FlowPaper
FlowPaper is a New Zealand-based digital publishing platform that converts PDFs into interactive HTML5 flipbooks, reflowable mobile-first publications, and EPUB3 ebooks for publishers, catalog operators, marketing teams, and corporate communications users via self-serve subscriptions and a downloadable desktop publisher.
- Company typePrivate
- Founded2010
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What FlowPaper does
FlowPaper is a privately held digital publishing platform operated by Devaldi Limited, a New Zealand company founded in 2010 (originally as FlexPaper) and headquartered in Auckland. The platform converts static PDF documents into interactive HTML5 flipbook-style publications, structured reflowable web content, and EPUB3 ebook files, with users ranging from individual designers and SMB marketers to magazine publishers, catalog operators, and corporate communications teams in more than 20 languages.
The core technology is a proprietary PDF-to-HTML5 conversion engine exposed through three template products: FlowPaper Zine (page-turn flipbook rendering with realistic animations), FlowPaper Elements (granular HTML5 element editing with text animations and glyph-remapping-based content protection), and Mobile-First Publication (responsive reflowable layouts rebuilt as web-style blocks for mobile reading). The platform ships as both a downloadable desktop publisher (Mac and Windows) and a browser-based app, with a documented JavaScript API, configurable viewer parameters, native embed integrations for WordPress, Wix, and Squarespace, and integration hooks for Google Analytics, Stripe, and PayPal.
FlowPaper operates a product-led growth, self-serve model with subscription licensing for desktop software and cloud-hosted publishing, plus quote-based Enterprise pricing that gates features such as EPUB3 export and self-hosted/custom-domain deployment. Revenue streams consist of recurring software subscriptions, cloud hosting fees, and desktop license sales. The company has 1-10 employees, has raised no external funding, and has been recognized with a W3 Awards Silver (2019) and finalist placements in the Digiday Technology Awards and NZ Best Awards.
FlowPaper firmographics
Firmographics- Name
- FlowPaper
- Legal name
- Devaldi Limited
- Website
- https://flowpaper.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FlowPaper is a New Zealand-based digital publishing platform that converts PDFs into interactive HTML5 flipbooks, reflowable mobile-first publications, and EPUB3 ebooks for publishers, catalog operators, marketing teams, and corporate communications users via self-serve subscriptions and a downloadable desktop publisher.
- Ownership category
- akta.pro rank
FlowPaper industry classification
Industry- Product category
- Digital Publishing Software
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Miscellaneous Publishing (2741), Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Digital Publishing Creation & Formatting Tools (EPUB, conversion, layout) (MPAJAMAG)
- akta.pro secondary industries
- Digital Publishing Platforms (News/Magazines) (BPAMAJAE), Interactive & Enhanced Digital Publishing (multimedia, serialized, interactive fiction) (MPAJAMAL)
Keywords
Where FlowPaper is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
FlowPaper business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Marketing or Sales, Personnel, Operations
Revenue model
- Software License Subscriptions: FlowPaper operates on a subscription licensing model where users pay for software licenses to use the flipbook creation tools. The license covers the software version purchased and all updates within the same major version number.
- Cloud Hosting: Cloud-hosted publishing option where publications are stored and delivered through FlowPaper's infrastructure, with options for both cloud-hosted and custom domain/self-hosted deployments.
- Desktop Software: Desktop publisher software for Mac and Windows that enables local PDF-to-flipbook conversion with advanced features, sold as part of the licensing model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise Plan |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels7 records
FlowPaper product offering
Product offeringCore offering
FlowPaper is a digital publishing platform that converts PDF documents into interactive flipbook-style web publications with realistic page-turn effects, multimedia embedding, and analytics. It offers three main templates (Zine, Elements, Mobile First) accessible via a browser app or desktop software for Mac and Windows, supporting both cloud-hosted and self-hosted deployment with embed integrations for WordPress, Wix, and Squarespace.
Product overview
FlowPaper is a digital publishing platform that converts PDF documents into interactive flipbook-style web publications. The core platform consists of three main templates: FlowPaper Zine (flipbook maker with realistic page-turn effects for magazines, catalogues, and brochures), FlowPaper Elements (individual HTML5 element editing with text animations and stronger content protection), and Mobile First Publication (responsive web-style layouts rebuilt from PDFs). Both desktop (Mac/Windows) and browser-based App versions are available. The platform offers modular add-on capabilities including Analytics & Heatmaps, Lead Generation, EPUB3 Export (Enterprise), JavaScript API for embedding, PDF Compression, Table of Contents Editor, Password/Copy Protection, Zoom Snap Reader for mobile, Flipbook Video Maker, Social Media Stories, Expanded Content sections, Product Hotspots for catalogue tagging, and Animated GIF export for email. Publishing options include FlowPaper Cloud hosting and self-hosting on custom domains.
Differentiator
Problem solved
Functional benefit
Products and services
- FlowPaper Flipbook Maker (Zine) The primary flipbook creation tool that converts PDFs into interactive web publications with realistic page-turn effects. Zine is the fastest and simplest way to publish PDFs as interactive documents with support for video, links, images, and animations, recommended for consumer magazines, catalogues, and consumer brochures.
- FlowPaper Elements A template that converts PDFs into individual HTML5 elements, allowing users to edit, move, and animate specific parts of documents. Elements provides stronger content protection through text obfuscation and improved accessibility with screen reader support, recommended for business presentations, brochures, catalogues, interactive reports, and educational materials.
- Mobile First Publication Template A template that rebuilds PDF content into a flexible, web-style layout with responsive design. Content is extracted and arranged freely into blocks, columns, and elements, supporting parallax sections, resizable columns, video backgrounds, and mobile-optimized layouts. Recommended for white papers, newsletters, corporate brochures, proposals, presentations, and annual reports.
- FlowPaper Desktop Publisher Desktop publishing software for Mac and Windows that provides full control over PDF to flipbook conversion, including template selection, styling customization, interactivity editing, analytics configuration, and publishing options. Supports both cloud hosting and self-hosting on custom domains.
- FlowPaper App (Browser-based) A browser-based online publishing tool accessible at flowpaper.com/app that allows users to upload PDFs and create flipbooks without installing software, providing the same core functionality as the desktop publisher including template selection, styling, and cloud publishing.
Quantifiable outcome
- Publication size reduced to 14% of original while maintaining text sharpness
- +2 more outcomes
Companies that use FlowPaper
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles3 records
FlowPaper technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability6 records
Feature17 records
FlowPaper partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
FlowPaper competitors and assessment
Company assessmentDirect peers
- FlippingBook: FlippingBook converts PDFs into interactive flipbooks with branding, analytics, and lead capture — a direct competitor to FlowPaper targeting sales, marketing, and publishing teams with both self-serve and enterprise tiers.
- Issuu: Issuu is the largest direct competitor in the PDF-to-flipbook and digital publishing space, offering flipbook creation, embeddable viewers, and analytics for magazines, catalogs, and brochures — closely overlapping FlowPaper's core use cases and self-serve PLG model.
- Publuu: Publuu offers a PDF flipbook platform with realistic page-flip effects, hotspot-based shoppable catalogs, and analytics — directly comparable to FlowPaper's catalog and brochure feature set.
- Yumpu: Yumpu is a digital publishing platform that converts PDFs into interactive flipbooks and online magazines, with embeddable viewers and subscription/newsletter features — overlapping with FlowPaper's magazine and publisher focus.
- FlipHTML5: FlipHTML5 provides PDF-to-flipbook conversion with HTML5 output, templates, and embeddable players, competing head-to-head with FlowPaper across brochure, magazine, and catalog publishing use cases.
- Joomag: Joomag is an all-in-one digital content platform for magazines, catalogs, and brochures with flipbook viewing, CRM integration, and lead generation — comparable to FlowPaper's marketing-collateral use cases.
- AnyFlip: AnyFlip provides a free and premium PDF-to-flipbook converter with embeddable HTML5 viewers, templates, and analytics — directly competing with FlowPaper in the SMB and individual creator segment.
- Zmags: Zmags specializes in shoppable digital catalogs and lookbooks with interactive hotspots and analytics, closely matching FlowPaper's catalog and product-hotspot e-commerce use case.
Broad incumbents
- Canva: Canva is a mass-market design platform that has expanded into document and digital publishing formats with shareable web views, embedded videos, and brand-consistent layouts — an emerging broad competitor overlapping with FlowPaper's brochure and marketing-content use cases.
- Adobe (Adobe Express / InDesign): Adobe offers broader content creation and publishing tools (Express, InDesign, Acrobat) that increasingly bundle PDF-to-web conversion and interactive publishing capabilities — a broad incumbent that competes with FlowPaper as part of a much wider portfolio.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
FlowPaper social profiles
Digital presenceFlowPaper compliance and trust
Trust signalCompliance1 record
FlowPaper financial estimates
Financial estimateRevenue estimate
Valuation estimate
FlowPaper leadership team
Management profileNumber of profiles
Profiles1 record
FlowPaper funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FlowPaper 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 FlowPaper
What does FlowPaper do?
FlowPaper is a digital publishing platform that converts PDF documents into interactive flipbook-style web publications with realistic page-turn effects, multimedia embedding, and analytics. It offers three main templates (Zine, Elements, Mobile First) accessible via a browser app or desktop software for Mac and Windows, supporting both cloud-hosted and self-hosted deployment with embed integrations for WordPress, Wix, and Squarespace.
Is FlowPaper a public or private company?
FlowPaper is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FlowPaper founded?
FlowPaper was founded in 2010. It employs 1 to 10 people.
Where is FlowPaper based?
FlowPaper is headquartered in Auckland, New Zealand, in the Oceania region.
How does FlowPaper make money?
Three revenue lines are on record. Software License Subscriptions are the primary driver. The others are cloud Hosting and desktop Software.
Who are FlowPaper's main competitors?
Direct peers on record are FlippingBook, Issuu, Publuu, Yumpu, FlipHTML5, Joomag, AnyFlip and Zmags. Broad incumbents are Canva and Adobe (Adobe Express / InDesign).
Does FlowPaper have an API?
Yes. FlowPaper provides a JavaScript API for controlling viewer behavior and reacting to document events. The API includes methods for navigation (gotoPage, nextPage, prevPage), viewing modes (fitWidth, fitHeight, setZoom, switchMode), search (searchText), printing (printPaper), and document handling (loadSwf, getCurrPage, highlight, postSnapshot). Events include onDocumentLoaded, onDocumentLoadedError, onProgress, onCurrentPageChanged, onExternalLinkClicked, onDocumentPrinted. The viewer configuration accepts numerous startup parameters including PDFFile, ZoomTransition, ZoomTime, ProgressiveLoading, FitPageOnLoad, FitWidthOnLoad, InitViewMode, StartAtPage, localeChain, and various visibility controls for toolbar tools. Developer documentation is at flowpaper.com/api.
What industry is FlowPaper in?
FlowPaper's product category is Digital Publishing Software. Its primary akta.pro industry code is MPAJAMAG, Digital Publishing Creation & Formatting Tools (EPUB, conversion, layout), with a secondary code of BPAMAJAE, Digital Publishing Platforms (News/Magazines). Its NAICS code is 5162 and its SIC code is 2741.