What Flow Software does

Flow Software is a privately-held Integration-as-a-Service provider headquartered in Auckland, New Zealand, founded in 2004-2005 and operating across ANZ with regional offices in Sydney and a delivery presence in Makati City, Philippines. The company targets mid-market retail suppliers, logistics operators, and FMCG manufacturers, selling directly to operators who need to connect ERP, WMS, CRM, 3PL, EDI, and eCommerce systems without building or maintaining integration infrastructure in-house.

Flow's technical core is the Statelake platform, a cloud-first integration hub that runs durable, stateful workflows across APIs, files, EDI, and events. Differentiating the platform from stateless iPaaS tooling, Statelake captures every transaction as integration state before processing, enabling replay, full audit trails, and recovery from failures in minutes rather than hours of manual reconciliation. Two sub-products wrap the core: Workspace, which provides real-time operational visibility into orders, shipments, invoices, and partner performance with audit-ready proof; and Assure360, the managed-service layer with continuous monitoring, SLA-bound incident response, and executive reporting. A certified Peppol Access Point service is offered as a managed add-on for ANZ e-invoicing compliance.

Flow's commercial model is endpoint-based annual subscription pricing with no per-message fees, including all three platform components plus optional Network Packs for third-party networks such as Peppol. Distribution is sales-led and direct-only, supported by content marketing, Google Ads, and selective event participation (e.g., iMedia Retail Summit), with named specialist sellers rather than transactional ticket-queue support. In February 2026, Flow was acquired by Plano-based private equity firm Exa Capital as the firm's second New Zealand portfolio company, operating independently under a decentralized ownership model.

Name

Flow Software

Legal name

Flow Software Trading Limited

Website

https://flowsoftware.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Flow Software provides Integration-as-a-Service for ANZ mid-market retail, logistics, and FMCG operators, running the cloud-first Statelake platform with stateful workflows that connect ERP, WMS, CRM, 3PL, EDI, and eCommerce systems under a managed-service subscription model.

Ownership category

akta.pro rank

Product category

Integration Platform as a Service (iPaaS) / EDI Middleware

NAICS

All Other Pipeline Transportation (48699)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

B2B/EDI & Supply Chain Process Automation Platforms (HDAEAHAK)

akta.pro secondary industries

B2B/EDI & Partner Integration (BPAMAOAJ), Integration-Centric Low-Code (Workflow + iPaaS) (HDAEAKAC)

Keywords

• Middleware integration
• Peppol e-invoicing
• EDI integration services
• B2B integration platform
• Managed integration services

Headquarters

HQ city

Albany

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Integration-as-a-Service Subscription: Endpoint-based subscription model sized to customer footprint and service needs. Includes Statelake platform, Workspace visibility tools, and Assure360 managed service. No per-message fees. Optional Network Packs for third-party networks (e.g., eInvoicing) with pooled monthly allowances. Designed to grow with customer business.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Flow Software is a B2B integration specialist that develops and operates the Statelake middleware integration platform, delivering EDI (Electronic Data Interchange) and Peppol e-Invoicing connectivity between business systems and trading partners. The company supplements its platform with the Workspace visibility dashboard and the Assure360 fully managed integration service, enabling mid-market organisations in Australia and New Zealand to outsource end-to-end data exchange.

Product overview

Flow Software operates as an Integration-as-a-Service provider for ANZ businesses, offering a unified platform centered on the Statelake integration hub. The core Statelake platform connects ERP, WMS, CRM, 3PL, EDI, and eCommerce systems via APIs, files, EDI, and events, built on a durable stateful architecture. The platform includes two key sub-products: Workspace for operational visibility with live transaction views and audit-ready proof, and Assure360 for managed service with continuous monitoring, SLA management, and incident response. Flow also offers Peppol e-Invoicing as a managed add-on service, providing certified Access Point connectivity for government-mandated e-invoicing compliance. Pricing is endpoint-based with no per-message fees, including all three components.

Differentiator

Problem solved

Functional benefit

Brands

• Statelake: Flow Software's flagship integration and EDI platform that connects ERP, WMS, CRM, 3PL, eCommerce, and trading partner systems, providing stateful workflows, real-time visibility, and operational proof.
• Assure360
• Workspace

Products and services

• Statelake Integration Platform Statelake is Flow Software's flagship cloud-based middleware integration platform that connects ERP, CRM, WMS, and other business systems to trading partners via EDI, APIs, and Peppol networks. It is designed for mid-market businesses in Australia and New Zealand that need to automate high-volume business document exchange without building in-house integration infrastructure.
• Peppol e-Invoicing Service A Peppol Access Point service that allows organisations to exchange compliant e-Invoices with government agencies and trading partners across Australia, New Zealand, and the broader Peppol network. It is targeted at finance, accounts payable, and procurement teams that need to meet mandatory e-Invoicing mandates.
• Workspace Visibility Dashboard Workspace is a visibility, monitoring, and reporting dashboard that sits on top of the Statelake platform, giving operations and IT teams real-time insight into document flows, exceptions, partner SLAs, and integration performance. It is intended for integration owners and operations managers responsible for B2B data exchange.
• Assure360 Managed Integration Service Assure360 is a fully managed integration service in which Flow Software's team handles trading-partner onboarding, mapping, monitoring, exception management, and ongoing support on behalf of the customer. It is aimed at mid-market organisations that want the outcomes of B2B integration without retaining in-house integration specialists.

Quantifiable outcome

• Villa Maria Estate: 100% of NZ customer orders processed via Flow, 160+ hours of manual data entry eliminated per month
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration58 records

Feature5 records

Partnerships

Six partnerships are on record, tiered minor.

• AmbliqueminorImplementation/ SI/ Consulting PartnerAmblique specializes in retail strategy, e-commerce platform implementations, and site optimizations across Shopify, Salesforce Commerce Cloud, Fluent Commerce, and BigCommerce. They deliver growth for clients and provide ongoing optimization support.
• The Working PartyminorImplementation/ SI/ Consulting PartnerThe Working Party is a Shopify Plus-focused ecommerce agency offering end-to-end design, development, UX, and strategic services to retailers. They help brands scale seamlessly with expertise in fashion, lifestyle, and retail.
• FBS (Future Business Systems)minorImplementation/ SI/ Consulting PartnerFuture Business Systems delivers ERP and POS solutions, most notably Harmony Enterprise Management System for retailers and manufacturers. They combine 40 years of Australian industry experience with international support to streamline operations.
• Kilimanjaro ConsultingminorImplementation/ SI/ Consulting PartnerKilimanjaro Consulting supports businesses through customized MYOB enterprise solutions from implementation and integration to training and long-term support. They have high-profile clients including MYOB itself and award-winning partnerships.
• Endeavour SolutionsminorImplementation/ SI/ Consulting PartnerEndeavour Solutions helps NZ businesses in manufacturing, wholesale, transport, and logistics sectors implement and support ERP, business planning, and business intelligence solutions including MYOB Acumatica, Microsoft Dynamics 365, Wiise, Qlik, and Kynection.
• EllbyminorImplementation/ SI/ Consulting PartnerEllby helps organizations achieve efficiency, visibility, and innovation by re-engineering workflows and digitizing processes. They leverage automation, document management, integration, and insights.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• SnapLogic: SnapLogic is an enterprise iPaaS platform offering API, application, and data integration with AI-assisted mapping. Comparable in low-code integration capabilities and broad integration library across ERP, CRM, and SaaS systems — overlapping with Flow's Statelake platform capabilities.
• Jitterbit: Jitterbit provides iPaaS, EDI, and API integration solutions targeting mid-market and enterprise customers. Comparable in EDI specialization, integration breadth across ERP/CRM/eCommerce, and managed-service delivery model for retail and logistics customers.
• SPS Commerce: SPS Commerce is a retail EDI and supply chain integration specialist with a large North American footprint and growing international presence. Comparable in its emphasis on retailer-mandated EDI compliance and managed-service delivery for retail suppliers — directly relevant to Flow's Woolworths/Coles/Foodstuffs mandate focus.
• Boomi: Boomi is a leading iPaaS platform providing API management, EDI, and integration capabilities. Directly comparable to Flow Software's Statelake platform, with broader geographic reach and a larger enterprise customer base across retail, logistics, and manufacturing verticals.
• Celigo: Celigo is an iPaaS specialist focused on EDI and pre-built integration flows for retail, eCommerce, and SaaS applications. Directly comparable in its emphasis on EDI compliance for retailers like Amazon, Shopify, and NetSuite — overlapping with Flow's ANZ retail EDI mandate focus.
• Workato: Workato is an enterprise integration and automation platform combining iPaaS with workflow automation and a managed services offering. Closely mirrors Flow's Integration-as-a-Service positioning for mid-market and enterprise customers across ERP, CRM, and eCommerce systems.
• Tray.io: Tray.io (now Tray AI) is a low-code integration and automation platform serving mid-market and enterprise customers with API-first connectivity. Comparable in its general-purpose integration capabilities, low-code configuration model, and focus on connecting SaaS applications for business process automation.
• Conexiom: Conexiom provides EDI and B2B integration automation focused on manufacturing and distribution verticals. Comparable in its managed-service approach to EDI order processing and invoice automation — directly relevant to Flow's FMCG and logistics customer base.

Broad incumbents

• MuleSoft (Salesforce): MuleSoft is Salesforce's enterprise iPaaS platform and the broadest incumbent in the integration space. While it serves similar API, EDI, and ERP integration use cases as Flow, it operates at a much larger scale and as part of the broader Salesforce ecosystem rather than as a specialized ANZ-focused managed service.

Regional players

• Patchworks: Patchworks is a UK-based iPaaS specialist focused on retail and eCommerce integrations (Shopify, NetSuite, Brightpearl, Klaviyo). Comparable in its vertical specialization and managed-service approach for retail/eCommerce, though it serves the UK market rather than ANZ and so does not directly compete with Flow.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/FlowSoftware
• Facebookfacebook.com/flowsoftwarenz

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flow Software