Experian has unveiled a new full-scale brand campaign that moves beyond its legacy as a credit bureau. With actor Sam Richardson playing the role of a warm, trustworthy "Big Financial Friend" (BFF), the campaign showcases Experian as a supportive presence in consumers' lives, offering a wide array of financial tools to help them make better money decisions.

Experian’s Evolution: From Credit to Comprehensive Financial Wellness

• Originally known for credit reports and FICO® Scores.

• Now serves nearly 80 million members with broader financial tools.

• Key offerings include:

  • Money-saving options on car insurance.

  • Credit card matching.

  • Subscription cancellation and bill negotiation.

  • Budgeting assistance.

  • Identity protection and more.

• The campaign positions Experian as a lifelong financial ally.

Understanding the Financial Behaviors of Gen Z and Millennials

• Research reveals:

  • Gen Z and Millennials prioritize internet searches for financial guidance.

  • Friends and family are preferred over traditional financial institutions.

  • Only 30% of surveyed consumers aged 18–44 consult financial service providers they already know.

• This highlights the need for relatable, trusted financial partners—which the campaign addresses.

Campaign Message: Experian as Your Big Financial Friend

• Sam Richardson stars as a literal giant BFF guiding consumers through major financial decisions.

• Portrays support, humor, and trust throughout life’s financial journey.

• Concept centers on Experian as a personal financial solutions buddy—always there when you need it.

Creative Direction and Production

• Spearheaded by The Cooler, Experian’s in-house creative agency.

• Directed by world-renowned filmmaker Tarsem in collaboration with production company Mike Teevee.

• Features a charming, three-act short film format across various platforms.

• Emphasis on storytelling and emotional engagement, not just promotional messaging.

Campaign Rollout and Media Strategy

• Debut during professional basketball playoffs on ESPN and ABC finals.

• Additional placement across:

  • Streaming platforms like Netflix and Roku.

  • Broad TV and digital channels.

• Designed for cross-platform reach and emotional resonance with modern consumers.

Experian's rebrand through the "Big Financial Friend" campaign marks a strategic shift toward becoming a full-spectrum financial wellness partner. By pairing innovative tools with a relatable, trusted figure like Sam Richardson, Experian positions itself as the go-to ally for young consumers navigating their financial future.

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