Robin Reed, CEO of Flows, shared insights into the company's new software as a service (SaaS) offering, branded with the tagline, "Just Flow It." The aim is to empower individuals by enabling them to engage in no-code software development. Reed explained that the idea was conceived from their experiences in the iGaming industry, where companies constantly navigate changing regulations and rapid technological advancements. This fast-paced environment highlighted the challenges of innovation and timely product delivery, prompting the need for a solution that allows users to utilize their data independently.
Flows integrates an organization’s data and provides an interface for users to create applications. For example, one could set up a customer relationship management flow that triggers notifications when a dealer from Evolution comes online, utilizing Evolution's API. Users can also develop more complex applications, such as tournament systems, without programming knowledge. This tool is designed to reduce reliance on tech teams and corporate roadmaps, placing control in the hands of the users themselves.
Reed believes the disruptive potential of Flows lies in its ability to democratize data utilization. Once the data catalog is converted into a Unison software format, applications can be shared across communities. He pointed out that current development processes can bog down innovation, but with Flows, users can generate powerful applications swiftly—typically in hours instead of months.
The target audience for Flows spans from solo entrepreneurs seeking digital empowerment to larger organizations wishing to equip their entire workforce with accessible tools, thus relieving their tech teams to focus on larger projects.
Currently, Flows has two brands using the initial version of their product, which is being optimized for a broader launch this autumn. An official announcement is anticipated at the iGaming Next event in Valletta, scheduled for October.
James King, who previously served as director of sales at GiG, has been appointed CEO of Flows. Reed chose King for his profound understanding of the industry and his track record of impactful sales leadership at GiG. Reed has confidence in King's vision and execution capabilities, as well as his personal belief in the product's necessity.
The company, established during the Covid pandemic, operates remotely for now, with plans to set up a London office as conditions stabilize. Currently, there are eight to nine managers in the company, which benefits from the backing of Reed’s other business ventures. The focus is on product development and coding, with plans to expand to over 20 employees within the year.
The decision to base Flows in London reflects ambitions to tap into other industries beyond iGaming, capitalizing on the city’s connectivity and talent pool. Reed noted that while the initial focus is on iGaming due to their expertise, the technology is adaptable for various sectors.
Flows represents an effort to address a growing demand for user-friendly software tools. As digital literacy rises, more professionals require the ability to contribute without needing extensive coding knowledge. This need is particularly acute in iGaming, where market integrations pose significant challenges. By empowering businesses with a more digitally savvy workforce, Flows aims to enhance operational efficiency and speed up innovation.
Looking ahead, Reed set a target of onboarding over 20 clients onto the platform within the next year, citing promising early interest in the product. While achieving critical mass with a successful launch is essential, the focus will remain on ensuring client satisfaction and delivering value from the outset.
