The world of payments is changing. So much so, in fact, that more than 50% of millennials do not own a credit card, leaving those very tech-savvy consumers to rely on debit cards and cash to make purchases.

That’s where Nationwide Marketing Group’s new partnership with digital payments innovator Zip Co., (ASX: Z1P), aims to fill the gap.  Zip’s payment solution gives customers access to a transparent and straightforward four-payment installment option, providing the freedom and flexibility to stretch their funds further. And the platform also benefits the retailer. Not only is there little to no cost to retailers above current processing fees and easy implementation with their current system, but participating retailers will be paid immediately, as Zip absorbs substantially all the risk for the installment payments.

“Partnering with Zip allows our members alternative payment methods while also giving their customers payment flexibility,” says Chris Kirk, vice president of financial and business services for Nationwide. “By adding Zip as a complement to their existing payment options, our members can now provide their customers with even more buying power. In addition, our members will have access to Zip’s robust network of users as a result of this partnership.”

Today, Zip – which entered a definitive agreement to acquire digital payment platform Sezzle – boasts a consumer base of more than 9.9 million customers and is focused on becoming the No. 1 payment choice for consumers, everywhere, every day. As part of that growth strategy, this partnership will allow Nationwide members to be promoted within the Zip network, making it possible for them to reach roughly 98% of consumers who currently have no in-store credit.

Plus, Zip has been working to integrate with Nationwide’s preferred website providers. Site on Time is now set up to allow members to process online orders with Zip, and Retailer Web Services (RWS) expects its integration with Zip to be completed later this year.

Nationwide member Howard’s, a Southern California leader in appliances for 75 years, has already seen the benefits of working with Zip.

“We are hyper-focused on providing our customers with the best products and services to make appliance shopping easy, and we were impressed with how easy it was for both our customers and our own business to use Zip,” says Michelle Nein, SVP/chief customer experience officer for Howard’s. “Zip will offer our customers the flexibility of extending the payment of their purchase, which we believe will contribute to higher sales. Additionally, Zip will offer consumers more ways to pay, which they now expect when making purchases.”

Members can reach out to one of Nationwide’s dedicated Zip reps, Alex Hartzell or Lou Pagliarini, or Chris Kirk at Nationwide to  learn more and get set up with the program.