FOR IMMEDIATE RELEASE
April 7, 2026
Combined company will leverage Alfie.io and deep affiliate expertise to revolutionize how brands recruit and manage affiliate partners at scale
XP Flow, the technology company behind Alfie.io, today announced the completion of its acquisition of Chief of Chaos in an all-equity transaction.
The acquisition brings together XP Flow’s AI-powered affiliate prospecting and outreach platform, Alfie.io, with Chief of Chaos’s proven track record in hands-on affiliate program strategy and management. Chief of Chaos will serve as the model agency for Alfie.io, demonstrating how affiliate teams and agencies can use AI to recruit partners faster, run smarter outreach, and scale program management without adding headcount.
Together, the combined company will operate as the first service and AI-led affiliate recruitment firm in the world — a platform other agencies and affiliate teams can adopt to transform their own operations. Chief of Chaos will continue to operate under its own brand as the flagship implementation of Alfie.io, proving the playbook that affiliate agencies, marketing teams, and program managers can adopt to modernize their partner recruitment and management workflows.
Alongside the acquisition, the companies announced the formation of a select group of affiliate agencies who were invited to pilot and help refine Alfie.io alongside the Chief of Chaos team. The council will give participating agencies early access to the platform and a direct role in shaping its roadmap, while providing XP Flow with real-world feedback from experienced operators across the affiliate channel.
A New Category in Affiliate Marketing
The affiliate marketing industry has long relied on manual outreach, fragmented tooling, and labor-intensive program management. XP Flow and Chief of Chaos believe that the convergence of artificial intelligence and deep human expertise represents a step change for the channel. By combining Alfie.io’s AI capabilities with Chief of Chaos’s strategic and operational depth, the combined company offers brands a unified solution: intelligent partner discovery, automated outreach at scale, and expert-led program management — all under one roof.
Leadership Perspectives
“Affiliate marketing has never had a firm that combines AI-powered recruitment with expert-led program management under one roof — until now. Bringing Chief of Chaos into XP Flow is about more than an acquisition; it is about proving a new model for the entire industry. Matt and his team have built something rare: a practice that actually delivers for brands. Together with Alfie.io, we are going to show the market what is possible when great operators and great technology work as one.” — Christine Lacy, CEO, XP Flow
“XP Flow and Chief of Chaos are joining forces because we see the channel the same way: affiliate is not a side project — it is a real growth engine. We are building Alfie.io to make partner growth simple and scalable, so brands can find the right partners faster, run better outreach, and drive more revenue without the chaos. AI is not here to replace great affiliate managers; it is here to supercharge them. Chief of Chaos combining with XP Flow is a game changer for the affiliate industry.” — Matt Frary, Founder, Chief of Chaos
About XP Flow
XP Flow is a Dallas-based marketing technology company founded by Mark Abrams. The company builds AI-powered tools for the affiliate and performance marketing industry, with a focus on helping brands and agencies scale partner recruitment and program management without adding headcount. Its flagship product, Alfie.io, enables brands and agencies to find the right affiliate partners faster, automate outreach at scale, and turn affiliate marketing into a true growth engine. XP Flow’s product team is led by Chief Product Officer Olly and Chief Technology Officer Dan Cseko.
About Chief of Chaos
Chief of Chaos is a performance-driven growth partner that helps brands turn complex affiliate and partnership channels into clear, scalable revenue. Built for leaders who want momentum without mess, Chief of Chaos brings structure, strategy, and disciplined execution to one of the highest-leverage growth engines in modern marketing.
Chief of Chaos specializes in designing and operating affiliate programs end-to-end, including partner recruitment, channel positioning, offer strategy, tracking and attribution, and ongoing optimization. The team is known for moving fast, simplifying quickly, and building durable systems that make growth repeatable, measurable, and profitable. With deep experience across performance marketing, partnerships, and brand expansion, Chief of Chaos is especially suited for companies ready to professionalize the channel, migrate or scale within platforms like Impact.com, and build partner ecosystems that compound over time.
Where Clarity Emerges from Chaos.
