HelloFlow Builds a Scalable Cloud-Native Platform

Intro

HelloFlow was a Copenhagen-based startup that built a no-code, drag-and-drop platform for digital client onboarding, monitoring and workflow automation. Their product allowed financial institutions to deploy compliant onboarding journeys in minutes rather than weeks. It was a genuine disruption in the RegTech space. Despite strong product-market fit, the team was held back by fragile infrastructure, slow delivery cycles and a platform that could not scale to meet enterprise demand.

GOStack partnered with HelloFlow to rebuild their platform from the ground up on AWS, introducing cloud-native architecture, DevOps practices and a self-service development model. The transformation gave HelloFlow the technical credibility to compete for enterprise clients. In February 2022, Trulioo, the global leader in identity verification, acquired HelloFlow to integrate its orchestration capabilities into their end-to-end identity platform.

The Challenge

HelloFlow's founding team had deep domain expertise in financial services, but their early infrastructure choices did not scale with the business. Deployments were slow and manual, relying on fragile processes that created bottlenecks every time the team needed to ship a feature or respond to a production issue.

The development team had little autonomy over their own environments. Infrastructure provisioning required coordination with a small operations function, which meant that even minor changes carried significant lead times. As the customer base grew, the platform began to show cracks under load. Stability became a recurring concern at exactly the moment HelloFlow needed to demonstrate enterprise-grade reliability to prospective clients.

Cost was another growing pressure. Without automation or proper resource management, cloud spend was climbing without a clear relationship to business growth. The team needed a platform that could scale efficiently, not one that required constant manual intervention to stay operational.

Our Solution

GOStack designed a cloud-native platform built entirely on AWS, with Infrastructure as Code as the foundation and a GitOps-first operating model at its core. Every infrastructure resource was defined in code from day one, ensuring that environments were reproducible, auditable and consistent across development, staging and production.

Amazon EKS formed the backbone of the compute layer, providing a managed Kubernetes environment that could scale automatically with workload demand. This eliminated the operational overhead of managing container orchestration manually and gave the team a reliable foundation for running microservices at scale.

The data layer was designed to handle the diverse requirements of a compliance-focused platform. Aurora PostgreSQL served as the primary relational database, offering high availability with automated failover. ElastiCache was introduced for in-memory caching to reduce database load on high-frequency read operations. AWS MSK brought Apache Kafka-based event streaming to the platform, enabling reliable asynchronous processing between services. AWS OpenSearch provided the search and analytics capabilities needed for workflow monitoring and audit trail queries.

For serverless workloads, AWS Lambda combined with Amazon API Gateway handled event-driven processing and external API integrations without requiring dedicated compute resources. This kept costs proportional to usage rather than provisioned capacity.

The deployment pipeline was rebuilt around GitOps with ArgoCD, making the Git repository the single source of truth for both application configuration and infrastructure state. Every change went through a pull request workflow, was reviewed and was automatically reconciled to the target environment by ArgoCD. This removed the dependency on manual deployments entirely and gave the development team full visibility into what was running in each environment.

Preview environments were introduced as part of the CI pipeline, allowing developers to test feature branches in isolated, production-like environments before merging. This accelerated feedback loops and significantly reduced the risk of regressions reaching production.

The result was a self-service development platform where engineers could provision environments, deploy applications and observe system behaviour without waiting for operations support. Developer autonomy increased substantially and the team was able to ship features at a pace that matched their product ambitions.

Results and Benefits

• The new platform removed the delivery bottlenecks that had been constraining HelloFlow's growth. Deployment frequency increased significantly, with the team moving from infrequent, high-risk releases to a continuous delivery model. Platform stability improved as automated reconciliation replaced manual processes, reducing the frequency of production incidents.
  
  

• Cloud costs became predictable. With proper resource sizing, autoscaling and the shift to serverless for appropriate workloads, HelloFlow's infrastructure spend aligned with actual usage rather than over-provisioned capacity.
  
  

• The transformation also produced something harder to quantify but equally important: confidence. The development team had a platform they trusted, with clear processes, full observability and the autonomy to move fast without breaking things.