Flow Finance

Flow Finance is a Brazilian fintech that operates as a Lending-as-a-Service (LaaS) platform, providing white-label credit infrastructure for companies to offer financial products to their own user base. Founded in 2019 by Andre Fellin, Gustavo Arruda Macedo, and Rodrigo Landerdahl, the company is headquartered in Florianópolis. In February 2022, Flow Finance was acquired by Celcoin, a prominent Brazilian fintech focused on banking and financial technology infrastructure. Following the acquisition, founders Andre Fellin and Gustavo Macedo became shareholders in Celcoin and took on leadership roles to head the new credit division.

The company's core business is enabling other businesses—such as fintechs, banks, and retailers—to embed credit services directly into their platforms. This is achieved through a fully API-based solution that allows partners to create and manage customized credit lines, including private payroll loans, personal loans, working capital products, and Buy Now, Pay Later (BNPL) options. Flow Finance manages the entire credit lifecycle, including integration, funding, collections, and customer service, at no implementation cost to its partners. Its business model creates a symbiotic relationship: partners can generate new revenue streams and increase customer loyalty, while investors gain access to a broader distribution channel for their capital.

A key feature of Flow Finance's platform is its use of machine learning and big data for credit analysis. The system combines public and private data with partner-specific information to build contextual analysis engines, aiming to improve predictive accuracy and offer fairer interest rates, particularly for small and medium-sized enterprises (SMEs) in Brazil. Before its acquisition, the startup had received investments from Darwin Startups, Biorc, and Somma Investimentos.

Keywords: Lending as a Service, LaaS, Credit as a Service, CaaS, white-label credit, embedded finance, API-based lending, Brazil fintech, credit infrastructure, credit analysis, machine learning, SME lending, personal loans, working capital, BNPL, private payroll loans, fintech infrastructure, Celcoin, open finance, financial technology