Cash flow is the amount of money (cash) or cash equivalents that move in and out of business. In other words, it’s the increase or the decrease of the amount of cash held by a business. Cash flow (CF) is a factor that people use to determine the viability of a business. If a company can generate positive CF on a regular basis, it’s beneficial for long-term success. On the other hand, businesses experiencing ongoing cash flow shortages are at risk of failure.