Fluz, a fintech firm known for powering consumer and business finance solutions, has announced the launch of Fluz Platform, officially stepping into the fast-growing embedded finance space. The move marks a natural evolution for a company that has already processed more than $5 billion in payments since its founding in 2018.
At its core, Fluz Platform is designed to eliminate the friction that often surrounds payouts and money movement. What has traditionally been a back-office burden—complex payment rails, compliance requirements, reconciliation processes, and vendor integrations—is now being reimagined as a seamless, in-product experience. Instead of forcing users off-platform or requiring businesses to stitch together multiple providers, Fluz is embedding payments directly into the software products people already use.
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Over the years, Fluz has supported a wide range of use cases, including rewards programs, disbursements, payouts, and bill pay. With the launch of Fluz Platform, that same infrastructure is now available to software companies, marketplaces, and financial services firms whose products rely on payments as a core feature. The goal is simple but ambitious: make payments feel like a natural extension of the user journey rather than a technical afterthought.
The platform addresses a challenge many software companies quietly wrestle with—how to deliver intuitive, branded payment experiences while navigating regulatory requirements and operational complexity. Fluz Platform supports embedded pay-ins, digital wallets, controlled spend, rewards, and disbursements within a single configurable system. This consolidated approach allows businesses to maintain control over the user experience without taking on the heavy lift of building financial infrastructure from scratch.
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Maurice Harary, CEO and founder of Fluz, pointed out that platforms often face an uncomfortable trade-off: compromise the user experience by redirecting customers to third-party payment flows, or spend months assembling multiple vendors just to enable a basic payout function. In his view, neither approach serves modern product teams. Instead, platforms should focus on creating value for users while payments operate seamlessly in the background.
To support that vision, Fluz Platform manages compliance, reconciliation, and connectivity to payment networks, effectively acting as the financial backbone for embedded experiences. Early adopters reportedly include fintech platforms, marketplace operators, and financial services companies integrating payouts, incentives, and rewards directly into their ecosystems.
Vince Chiofolo, who joined Fluz to lead business development and partnerships for the platform, emphasized that user expectations around money movement have fundamentally changed. Today’s recipients compare every payment experience to the best consumer apps they use daily. Delays, friction, or clunky interfaces can quickly erode engagement. Fluz Platform, he explained, aims to transform payments from basic transactions into flexible, instant, and intuitive experiences—without companies needing to become financial institutions themselves.
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The platform’s low-to-no-code architecture further lowers the barrier to adoption, enabling use cases such as employee rewards, creator and influencer payouts, customer rebates and refunds, and incentive programs to run on a single underlying infrastructure. This flexibility positions Fluz Platform as a scalable solution for companies that want to embed finance capabilities without adding technical complexity.
Security and compliance remain central to the offering. Fluz Platform is SOC 2 Type II certified and maintains PCI DSS compliance, alongside bank-level security standards. In a regulatory environment where trust and data protection are paramount, these certifications are likely to play a critical role in building confidence among enterprise clients.
With the launch of Fluz Platform, Fluz is signaling that embedded finance is no longer just a trend—it is becoming an expectation. As more software companies seek to integrate seamless financial experiences into their products, platforms that can combine compliance, scalability, and user-centric design may define the next phase of digital payments.
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