FlowFi
FlowFi is a US-based marketplace that matches small and mid-sized businesses with vetted fractional finance, accounting, HR, and tax experts, delivered through subscription engagements spanning ecommerce, startup, agency, franchise, and real-estate verticals.
- Company typePrivate
- Founded2024
- HeadquartersSanta Monica, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What FlowFi does
FlowFi (legally Flow Finance Inc.) is a US-headquartered marketplace that matches small and mid-sized businesses with vetted fractional finance, accounting, HR, and tax professionals. Founded in 2020 and based in Los Angeles/Santa Monica, California, the company serves clients across ecommerce, startups, agencies, franchises, real estate, and local-service verticals and claims more than 1,000 customers served. Its positioning is built on a curated expert network accepting fewer than 5% of applicants, with matches made on industry, function, and growth stage rather than pure availability.
The platform is organized around four core service pillars—Online Accounting & Bookkeeping, Financial Planning & Analysis, HR & Operations, and Tax Planning & Compliance—delivered through a proprietary web application at app.flowfi.com and integrated with third-party tools including QuickBooks and Gusto. A fifth Fractional CFO Services line was introduced in October 2025, explicitly targeting businesses generating $1M to $10M+ in revenue. AI and automation are applied selectively to transaction categorization and recurring bookkeeping tasks; the company disclaims responsibility for AI output accuracy in its terms of service, and the technology differentiator is human expert curation and matching rather than the AI layer.
FlowFi operates a sales-led go-to-market motion combining a Typeform-based matching quiz, Calendly-driven expert consultations, and an SEO/content program of 50+ blog articles. Revenue is generated via monthly subscription engagements under signed proposals or order forms, supplemented by one-time project work such as bookkeeping cleanups and transaction-readiness engagements; pricing is custom and not publicly disclosed. The company raised a $9 million seed round in February 2024 led by Blumberg Capital, with prior pre-seed participation from Parade Ventures, 14Peaks Capital, and Precursor Ventures. Headcount is reported at 11–50 employees and operations remain exclusively within the United States.
FlowFi firmographics
Firmographics- Name
- FlowFi
- Legal name
- Flow Finance Inc.
- Website
- https://flowfi.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FlowFi is a US-based marketplace that matches small and mid-sized businesses with vetted fractional finance, accounting, HR, and tax experts, delivered through subscription engagements spanning ecommerce, startup, agency, franchise, and real-estate verticals.
- Ownership category
- akta.pro rank
FlowFi industry classification
Industry- Product category
- Fractional Finance & Accounting Services
- akta.pro primary industry
- Budgeting & Cash-Flow Management (FSAGADAA)
Keywords
Where FlowFi is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FlowFi business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Fractional Expert Services Subscription: FlowFi provides ongoing bookkeeping, financial planning & analysis, CFO support, HR & operations, and tax planning services through matched fractional experts. Services are delivered under client proposals or order forms with monthly invoicing. The engagement model is subscription-based with automatic renewal (30-day notice to cancel), billed monthly via ACH or card on file.
- One-time / Project-based Services: FlowFi also handles one-time engagements such as bookkeeping cleanup projects, entity structure changes, ERP implementations, and transaction-readiness work. Per the Terms & Conditions, engagements are governed by signed proposals or order forms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom quoting based on scope of services |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels5 records
FlowFi product offering
Product offeringCore offering
FlowFi operates a curated marketplace that matches small and mid-sized businesses with vetted fractional experts in accounting, finance, tax, HR, and operations. Engagements are subscription-based, scoped via signed proposals, and delivered by independent experts from FlowFi's invite-only network (accepting under 5% of applicants). Services include ongoing bookkeeping, FP&A, fractional CFO support, HR/payroll, and tax compliance, augmented by AI-supported automation for transaction categorization and reconciliation.
Product overview
FlowFi is a fractional expert marketplace that connects small businesses with vetted accounting, finance, tax, CFO, and HR experts. The platform operates as a service-based offering rather than a software product, providing On-demand access to professionals through subscription engagements. The core offerings include Online Accounting & Bookkeeping Services, Financial Planning & Analysis, HR & Operations, and Tax Planning & Compliance as the four main service pillars, supplemented by a newer Fractional CFO Services offering launched in October 2025 for strategic financial leadership. All services are delivered through FlowFi's proprietary application at app.flowfi.com and via AI-supported automation tools. The company matches businesses with experts from their invite-only network, all of whom have cleared a competitive bar (accepting fewer than 5% of applications), and supports various industries including ecommerce, startups, agencies, real estate, and M&A/financing scenarios.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Accounting & Bookkeeping Services Industry-specific bookkeeping service for small businesses covering month-end close and reconciliations, accounts payable/receivable, inventory and cash flow tracking, accrual accounting and reporting, and cleanup projects for messy books.
- Financial Planning & Analysis
- HR & Operations
- Tax Planning & Compliance
- Fractional CFO Services Strategic financial leadership service for businesses generating $1M to $10M+ in revenue, providing expert matching and comprehensive financial services to address sophisticated financial guidance needs without the cost of a full-time CFO.
Quantifiable outcome
- Baton reduced month-end close from 30 days to 5 days (83% faster), and grew revenue by 300%
- +4 more outcomes
Companies that use FlowFi
Customer profileNamed customers6 records
Segments7 records
Ideal customer profiles5 records
FlowFi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability2 records
Feature3 records
FlowFi partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights4 records
FlowFi competitors and assessment
Company assessmentDirect peers
- Pilot: Pilot specializes in bookkeeping, CFO services, and tax preparation for startups, venture-backed companies, and small businesses. It directly competes with FlowFi on the startup/SMB bookkeeping side and shares the same target segment of founder-led companies.
- Paro: Paro is a marketplace that matches businesses with vetted fractional finance, accounting, and tax experts. It is a direct competitor to FlowFi's fractional expert marketplace model with overlapping talent pool, customer segments, and service categories.
- Bench: Bench provides online bookkeeping and financial reporting for small businesses, combining software with a dedicated team of bookkeepers. It directly competes with FlowFi in the SMB bookkeeping and financial operations space with a similar hybrid software-plus-human model.
- 1-800Accountant: 1-800Accountant provides on-demand accounting, tax, and advisory services for SMBs and entrepreneurs. It directly competes with FlowFi in the SMB accounting and tax services space, with broader brand recognition and an established customer base.
- Bookkeeper360: Bookkeeper360 offers cloud-based bookkeeping, CFO services, payroll, and tax support for SMBs. It directly competes with FlowFi across the same service pillars (bookkeeping, FP&A, payroll, tax) with similar subscription-based engagements.
- Botkeeper: Botkeeper combines AI-driven bookkeeping automation with human accountants for SMBs and accounting firms. It directly competes with FlowFi by automating the same transaction categorization, reconciliation, and reporting services FlowFi delivers through human experts.
- Fincent: Fincent provides fractional CFO, bookkeeping, and tax services for startups and small businesses. It directly competes with FlowFi across the same service categories and target segments, including recently launched CFO offerings for growth-stage companies.
Emerging players
- CFO Share: CFO Share provides fractional CFO and financial leadership services to small and mid-sized businesses. It is an emerging competitor with partial overlap to FlowFi's newly launched Fractional CFO offering, focused primarily on the higher-end fractional CFO segment.
Broad incumbents
- Acuity: Acuity (formerly Acuity CFO) is an established fractional CFO and financial consulting firm serving SMBs and middle-market companies. It is a broader incumbent in the fractional CFO space where FlowFi launched services in October 2025.
- Intuit QuickBooks Live: Intuit QuickBooks Live is Intuit's bundled bookkeeping service that pairs QuickBooks software with human bookkeepers. It is a broad incumbent leveraging QuickBooks' massive SMB install base, with direct overlap to FlowFi's bookkeeping offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
FlowFi social profiles
Digital presenceFlowFi financial estimates
Financial estimateRevenue estimate
Valuation estimate
FlowFi leadership team
Management profileNumber of profiles
FlowFi funding detail
Funding detailFunding overview
Funding rounds2 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FlowFi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FlowFi
What does FlowFi do?
FlowFi operates a curated marketplace that matches small and mid-sized businesses with vetted fractional experts in accounting, finance, tax, HR, and operations. Engagements are subscription-based, scoped via signed proposals, and delivered by independent experts from FlowFi's invite-only network (accepting under 5% of applicants). Services include ongoing bookkeeping, FP&A, fractional CFO support, HR/payroll, and tax compliance, augmented by AI-supported automation for transaction categorization and reconciliation.
Is FlowFi a public or private company?
FlowFi is a private company. It is classified as venture growth investor backed and is currently operating.
When was FlowFi founded?
FlowFi was founded in 2024. It employs 11 to 50 people.
Where is FlowFi based?
FlowFi is headquartered in Santa Monica, United States, in the North America region.
How does FlowFi make money?
Two revenue lines are on record. Fractional Expert Services Subscription is the primary driver. The others are one-time / Project-based Services.
Who are FlowFi's main competitors?
Direct peers on record are Pilot, Paro, Bench, 1-800Accountant, Bookkeeper360, Botkeeper and Fincent. CFO Share is listed as an emerging player. Broad incumbents are Acuity and Intuit QuickBooks Live.
Does FlowFi have an API?
No public API is recorded for FlowFi.
What industry is FlowFi in?
FlowFi's product category is Fractional Finance & Accounting Services. Its primary akta.pro industry code is FSAGADAA, Budgeting & Cash-Flow Management.