Payments should never be
the reason a user leaves your site.
Why we built Fluid.
The cashier is the most expensive piece of UX an iGaming operator owns — and historically the least loved. Users who clear registration, KYC, and game selection drop off at deposit, exactly when the operator has paid the most to acquire them. After 20 years on the operator side, we decided to fix it.
The cashier should be a retention engine, not a money-in, money-out tool — where great UX drives retention, upsell, and CRM.
How we got here.
From pre-seed to fifty-plus operators live in under three years.
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Feb 2023
Fluid is founded
Roberto puts in the first cheque and starts building Fluid with the founding team — co-founders from product, engineering, design, and finance commit alongside.
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Aug 2023
Pre-seed closes
Aurora Holdings leads the pre-seed round, funding the team and the first version of the Fluid cashier.
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Dec 2023
Fluid v1.0 ships
The first production-ready version of the AI-powered cashier is built and ready for live operators.
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Feb 2024
Launch at ICE London
Fluid is announced at ICE London. Lucky Days becomes the first operator live on Fluid.
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Oct 2024
1M transactions processed
Fluid crosses the first million-transaction milestone across its operator base.
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Feb 2025
Top-5 iGaming innovator
NEXT.io podcast names Fluid one of the top-five innovators to watch in iGaming.
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Mar 2025
Seed round closes
Strategic seed round led by SpikeUp Media, with Xace and Corfai Capital, plus angels Alexandre Tomic and Ben Clemes.
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May 2025
5M transactions processed
Fluid passes 5 million transactions across the operator base in under 18 months from launch.
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Dec 2025
Fluid Sweepstakes ships
A purpose-built cashier for sweepstakes operators launches — coin packs, in-game purchases, Gold/Sweep Coin clarity.
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Mar 2026
50+ operators live
More than fifty licensed operators now run Fluid as their cashier across Europe and North America.
Investment
Backed by investors who know iGaming and payments.
Fluid’s pre-seed round closed in August 2023, led by Aurora Holdings — the iGaming-focused investment vehicle of Robin Reed and Daniel Bradtke — and funded the team and the first version of the cashier.
In March 2025 Fluid closed a strategic seed round led by SpikeUp Media, with participation from Xace — the iGaming-specialist financial institution — and Corfai Capital, the specialist iGaming and fintech advisory led by Ben Robinson. The seed also brought in industry angels Alexandre Tomic and Ben Clemes. The round funded product expansion, additional engineering hires, and Fluid’s push into the European and North American operator markets.
Notable investors
Robin Reed
Co-founder, Aurora Holdings. iGaming entrepreneur and co-founder of GIG.
Daniel Bradtke
Co-founder, Aurora Holdings and HappyHour.io. 18 years in iGaming with exits including Mobilebet.com.
Ben Clemes
Co-founder of GIG and former CEO of High Roller Technologies (NASDAQ listed).
Alexandre Tomic
Founder of Alea. Long-time iGaming founder and operator.
Read the full seed-round announcement.
Operators who run on Fluid
A growing roster of licensed casino, sportsbook, and platform operators across Europe and North America.
