Digital gifting can be drab and cold, arriving without commentary, not even a “Here’s 50 bucks, enjoy it.”

Niche startups such as Ballooning Nest Eggs are taking this on, but the day-to-day, peer-to-peer platforms are still offering bare-bones payment experiences, though PayPal-owned Venmo will give you emojis.

But Zelle, the digital payment service operated by the bank-owned Early Warning Services, is considering something different.

Zelle has shown traction lately, processing $32 billion in payments representing 116 million transactions for an average of $276 per payment. Venmo logged $16.7 billion over the same period. But Zelle still has problems with smaller banks, which complain they are unable to get the service implemented. As the most recent Monkey Insights report by Finastra-owned Maluzai reports:

* Person-to-Person (P2P) Payments Up 250%. P2P grew once again, but where the hell is Zelle? It’s non-existent in terms of the numbers. More than 1000 financial institutions offer P2P within their banking app. Only 20 or so offer Zelle; everyone else offers standard bank-centric P2P. Zelle, while cool, is clearly not taking the world by storm when it comes to community banks and credit unions.

The 20 or so banks that offer Zelle are the nation’s largest, by design, but for ubiquity, Zelle will need to move downstream with the help of the core banking service providers.

Jamie Armistead, business line leader for Zelle, told Bank Innovation 15 smaller FIs had joined Zelle via the core software provider FIS, bringing the total to 49, with another 186 coming soon. “A third of them have assets less than $1 billion,” he said. “The idea has always been ubiquity.”

Zelle is also building out several new products, including disbursements (B2C payments), which are live, and payouts through the insurance provider AllState and the Red Cross. Coming soon are more services for businesses, including B2B payments (still the domain of the paper check) and payroll services.

But Armistead mentioned Zelle was also looking at conducting an “experiment” around gifting, in which experiences now aren’t that great. Without providing details, Armistead said the idea could be to “wrap” payments in a different experience for birthdays and holidays.

Zelle has already moved toward some personalization — users can send humorous video reminders to friends to pony up.

But Armistead also noted customers and their expectations around “cash gifts” are changing, so that maybe worrying about the kinds of envelopes grandma used to send is a little bit 2007, when the iPhone was launched and before the bitcoin whitepaper existed.

“Kids like the digital experience the way it is today,” Armistead said.