Traditional accounting tools require heavy lifting to show the past; Fluidly uses AI to accurately show today. Working with founder Caroline Plumb, we agreed that what this really meant was that business owners can sleep easier: simple, positive and relaxing.

In just over two years, Fluidly has grown from start-up concept to a leader in its field, winning the Fintech50 and Wired European Startup Awards along the way. It is now used by over 30,000 SMEs, and serves over 500 accounting firms.


We illustrated and animated rain, rivers and ice to communicate Fluidly’s power to navigate stormy waters. Sometimes tech is obsessed with, well, tech. Fluidly has a smooth, relaxing tone that emphasise customer benefits.

The brand in numbers

  • £14m Investment raised
  • 30k SME customers
  • +500 Accounting firms
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