What Advantage Solutions does

Advantage Solutions is an Australian information technology company founded in 1990 and headquartered in Melbourne, Victoria, operating through two legal entities: Advantage Solutions Pty Ltd and Advantage Solutions Distribution Pty Ltd. The company is the exclusive distributor of the Retail Management Hero (RMH) retail management platform in Australia, New Zealand, Cook Islands, and Fiji as part of the broader APAC territory, and it holds a seat on the RMH Advisory Board representing the region.

Its product portfolio centers on RMH, a retail management solution built by Retail Realm that extends the legacy Microsoft Retail Management System (RMS). The platform includes a customizable Point of Sale with multi-tender and multi-currency support, inventory control across standard, matrix, lot, serialized, kit, and weighted items, and a comprehensive customer loyalty program engine. Supplementary products include RMH iPOS, a mobile POS application for Apple iOS devices with online/offline synchronization and payment integrations (Shift4, PayPal Here, Adyen, Tyro), and RMH Central, a headquarters-level solution for multi-store retailers. The RMH Marketplace provides a curated ecosystem of partner-built integrations to eCommerce platforms (Magento, Zen Cart), accounting systems (MYOB, Xero), and ERP systems (SAP, Microsoft GP, JD Edwards).

The business operates as a channel-first distributor rather than a product developer. Revenue is generated through one-time software licensing of RMH and associated modules, with quote-based pricing and no publicly disclosed tiers. Go-to-market is delivered primarily through a partner/reseller network across the APAC territory, supplemented by direct demo requests via the company website. The customer base is composed of small-to-medium retailers ranging from single-store operators to chains of 100+ stores, with no named end-customer logos disclosed in the available data. The company has 11-50 employees, no external funding, and is privately held under Managing Director Richard Maurer.

Name

Advantage Solutions

Legal name

Advantage Solutions Pty Ltd

Website

https://advantagesolutions.com.au

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Advantage Solutions is an Australian IT company that exclusively distributes the Retail Management Hero (RMH) retail POS and inventory platform across Australia, New Zealand, Cook Islands, and Fiji, serving small-to-medium retailers through a partner/reseller channel under Managing Director Richard Maurer.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Software Distribution and Reselling: Advantage Solutions Distribution Pty Ltd operates as the exclusive distributor of the Retail Management Hero (RMH) solution in Australia and New Zealand. Revenue is generated through selling and distributing RMH software licenses to retailers through a partner/reseller channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Advantage Solutions is the exclusive APAC distributor of Retail Management Hero (RMH), a fully featured retail management platform for small-to-medium businesses that extends and succeeds Microsoft's now-discontinued Retail Management System (RMS). The portfolio comprises the RMH core platform with built-in Point of Sale, Back Office, Inventory Control and Loyalty modules; the RMH iOS mobile POS application (RMH iPOS); and the RMH Central headquarters module, all supported through a partner/reseller channel.

Product overview

Advantage Solutions distributes a unified retail management ecosystem centered on Retail Management Hero (RMH), a comprehensive POS and retail management platform for small-to-medium businesses. The portfolio includes the core RMH platform with integrated POS and inventory control modules, supplemented by RMH iPOS for mobile Apple iOS operations, RMH Central for headquarters/multi-store management, and the RMH Marketplace for third-party integrations to eCommerce platforms (Magento, Zen Cart), accounting systems (MYOB, Xero), and ERP solutions (SAP, Microsoft GP, JD Edwards).

Differentiator

Problem solved

Functional benefit

Brands

• RMH iPOS: A highly sophisticated mobile Point of Sale (POS) and Inventory solution that runs on Apple iOS devices, fully integrated with RMH's retail software. It works with iPhone and iPad for queue busting, mobile POS, and inventory management.

Products and services

• Retail Management Hero (RMH) Fully-featured retail management platform for small-to-medium retailers, building on and extending Microsoft Retail Management System (RMS). Includes comprehensive Point of Sale (POS) and Back Office/Retail Management functions for tracking sales, customers and optimising stock across single or multiple stores. Distributed exclusively by Advantage Solutions in Australia and New Zealand.
• RMH iPOS Mobile Point of Sale and inventory solution running on Apple iOS devices (iPhone and iPad), fully integrated with RMH retail software. Supports sales, quotes, work orders, customer lookup, purchase orders, stock takes and stock transfers in online or offline mode with real-time synchronisation. Targeted at retailers needing queue busting, mobile checkout and on-the-floor inventory operations.
• RMH Central Headquarters management module for RMH providing centralised control and management capabilities for multi-store retail operations, enabling retailers running multiple locations to coordinate from a single HQ layer on top of RMH stores.

Quantifiable outcome

• Staff become productive quickly with minimal training due to familiar RMS terms and features
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• Retail Management Hero (RMH)coreOEM/ Whitelabel/ Licensing Partner · 1 September 2017Effective September 1, 2017, Advantage Solutions Distribution became the exclusive distributor of the Retail Management Hero (RMH) solution in Australia and New Zealand, as part of the Asia-Pacific (APAC) region. Advantage is RMH-certified and is a member of the RMH Advisory Board representing the APAC region.
• Retail RealmcoreStrategic or Co-development PartnerRetail Realm is the company behind RMH. They selected Advantage Solutions as the exclusive distributor for RMH in Australia & New Zealand based on Advantage's long-time partnership, sales success, customer service focus, and similar company ethos.

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Lightspeed Commerce: Global cloud-based POS and commerce platform serving retail and hospitality SMBs across multiple geographies including APAC. Direct competitor to RMH for the same small-to-medium retail customer segment, with modern cloud-native architecture and broader feature set.
• Square (Block): Global POS and payments platform widely adopted by small retailers, including in Australia. Direct competitor targeting the same SMB retail segment with integrated hardware, payments, and software on a subscription model.
• Shopify POS: POS extension of Shopify's commerce platform used by small and medium retailers globally, including APAC. Directly competes with RMH for retailers seeking integrated eCommerce and in-store POS, with strong brand and ecosystem advantages.
• Hike (Lightspeed): Cloud POS solution originally Australia/NZ-focused, now part of Lightspeed. Direct competitor in the same SMB retail segment across Advantage's core Australian and New Zealand markets.
• Kounta (Lightspeed): Australia-origin cloud POS platform acquired by Lightspeed, serving hospitality and retail SMBs across APAC. Direct competitor to RMH in the same geography and customer size tier.
• TouchBistro: iPad-based POS platform for restaurants and retail SMBs globally, including APAC presence. Comparable iOS-first mobile POS approach to RMH iPOS, competing for the same small business technology buyers.
• EPOS Now: Cloud POS and payments solution for small and medium retailers across multiple geographies. Direct competitor offering similar SMB-focused functionality and partner/reseller distribution model.
• Vend (Lightspeed Retail): Cloud-based retail POS platform originally from New Zealand, now part of Lightspeed, serving SMB and mid-market retailers across APAC. Direct competitor with strong regional brand and cloud-native architecture.

Broad incumbents

• Clover (Fiserv): POS and business management platform from Fiserv with broad SMB retail and restaurant footprint and integrated payment hardware. Larger incumbent offering overlapping capabilities to RMH through bank and ISO partner channels.

Others

• Cin7: Cloud inventory management platform serving SMB retailers and wholesalers in APAC and globally. Not a direct POS competitor but addresses overlapping inventory and stock control use cases that RMH's Inventory Control module also targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Advantage Solutions