By now, you may have heard that Zelle® has discontinued its standalone mobile app. As of April 1, 2025, Zelle® can only be accessed through the apps and websites of financial institutions. If you’re worried about your communications surrounding this or want to make sure your accountholders know that they have alternatives to send and receive money for free, we’ve got some tips on how to get that message out!
If Your Institution Partners With Zelle®
For institutions that partner with Zelle®, all you have to do is reassure your accountholders that they won’t see any changes. Remind them that they can use Zelle® through your online or mobile banking platforms. Your goal here is to clear up confusion. You can also use this time to explain the steps involved to use Zelle® within your online and mobile banking.
If Your Institution Doesn’t Partner With Zelle®
Just because Zelle® isn’t built into your online or mobile banking doesn’t mean your accountholders weren’t using the Zelle® standalone app to send and receive money with friends and family. There are two main messages that can help ease the pain for accountholders who lost access to the app: This wasn’t your decision, and there are other options for peer-to-peer transactions.
Start by letting your accountholders know about the change, and mention that it’s not a change you had any say in. Zelle® is a product of Early Warning Services, LLC, which is owned by some of the biggest financial institutions in the U.S. This information will remind them that their negative feelings shouldn’t be directed at your institution; you’re a local financial institution with accountholder interests at heart.
Then, offer alternatives! Don’t just share the bad news; you can prove your helpfulness and expertise by reminding your accountholders that they still have peer-to-peer transaction options. PayPal, Venmo and Cash App, as well as what your institution may offer, can all fill the space left by the Zelle® standalone app.
If you ever run into issues with effective accountholder messaging, reach out to one of our account managers! We’ve specialized in marketing for financial institutions for over 25 years, so we know a thing or two about effective messaging.
All Zelle® trademarks used herein are the exclusive property of Early Warning Services, LLC, and are used with permission.