In today’s competitive talent market, employee benefits can make or break retention and engagement – but traditional programs are often rigid, local, and administratively burdensome. Beneflo, a European fintech-HR startup, set out to change that. Their goal: deliver a flexible, “flow-like” benefits experience that puts employees in control while keeping administration effortless for employers.
To achieve this, Beneflo partnered with Wallester White-Label, leveraging its Visa card issuing and payment infrastructure to power virtual cards, real-time transaction controls, multi-currency support, and mobile app integration. The result is a seamless, borderless platform that enables companies to offer benefits employees truly value, across Europe and beyond.
This case study explores how Beneflo built its platform from the ground up, why Wallester White-Label was the right partner, and the tangible impact of their collaboration – from faster go-live times to high user satisfaction and a scalable foundation for future growth.
About Beneflo
Founded in March 2025 and headquartered in Latvia, Beneflo is redefining employee benefits. The company operates at the intersection of Fintech and HR Tech, targeting Europe’s multi-billion-euro benefits sector. Unlike traditional programs, Beneflo replaces rigid, one-size-fits-all perks with fully flexible budgets. Companies define spending categories – wellness, education, mobility – while employees enjoy the freedom to use their Beneflo Visa card for what matters most to them.
Beneflo primarily serves distributed, high-growth teams in IT, fintech, and finance, focusing on employee well-being and talent retention. Its mission is simple: remove friction, maintain operational efficiency, and empower employees with real choice.
The Challenge Before Wallester
Launching a platform from scratch offered Beneflo a unique opportunity: they didn’t need to fix legacy systems but had to choose a card-issuing partner that could support a truly global, frictionless benefits experience. Critical requirements included:
- Real-time transaction processing and customisable spending rules
- Seamless multi-currency support for distributed teams
- Mature infrastructure with reliable support
- Transparent, cost-efficient pricing
“Freedom of choice was non-negotiable,” explains Alex Snurnitsyn, CEO & Co-founder. “We wanted employees to spend on a gym membership in Riga or a course in Berlin without administrative friction. That required a technically advanced, compliance-ready solution from day one.”
Why Wallester White-Label?
After evaluating dozens of providers, Wallester White-Label stood out. Its sophisticated REST API allowed Beneflo to implement granular, real-time spending rules that competitors couldn’t support. Multi-currency capability ensured employees could use their benefits anywhere in Europe, while predictable pricing struck the right balance between cost-efficiency and quality.
“Wallester gave us a partner who wouldn’t get in the way of our core promise: freedom of choice,” says Snurnitsyn. “Their infrastructure allowed us to launch quickly, scale efficiently, and maintain a seamless user experience.”
Implementation & Solution
Onboarding with Wallester was remarkably smooth, aligning with Beneflo’s goal of making benefits “flow” without administrative hurdles. Key features powering Beneflo’s borderless approach include:
- Branded virtual Visa cards
- Real-time transaction processing
- Multi-currency support
- Mobile-app compatibility
These capabilities allow Beneflo to deliver a truly global benefits experience while keeping operations simple and fully compliant.
“At Beneflo, our mission is to move away from rigid, one-size-fits-all perks and give employees true freedom of choice. Wallester has been that partner. Their technical sophistication and mature infrastructure enabled us to build a seamless, borderless experience in which benefits finally ‘flow’ without administrative friction. Their multi-currency support and robust API didn’t just meet our requirements – they gave us the foundation to scale across Europe and beyond. We couldn’t have asked for a more reliable team to help us redefine the future of employee well-being.”
— Alex Snurnitsyn, CEO & Co-founder, Beneflo
Results & Impact
Since launching with Wallester, Beneflo has experienced faster go-live times, streamlined benefit distribution, and high customer employee satisfaction. The flexibility to define granular spending categories and issue cards instantly has empowered users and simplified employer administration.
“Our clients appreciate the simplicity and freedom the Beneflo card offers their employees,” notes Snurnitsyn. “Wallester’s technology has been instrumental in helping us deliver on our promise of a frictionless, borderless experience.
“In addition to streamlining benefits and boosting employee satisfaction, Beneflo achieved a major industry milestone: selection for the Visa Innovation Program Europe. This recognition fuels our ongoing drive to innovate and scale, and working with Wallester, a Visa Principal Member, ensures our platform can fully leverage Visa’s global network to support borderless, real-time benefits.”
Future Outlook
Beneflo is focused on scaling across Europe, aiming to reach 10 million users in the coming years. Planned innovations include AI-enabled receipt recognition, deeper HRMS integrations, and expanding benefit programs across high-growth sectors. Wallester’s White-Label solution provides the foundation to support this ambitious growth trajectory.
