The Current Podcast: Paze and Zelle’s Andrea Gilman on the Future of Digital Payments

Release Date: March 31, 2025
Hosts: Pat Vesse and Ilyce Lefring
Guest: Andrea Gilman, Chief Marketing Officer of Hayes and Zelle

Introduction

In this enlightening episode of The Current Podcast, hosts Pat Vesse and Ilyce Lefring welcome Andrea Gilman, the Chief Marketing Officer of Hayes and Zelle. Celebrating International Women’s Day and Women’s Month, this conversation delves into Andrea’s impactful career in the digital payments industry, her strategies behind launching Pays, and her perspectives on innovation and leadership.

Andrea Gilman's Background

Andrea Gilman brings a wealth of experience from her tenure at MasterCard and various fintech companies. Nearly two years prior to this episode, she joined Early Warning Services, where she significantly contributed to making Zelle a ubiquitous digital payment solution. Building on this success, Andrea is now spearheading the launch of Pays, a new digital wallet aimed at enhancing online checkout experiences.

Launching Pays: Strategy and Campaigns

At [02:49], Andrea Gilman explains, “Pays is really to facilitate online checkout for consumers… combining convenience and security.” This dual focus sets Pays apart from Zelle. The launch strategy for Pays hinged on three main levers:

1. Brand Campaign: Partnering with the agency Spaceship, the team developed humorous and relatable vignettes to engage consumers. Andrea emphasizes, “[03:06]... when people see a campaign and it's something that they relate to, they trust the brand more.”

2. Bank Channel Marketing: Leveraging the trust consumers have in their banks, Pays utilized bank emails and other channels to promote the service. Andrea notes, “[03:06] People really pay attention to marketing that comes from your banks. Bank emails are opened at twice the rate of other merchants and other providers.”

3. Merchant Centric Campaign: Collaborating closely with merchant partners, Pays created tailored campaigns around key events. A notable example is the Valentine’s Day campaign with 1-800-Flowers, which Andrea describes at [04:49]: “We talked about what different colors of flowers mean about your relationship with the loved one… bringing in humor to make it something people want to see and think about.”

Infusing Joy and Humor into Customer Experience

Andrea Gilman highlights the importance of making online checkout a joyful experience. At [05:49], she shares, “The idea of Pays is to make online checkout seamless and a joyful part of the whole shopping experience.” The brand campaign features relatable scenarios, such as a young dad juggling two babies while ordering dinner ([07:09]) and a mom playing hide and seek with her kids while shopping ([07:09]). These vignettes aim to resonate with consumers’ everyday experiences, adding a touch of humor to the transactional process.

Adoption and Consumer Feedback

Since its launch in September, Pays has achieved significant milestones. Andrea proudly states at [07:50], “We have over 150 million cards added to the Pays wallet solution,” reflecting the collaborative efforts across numerous banks and merchant partnerships. Consumer feedback has been overwhelmingly positive, particularly among a group Andrea refers to as “protectionists.” At [08:50], she explains, “Consumers value and trust products and services that come from their banks… this value proposition resonates.”

Marketing Strategy and Insights

Andrea Gilman sheds light on the effectiveness of their multi-faceted marketing approach. By the end of last year, Pays reached 22% aided awareness within their target demographic ([12:30]). This success is attributed to the strategic use of brand campaigns, bank channels, and merchant collaborations. Additionally, Pays has attracted thousands of merchants, including major names like United Airlines and Sephora, enhancing the network's growth and consumer reach.

Future Trends in Digital Payments

Looking ahead, Andrea emphasizes the critical balance between security and convenience in digital payments. At [14:40], she states, “Whoever really gets this combination of security and convenience is going to be the winner… in today’s world, people are leery about giving their information.” This focus is pivotal for the continued evolution and acceptance of online payment solutions.

Innovations and Growth Opportunities

Andrea Gilman is optimistic about the future of digital payments, highlighting the power of collaboration between merchants and banks. At [15:29], she shares, “How a community of merchants, a community of banks can come together to mutually benefit and help consumers get the products and services they want.” This synergy is seen as a fertile ground for innovation and growth over the next five years.

Women in the Payments Industry

In the rapid-fire Q&A segment, Andrea discusses her experiences as a woman in the payments industry. Reflecting on moments of being the only woman in the room, she acknowledges the importance of diversity: “[16:27] I've been very fortunate to work for companies that really value the perspective that women bring to the table.” Andrea also highlights the significant role women play in online purchasing decisions, noting that “women constitute over 75% of online purchase decisions.”

Mentorship and Leadership

Andrea attributes much of her success to mentorship and advocates for women taking on challenging roles to foster growth. At [17:25], she advises, “Take on those hard assignments, stretch yourself… that's where the most growth comes from.” She also envisions a future where marketing leaders are seen as chief connecting officers, driving both business and product innovation.

Empowering the Next Generation

Andrea’s commitment to empowering young women is evident from her involvement with Girls Inc. Westchester. At [19:12], she praises the confidence and technical savvy of today’s girls: “Today's girls are so confident, they're so motivated, and they're also very technically savvy.” She underscores the importance of continuous support and mentorship to ensure the next generation of women becomes the leaders of tomorrow.

Conclusion

Pat Vesse and Ilyce Lefring conclude the episode by reflecting on the strides being made in digital payments and the empowerment of women in the industry. They commend Andrea Gilman’s efforts in creating seamless, secure, and joyful payment experiences while fostering an inclusive environment for future leaders. The conversation leaves listeners inspired by the progress in digital payments and the ongoing journey towards gender equality in leadership roles.

This episode is a testament to the innovative spirit driving the digital payments industry and the vital role women play in shaping its future. Andrea Gilman’s insights provide valuable lessons on blending security with user experience, effective marketing strategies, and the importance of diversity and mentorship.