# Cross River Acquires Accrue for Payments and Loyalty

> Cross River Bank to merge payments with loyalty rewards via Accrue acquisition.
- Title: Cross River Acquires Accrue for Payments and Loyalty · Pymnts
- Summary: Cross River Bank to merge payments with loyalty rewards via Accrue acquisition. Cross River Bank acquires FinTech company Accrue to integrate payments and…
- Keywords: cross river, accrue, payments, loyalty, embedded finance, crb group, business, finance, Cross, River, Acquires, Pymnts
- Source: Pymnts — https://pymnts.com/news/acquiring/2026/cross-river-plans-to-buy-accrue-to-merge-payments-with-loyalty
- Author: PYMNTS
- Published: 2026-10-20T10:00:41+00:00
- Read time: 1 min
- Topics: cross river, accrue, payments, loyalty, embedded finance, crb group, business, finance
## Cross River Acquires Accrue
Cross River Bank plans to add branded wallet, stored value and loyalty rewards technology to its regulated financial infrastructure by acquiring FinTech company Accrue.
## Transaction Details
The transaction is subject to customary closing conditions and CRB Group raised $50 million in March to expand embedded finance capabilities.
## Embedded Finance Strategy
Cross River will enable partners to offer payments and loyalty rewards using Accrue's technology for branded wallets and incentives.
## Leadership Changes
Accrue's CEO Michael Hershfield will lead Cross River's embedded finance offerings, while Gilles Gade becomes the bank's new president.
## Key takeaway

Cross River Bank acquires FinTech company Accrue to integrate payments and loyalty rewards technology into its financial infrastructure.