds of things that we can get together [and do],” Hoda explained, her eyes alight with excitement. “It’s not like going to Mexico with your girls, which is fun, but something that when you leave, you’ll go like, ‘Oh my gosh, I feel transformed. I feel different.’” In an era where self-care is big business, Hoda’s brand of authenticity and inspiration is likely to attract a legion of loyal followers—and, of course, lucrative sponsorships.

The timing couldn’t be better. At 60, Hoda is part of a growing movement of women who are redefining what it means to age in the public eye. She’s not slowing down; she’s speeding up. She’s not stepping back; she’s stepping into her power. And brands are taking notice. In a world where youth and beauty are often prized above wisdom and experience, Hoda’s journey is a refreshing reminder that reinvention is possible at any age—and that sometimes, the best is yet to come.

Meanwhile, the Today Show is scrambling to fill the void. Craig Melvin has stepped into Hoda’s coveted role alongside Savannah Guthrie, bringing his own brand of warmth and gravitas to the table. For the hour Hoda once co-hosted with Jenna Bush Hager, the network is experimenting with a rotating cast of celebrity guest hosts—a move that has fans eagerly speculating about who will become the next permanent fixture. In a bold (and, some might say, desperate) bid to keep the ratings juggernaut rolling, NBC is reportedly courting none other than Scarlett Johansson, dangling a $5 million contract in hopes of luring the Hollywood A-lister into the morning show trenches.

But even as Today reinvents itself, it’s clear that Hoda’s departure has left an indelible mark. Colleagues miss her infectious energy, her ability to turn even the most mundane segment into must-see TV. Viewers miss her authenticity, her willingness to be vulnerable, her knack for making everyone feel seen. In the fickle world of television, where egos clash and alliances shift, Hoda Kotb was the rare anchor who made everyone around her better.

Now, as she embarks on this new adventure, Hoda is determined to do things on her own terms. She’s no longer beholden to network executives or ratings reports. She can say yes—or no—to any opportunity that comes her way. She can spend more time with her daughters, more time traveling, more time pursuing the passions that once had to take a backseat to the demands of live TV.

And if the early signs are any indication, the world is ready to follow wherever she leads. Fans have flooded her social media with messages of support, encouragement, and gratitude. “You’re an inspiration, Hoda!” one wrote. “Can’t wait to see what you do next!” Another gushed, “You’ve always been my favorite. You deserve all the success in the world.”

For Hoda, the journey is just beginning. She’s proof that sometimes, closing one door opens a hundred more—and that the end of one chapter can be the start of something extraordinary. She’s not just chasing paychecks; she’s chasing purpose. And in doing so, she’s reminding us all that it’s never too late to rewrite your story.

So as the sun rises over Studio 1A and a new era dawns for the Today Show, Hoda Kotb is out there somewhere—dreaming bigger, working smarter, earning more, and living life on her own terms. The morning may never be quite the same without her, but for Hoda, the future has never looked brighter. And if her next act is anything like her last, it’s going to be one hell of a show.