How Chime is embracing TikTok finance trends, aka FinTok

Online banking app Chime is putting financial TikTok trends at the center of a new campaign designed to honor the small steps consumers take as they better their financial situations. A 60-second spot debuting today alludes to the three biggest “FinTok” trends on the platform: girl math, which is the process of doing mental gymnastics to justify purchases; microsavings, which includes budgeting methods such as cash stuffing where people stuff money into envelopes for specific spending needs; and loud budgeting, which encourages open and transparent conversations about spending habits and financial goals. The ad, from Mojo Supermarket, stars Twitch streamer Kai Cenat, professional wrestler Becky Lynch and University of Colorado football coach Deion Sanders. Later this month, Chime will partner with creators who have championed the TikTok trends via a series of social media videos. The creators will break down the trends and show how they turn financial progress into simple, achievable goals. Aleks Petrakieva, aka “Alex on a Budget,” will discuss girl math. Steve Chen, founder of financial advice brand Call to Leap, will talk about microsavings. Lukas Battle, who coined the phrase Loud Budgeting, will lead a series on that trend. Chime will also host a social media content series with creator American Income, who will go around the country having man-on-the-street style conversations about tracking financial progress. Chime embraced FinTok trends after seeing a 373% year-over-year surge in financial content on the app, according to a report it released in December. Relying on AI social mining tools and a survey of 2,000 Americans across four generations, the report found that 53% of respondents plan to use FinTok more in 2025 than they did in 2024 and that this year’s biggest trends will revolve around setting budgets, getting out of debt, starting businesses, purchasing homes and teaching children about finances. Chime has previously leaned into FinTok trends in social posts but is launching its first content series on the topic for the first time, said Vineet Mehra, the brand’s chief marketing officer. The series was informed by the December report called “2024: The Year of FinTok,” Mehra said. @chime Our fave #fintok trend this year was girl math #fintok #girlmath #trends2024 #tiktoktrends #imjustagirl #chime ♬ original sound - Forever L.A.S.T “People are craving approachable ways to grow and improve their finances,” he said. “Especially when it comes to personal tips and tricks. FinTok is the embodiment of this entire movement that’s happening where people just want information that’s relevant and easy.” Financial education programs are key to reaching young consumers early in their financial journey, and banks and digital payment companies often run campaigns to promote them. Read more: 5 ways financial brands are connecting with Gen Z Chime’s FinTok strategy faces uncertainty with TikTok’s April 5 ban deadline. But the fintech has seen financial trends spread across social media and plans to follow them on other platforms. Its ad will debut on YouTube before rolling out to TV, digital, and social channels, including TikTok and Twitch. Financial progress month Chime’s focus on FinTok is part of a larger month-long marketing initiative it calls Financial Progress Month, which celebrates everyday habits that drive financial success. This year marks its second time hosting the event, which is a spin on April being recognized as Financial Literacy Month in the U.S. As part of the event, Cenat will host a Twitch series later this month “recognizing everyday Americans making financial progress,” Mehra said. Chime previously worked with Cenat on a sponsored livestream to promote its early paycheck deposit feature MyPay, which it launched in 2024. Cenat also appeared in an ad promoting the feature alongside creator Fanum. Lynch’s presence in the new ad comes as Chime sponsors WrestleMania 41, set for April 19-20 in Las Vegas. Peacock is streaming the event in the U.S., while Netflix is carrying it globally. Chime is promoting a fast-pass entrance line for Chime customers. Sanders’ inclusion in the ad comes amid his participation as a mentor in the brand’s Community Changemakers program, which funds community leaders and nonprofits. Josue De Paz, founder of 2024 Changemaker business First Tech Fund, also appears in the spot. This story has been updated to describe cash stuffing as a form of microsavings.

How Chime is embracing TikTok finance trends, aka FinTok

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