Hailey Bieber Has the Chase Sapphire Reserve … Should You?

Hailey Bieber is the new face of the Chase Sapphire Reserve^®. This premium travel rewards credit card launched in 2016 and recently revamped its benefits, perks, and, most notably, its annual fee, which now sits at $795.

You might love her, kind of recognize her, or have no clue who she is, but she’s the newest celebrity to carry a giant Chase Sapphire Reserve card around with her.

Hailey Bieber seems to resonate most with Gen Z and millennials, but as an older millennial — and one who finds $795 to be an exorbitant amount for an annual fee — I was curious to know if people’s perception of the card had changed after seeing this particular campaign.

I interviewed people across age groups, geographical regions, and sexes to see if Hailey Bieber’s fashionable photos with the Chase Sapphire Reserve card indeed made the card seem more glamorous.

Chase Sapphire Reserve Card’s 2025 Refresh

The Chase Sapphire Reserve card is no stranger to celebrity spokespeople. In June 2025, the iconic supermodel Claudia Schiffer was the face of the card.

Now, Hailey Bieber, model and founder of cult skin-care brand Rhode (and Justin Bieber’s wife), is the face of the brand’s most recent campaign, which launched on September 17, 2025 — timed to compete with the coveted refresh of the Platinum Card^® from American Express on September 18, 2025.

Bieber has 56 million followers on Instagram, and her photo with the card has 278,000 likes at the time of writing. However, this pales in comparison to many of her other posts, which have 1 million likes or more.

“Everything from the way we crafted the card, and the weight of the card and the metal, is all based on fashion hardware and jewelry, and there’s no better way to bring it to life then to have these iconic women carry the credit card like a handbag,” said Leanne Fremar, global chief brand officer of JPMorgan Chase.

When you look at it like that, is $795 really that expensive for a luxury handbag (and one that comes with a Priority Pass membership)?

My Experience With the Chase Sapphire Reserve Card

For me, the Chase Sapphire Reserve card has always felt glamorous. It was the first luxury credit card I had, and it was when I really started to get into the credit card game.

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Chase Sapphire Reserve^®

U.P. Rating 

The rating for this card has been determined by our own industry experts who know the ins and outs of credit card products. Bonuses, rewards as well as rates and fees are all taken into account. Compensation from the issuer does not affect our rating. We only recommend products we either use ourselves or endorse.

A top player in the high-end premium travel credit card space that earns points on travel and dining while offering top luxury perks.

Apply Now(at Chase's secure site)

Chase Sapphire Reserve^®

A top player in the high-end premium travel credit card space that earns points on travel and dining while offering top luxury perks.

Welcome Offer

Earn 125,000 bonus points after you spend $6,000 on purchases in the first 3 months from account opening.

125,000 points

UP's Offer Valuation*:

$2,500

Annual Fee

$795

APR

19.99% - 28.49% Variable

Credit Recommended

Upgraded Points credit ranges are a variation of FICO^® Score 8, one of many types of credit scores lenders may use when considering your credit card application.

Excellent

Why We Like This Card

If you’re looking for an all-around excellent travel rewards card, the Chase Sapphire Reserve^® is one of the best options.

The card combines elite travel benefits and perks like worldwide airport lounge access, with excellent point earning and redemption options. Plus, it offers top-notch travel insurance protections to cover you at home or on the road.

Don’t forget the more than $2,000 in annual credits, which can offset the annual fee!

Pros & Cons

Pros

• 8x points on all Chase Travel purchases
• 5x points on Lyft rides
• 4x points on flights and hotels booked directly

Cons

• $795 annual fee

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Card Highlights

• Earn 125,000 bonus points after you spend $6,000 on purchases in the first 3 months from account opening.
• Get more than $2,700 in annual value with Sapphire Reserve.
• Earn 8x points on all purchases through Chase Travel℠, including The Edit℠ and 4x points on flights and hotels booked direct. Plus, earn 3x points on dining worldwide & 1x points on all other purchases
• $300 annual travel credit as reimbursement for travel purchases charged to your card each account anniversary year.
• Access over 1,300 airport lounges worldwide with a complimentary Priority Pass™ Select membership, plus every Chase Sapphire Lounge^® by The Club with two guests. Plus, up to $120 towards Global Entry, NEXUS, or TSA PreCheck^® every 4 years
• Get up to $150 in statement credits every six months for a maximum of $300 annually for dining at restaurants that are part of Sapphire Reserve Exclusive Tables.
• Count on Trip Cancellation/Interruption Insurance, Auto Rental Coverage, Lost Luggage Insurance, no foreign transaction fees, and more.
• Get complimentary Apple TV+, the exclusive streaming home of Apple Originals. Plus Apple Music — all the music you love, across all your devices. Subscriptions run through 6/22/27 — a value of $250 annually
• Member FDIC

Financial Snapshot

• APR: 19.99% - 28.49% Variable
• Foreign Transaction Fees: None

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It was also the first metal credit card I owned, and tossing it down to pay felt pretty exciting. The clink of the metal card was definitely alluring at first, though now my wallet is so heavy from metal cards that I fondly recall the days of plastic.

As time went on, the Chase Sapphire Reserve card was my go-to, all-encompassing card for travel and dining, until its recent updates, which include numerous statement credits for various shopping, dining, and travel, as well as relaunched bonus categories.

Although it’s still possible to gain a ton of value from the card, I downgraded to the Chase Sapphire Preferred^® Card with a $95 annual fee, which feels like a better fit for me at this time.

NEW OFFER

Terms Apply / Rates & Fees

Chase Sapphire Preferred^® Card

U.P. Rating 

The rating for this card has been determined by our own industry experts who know the ins and outs of credit card products. Bonuses, rewards as well as rates and fees are all taken into account. Compensation from the issuer does not affect our rating. We only recommend products we either use ourselves or endorse.

A fantastic travel card with a great welcome offer, good benefits, and perks for a moderate annual fee.

Apply Now(at Chase's secure site)

Chase Sapphire Preferred^® Card

A fantastic travel card with a great welcome offer, good benefits, and perks for a moderate annual fee.

Welcome Offer

Earn 60,000 75,000 bonus points after you spend $5,000 on purchases in the first 3 months from account opening.

60,000 75,000 points

UP's Offer Valuation*:

$1,500

Annual Fee

$95

APR

19.74% - 27.99% Variable

Credit Recommended

Upgraded Points credit ranges are a variation of FICO^® Score 8, one of many types of credit scores lenders may use when considering your credit card application.

Good to Excellent

Why We Like This Card

The Chase Sapphire Preferred^® card is one of the best travel rewards cards on the market. Its bonus categories include travel, dining, online grocery purchases, and streaming services, which gives you the opportunity to earn lots of bonus points on these purchases.

Additionally, it offers flexible point redemption options, no foreign transaction fees, and excellent travel insurance coverage including primary car rental insurance. With benefits like these, it’s easy to see why this card is an excellent choice for any traveler.

Pros & Cons

Pros

• 5x points on all travel booked via the Chase Travel portal
• 3x points on dining purchases, online grocery purchases, and select streaming services
• 2x points on all other travel worldwide

Cons

• $95 annual fee
• No elite benefits like airport lounge access or hotel elite status

Read Full Review

Card Highlights

• Earn 75,000 bonus points after you spend $5,000 on purchases in the first 3 months from account opening.
• Enjoy benefits such as 5x on travel purchased through Chase Travel℠, 3x on dining, select streaming services and online groceries, 2x on all other travel purchases, 1x on all other purchases
• Earn up to $50 in statement credits each account anniversary year for hotel stays through Chase Travel℠
• 10% anniversary points boost - each account anniversary you'll earn bonus points equal to 10% of your total purchases made the previous year.
• Count on Trip Cancellation/Interruption Insurance, Auto Rental Collision Damage Waiver, Lost Luggage Insurance and more.
• Complimentary DashPass which unlocks $0 delivery fees & lower service fees for a min. of one year when you activate by 12/31/27. Plus, a $10 promo each month on non-restaurant orders.
• Member FDIC

Financial Snapshot

• APR: 19.74% - 27.99% Variable
• Foreign Transaction Fees: None

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Does Hailey Bieber Change My Opinion of the Chase Sapphire Reserve Card?

While Hailey Bieber’s chic imagery with the card does seem to amplify its fashionable luxury, I wouldn’t keep or get the card because of her influence. I did, however, wonder if would I have hung on to it for longer if Chase had instead taken the ad money and invested it in more valuable benefits for the card.

Maybe. In a perfect world, this card would have more flexible statement credits sans limitations and a less complicated earning structure. And, if we’re talking absolute perfection, a slightly lower annual fee. Moving the card from a $550 to a $795 annual fee felt extreme to me — but I might have been OK with something in the $600 range, depending on the card’s perks.

Was I alone in my thoughts? I asked around to find out if others felt influenced to keep, downgrade, cancel, or get the Chase Sapphire Reserve card based on her campaign.

Hot Tip:

If you’re rethinking the Chase Sapphire Reserve card, you’re not alone. Nick Ellis, Upgraded Points senior editor, weighs the pros and cons of the card’s newly revamped benefits.

Will Hailey Bieber Influence People To Get, Keep, or Cancel the Chase Sapphire Reserve Card?

When I surveyed people about their thoughts on the new campaign, the factor that seemed to make a real difference in response was what age group they belonged to.

Gen Z and some millennials were more open to Bieber’s trendy influence, while Gen X and Boomers seemly staunchly against the ad — some even had no idea who she was.

Here’s what people are saying.

Gen Z

According to Fremar via Adweek, “Hailey Bieber has a strong connection with Gen Z and younger millennials,” fostering visibility and reach to those audiences.

I don’t know a Gen Zer that can afford the annual fee for the Chase Sapphire Reserve card, but perhaps they’re out there? Or maybe the idea is more about brand imagery. Maybe the idea is that Gen Zers will form an opinion of Chase as cool and fashionable now, and later, when they’re ready for apply for their first luxury card, it’ll be the Chase Sapphire Reserve card. Or perhaps they’ll start off with the Chase Sapphire Preferred card and upgrade later on.

Either way, Gen Z seemed the most receptive to Bieber’s imagery with the card. Like me, some Gen Zers think Bieber’s campaign is all about perception and interest, not necessarily immediate sign-ups.

“While Hailey Bieber wouldn’t directly make me more likely to sign up for this card, I can see how her influence would bring new interest,” Gen Zer Alyssa said. “Moreover, it seems to help paint the picture of how a card like the Reserve can impact lifestyle — instead of just face value — through the lens of a person that people connect with widely and aspire to. The campaign feels right for the higher annual fee, promoting a more luxury, editorial feel. They might be trying to out-cool-girl Amex with this one. And it might work!”

Other Gen Zers respect Bieber’s skin-care opinions but don’t take as much note when it comes to those related to finance.

“I’d listen to Hailey when it comes to skin care, but not credit cards,” Gen Zer Nina said. She’s so rich she doesn’t care about a high annual fee like normal people would. But when it comes to skin care, she’s a woman who wants healthy, glowing skin and products that help her achieve it, just like we all do.”

And some just aren’t influenced at all by her vibe.

“I am already a Chasehead and not planning on changing that in the foreseeable future,” Sydney, another Gen Zer, said.”That being said, no celebrity endorsement would sway my opinion for or against any card, especially not someone as representative of consumerism as Hailey. I feel like I see her in a new ad for something every time I leave the house.”

Millennials

Some millennials still felt slightly receptive to the ad.

“I think it’s too quick to link the Chase Sapphire Reserve card (and the refreshed art) with making it a lifestyle staple or status piece to appeal to people who are not well-versed in the credit card world,” millennial Layne said. “However, I don’t think it makes a ton of sense, as the annual fee isn’t realistic for anyone who would care that much about Hailey Bieber holding the card versus knowing the credit card world. Personally, it almost makes me trust it less since I distrust so many celeb endorsements now that we all know it is just money spent for perception … but I have had my Chase Sapphire Reserve card since 2017 and never want to let it go.”

“It may be appealing to the younger generations and bring some glamour to the brand,” said Robin, another millennial.

But for other millennials, the Bieber campaign had zero impact on them canceling their card — though the annual fee and new benefits did.

“To me, it doesn’t matter which celebrity endorses the card, so Haley Bieber won’t change my mind,” said millennial Holly. “I had the card, but when they bumped the annual fee so high, I had to cancel it. I live in the suburbs and don’t regularly fly through the airports where the Chase Sapphire Reserve Lounges are located. Plus, I don’t have access to the restaurants they offer discounts for. For me, the benefits of the new Chase Sapphire Reserve card don’t outweigh the cost.”

A common viewpoint among millennials was the idea that no influencer has an impact on their card choices. But the card’s benefits definitely do, and Chase should definitely consider that.

“I care about welcome bonuses and points multipliers on organic spend,” said Zach. “I do not view credit cards as a status symbol. Premium cards are a tool that, if used wisely, can unlock extraordinary travel. The spokesperson does not impact my decision to open, close, or retain a card.”

“This doesn’t influence me one way or the other,” said Andrea, our final millennial. “Tell Chase to put their money into better benefits instead of celebrity advertisements.”

Gen X and Boomers

The main theme among Gen Xers and Boomers was that no influencer will convince them what credit cards to keep, get, or cancel.

“Influencers have no impact on my credit decision,” said Kirk.

This could be because they’re less invested in social media, but it could also because they’re more aware of and used to making secure financial decisions and choices.

“At this point in my card journey, no celebrity will convince me to get something,” said Peggy.

“She has zero impact on whether I keep the card,” said Sam. “The benefits and annual fee matter most.”

However, some recognized that maybe it’s about getting the word out within a new demographic rather than simply increasing applications:

“I wonder if it is less about her influencing signing up and keeping but more just a vehicle for someone in the right demographic to notice or take a look at the card,” said Summer.

And many had no idea who she was.

“Who is she?” Mario asked. “I have the Chase Sapphire Preferred card for now. The benefits of the Chase Sapphire Reserve card don’t match the new price tag for me.”

Bottom Line

According to Chase’s global chief brand officer, you should stay tuned for more celebs touting the Chase Sapphire Reserve card. Fremar said the next installment of this celebrity campaign will be a man.

“He’s a Hall of Famer,” she said.

Still, the public has spoken, and while younger generations recognize the importance of brand perception among a demographic that will one day be signing up for luxury credit cards, many simply don’t care. The underlying opinion is that the money spent on campaigns should be invested into card benefits, and what really matters when getting a card is its value and flexibility compared to its annual fee.

Chase, if you’re listening, perhaps some of the ad campaign money could be put toward a more accessible, midrange credit card? Or maybe it would be better spent adjusting some of the Chase Sapphire Reserve card’s benefits to be more enticing to consumers.

And consumers, if the Chase Sapphire Reserve card isn’t doing it for you — regardless of which celebrity is holding a giant card — the Chase Sapphire Preferred card has a mere $95 annual fee and pretty lucrative bonus spend categories.