The Showroom

The private markets have a distribution problem that everyone acknowledges and almost no one has solved. On one side sit companies — Series A through pre-IPO, founders holding illiquid paper, funds needing to move a secondary block — whose access to capital depends substantially on who they happen to know. On the other sit family offices, high-net-worth individuals, and institutional allocators drowning in unstructured inbound and starved of anything credible. The two groups want each other. The connective tissue between them is a patchwork of warm introductions, placement agents, WhatsApp groups, and luck. Floww Capital's proposition is that this connective tissue can be built as regulated infrastructure rather than left to relationships. Its central product is called the Showroom, and the company is emphatic about what it is not: “It is not a listing. It is a structured capital introduction marketplace where the breadth of private market opportunities meet the right investors.” The distinction matters more than it might sound, and it explains most of what follows. Lineage: Fomtech, Floww, and the LSEG Connection Floww Capital is the capital-introduction face of a larger platform business. The parent entity is Fomtech Limited, incorporated in England and Wales and trading as Floww — a fintech founded by Martijn De Wever, a serial entrepreneur with two decades in trading, risk management, and structured products who previously founded the venture firm Force Over Mass. Fomtech raised a £5 million seed round from angel investors in 2020 and built an infrastructure stack for raising, managing, and distributing alternative assets: a deal platform, and a fund management solution launched as FlowwFunds. The inflection came on 15 March 2022, when the London Stock Exchange Group announced a strategic investment in Floww as its formal entry into global private markets. The stated ambition was expansive. Murray Roos, LSEG’s Group Head of Capital Markets, framed the goal as being able to “support the widest range of companies through their funding lifecycle” and to be “genuinely indifferent as to whether a company is public or private.” De Wever’s framing was the market-size argument: “The private asset market is growing rapidly to over £5tn but traditional infrastructure fails to keep up.” At the time of the announcement, the platform carried roughly 7,000 company profiles and 70 venture capital firms. That relationship is more than a cap-table entry. Floww Private Markets US Inc.’s FINRA filing lists the firm as controlled by Fomtech Limited at 75 percent or greater, and Fomtech in turn as controlled by London Stock Exchange Group plc — an unusually direct line from a startup capital-introduction desk to one of the world’s major exchange operators. The group also recruited from LSEG directly: Chief Operating Officer Umerah Akram previously served as LSEG’s Head of Private Markets. Chief Technology Officer Alex Pilsworth brings thirty years in fintech i