Cross River to Acquire Accrue, Adding Wallet and Loyalty Tech
CRB Group, the parent company of Cross River Bank, announced on Oct 20, 2026, an agreement to acquire Accrue, a fintech that builds branded wallet, stored value, and loyalty infrastructure at the payment layer. The acquisition adds Accrue's wallet and rewards technology to Cross River's existing embedded finance stack, which covers accounts, cards, payments, lending, digital assets, and agentic commerce. Accrue's team will join Cross River.
Founder and CEO Michael Hershfield will take on a leadership role building out embedded finance offerings. Financial terms were not disclosed. The transaction is subject to customary closing conditions, with no closing date announced.
Cross River CEO Gilles Gade said the combination lets partners build branded wallets directly on the platform.
- Consolidation continues in BaaS as infrastructure banks acquire adjacent fintech capabilities
- Cross River deepens its competitive moat with wallet and loyalty layers, raising the bar for rival BaaS providers