Cross River parent CRB Group plans to acquire Accrue to integrate payments and loyalty technology

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Cross River parent CRB Group has agreed to acquire fintech company Accrue, adding branded wallet, stored-value and incentive-tracking technology to its regulated financial infrastructure. The transaction remains subject to customary closing conditions; upon completion, Cross River’s partners will be able to offer customers payments and loyalty rewards. The Accrue team will join Cross River, with its founder and CEO Michael Hershfield overseeing the expansion of the embedded finance business.