Historically, Entity (Company) Profiles on Floww were designed to support the early stages of capital raising.
The original profile was structured as a single, templated page that combined:
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Company overview
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Performance data
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Historical funding rounds
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Supporting files
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Live fundraise information
This structure was intentionally rigid. The profile formed a core component of Floww’s financial promotion due diligence process when approving and distributing fundraises via FlowwMarkets. As a result, consistency and structure were prioritised.
As the platform has evolved, so too have issuer and investor needs.
What Changed
Over time, several structural challenges emerged:
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Issuers required greater flexibility to create freeform content to share with their networks
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The introduction of Pages (for flexible content) created duplication and uncertainty between what belonged on a Profile vs a Page
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Profile ownership and content control became complex, particularly where the legal owner of the company differed from the content administrator
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During fundraising, investors referenced profile content alongside separate disclosure documents, creating overlap and confusion
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Floww Financial Promotion (FinProm) was required to review both Profiles and related Pages as part of fundraise due diligence
To create a clearer and more scalable experience, we have redefined the role of the Profile within the platform.
Old vs New Structure
We have separated company overview, marketing content, and deal-specific materials into distinct but connected components:
1. Profile – The Public Record
A clean, structured overview of the company or asset.
The Profile now serves as:
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A public-facing summary
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A permanent record of the entity
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A neutral overview without deal-specific promotional content
It is no longer the primary container for marketing or fundraising materials.
2. Pages – Flexible Content
Pages are designed for:
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Marketing and promotional content
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Company updates
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Narrative storytelling
- Permissioned communications
Pages can be shared selectively and created with greater flexibility, giving issuers control over how they communicate with different audiences.
3. Deals – Fundraise-Specific Content
Deals now house:
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Fundraise terms
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Disclosure documentation
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Deal-specific Pages
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Investor participation materials
This ensures regulatory review and due diligence processes are focused on the relevant fundraising materials, rather than general company content.
Benefits of the New Model
Clearer Structure
Profile = Overview
Pages = Communications
Deals = Fundraising
Each component has a defined role.
Reduced Confusion
Investors can clearly distinguish between company information, promotional updates, and regulated fundraising materials.
Greater Flexibility
Issuers can create freeform Pages with controlled permissions, without impacting the public company record.
Improved Governance
The separation of overview content and deal content reduces duplication and simplifies regulatory oversight during fundraising.
Centralised, Permissioned Access
The Profile now acts as a hub. Users only see the content (Pages and Deals) they are permissioned to access in relation to that entity.
Designed for a Better Deal Experience
This update reflects Floww’s commitment to delivering a clearer, more institutional-grade experience for issuers and investors alike.
By separating overview, communications, and fundraising materials, we create:
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Cleaner investor journeys
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More focused deal presentations
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Better regulatory alignment
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A structure that scales as your activity grows
If you have any questions about the updated structure, our team is here to help.