Introducing Flow Builder: Smarter, Faster Referral Programs

Why We Built Flow Builder

Referral programs are one of the most effective ways to acquire new customers, but they can be tricky to set up and scale. Marketers often juggle complex rules, multiple domains, reward types, and audience segments while trying to move quickly. That’s why we built Flow Builder: a tool to make sophisticated referral and engagement programs easier to design, launch, and manage. Flow Builder brings clarity and speed to campaign management. Instead of digging into backend configurations or waiting on technical teams, marketers can now see their entire program in one place, make changes confidently, and go live in a fraction of the time.

The Story Behind Flow Builder

Flow Builder is part of an internal quest called Project Avalon — a cross-team effort to reimagine how referral programs are built and managed. Avalon brought together product managers, engineers, designers, and client-facing teams around a single goal: make powerful programs easier to build and scale. Guided by customer insights and driven by a shared vision inside Extole, Avalon became the foundation for Flow Builder — a milestone achievement that makes sophisticated referral programs faster, clearer, and more accessible to marketers everywhere.

What Flow Builder Can Do

Visual Campaign Creation

Programs come to life in a clean, visual interface with drag-and-drop tools. Targeting, rewards, and business events are displayed in a flow that shows how each piece connects. Marketers can instantly confirm who’s included, understand reward structures, and connect program steps to customer experiences without second-guessing.

Smarter Targeting Options

Flow Builder simplifies advanced targeting with pre-packaged rules and flexible filters:

• Default groups like “Everyone in the US and Canada”
• Domain-specific targeting for brands managing multiple sites or regions
• Audience filters for employees, advocates, or specific account types

This makes it simple to fine-tune eligibility and ensure each program reaches the right people.

Streamlined Reward Management

Reward setup is often one of the most time-consuming parts of launching a program. Flow Builder reduces the effort with built-in best practices and a straightforward interface. Marketers can:

• Choose and configure rewards with minimal setup
• Approve rewards with one click
• Issue rewards manually when needed, with complete transparency

Quick Duplication

Scaling programs is easy. Marketers can duplicate an existing flow, adjust the audience or reward, assign it to a new domain, and launch in minutes. There is no need to recreate rule sets or rebuild the structure from scratch.

Built-in Knowledge with Cate

Learning and troubleshooting are built right in. Flow Builder integrates with Cate, Extole’s AI knowledge assistant. Marketers can ask how to configure rewards, add targeting, or adjust flows, and get step-by-step answers in context. Cate makes documentation and support accessible right where you need it.  

Why Flow Builder Matters

For brands, Flow Builder means faster launches, clearer visibility, and more flexibility:

• Campaigns move from idea to launch in weeks instead of months
• Teams can test and iterate without heavy dependencies
• Marketers have a clear view of every step in their programs

The results are already showing up: more multi-program launches, quicker timelines, and stronger engagement from advocates. Flow Builder gives marketers the control they need to grow faster while keeping the customer experience seamless. Flow Builder makes referral program management approachable, scalable, and fast. It’s a practical step forward for brands that want to launch confidently and keep growing. We’re so proud of our team and excited about the future! Request a demo today to see Flow Builder in action.