Ira Galtman, American Express’ in‑house archivist for three decades, has become an unlikely social media star. Known for his nostalgic “Ira, The Archivist” series, Galtman’s videos consistently outperform most of Amex’s content, especially among younger audiences on TikTok. His approach is simple: no hair or makeup, just authenticity and storytelling.
Initially hesitant when asked to film for LinkedIn, Galtman quickly realized he was comfortable sharing the company’s 176‑year history on camera.
Amex Archivist Ira Galtman Becomes Social Media Star
His quirky delivery — eyebrow raises, New York accent, and vintage anecdotes — has resonated with viewers. One viral clip shows him at the Bronx Zoo explaining Amex’s role in transporting bison in 1907. Another highlights the Gold Card’s 60th anniversary, tying history to fashion.
Amex’s social team discovered that nostalgia paired with Galtman’s personality was a “runaway hit.” His videos now perform about twice as well as the company’s benchmarks, with LinkedIn leading engagement and TikTok drawing younger cardholders.
CEO Steve Squeri noted millennials and Gen Z account for 65% of new consumer accounts, making Galtman’s appeal timely.
Despite his newfound fame, Galtman insists he’s not trying to be an influencer. “I can be myself,” he says, keeping it real while inspiring audiences with history and humor.
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