NerdWallet has personified struggles with financial decision making and the financial advice experts, or Nerds, behind its online advice in a new marketing push.

After surveying Americans in June and finding that 80% put off making financial decisions, the personal finance company has launched “Smartest Decision,” a campaign about eliminating anxiety over financial decisions, using advice from NerdWallet’s experts and tools like the platform’s side-by-side comparisons feature.

The campaign includes spots “On the Fence,” “Dragging Your Feet,” and “Frozen” airing on Facebook, Instagram, Reddit, TikTok and YouTube. In the spots, Nerds give advice to customers on choosing the best credit card and high-yield savings accounts.

“There's really so much confusing, biased information out there that it's just kind of hard to know where to start and which product is right for you. And so NerdWallet and our team of Nerds, we make it really easy to discover, compare and find the best financial products,” said Alison McGlone, head of brand marketing at NerdWallet.

Ads will also run with clever, location-specific messaging in places such as gas station TV, Volta EV charging stations, Captivate in-elevator screens, rideshare vehicles, malls and airports. Examples such as “Up in the air about which travel card to pick?” and “Getting a lift home from the bar? Smart life decision” tie the brand to the occasion.

“Smartest Decision” marks the company’s first campaign with creative lead agency Deutsch LA. In February, NerdWallet ditched its longtime agency partner, Argonaut, and appointed Deutsch LA as its agency of record. The agency made Ad Age’s Agency A-List last year.

“Getting to bring these helpful Nerds to life was a unique, but super fun creative challenge. They appear in moments of indecision, or fin-decision, to help the good guys out,” said Deutsch LA executive creative director, Ryan Lehr, in a statement.

NerdWallet is also the official sponsor of the “Bye Week” notifications within Yahoo Fantasy Football, throughout the entire NFL football season—a sponsorship previously held by State Farm. During the first round of “Bye Weeks,” users are notified when their players are not available for the week and encouraged to swap one out for another player. Yahoo Fantasy hosts will highlight the “Smart Decisions” to make within players’ line-ups, in a weekly video series beginning Sept. 1, a week prior to the season’s start.

“The need for a financial decision sparks wherever our consumers are spending time or doing what they love to do most. So our job is to go and meet them in those moments and make sure that we're acting as a resource for them,” said McGlone. “We are developing really custom partnerships across channels like Twitch, TikTok, YouTube and Meta, connecting with creators on those platforms to really identify the financial decisions they’re facing.”

NerdWallet, which recently acquired On the Barrelhead, a consumer debt advisory platform, witnessed higher-than-expected revenue growth this past year, the largest category being credit cards. NerdWallet’s first-quarter revenue rose 43% to $129.1 million. Monthly unique platform users declined 3% in the first quarter, which the company attributed to “abnormally high” usage of its investing vertical a year earlier.