How PR Positioned ZayZoon as a Fintech Leader
Multi-year PR partnership builds ZayZoon’s reputation as a trusted voice in financial wellness and HR innovation
Overview
ZayZoon needed to increase its brand awareness among HR and fintech audiences, position its executives as industry experts and differentiate its offerings in a competitive earned wage access (EWA) market.
Over the past decade, traditional notions of pay cycles and financial support have come under increasing scrutiny, particularly as many American workers continue to face chronic financial instability. Roughly 60% of U.S. adults live paycheck to paycheck and even minor unexpected expenses, like car repairs or medical bills, can lead to borrowing from high-interest credit sources or missing bill payments.
Enter EWA: a financial benefit that allows employees to access a portion of their earned wages before their scheduled payday. ZayZoon exists to help employees gain financial independence and avoid predatory lending practices. They are known as the best solution for payroll-integrated financial wellness. EWA is no longer viewed as a “perk” but increasingly as an expected benefit, particularly among younger workers and those in financial precarity.
ZayZoon’s co-founder and CEO Darcy Tuer aims to “save 10 million employees $10 billion.” The company is focused on serving small and mid-sized businesses and is actively developing a suite of financial wellness tools that includes educational resources and budgeting assistance to provide a holistic approach to employee financial health. In 2024, ZayZoon expanded its services to Canada.
ZayZoon emphasizes transparency and ethical practices, ensuring that its services are not classified as loans and do not involve interest charges. This commitment to responsible financial solutions helps distinguish ZayZoon from traditional payday lenders and reinforces its reputation as a leader in ethical earned wage access.
Walker Sands developed a PR program around thought leadership and momentum-based storytelling that showcased ZayZoon’s commitment to financial wellness and created positive sentiment around an emerging solution in the employee benefits space.
total media placements
Series B funding news placements
winners of Deloitte Fast 500 + Deloitte Canadian Fast 50
The Challenge
ZayZoon operates in a fast-growing but often misunderstood category: earned wage access (EWA). Despite its potential to alleviate financial stress for millions of workers, EWA is frequently lumped in with predatory lending products, creating skepticism among media, policymakers and buyers.
ZayZoon needed to shift that perception — fast. With new competitors entering the market and demand for ethical financial benefits rising, the company needed to tell a sharper story about what made its offering different: transparency, responsibility and a holistic approach to employee financial wellness.
The goal? Build brand awareness, earn the trust of HR and fintech audiences and position ZayZoon’s leaders as go-to voices shaping the future of work and pay.
The Solution
Walker Sands partnered with ZayZoon to educate and engage with tech and business reporters shaping the EWA conversation.
Building Credibility, One Relationship at a Time
We targeted key reporters in fintech, HR and business media — and showed up with more than just product news. We brought candid insights from ZayZoon’s leadership, a clear POV on the future of financial wellness, and the long view on how EWA can transform workforce well-being. Today, top-tier reporters now reach out to ZayZoon for expert commentary.
Debunking Industry Misconceptions
To counter industry skepticism, we directly engaged reporters with critical views of EWA. Through informational interviews, rapid-response commentary and newsjacking around legislation, we reshaped how journalists framed EWA in their coverage — and positioned ZayZoon as a responsible, trusted alternative to payday lending.
Messaging That Resonates With Both Sides of the Workplace
ZayZoon’s mission touches employers and employees alike. We helped refine dual messaging strategies: for HR leaders, EWA is a competitive advantage in attracting and retaining talent; for employees, it’s a tool for financial empowerment. This positioning came to life across interviews, bylined content and proactive media campaigns.
Cornerstone Content: The State of Employee Financial Wellness Report
We developed a proprietary research report featuring insights from 5,000 employees and 500 HR professionals — surfacing headlines like:
- How financial stress affects employee performance
- What HR leaders say about the burden of workforce financial insecurity
- What benefits matter most to younger and hourly workers
The report became a PR engine. It generated stories, secured an inbound speaking engagement with Employee Benefit News and cemented ZayZoon’s thought leadership in the financial wellness space. Based on its success, the report will now be released annually starting in 2025.
The Results
Walker Sands helped ZayZoon move from misunderstood fintech to trusted innovator. In just three years (2023–April 2025), we’ve delivered:
- 216 total placements, including 58 in top-tier outlets
- Strategic coverage across American Banker, Forbes, HR Dive and more
- 74 placements supporting Series B funding news
- 24 media wins tied to Canadian market expansion
- Sustained momentum that contributed to ZayZoon being named a 2x Deloitte Fast 50 and Fast 500 winner
“Walker Sands has been instrumental in elevating our brand through strategic PR. Their ability to translate complex initiatives, like funding announcements and market expansions, into compelling stories has helped us gain meaningful media visibility. Their data-driven insights and seamless collaboration make them a trusted partner we rely on for high-impact moments and long-term brand building.”
Tyler Munro
VP of Marketing
Explore more outcomes and solutions from Walker Sands
Ready to drive outcomes? Let’s talk.
Senior Director, Content