In certain embodiments, a method includes receiving, at a payment server via an application executing on a device of a user, a request to create a payment proxy identifier. The method includes associating, in a data store maintained by the payment server, the payment proxy identifier to a financial account associated with the user. The method includes generating a personalized interactive element for initiating a transaction to the financial account of the user. The method includes receiving an indication of an intent to transfer a value from a sender to the user. The indication is produced via interaction of a device associated with the sender with the personalized interactive element. The method includes, responsive to receiving the indication, identifying a financial account of the sender and initiating a transfer of the value between the financial account of the user and the financial account of the sender.