From Tap to Trust: How Real-Time Payments Are Shaping Consumer Habits and Driving Loyalty

Speed has always been a driver of innovation. From same-day delivery to instant streaming, consumers have come to expect immediacy as well as rely on it, and payments are no exception. As real-time payments and instant payouts become more accessible, they’re not just changing how people get paid, they’re reshaping what customers expect from every financial experience.

This shift is showing up clearly in the data. A recent PYMNTS report carried out in 2025¹ confirms what we've seen on the ground: real-time payments are no longer a trend, they are a permanent fixture in the customer experience landscape. As of May, 41% of U.S. disbursement recipients cite instant payment rails as their most-used method for receiving funds, up from 33% in 2021¹ which is a sharp rise in just a few years.

The most loyal adopters are transactional payroll recipients like contractors, freelancers, and marketplace sellers. With 68% continuing to use instant payouts after their first experience.² When payments align with the pace and flexibility of modern work, it’s easy to see why the habit sticks.

Once consumers try instant, they don’t go back

According to new research from PYMNTS, 57% of consumers who try instant payouts make it their most-used method for receiving funds.¹ This data underscores the powerful truth that once customers experience real-time payments, they immediately expect them as the standard. The shift isn’t just about speed, it’s about control, transparency, and trust.

When people can move money instantly, whether it’s a paycheck, an insurance claim, or a payment for contract work, it builds confidence and loyalty and fundamentally shifts the recipients view of what ‘fast’ means. Businesses offering real-time options signal that they value their customers’ time and financial flexibility. Once they experience how quickly funds can move, the traditional 3-5 day waiting period becomes intolerable.

Why real-time matters for businesses

For businesses, embracing instant payments goes beyond keeping up with consumer demand. It’s a competitive differentiator that can improve retention, engagement, and even cash flow.

• Customer retention: Instant gratification drives repeat usage and long-term satisfaction.
• Operational efficiency: Faster disbursements mean fewer bottlenecks and better cash management.
• Brand reputation: Companies seen as modern and responsive earn customer trust more quickly.

As the payment landscape evolves, real-time capabilities are shifting from a “nice-to-have” to a core expectation. And not all instant rails perform equally. PYMNTS data shows that digital wallets outperform all other instant payment methods, proving 58% more effective than bank accounts in converting one-time users into repeat ones.² For brands looking to deepen engagement, this makes digital wallets an especially powerful tool in the real-time payments ecosystem.

The value of real-time payments extends far beyond mere transaction speed. They create potent new ecosystems of customer loyalty. The report shows that companies are actively "engineering" this “stickiness” through the careful integration of instant rails and in-network incentives.

The Future of faster payment experiences

Real-time payments are still in their growth phase, but adoption is accelerating fast. It’s fueled by new technology, industry collaboration, and changing consumer behavior. Businesses that move early stand to gain an edge, positioning themselves as leaders in customer experience and financial agility.

The era of waiting for payments is ending. Consumers are making real-time payments their default and businesses that move just as fast will lead the way. Visa Direct helps businesses deliver secure, real-time payment experiences that can strengthen loyalty, boost satisfaction, and help money move efficiently across the globe. From gig workers to global enterprises, Visa Direct helps organizations flexibly meet customers where they are, helping businesses operate with the speed and reliability today’s consumers value.