Experian has kicked off the next phase of its “Big Financial Friend” (BFF) campaign. Actor Sam Richardson returns as the lively financial buddy meant to help people face money stress with clarity and confidence. Unlike earlier versions where BFF was silent, this updated campaign lets him speak. It blends humor and practical financial advice, making guidance more relatable and actionable. The initiative highlights Experian’s use of data and technology to provide personalized financial insights through its consumer tools. “Money has a way of pulling people out of the moment and taking over everything else,” said Dacy Yee, President of Experian Consumer Services.
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“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.” The campaign’s first new ad, “Derby Buddies,” creatively depicts financial stress as chaos, reinforcing Experian’s role in helping users stay in control, with more content planned throughout the year.