EXCLUSIVE—With P2P payments growing, and growing, it might be time for providers such as Visa Direct to start experimenting with other use cases, Cecilia Frew, SVP, head of North American push payments for Visa, told Bank Innovation.

“P2P will continue to grow, under a new set of use cases,” Frew told Bank Innovation, citing insurance and business payments as just two of the areas where P2P might expand in the near future. “We see SMBs, consumer lenders [looking to P2P], where payments now still take several days.”

Among consumers, person-to-person payments have been steadily growing in popularity since the dawn of PayPal-operated service Venmo in 2009 — the banks’ own answer, Zelle, has also seen a fair amount of growth since its launch in 2016, moving about $75 billion between its partner banks last year (even as fraud becomes a larger concern on the platform).

Visa Direct, which allows clients to “push” payments from one account to the next, is one of the partner services underpinning Zelle, along with Mastercard’s version of the platform, Mastercard Send.

However, P2P among businesses, insurers, or lenders has been progressing at a slower scale, Frew said, though she could not state whether Visa Direct had any concrete plans for expansion in these areas, though it does have programs in place for auto insurance and remittances.

“We have two remittance programs [on Visa Direct] right now, supporting [transactions]to about 50 different countries from the U.S.,” Frew told Bank Innovation. The service operates in much the same way as “domestic P2P” does on the Direct platform, according to Frew.

While consumer P2P is continuing its growth, companies like PayPal, as well as other mobile wallet services, have been experimenting with physical debit cards, by far the most popular mode of retail payment in the United States — a way to hedge against the still-popular ways to pay while digital continues to grow.

With that in mind, payment services are experimenting with these new use cases should note that P2P payments are not ubiquitous quite yet, Frew stated, adding that a good chunk of the money moved from person to person still takes place “with cash.”