Today, we’re introducing the biggest, most integrated campaign in Intuit Credit Karma’s history.
At the center of it is one idea: Credit Karma puts you in control of your money. That control builds real confidence, so you can stop stressing over the small stuff and focus on what matters.
By Natasha Madan, Head of Marketing, Intuit Credit Karma
From checking your score to growing your money
Money isn’t about just a number in your bank account, it’s about how in control you feel. Whether you’re paying down debt, saving for something big or just trying to stop feeling anxious every time you check your bank account, what people really want is progress. And they want to see each next financial step clearly, without the guesswork.
And that search for progress doesn’t stop at one milestone. Your financial journey evolves with new goals, new challenges and new chapters, so the tools you rely on need to keep up with you, not just meet you once and move on.
That’s especially true for Gen Z. Our research found that 3 in 4 Gen Z feel they only have enough money to survive, but not thrive. This generation doesn’t want financial advice delivered like a lecture. They want it to be fast, authentic and personalized, right when they need it.
For nearly two decades, Credit Karma has helped millions of Americans build credit and take control of their financial future, guided by a commitment to transparency, trust and free access.
Now, we’re taking that same commitment further. Credit Karma has evolved alongside our members, and our new brand campaign highlights the shift from a place where you check your scores to a platform that moves you forward financially, faster. Credit Karma is your money accelerator, helping you save, spend and grow your money in one connected experience.
For our members, that means three key benefits: more money in their pockets, smarter spending decisions and a clearer path to growing their financial futures. Every recommendation is personalized around a member’s unique financial picture, not a generic checklist. That hyperpersonalized experience is how our members actually see the results in their bank account, and this campaign is about how confident those results make our members feel.
Visualizing your financial momentum
So how do we showcase that feeling of financial confidence most people have never seen depicted on screen? We’re using hyperreality and taking an everyday moment, like an unexpected expense, and making it feel as big on screen as it feels in real life.
Confidence is the core emotion of this campaign. The campaign tagline is, “On top of your money. On top of the world.”, allowing us to showcase real people in real money situations, then visualizing their inner confidence in an exaggerated, larger-than-life way. The choreography and movement in the spots turn financial momentum into something visible: the shift in how someone carries themselves before Credit Karma steps in, and then after.
The campaign tells this through five relatable stories, each depicting what being “on top of your money” actually looks like. Together, they showcase our full product ecosystem, positioning Credit Karma as the daily financial platform that surfaces your full financial picture with AI-powered, personalized next steps.
And while AI capabilities show up throughout the spots, the narrative isn’t about AI itself. It’s about how AI-powered financial guidance can help people progress forward and unlock human confidence on a visceral, emotional level, bringing to life what changes for our members when their money is finally working for them.
Hobbies over stereotypes: How we’re reaching Gen Z strivers
A key data point was a core driver for this campaign: over half of Gen Z (56%) believe they’ll never have enough money to achieve the American Dream. The campaign is built to show this generation the unique value Credit Karma can add to their daily financial lives.
Grounded in member research and Gen Z-specific data, every detail of this campaign was built to deliver reach with this audience top of mind. Elements including casting and storylines lean into details that are genuinely relevant to Gen Z, including analog hobbies and offline experiences like photography and sculpture art, that reflect how younger consumers actually enjoy spending their time.
We also brought in culturally relevant creative talent, including choreographer Ryan Heffington and directing duo Alaska, who gave the campaign its fresh, globally-influenced visual style, helping it feel connected to culture well beyond personal finance.
We also brought in culturally relevant creative talent, including choreographer Ryan Heffington and directing duo Alaska, who gave the campaign its fresh, globally-influenced visual style, helping it feel connected to culture well beyond personal finance.
This is Credit Karma’s biggest, most integrated campaign ever. Our hero spot, “Bumpin’,” debuts during the 2026 MTV Video Music Awards on CBS on Sunday, September 27, alongside a real-time “MTV Moment” social reaction, behind-the-scenes content, and a custom talent activation exploring rising independent artist Thuy’s own financial story, created in partnership with Paramount Media Labs, Paramount Advertising’s full-service branded content studio.
From there, the campaign continues through Gen Z-centric cultural moments and platforms, including a dedicated presence inside the “Brands to Watch” booth at ComplexCon on October 3–4. ComplexCon extends through their $tacked Video series and a TikTok dance challenge built off the “Bumpin'” spot.
This will be Credit Karma’s largest-ever social and influencer-focused campaign, with the creators carrying the story themselves. We kicked things off this month with macro creators across fashion, comedy, sports, and lifestyle verticals, sharing a moment they felt on top of their money, unscripted, and on their own channels.
The campaign was developed in partnership with the award-winning creative innovation company R/GA.
Continuing to meet our members where they are
From day one, Credit Karma has been about helping people get ahead financially. Our members are at the center of every decision we make. This campaign marks a meaningful shift forward for Credit Karma’s brand, and highlights how our product has evolved alongside our members to meet them wherever they are, with Credit Karma serving as their year-round, AI-powered financial assistant that can spark confidence and real progress, from growing their money or filing their taxes. Our new brand campaign reflects this shift.
Visit www.creditkarma.com to start making financial progress.
Campaign roll-out:
- Our hero spot, “Bumpin’,” debuts during the 2026 MTV Video Music Awards on CBS on Sunday, September 27 alongside a debut across linear TV, online video and social. From there, the campaign continues through Gen Z-centric cultural moments and platforms, including a dedicated presence inside the “Brands to Watch” booth at ComplexCon on October 3–4. ComplexCon extends through their $tacked Video series and a TikTok dance challenge built off the “Bumpin'” spot.
- OTT/CTV makes up the largest share of our offline investment, meeting Gen Z where they stream — Hulu, Peacock, Disney+, Roku, Tubi, and YouTube Select — with addressable targeting aimed specifically at Gen Z Strivers. This will also include spots in key appointment-viewing cultural moments in premieres, the NFL, and NBA.
- We’ll have robust social and influencer content across all social platforms – Meta, TikTok, Snap, Pinterest and Reddit.
- Audio and podcast placements on Spotify, Pandora, and Gen Z-relevant shows extend the same message into Gen Z’s daily routine, wherever they’re listening.
- We kicked things off this month with macro creators across fashion, comedy, sports, and lifestyle verticals, sharing a moment they felt on top of their money — unscripted, on their own channels.
- The campaign was developed in partnership with the award-winning creative innovation company R/GA.