Zelle has tweaked its marketing strategy as it has looked to embrace being an emotionally resonant brand. Last month, it worked with its creative and strategic agency of record Pereira O’Dell to launch “When It Counts,” a new brand platform that positions everyday payments as acts of care. It also marks a new level of maturity for the brand, which in 2014 saw Americans send more than $1 trillion across 3.6 billion transactions. Andrea Gilman, chief marketing officer at Zelle and Paze network operator Early Warning Services, discusses this change, Gen Z behavioral changes she’s observed this year and Early Warning’s AI approach, including how it used the tech in Zelle’s latest campaign.