What WalletFlo does

WalletFlo, doing business as Flo, is a consumer-facing mobile application that uses AI to optimize credit card rewards across 217+ cards from all major US issuers and networks. The app reads merchant codes, bonus categories, and live earn rates to recommend the optimal card for each purchase, while separately tracking expiring credits, sign-up bonus deadlines, and recurring subscriptions. Card linking is handled through Plaid with read-only connections. The product is distributed exclusively through the iOS App Store and Google Play, with a 4.9-star rating and over 1,000 five-star reviews.

Flo operates a freemium consumer subscription model. The free tier supports one linked card and the full feature set with usage limits; the Pro tier costs $100 for the first year and $230 annually thereafter, adding unlimited card linking, AI-powered card selection per purchase, real-time perk/credit tracking, renewal alerts, and priority support. A third distribution path offers Pro free for 12 months when users are approved for an eligible premium card in-app, generating affiliate/referral commissions from card partners alongside subscription revenue.

The company is legally structured as High Yield Holdings & Co. LLC, was founded in 2019, is headquartered in Tucson, Arizona, and operates with 1-10 employees. The founder and CEO is Daniel Gillaspia. According to company-reported metrics, the average member captures $388 annually ($138 in expiring credits plus approximately $250 from optimal card usage), with $1,350,416 in cumulative member-captured value and $505,106 in currently tracked credits. The company serves only US consumers, has no disclosed institutional funding or parent company, and reports SOC 2 Type II compliance as in progress.

Name

WalletFlo

Legal name

High Yield Holdings & Co. LLC

Website

https://walletflo.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

WalletFlo (Flo) is a consumer mobile app that uses AI to optimize credit card rewards across 217+ US cards, helping multi-card individuals capture an average of $388 annually through optimal card selection and credit tracking.

Ownership category

akta.pro rank

Headquarters

HQ city

Tucson

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Pro Subscription: Annual subscription providing unlimited card linking, AI-powered optimization, renewal alerts, and priority support. Priced at $100 for the first year, then $230/year thereafter. One sign-up bonus ($1,038) covers multiple years of membership.
2. Card Partner Commissions: Revenue from commissions when users apply for credit cards recommended within the Flo app. The company explicitly states revenue comes from card partners when users apply for recommended cards.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

WalletFlo operates "Flo," a mobile app that uses AI to optimize credit card rewards by selecting the best card for every purchase based on live earn rates from 217+ cards across all major US issuers. The app also tracks expiring card credits ($138/year avg), monitors sign-up bonus deadlines ($1,038 avg), and identifies forgotten recurring subscriptions across linked cards.

Product overview

WalletFlo offers Flo, a credit card rewards optimization app available in three tiers: a free tier (limited to one card) and a Pro paid tier ($100/year, then $230/year). The Pro tier adds AI-powered smart card matching for every purchase, unlimited card support, real-time credit tracking, and priority support. A third tier offers Pro free for 1 year when users apply for an eligible premium card through the app's partner marketplace. The core app tracks expiring credits ($138/year average), missed sign-up bonuses ($1,038 value), and optimizes spending across 217+ supported cards.

Differentiator

Problem solved

Functional benefit

Products and services

• Flo (Free) Free, forever tier of the Flo mobile app that lets users securely link one credit card via Plaid, see the best card to use for every purchase, track perks, credits, and subscriptions, and receive annual fee reminders. Targeted at individual consumers who want to try the core optimization experience before upgrading.
• Flo Pro Annual subscription at $100 for the first year and $230/year thereafter. Adds unlimited card linking, AI-powered best-card selection for every purchase, real-time perk and credit tracking, renewal alerts with retention scripts, and priority support. Targeted at consumers with multiple credit cards who want full AI optimization across their wallet.
• Flo Pro (Card Partner Offer) 12 months of Flo Pro at no cost when a user applies for and is approved for an eligible premium card through the in-app card marketplace. Includes all Pro features plus access to curated premium card offers and personalized approval odds, with no commitment and cancellable anytime. Targeted at consumers shopping for new premium cards.

Quantifiable outcome

• Average member captures $388/year: $138 in expiring credits + ~$250 from optimal card usage + $1,038 sign-up bonus
• +2 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability2 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core.

• PlaidcoreTechnology or IntegrationPlaid provides the secure infrastructure for linking bank accounts and credit cards to the Flo app. Flo uses Plaid for read-only connections to link cards securely via financial institutions.
• VisacoreTechnology or IntegrationVisa is one of the payment networks supported by Flo. The app tracks rewards and benefits across Visa-branded credit cards from various issuers.
• MastercardcoreTechnology or IntegrationMastercard is one of the payment networks supported by Flo. The app tracks rewards and benefits across Mastercard-branded credit cards.
• ChasecoreTechnology or IntegrationChase is a major US card issuer supported by Flo. Flo integrates with Chase cards including Sapphire, Freedom, and other Chase credit card products.
• American ExpresscoreTechnology or IntegrationAmerican Express is a major card issuer supported by Flo. The app tracks rewards across Amex products including Gold, Platinum, and other Amex cards.
• Capital OnecoreTechnology or IntegrationCapital One is a supported card issuer. Flo integrates with Capital One credit cards for reward tracking and optimization.
• CiticoreTechnology or IntegrationCiti is a major US card issuer supported by Flo. Flo integrates with Citi credit cards including Double Cash and other Citi products.
• DiscovercoreTechnology or IntegrationDiscover is a supported card network and issuer. Flo tracks Discover It and other Discover credit card rewards.
• Bank of AmericacoreTechnology or IntegrationBank of America is a supported card issuer. Flo integrates with BofA credit cards for reward tracking.
• Wells FargocoreTechnology or IntegrationWells Fargo is a supported card issuer. Flo integrates with Wells Fargo credit cards.

Scale indicators6 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Rocket Money: Rocket Money (formerly Truebill) is a subscription management and personal finance app that identifies forgotten subscriptions and recurring charges for cancellation — functionality that overlaps directly with Flo's subscription tracker. Its freemium premium subscription model mirrors WalletFlo's GTM pattern.
• AwardWallet: AwardWallet is a loyalty program and travel rewards tracking service that monitors miles/points balances across airlines, hotels, and credit cards and alerts users to expiration and bonus deadlines. It overlaps directly with WalletFlo's expiration alert, deadline tracking, and multi-card management functionality.
• CardPointers: CardPointers is a credit card rewards tracking and optimization app that helps users monitor bonus categories, track credits, and identify the best card for each purchase. Direct competitor to WalletFlo with overlapping AI-driven card recommendation features and a freemium/premium subscription model.
• CardRatings: CardRatings is a consumer credit card comparison and review platform that helps users compare 217+ card products and earn rewards. Direct competitor to the card-recommendation portion of WalletFlo's flow with comparable affiliate economics.

Broad incumbents

• Mint (Intuit): Mint is an Intuit-owned personal financial management app that aggregates accounts (including credit cards), tracks spending, and surfaces savings recommendations. A broader incumbent whose subscription management, account linking, and budget-tracking categories overlap with Flo's tracking features.
• NerdWallet: NerdWallet is a personal finance content and comparison platform that recommends credit cards, optimizes rewards, and drives significant affiliate revenue from card applications. Comparable to WalletFlo on the card-recommendation side and on the affiliate revenue model, but with a much larger editorial/media footprint.
• Credit Karma: Credit Karma (owned by Intuit) provides free credit monitoring, credit card recommendations, and personal finance tools to a massive US consumer base. Its card recommendation engine competes for the same user journey, though it sits within a much broader personal-finance portfolio and is free (monetized via issuer referrals).
• The Points Guy: The Points Guy is a major travel rewards media brand operated under Red Ventures that compares credit cards, evaluates point transfer values, and produces frequent content on optimizing card benefits. Similar content/recommendation model to WalletFlo but with a travel-first positioning and scaled audience.

Emerging players

• MaxMyInterest: MaxMyInterest is a cash-optimization service that programmatically routes idle cash into high-yield accounts and CDs. It targets the same financially-engaged consumer base as WalletFlo and applies similar automation principles to a different (deposit-side) optimization problem.
• Point.me: Point.me is an award travel search engine that helps users maximize transfer-partner redemptions across credit card programs. Addresses an adjacent pain point to WalletFlo's optimization suite, particularly for users managing travel rewards across multiple cards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/walletflo
• LinkedInlinkedin.com/company/walletflo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 WalletFlo