Personal finance website NerdWallet is airing its first Super Bowl spot to generate awareness around its product-recommendation services.

The 30-second commercial from Interpublic Group of Cos.’ Deutsch will air in the third quarter. IPG’s Mediahub handled the media buy.

NerdWallet ranks and recommends financial products such as credit cards, banking and investment accounts and insurance and loan providers. It identified the Big Game as a potential solution to a problem it has been facing—consumers write off financial advice and assume it’s too time-consuming to make informed decisions, said Alison McCoy, VP of brand marketing at NerdWallet.

McCoy declined to provide creative details about the commercial but said it will serve as the launch pad for an awareness-generating campaign across social media, podcasts and offline media that will run through the first half of 2025. NerdWallet will continue marketing around consumer passions, as it did in 2022 when it created a clothing line for Fashion Week, McCoy said.

“There are people who either don’t have an awareness that our offering exists or they have a perception that comparison shopping for financial products can be time-consuming,” she said. “They’re not leaning in and paying attention to our message,” adding that NerdWallet is “looking for places where we can stand out and connect with consumers in meaningful ways to tell our story and make sure they’re clear on the opportunity that exists for them.”

Like most financial service companies, NerdWallet is no stranger to advertising in sports. It ran ads during each NFL conference championship game for the last three years and partnered with teams across the NCAA, NBA and MLS. In September, it struck a name, image and likeness deal with University of Colorado wide receiver and cornerback Travis Hunter, who this week was named a Heisman Trophy finalist.

NerdWallet pursued its first Super Bowl commercial because it felt it finally reached a minimum brand awareness threshold for people to listen to its message without getting stuck deciphering who was advertising, McCoy said.

“For many years, I felt we still had work to do to build up the brand awareness and make sure people even had a high-level understanding of what NerdWallet offered,” she said. “We’re there now.”

NerdWallet posted $191.3 million in third-quarter revenue, up from $152.8 million the year before, largely driven by growth in its insurance product vertical.

NerdWallet is the second financial brand to confirm a 2025 Super Bowl ad, following Rocket Cos. Last season, E-Trade, State Farm and TurboTax ran ads in the game.

NerdWallet joins Totino’s Pizza Rolls, Ritz, Instacart, Coffee Mate and Häagen-Dazs as first-time Super Bowl advertisers.