According to new J.D. Power data, network effects, security and ease of use play a large role in determining which “additional” brands consumers are using. Customers say the most likely reason to switch P2P brands for both sending and receiving money is family and friends using a different P2P transfer account (41%). Security concerns (27% for sending money, 25% for receiving) were also among the top reasons. how banks integrate Zelle into their mobile and electronic platforms has a large effect on satisfaction. Zelle integration is largely customizable, so how and where Zelle’s features appear in each bank’s tool vary. Capital One’s P2P customer experience, for example, is enhanced by strong discoverability from the home screen, a pay/move screen featuring a Zelle-centric money movement experience, and a final send screen that displays the recipient’s information to reconfirm money is being sent to the right person. While P2P users are steadfastly loyal to their primary brand, competing providers have a real opportunity to expand their customer base by turning existing users into advocates. Many users are receptive to opening secondary accounts to ensure they can send money across their entire social network. This means an incumbent—or even a new disruptor—doesn’t need to break brand loyalty to make meaningful gains. Sometimes, all it takes is one friend or family member requesting a transfer via another service, and suddenly, that competitor has gained a new user. As brands build out their platforms, it is incumbent on them to understand what differentiates the top performers.