About Flyweel
You pay for ads today. You get paid weeks later. In between, you fly blind. We are not a dashboard on top of your bank: the cards, the limits, the ledger, and the funding all run on one live record of spend and returns.
When a pipeline-driven business scales paid media, money leaves in real time while customer revenue lands 30, 60, or 120 days later. In between sits a tangle of ad managers, bank cards that false-flag growth as fraud, CRM pipelines, and month-end accounting spreadsheets that rarely agree.
Flyweel is the Advertising Finance (AdFi) platform built to close that gap. Instead of bolting another reporting tab onto your stack, Flyweel brings virtual ad cards1, hard spend limits, automated invoice reconciliation, AI-powered analysis, and performance-based working capital onto one live ledger.
Explore why Flyweel exists and how AdSpendOps clarity underpins the platform.
What is Flyweel?
Flyweel is an Advertising Finance (AdFi) operating system that connects advertising spend, realized revenue, financial controls, and capital on a single live record. We do not sit beside your card. We are the card, the ledger, and the funding layer underneath your ad accounts.
The platform is built for pipeline-driven businesses that pay for traffic before revenue arrives: lead generators and PPL sellers, CPA affiliates, financial and insurance brokers, law firms, home services and trade contractors, healthcare clinics, education providers, and B2B SaaS teams.
Advertising Finance is the category. AdSpendOps is the clarity layer.
Advertising Finance treats paid acquisition as underwritable capital rather than an unmonitored line-item cost. It unites three pillars on one live record: Clarity over what each campaign returned in bank-settled revenue, Control over every dollar before it leaves, and Capital priced off live performance.
AdSpendOps is the Clarity practice inside AdFi: continuously reconciling Meta, Google, and TikTok charges against CRM deals and accounting entries so operators, CFOs, and founders never wait for month-end stitching.
Why most ad tools break at scale
Legacy finance was never designed for paid media velocity.
Corporate cards false-flag scaling ad bills and freeze live campaigns for days. CRMs track pipeline without seeing card settlement.
Accounting software treats a $200,000 Meta campaign like an office supply receipt, and banks underwrite last year’s tax return instead of last week’s return on ad spend.
Flyweel fixes ad spend management at the source with four mechanics on one live record:
Where ad spend meets real money rules
Connect Meta, Google, and TikTok spend to your CRM and Xero on one live record. Automated reconciliation matches 40 to 50 monthly invoices in seconds, while AdGrid and the Flyweel MCP server tie every charge to realized revenue.
Control spend while it is live
Issue virtual Visa cards built for US ad platforms with $0 issue, load, or spend fees.2 Lock each card to a platform, ad account, or campaign so one billing flag never takes down the rest.
Set budgets that do not fall apart
Hard per-card and per-account limits stop overspend before money leaves your balance. Wallets segment business lines so every charge lands cleanly in Xero.
Scale winning campaigns while revenue catches up
Performance Capital underwrites $10k into the millions off live ad performance and verified revenue, not last year’s tax return. Put $25k a month on cards and your platform fee is $0.
How Flyweel came to life
Flyweel was founded in April 2025 by Reuben Scheckter and Matteo Calo after seeing the same timing and control gap from both sides of the table: high-velocity paid acquisition and enterprise payments engineering.
Scaled a paid-media lead generation business over 10+ years, deploying $40M+ in digital ads before its acquisition (AFR Fast Starter 2022). Started Flyweel to build the financial layer between ad spend and revenue.
Connect with Reuben on LinkedIn
Built Semrush’s in-house payment service provider ($300M+/year across a 40-engineer team) after payment engineering roles at Adyen and Mollie. Leads cards, reconciliation, and ledger architecture at Flyweel.
Connect with Matteo on LinkedIn
The pain
Reuben scaled a paid-media lead generation business over 10+ years, deploying $40M+ in digital ads before its acquisition (Australian Financial Review Fast Starter 2022). As spend grew, data fragmented across platforms, cards, and spreadsheets. Advertising money had no operating system.
When worlds collided at Antler 
Reuben and Matteo met at Antler in November 2024 and interviewed 100+ high-spend advertisers. Having built $300M+/year payment rails as Head of Engineering for payments at Semrush after roles at Adyen and Mollie, Matteo saw immediately how broken ad finance was.
Flyweel is formed
They partnered to turn ad spend from a chaotic cost line into an accountable investment with a vertically integrated financial layer. In April 2025, Flyweel incorporated with pre-seed backing from Antler.
Beta launch
Flyweel launched its private beta with early teams managing live paid spend to prove the AdSpendOps clarity layer under real budget pressure.
$2.41M pre-seed and Cards, Capital & MCP launch
Flyweel closed its $2.41M pre-seed round led by TEN13 alongside Antler, and shipped Flyweel v2.0 in the United States: virtual Visa Debit Cards, Performance Capital charge cards, automated invoice reconciliation, and the Flyweel MCP server.
Reach out to the team
Book a call, message the founders, or explore our press coverage and media kit.
Email: team@flyweel.coAbout Flyweel FAQ
What is Advertising Finance (AdFi)?
Advertising Finance (AdFi) is the financial category that connects advertising spend, realized revenue, card controls, invoice reconciliation, and working capital on one live record so a business can run paid media as an accountable investment.
How does AdSpendOps fit into AdFi?
AdSpendOps is the Clarity layer inside Advertising Finance. It reconciles ad-platform charges, CRM pipeline, accounting entries, and bank settlement into one decision-grade view of what each advertising dollar produced.
What is Flyweel?
Flyweel is the Advertising Finance (AdFi) platform for pipeline-driven businesses. It combines virtual Visa cards for ad spend, hard budget caps, automated invoice reconciliation, an AI agent and MCP server, and Performance Capital on one live ledger.
Who is Flyweel built for?
Flyweel is built for pipeline-driven businesses that pay for ads today and collect revenue 30 to 120 days later, including lead sellers (PPL), CPA affiliates, financial and insurance brokers, law firms, home services and trades, healthcare clinics, education providers, and B2B SaaS teams.
How is Flyweel different from reporting or attribution tools?
Reporting and attribution tools sit beside your bank and show past platform metrics. Flyweel sits at the transaction layer: the cards, the spend limits, the accounting reconciliation, and the funding all run on the same live record of spend and returns.
Why is AdFi needed now?
Ad platforms charge in real time while pipeline revenue arrives 30 to 120 days later. Traditional bank cards false-flag scaling ad accounts and underwrite last year’s tax return instead of live campaign performance. AdFi gives that timing gap a purpose-built financial operating system.
