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# Dutch Embedded Banking Provider Flow Acquired by Accounting Software Customer Snelstart
- URL: https://www.embeddedfinancereview.com/dutch-embedded-banking-provider-flow-acquired-by-accounting-software-customer-snelstart/
- Published: 2025-07-11T09:56:00.000Z
- Updated: 2025-11-05T10:57:22.000Z
- Description: Dutch embedded banking provider Flow acquired by accounting software customer Snelstart. Analyzing the strategic implications when customers buy their infrastructure providers.
- Author: Lars Markull
- Tags: News, Flow, Snelstart, Enabler, Netherlands, Embedded Banking

**What happened:** The Dutch Embedded Banking middleware provider, **Flow,** is being acquired by one of its customers, **Snelstart** ([LinkedIn](https://www.linkedin.com/posts/daanvanklinken%5Fwere-opening-a-brand-new-chapter-flow-activity-7348257752500125696-PZm2/?rcm=ACoAAAdbfwIByTWjL4CDiRSJSBBvH8twFfw5WWM&%5Fbhlid=6fce00296b51eacb3c602ebbcf1e8f1f82511a9e&ref=embeddedfinancereview.com)).

**My comment:** Flow initially started as a B2C money management solution for consumers and freelancers, powered by Open Banking. However, the startup pivoted into Embedded Finance, making its frontend and automation features available to non-financial brands, including accounts and cards via its Embedded Banking partner Adyen ([covered in an previous newsletter](https://www.embeddedfinancereview.com/dutch-bookkeeping-tool-launches-banking-33m-baas-funding-in-mena/)).