Michael Hershfield is the founder and chief executive of Accrue, the New York fintech company that embeds branded wallets, stored value and loyalty rewards into the payment layer for merchants and consumer brands. He brought the business to market in November of 2021 around the proposition that a consumer should be able to save toward a purchase and be rewarded by the brand for doing so rather than borrow against it.
Under Hershfield, Accrue raised a 25 million dollar Series A led by Tiger Global, bringing total funding to close to 30 million dollars, and signed merchant partners across consumer retail. Following the agreement by CRB Group, Inc. to acquire the company, announced in October of 2026, he is to take a leadership role building out Cross River's embedded finance offerings.
Career History
- Founder and Chief Executive Officer, Accrue (2021 to present)
What Michael Hershfield brings to Cross River: a merchant-side view of how loyalty and payment behaviour interact, built by selling a savings and rewards product directly to consumer brands, and the product discipline of a founder who chose a funded-reward model over consumer credit. This page is a light profile and is open to further enrichment.
Facts compiled by Executive Moves from publicly available news and press releases on 21 October 2026. Spotted an inaccuracy? Email us and we'll review within 1 business day.
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