Member Exclusive, Modern Marketing

How Current is building a Gen Z brand through influencer marketing

  • Challenger bank Current uses an influencer marketing strategy.
  • VP of Marketing Adam Hadi joined Tearsheet's Acquire Conference last week to talk about influencer marketing and Gen Z brands.
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How Current is building a Gen Z brand through influencer marketing

Using celebrities to market a bank isn’t new. What is new, however, is turning to social media influencers to help grow a financial brand.

Influencer marketing is a core marketing program for challenger bank Current. Current banks people living paycheck to paycheck and works with influencers like Kyle and Jade, Kelz Washington, and David Dobrik, who has over 26 million followers on TikTok and has received over 1 billion likes on the social media video platform.

Using celebrities to market a bank isn’t new. What is new, however, is turning to social media influencers to help grow a financial brand.

Influencer marketing is a core marketing program for challenger bank Current. Current banks people living paycheck to paycheck and works with influencers like Kyle and Jade, Kelz Washington, and David Dobrik, who has over 26 million followers on TikTok and has received over 1 billion likes on the social media video platform.

Current recently hit 2 million users.

Spearheading the influencer strategy is Adam Hadi, vice president of marketing. Before he joined Current two years ago, Hadi worked in influencer marketing, consulting with firms like Quidd, Seatgeek, Firework, Joyride, N3twork, Epic Games, and FreshPlanet.

For Current’s Gen Z target audience, social media is the go to channel to market to new users.


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