Cross River Bank (“Cross River”), a leading technology infrastructure platform powering embedded financial solutions serving as the trust anchor for global banking and money movement, today announced that its parent company (CRB Group, Inc.) has entered into an agreement to acquire Accrue, a fintech company powering modern customer loyalty at the payment layer.
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The acquisition marks another milestone in Cross River’s continued expansion of its embedded finance offerings. The transaction is subject to customary closing conditions.
Cross River provides the regulated financial infrastructure for the world’s largest brands, offering embedded financial solutions across accounts, cards, payments, lending, digital assets and agentic commerce. By adding Accrue’s branded wallet, stored value and technology that allows customers to earn and track incentives, Cross River will offer partners a complete embedded finance stack, enabling them to offer customers payments and loyalty rewards.
“Payments and loyalty are becoming one,” said Gilles Gade, Founder and CEO of Cross River. “Every brand wants its own wallet, and with Accrue, all of our clients can now build one on our platform. We never stop innovating, and we are excited to work with Michael Hershfield and his team to help our clients build the financial super apps of the future.”
Accrue’s team will join Cross River, with Accrue Founder and CEO Michael Hershfield taking on a leadership role building out Cross River’s embedded finance offerings.
“I started Accrue with the belief that financial products would increasingly live inside the brands and experiences customers use every day,” said Hershfield. “Accrue brings that to life by embedding wallets, payments, stored value and rewards directly into the merchant experience. Cross River shares that vision, and with its technology, scale and global reach, we can take it much further.”
The next phase of embedded finance will be led by the brands and platforms closest to their customers. As payments and loyalty converge across physical, digital and agentic channels, Cross River and Accrue will be positioned to bring branded wallets, payments, stored value and rewards to those brands at scale.