Fintech firms have increasingly used the Super Bowl to elevate their brands, and this year was no different. The 2024 edition
saw fintech companies spending $7 million for a mere 30 seconds of airtime, and this year, that figure rose to $8 million per ad for Super Bowl LIX, in which the Philadelphia Eagles defeated the Kansas City Chiefs 40-22 in New Orleans.
Super Bowl ads are a reflection of shifting consumer behaviour and economic trends, in the US and beyond. Fintech accounted for 3.6% of total ads in 2024, a slight dip from previous years, particularly compared to 2022 when crypto firms like FTX and Coinbase
were making major splashes.
Despite a tougher year for digital currencies, E-Trade, with its iconic ‘talking babies,’ kept the mood light while Intuit used humour to shine a spotlight on taxes and CrowdStrike took a more serious approach, focusing on the importance of cybersecurity
in this connected world, last year.
These high-stakes ads highlight the industry's drive to maintain consumer trust and visibility and the Super Bowl remains a stage for fintech to connect with millions of consumers in a way that few other events can match.
Here’s a roundup of the 2025 Super Bowl fintech ads:
OpenAI
OpenAI debuted a 60-second spot charting the evolution of technology.
Papaya Global
Papaya Global highlighted how to simplify and modernise payroll for businesses worldwide.
Ramp
Philadelphia Eagles’ running back Saquon Barkley shines a light on financial literacy and empowerment.