Zelle®, the person-to-person payment network that reaches more than 150 million enrolled user accounts in America, is launching a new brand platform and campaign: "When it Counts." The campaign, which goes live on September 2, shows everyday payments – to a babysitter, a roommate, or a loved one far from home – as quiet acts of care that power the people-to-people economy.

"With more than $1 trillion dollars sent last year and thousands of local banks and credit unions in our network, Zelle has become an essential and embedded tool that is helping Americans show up when it matters most," said Andrea Gilman, Chief Marketing Officer at Early Warning, the company behind Zelle. "When It Counts" reflects how people rely on one another and shows how Zelle supports those meaningful moments, whether it is a big life event, an everyday gesture or splitting an essential living expense with a roommate."

The launch of the new brand platform comes as Zelle surpassed $1 trillion in total payment volume in 2024, the most ever sent by a person-to-person payments service in a single year and processed more than 3.6 billion transactions over the course of the year. The brand's continued growth reflects a simple truth: behind every Zelle payment is a story of human connection and of Americans showing up for one another in their own communities.

What sets Zelle apart is how those stories are shared: through a network of more than 2,300 banks and credit unions, each deeply embedded in the communities they serve. The unique structure of Zelle enables reliable, fast money movement between two bank accounts, without the need for a separate app or digital wallet.

The campaign launches during a season of transition – back to school, back to work, and back into the financial juggling act that comes before the holidays. In these moments of emotional and financial complexity, families and communities lean on one another more. Zelle is there making that support possible.

"When It Counts" will run across connected TV, online video, YouTube, Meta, and owned channels, with additional amplification from the 2,300 banks and credit unions that offer Zelle – giving the campaign local reach through financial institutions already embedded in communities across the country.