Now, four years after Tilt’s founding, it is finally going straight after Venmo, as any user could have foreseen. Tilt announced on Tuesday it is adding a 1:1 payments option,

Tilt launched in 2012, has raised a fat $62 million in venture funding from the likes of Marc Andreessen, Ron Conway, Sean Parker, and the rapper Nas, and it is seeing 41% growth each month on college campuses, where the app has caught on thanks to a student ambassador program. But this will be Tilt’s true coming out party.

Tilt originally worked like this: You are holding an event (one of the most popular uses: kegger), or buying a gift, or ordering merchandise, and need to collect money from a group of people. You set a minimum target amount, and when the group hits the target (when it “tilts,” get it?) everyone gets charged. It isn’t unlike a Kickstarter or Indiegogo campaign, but more utilitarian than artistic (though some brands have used Tilt to gauge interest in a new product). Some have called Tilt “micro-crowdfunding.” The funding can take place on Tilt’s web site or its mobile app.

The group focus helped Tilt gain steam among millennials. The service is in nine countries and won’t share users or revenue, but says it is growing its user base 4x year over year.

If you haven’t heard of Tilt, it is likely because you don’t often have a need to solicit money from a group, or when you do, you use a more traditional method. (Office NCAA pool? Collect cash from everyone in person.) Or you could be using Venmo, which, even though it operates on one-to-one transactions, allows you to enter an amount and then charge multiple friends the same amount at the same time. This couldn’t have helped Tilt much.

Adding the Venmo-like feature will elevate Tilt to the next level of utility. But competing with Venmo, which is owned by PayPal (after PayPal acquired Venmo parent company Braintree in 2013), will be no picnic. Venmo’s transaction volume grew 154% in the Q1 of this year to $3.2 billion. As Re/code pointed out, Venmo is “growing ridiculously fast.“

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But if Tilt can convert its college students away from Venmo, it could become a one-to-one payments player quickly. As Tilt began to launch into more international markets, “We kept getting the request from our users to add in 1:1 payments,” says Beshara, who avoids naming Venmo specifically. “Then we looked at the data, and almost 20% of our usage in the UK was due to people bending Tilt, an app built for more social and group-oriented activity, for 1:1 payments.” That is: Tilt users were already trying to use Tilt as a Venmo anyway. Tilt began testing a 1:1 option in January, and among the testers, it led to a 34% increase in group Tilts.

Venmo isn’t the only competitor in the peer-to-peer mobile payments game. There’s Xoom (also owned by Venmo), Square Cash, Google Wallet, TransFast, Dwolla, Circle (which uses the bitcoin blockchain), and TransferWise (for sending money internationally only), to name a few.

The National Crowdfunding Association of Canada (NCFA Canada) is a cross-Canada non-profit actively engaged with both social and investment crowdfunding stakeholders across the country. NCFA Canada provides education, research, leadership, support and networking opportunities to over 1300+ members and works closely with industry, government, academia, community and eco-system partners and affiliates to create a strong and vibrant crowdfunding industry in Canada. Learn more at ncfacanada.org.