Experian Introduces the Next Evolution of Its “BFF” Campaign

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COSTA MESA, Calif.--(BUSINESS WIRE)--Mar 23, 2026--

When financial stress takes over, it drowns out everything that truly matters in life. Experian knows this reality all too well and that's why the company has evolved its award-winning “Big Financial Friend” (BFF) campaign to deliver even more powerful, relatable support. Launching this week, the next bold chapter reintroduces the 12-foot-tall BFF—brought to life once again by the brilliantly deadpan actor Sam Richardson—as consumers’ unwavering financial companion.

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Actor Sam Richardson returns as consumers’ transcendent Big Financial Friend in a new spot bringing humor, wisdom, and support to the moments when finances take over everything else.

Your BFF Has Words of Wisdom

In the previous rounds of ads, the silent, gentle giant connected through warmth and visual charm but now has a voice. With Richardson’s signature wit and grounded wisdom, he cuts through the chaos, offering sharp, practical guidance that puts the consumer back in control.

“Money has a way of pulling people out of the moment and taking over everything else,” said Dacy Yee, President of Experian Consumer Services. “With this next chapter of BFF, we’re turning that noise into clarity—bringing personalized guidance to life so people can take control with confidence. It’s how we use our data and technology to deliver support that’s truly tailored to each person’s financial situation.”

To view the ad, click here.

A Demolition Derby, a Distracted Driver, and One Very Helpful BFF

The first new spot, “Derby Buddies,” drops viewers into a chaotic demolition derby, but the main character remains completely calm because she’s deep in her budgeting and bill‑planning. Even as cars collide around her, she stays focused thanks to the clarity and confidence she gets from the Experian app. With Experian’s tools at her fingertips, she can stay grounded and in control no matter what life throws her way.

Steve Hartmann, Vice President of Marketing at Experian Consumer Services, explains, “With ‘Derby Buddies,’ we took the feeling of financial stress and turned it into full-on chaos. By placing BFF in the middle of that moment, we show how Experian helps people cut through the noise and stay in control through a character who’s approachable, reassuring and there with you every step of the way.”

“I'm excited to be able to bring a sense of comedy and warmth to the BFF character. Giving him a voice helps makes it feel more relatable and supported," said Sam Richardson.

The BFF Is Just Getting Started

“Derby Buddies” marks the first release in an expanded creative rollout set to continue throughout the year. Additional spots will explore how financial stress can creep into everyday life and how Experian’s suite of tools empowers consumers to make smarter decisions, feel more confident, and worry a lot less.

“People see themselves in these moments,” Hartmann said. “The BFF shows that even when life feels overwhelming, Experian is right there with you — supportive, dependable, and always available to help.”

That reassurance comes to life through the many tools available to Experian members, including the ability to check their Experian credit report, potentially save money, shop for auto insurance, or receive personalized information from the AI-powered Experian Virtual Assistant, and more by enrolling in a membership at www.experian.com.

The campaign will debut during March Madness and will be featured in the upcoming professional basketball playoffs on ABC and Amazon, during Formula 1® coverage on AppleTV, and across most streaming platforms.

About Experian

Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realize their financial goals and help them to save time and money.

We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.

We invest in talented people and new advanced technologies to unlock the power of data and to innovate. A FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 25,200 people across 33 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.

Experian and the Experian marks used herein are trademarks or registered trademarks of Experian and its affiliates. Other product and company names mentioned herein are the property of their respective owners.

View source version on businesswire.com:https://www.businesswire.com/news/home/20260323678767/en/

CONTACT: Sandra Bernardo

Experian Public Relations

+1 949 529 7550

[email protected]

KEYWORD: CALIFORNIA UNITED STATES NORTH AMERICA

INDUSTRY KEYWORD: PROFESSIONAL SERVICES MARKETING ADVERTISING ENTERTAINMENT COMMUNICATIONS CELEBRITY FINANCE

SOURCE: Experian

Copyright Business Wire 2026.

PUB: 03/23/2026 12:05 PM/DISC: 03/23/2026 12:05 PM

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