Los Angeles, CA – Actress Sarah Hyland, beloved by audiences for her role in the hit sitcom Modern Family and recent hosting gigs like Love Island USA, is stepping into the world of personal finance as the face of the budgeting and financial planning app, Albert. The brand has launched a high-profile advertising campaign centered around Hyland, strategically placing the ads during the high-stakes 2026 NFL Playoffs.
Albert Shifts Gears: From Performance Marketing to Star Power
The new commercial spot showcases Albert’s AI-powered financial assistant tool, branded as “Genius.” This move signals a “notable shift” in Albert’s marketing strategy, moving away from its previous reliance on performance marketing tactics and word-of-mouth endorsements toward its first major celebrity-driven effort. This pivot coincides with increased marketing investments from the fintech company, which recently partnered with the WNBA.
Hyland Puts 'Genius' to the Test
The advertisement aims to demystify complex financial planning by showcasing relatable, everyday scenarios. In the spot, Hyland engages directly with the Genius tool, requesting a new budget and financial plan. The narrative highlights the app’s core capability: identifying tangible savings opportunities. Viewers witness Hyland’s surprise as Genius pinpoints a way for her to immediately save money on an existing monthly bill, illustrating the app’s proactive approach to financial management.
This direct demonstration is crucial for Albert, as the campaign implicitly addresses the cost barrier associated with premium financial tools. The fine print at the conclusion of the spot reveals the subscription price for the full service: $39.99 per month. While this figure might seem substantial, Albert is betting that the savings identified by Genius—and the convenience of AI management—will outweigh the monthly fee for consumers looking to optimize their financial health.
Strategic Timing: Capturing the Playoff Audience
The debut of the Hyland ad was perfectly timed, airing during Fox’s broadcast of the intense divisional matchup between the San Francisco 49ers and the Philadelphia Eagles last Sunday. The placement leverages the massive, captive audience tuning into the NFL Playoffs—one of the most-watched television events of the year in the US.
The campaign is scheduled to run across various broadcast television and streaming platforms in the coming weeks, ensuring continued visibility during subsequent playoff rounds. For Albert, this means reaching millions of households across demographics known for high consumer spending and an interest in accessible technology.
Establishing a Clear Brand Voice
According to a representative for Albert, the new campaign is designed to achieve a critical objective: providing “a clear brand voice for Albert.” In the often-crowded fintech landscape, utilizing a recognizable and trusted celebrity like Sarah Hyland helps cut through the noise. Hyland’s established public persona—often associated with relatability and modern living—lends an air of accessibility to a service that, at its core, deals with the often-stressful topic of personal budgeting.
This celebrity endorsement serves as the foundational element for the company’s future marketing endeavors. By attaching a recognizable face to the Genius feature, Albert is attempting to build immediate brand recognition and trust, which are essential precursors for converting free users into long-term, paying subscribers for their AI financial assistant.
The Future of Fintech Marketing
Sarah Hyland’s involvement underscores a broader trend in the technology sector: the increasing reliance on mainstream celebrity capital to drive adoption for specialized digital services. While performance marketing excels at driving immediate conversions through targeted ads, star power is employed to build lasting brand equity and overcome consumer skepticism regarding subscription costs.
As the NFL Playoffs continue to dominate the US television landscape, Albert is positioning itself not just as another budgeting tool, but as an indispensable AI partner for modern financial management, championed by a familiar face from American television. Consumers will be watching closely to see if Hyland’s star power can translate into widespread adoption for the $39.99 monthly service.