Cross River to acquire Accrue

Cross River Bank is acquiring Accrue, a fintech company that specializes in branded digital wallets and merchant loyalty programs. For retailers and operators, this signals a major shift in how financing and rewards are blending together. Cross River provides the backend banking infrastructure for many major consumer lenders and BNPL providers. By adding Accrue’s technology, they are moving toward a model where payments, financing, and customer loyalty are all handled in a single digital experience. This acquisition means your financing partners may soon offer more robust 'branded wallet' features. Instead of just offering a loan at checkout, you could soon offer customers a way to save for purchases, earn rewards, and access credit all within your own branded app or site. This is designed to keep customers coming back to your store specifically, rather than just using a generic credit card. It reflects a growing industry trend: lenders are no longer just providing capital; they are providing tools to help you build long-term customer relationships and increase lifetime value through embedded finance.

Source: Payments Dive

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