The youngest millennials are officially turning thirty this year. Let that sink in. And Chime is marking the moment with Lindsay Lohan.
Today, Chime launched Welcome to 30™, a new social campaign starring Lohan. It’s part millennial love letter, part financial reality check — cycling through relics of a generation’s shared childhood (virtual pets, skinny jeans, and DVD collections, anyone?) before landing on the real message: Your thirties are here, and it’s time to “glow up” your finances.
The campaign arrives at a genuine cultural milestone. This is the first year every millennial is thirty or older. Many in this generation lived through the 2008 financial crisis, navigated two recessions, and are now facing the financial realities that come with this decade: paying off student loans, saving for a downpayment, figuring out retirement savings, paying for daycare and — somehow — still making that vacation happen.
“Your thirties definitely feel like a time when things become more real — and I think this generation deserves to feel good about that,” said Lohan. “Making this campaign was a blast. I loved all the millennial throwbacks. But underneath the nostalgia there’s a real message about this decade and what it means to finally get serious about your finances. I love that Chime found a way to make that feel relatable.”
“Millennials are the most financially self-aware generation we’ve ever seen — and, for many, their thirties are when that self-awareness turns into action,” explained Orlando Baeza, Chime’s Vice President of Brand & Creative Marketing. “Many of our members grew up with Lindsay and she’s meant so much to them. She brings nostalgia, humor, and cultural familiarity that gets a generation thinking about their own finances in a way that actually sticks.”
For many, a financial shift happens sometime in their thirties — when financial intentions start becoming financial decisions. This campaign features Chime Prime™, Chime’s new membership tier built exactly for members who want to get more out of their banking experience — offering 5% cash back on a category of their choice with Chime Card1, 3.75% APY2 on savings, and premium travel perks, for those with direct deposits of $3,000 or more monthly, with no subscription fee.3
The campaign includes a hero video alongside a series of social-first extensions.