Company Overview
Accrue is a New York fintech company that embeds branded wallets, stored value and loyalty rewards into the payment layer for merchants and consumer brands. Its platform lets a brand's customers set money aside toward a purchase and earn and track incentives funded by the brand, an approach the company brought to market in November of 2021 as an alternative to deferred payment credit.
Founded by Michael Hershfield, the company raised a 25 million dollar Series A led by Tiger Global, taking total funding to close to 30 million dollars, and signed merchant partners across consumer retail including Casper and Camp.
In October of 2026 CRB Group, Inc., the parent of Cross River, agreed to acquire Accrue. The Accrue team is to join Cross River, with Hershfield taking a leadership role building out the acquirer's embedded finance offerings. The transaction is subject to customary closing conditions.
Recent Leadership News
Executive Moves has not yet covered an executive appointment at Accrue.
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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