Editorial
This content has been selected, created and edited by the Finextra editorial team based upon its relevance and interest to our community.
Super Bowl LX delivered more than a decisive Seattle Seahawks 29–13 win over the New England Patriots at Levi’s Stadium in Santa Clara, and more than a historic halftime performance from Bad Bunny, the first solo male Latin artist to headline the show. Beyond
the spectacle, millions of viewers tuned in for one of the Super Bowl’s biggest annual draws: the commercials, many of which in recent years have come from fintech and fintech‑adjacent brands.
The rising price of Super Bowl advertising
The price of a 30‑second Super Bowl TV commercial has soared dramatically over the past two decades. In 2002, brands paid
around $2.2 million for a spot; by 2026, that figure has climbed to a record‑breaking $8 million on average, with some advertisers paying
$10 million or more due to heightened demand and bundled placement packages.
NBCUniversal confirmed that all Super Bowl LX inventory sold out well before the NFL season even began, underscoring just how fiercely companies, especially in tech and fintech, compete for Super Bowl visibility.
Fintech and fintech‑adjacent brands take centre stage
While celebrity‑driven beer, snack, and auto ads remain staples of the Big Game, fintech companies continue to expand their footprint. Mortgage and real‑estate fintech giants Rocket Companies and Redfin made a particularly notable appearance
with an emotional community‑focused ad featuring Lady Gaga, marking Redfin’s first‑ever Super Bowl appearance.
Across the broader fintech and tech‑enabled services landscape, several companies leaned into themes such as AI‑powered tools, financial empowerment, digital convenience, and streamlined consumer experiences, aligning with ongoing sector trends.
Here’s a roundup of the 2026 Super Bowl fintech ads:
Base 44
Base44 is an AI-powered no-code app builder, otherwise known as a vibe coding platform, that can be used to create fintech applications.
https://www.youtube.com/watch?v=kLdaIxDM-_Y si=x96OcYsyYeEm3JzL
Claude
Claude is a Generative AI platform developed by Anthropic that has introduced a specialised, industry-focused solution for the financial sector. In July 2025, Anthropic launched Claude for Financial Services, an AI-powered platform tailored for banking, asset management, insurance, and fintech firms.
Coinbase
Coinbase made a notable return to the Super Bowl with a 60 second karaoke style ad featuring the Backstreet Boys’ song Everybody.
Genspark
Genspark develops agentic AI workspaces and productivity platforms designed to help knowledge workers automate tasks like content creation, research, and coding.
Google Gemini
Google Gemini offers multimodal LLMs and AI that the fintech industry can use for analytics and automation.
Intuit Turbotax
Intuit Turbotax also returned to the Super Bowl ad roster, but this time, Oscar winner Adrien Brody played a starring role. As part of Super Bowl LX week, Intuit also introduced
San Francisco Bay Area high school students to the core concepts of personal and business finance through its annual Super Bowl Financial Literacy Forum. The organisation also kicked off its annual Hour of Finance Challenge nationwide, which aims to inspire
educators to spend at least one hour teaching financial literacy in their classrooms this spring.
Invest America
Trump Accounts got their own Super Bowl LX ad this year, as the White House continues promote new investment plans which are intended to help families save money for their children. Paid for by Invest America, which claims to be a non-profit, the ad discusses
how these accounts will reduce income and opportunity gaps by educating families about investing.
OpenAI
OpenAI, an AI research and deployment company, has actively expanded into the fintech sector through technology acquisitions and product launches, leading many analysts to describe it as emerging as a ‘Fintech super app’ or ‘TechFin’ provider.
Ramp
Ramp’s ad, directed by Randall Einhorn, who is best known for directing many episodes of The Office and Abbott Elementary sees Brian Baumgartner – also of The Office fame – shows how easy expense management can be.
Rippling
In Rippling’s ad, comedian Tim Robinson plays a corporate mastermind who is deraield by operational, onboarding and payroll failures.
Rocket and Redfin
Mortgage, real estate and personal finance fintech Rocket and tech-driven real estate brokerage Redfin collaborate in this ad about the power of being a good neighbour.