Upon conversation with several creator friends, I experienced firsthand what it means to earn from six platforms, have no idea how much to save for tax, and receive a brand offer with no benchmark to evaluate it against.
Initially, a YouTube channel earnings were never huge, but they were complicated. AdSense, Patreon, sponsorships, affiliate links, the occasional speaking fee. Six income streams. Six tax categories. Owing HMRC something not accounted for.
Accountant Advice: "set aside 30%". Savings account opened and forgotten. Sometimes dip into it. Sometimes the percentage was wrong. Crossed a band. Every January was a small panic.
The deals were worse. A brand would email a number. Get three wildly different answers about the charge. Negotiate badly or accept badly. There was no benchmark, no data, no neutral third party. Just vibes and hope.
The infrastructure now exists to fix this. Newbank provides the banking layer. GPT-4o and other LLMs provide the intelligence layer. We built the product layer.
For most of the last decade, building a product like Floww would have required becoming a bank — years of regulatory work, tens of millions in capital, an entire compliance org. Neobank changed that in 2024 by becoming the first full-stack BaaS in the UK with both PRA and FCA authorisation. We can issue real ring-fenced sub-accounts the day a creator signs up.
The intelligence side moved just as fast. Two years ago, "AI deal scoring" would have meant a static spreadsheet of rules. Today an agent can ingest a PDF, cross-reference 12,000 anonymised UK deals, evaluate exclusivity language, and draft a counter-offer in twelve seconds. We didn't invent that capability. We're the first product to point it at the creator economy.
Floww is what happens when those two layers — banking and intelligence — get assembled into something a creator can actually open on their phone. The goal is simple: let creators run a creator's business, not an accountant's business.
We're a small team of four in London. Two engineers, one designer, one regulatory operator. We're hiring slowly and obsessing over the first 1,000 users. If you're a UK creator and the rest of this site speaks to you — please join the waitlist. The product is for you.
— Shah