What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 72% → 76% | +4pp |
| Consideration | 49% → 54% | +5pp |
| Investigation | 44% → 50% | +6pp |
| Claimed Usage | 35% → 44% | +9pp |
| Preference | 31% → 41% | +10pp |
What's behind the growth
Chime has been building its brand across celebrity marketing, sports sponsorships and product investment all at once. It launched its first-ever holiday campaign, "Bank Smarter This Season," fronted by Jason Momoa across TV, digital, social and streaming, the first instalment in a planned ongoing creative partnership.
It's also deepened its sports investment, extending a three-year, roughly $33 million jersey-patch deal with the Dallas Mavericks and signing rookie Cooper Flagg to a separate partnership, before expanding into MLS as its official retail banking, credit card and debit card partner from 2026, complete with All-Star Game sponsorship and in-stadium activation.
On product, it relaunched its secured credit card as the Chime Card, adding 1.5% cash back for Chime+ members. Its marketing claims have also drawn scrutiny: [J.D.
Power sued Chime in mid-2026](https://www.bankingdive.com/news/chime-1-claim-raises-jd-power-ire/822025/) alleging it misused the firm's survey data to support a "#1 Choice for Banking" claim across ads, press releases and even regulatory filings.
