What happened: Dutch banking frontend provider Flow announced a partnership with Adyen (LinkedIn). Through this partnership, non-financial brands can leverage Adyen’s banking-as-a-service stack and use Flow's prebuilt frontend solution instead of building their own frontend.
My comment: I have been following Flow for a long time, going back to interviewing one of their co-founders in Clubhouse (Do you remember Clubhouse? 😉). Back then, Flow was a B2C Fintech with an app initially focused on consumers and later on freelancers to help them organise their finances leveraging sub-accounts and “if-this-then-that” features (Flow’s B2C website). Earlier this year, Flow pivoted into the B2B space, enabling other businesses to offer a similar feature set (Flow’s B2B website). Flow seems to target companies with freelancers and/or small business customers that currently do not offer banking products. Adyen is an excellent partner, but Adyen’s focus on larger customers with volume requirements might also create some challenges for Flow. That being said, frontend providers like Flow can be the missing provider for some companies to make the move into embedded finance.
