Zelle Launches a Campaign to Show How Embedded Its P2P Service Is in Consumers’ Lives

Zelle, the peer-to-peer payments service from Early Warning Services LLC, is preparing to launch a marketing campaign aimed at highlighting its utility in everyday life. Dubbed “When It Counts,” the campaign is intended to show how woven into consumers’ daily lives Zelle has become, with such features as splitting a restaurant bill when dining out with friends.

The campaign, scheduled to launch Sept. 2 and to run through the remainder of 2025, will appear on streaming services accessed by Internet-enabled TVs, online video channels, YouTube, and the social-media platform provider Meta, which powers Facebook. In addition, the 2,300 financial institutions in the Zelle network will provide local marketing support. Zelle, which says it plans to extend the campaign into 2026, developed it in partnership with Pereira O’Dell, its creative agency of record since 2019.

A key theme of the campaign is to show that behind every Zelle payment is the connection Americans have to the P2P service and how deeply embedded it has become within communities by enabling “reliable, fast money movement between two bank accounts,” without the need for a separate app or digital wallet, the P2P network says. 

“The objective of the campaign is to show everyday payments through Zelle–to a babysitter, a roommate, or a loved one far from home – as quiet acts of care that power the people-to-people economy,” a Zelle spokesperson says by email.

In 2024, the dollar volume moved through the Zelle network exceeded $1 trillion, while the transaction count totaled more than 3.6 million. In addition to its availability to consumers, Zelle is also actively used by small businesses. Approximately 7 million small businesses were enrolled to make and receive payments, as of April. The average payment sent by small businesses was $640 in 2024 and the average received was $465.