Flow Finance
Flow Finance is a Brazilian fintech founded in 2019 and headquartered in Florianópolis that creates personalized credit lines for end users by leveraging a white-label credit infrastructure solution, operating with 1-10 employees and three co-founders.
- Company typePrivate
- Founded2019
- HeadquartersFlorianópolis, Brazil
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Flow Finance does
Flow Finance is a Brazilian for-profit, privately held fintech company headquartered in Florianópolis, founded in 2019. Per its stated short description, the company creates personalized credit lines for end users by building on a white-label solution — operationally consistent with embedding into a third-party Banking-as-a-Service / credit infrastructure provider rather than operating its own regulated credit rails. The company is very small (1-10 employees) and is led by three co-founders: Andre Fellin (CEO), Gustavo Macedo (COO), and Rodrigo Landerdahl. The related input data describes an extensive white-label credit infrastructure (CCB issuance, credit engine, anti-fraud, onboarding, payroll-deducted credit / crédito consignado workflows, and 24/7 Pix disbursement) provided by a licensed payment institution, indicating Flow Finance's product is a distribution and customer-facing layer on top of that stack.
The business model, customer segments, and revenue mechanics are not disclosed in the supplied material. No customer logos, pricing, contract structures, or revenue figures are available. The only capital event on record is a November 2019 round with Darwin Startups as lead investor, with undisclosed monetary value, indicating an early-stage capital position. The company has a Brazilian operating footprint only and no disclosed geographic expansion or international presence.
Flow Finance firmographics
Firmographics- Name
- Flow Finance
- Legal name
- Celcoin Instituição de Pagamento S.A
- Website
- https://flowfinance.com.br
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Flow Finance is a Brazilian fintech founded in 2019 and headquartered in Florianópolis that creates personalized credit lines for end users by leveraging a white-label credit infrastructure solution, operating with 1-10 employees and three co-founders.
- Ownership category
- akta.pro rank
Flow Finance industry classification
Industry- Product category
- Consumer Lending
- NAICS
- Other Nondepository Credit Intermediation (52229)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Line of Credit / Revolving Short-Term Credit (Non-card) (FSAKAMAG)
Keywords
Where Flow Finance is headquartered
LocationHeadquarters
- HQ city
- Florianópolis
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Flow Finance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- BaaS and Embedded Finance Platform Fees: Revenue from providing Banking-as-a-Service infrastructure to businesses that embed financial products (banking, payments, credit) under their own brand via Celcoin's APIs and white-label solutions.
- API and Transaction Fees: Usage-based fees from API calls, payment processing, Pix transactions, and other financial operations processed through the platform.
- Credit Infrastructure (cel_credit): Revenue from providing credit infrastructure including Consignado as a Service, CCB issuance, portfolio management, and collection services to financial institutions and enterprises.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise/B2B custom pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Flow Finance product offering
Product offeringCore offering
Flow Finance creates personalized credit lines for its customers' end users, leveraging a white-label credit infrastructure solution. The company focuses on tailoring and deploying credit products for businesses that want to offer credit to their own user bases without building proprietary credit systems from scratch.
Product overview
Celcoin is an embedded finance infrastructure provider offering a modular platform-plus-products architecture. The core offering includes cel_bricks (embedded finance platform), cel_banking (BaaS with core banking, white label cards, and regulatory solutions), cel_payments (payment gateway, Pix, and related services), and cel_credit (payroll-deducted loan infrastructure with CCB, escrow accounts, and portfolio management). Additional products include mybenk for internal financial management, Plataforma de Antecipações for receivables anticipation, and comprehensive Open Finance solutions. All products can be accessed via APIs or white label web platforms, enabling businesses to embed financial services into their operations.
Differentiator
Problem solved
Functional benefit
Brands
- cel_bricks: Embedded Finance platform providing banking-as-a-service, BaaS, Banco Liquidante, White Label Card, Data Sharing, Core Banking, Open Insurance, and Regulatory solutions.
- cel_bank
- cel_credit
- cel_payments
- mybenk
- Plataforma de Antecipações
Products and services
- Personalized Credit Lines Personalized credit lines built for the end users of Flow Finance's business customers, delivered through a white-label credit infrastructure. Designed for Brazilian businesses that want to offer tailored lending products to their user base without developing proprietary credit technology.
Companies that use Flow Finance
Customer profileSegments5 records
Ideal customer profiles1 record
Flow Finance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Flow Finance partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights3 records
Flow Finance competitors and assessment
Company assessmentDirect peers
- Caju: Brazilian employee benefits platform that has expanded into multi-product credit and financial services via employer distribution. Comparable on Brazil B2B2C distribution model leveraging white label rails.
- a55: Brazilian embedded banking and credit infrastructure platform that enables businesses to offer financial products (accounts, credit) under their own brand. Comparable to Flow Finance on the white label / embedded credit thesis in Brazil.
- Will Bank: Brazilian digital lender focused on payroll-deductible (consignado) and personal credit lines for underserved and corporate-employee segments. Closely comparable to Flow Finance on niche consumer credit, BR market, and small-team operating model.
- Mova Crédito: Brazilian digital consumer lender focused on credit lines for underserved segments. Comparable small-team fintech offering personalized credit products to Brazilian consumers.
- Pinflag (formerly Pin Pagamentos): Brazilian fintech offering payroll-linked credit and financial services to workers via employer partnerships. Closely comparable on Brazil payroll-credit B2B2C model.
Broad incumbents
- Inter: Brazilian digital bank offering consumer credit, payroll-deductible loans, and embedded financial products. Overlaps with Flow Finance's credit line product in the same market.
- Nubank: Brazil's largest digital bank, offering credit cards, personal loans, and overdraft credit lines. Comparable on Brazil consumer credit line product, but at materially larger scale.
- C6 Bank: Brazilian digital bank with credit cards, personal loans, and payroll credit for corporate clients. Comparable on Brazil consumer credit products, especially for SME/employee segments.
- Creditas: Brazilian consumer credit and secured lending fintech (home, auto, payroll). Comparable product category but much larger scale and broader product set than Flow Finance.
Emerging players
- RecargaPay: Brazilian app combining prepaid, payments, and consumer credit for underbanked users. Comparable on Brazil consumer-credit-for-thin-file customers thesis.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Flow Finance social profiles
Digital presenceFlow Finance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flow Finance leadership team
Management profileNumber of profiles
Profiles3 records
Flow Finance funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flow Finance 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 Flow Finance
What does Flow Finance do?
Flow Finance creates personalized credit lines for its customers' end users, leveraging a white-label credit infrastructure solution. The company focuses on tailoring and deploying credit products for businesses that want to offer credit to their own user bases without building proprietary credit systems from scratch.
Is Flow Finance a public or private company?
Flow Finance is a private company. It is classified as venture growth investor backed and is currently operating.
When was Flow Finance founded?
Flow Finance was founded in 2019. It employs 1 to 10 people.
Where is Flow Finance based?
Flow Finance is headquartered in Florianópolis, Brazil, in the Latin America region.
How does Flow Finance make money?
Three revenue lines are on record. BaaS and Embedded Finance Platform Fees are the primary driver. The others are API and Transaction Fees and credit Infrastructure (cel_credit).
Who are Flow Finance's main competitors?
Direct peers on record are Caju, a55, Will Bank, Mova Crédito and Pinflag (formerly Pin Pagamentos). Broad incumbents are Inter, Nubank, C6 Bank and Creditas. RecargaPay is listed as an emerging player.
Does Flow Finance have an API?
Yes. Celcoin offers APIs for developers to integrate payment, credit, and banking services. The API supports Pix transactions, credit operations, payment processing, and Open Finance integrations. APIs are available for cel_banking, cel_payments, cel_credit, and Open Finance products including Pix Automático, Pix Inteligente, Pix por Aproximação, Pix Biometria, Pix Recorrente, Financial Data, and Cadastro Expresso. Developer documentation is at developers.celcoin.com.br/docs.
What industry is Flow Finance in?
Flow Finance's product category is Consumer Lending. Its primary akta.pro industry code is FSAKAMAG, Line of Credit / Revolving Short-Term Credit (Non-card). Its NAICS code is 52229 and its SIC code is 6141.