The Pinnacle Corporation

What The Pinnacle Corporation does

The Pinnacle Corporation is a privately held U.S. software company founded in 1995 and headquartered at 201 E Abram Street in Arlington, Texas. It specializes in point-of-sale (POS), loyalty, mobile ordering, and consumer engagement solutions for convenience store retailers and petroleum marketers operating nationwide. Its product portfolio is anchored on two platforms: the legacy Palm Windows POS, a Windows touchscreen-based POS launched in 1995 with extensive peripheral, payment network, and fuel controller integrations; and the Affiniti Cloud Platform, a microservices-based cloud-native suite launched in 2015 that includes Point of Sale, Ordering Suite, and Shopper Engagement modules with mobile and self-checkout variants. Proprietary features such as CardTrust (transaction fraud mitigation), AssetWatch (PCI compliance and inventory reporting), split-dial payment routing, and remote POS configuration are positioned as differentiated versus generalist POS systems.

The company monetizes through four revenue streams: software licensing and subscriptions for Palm POS and the Affiniti Cloud Platform; recurring maintenance contracts administered through its Authorized Service Contractor (ASC) Program; hardware sales (UTC 3190 terminals, Ingenico isc250 PINpads, and peripherals); and professional services for implementation, training, and certification. Pricing is quote-based with multi-year contracts and an ASC tiered referral structure (markets with fewer than five stores receive full ASC service contracts; markets with five or more stores generate referral fees to ASC partners). Go-to-market is sales-led, combining direct enterprise field sales to large petroleum marketers and convenience chains with a regional certified service contractor channel covering states such as Georgia, Kansas, Minnesota, Oklahoma, and Arkansas.

The platform is integrated with all major U.S. oil brand proprietary payment networks (Citgo, ExxonMobil, ConocoPhillips, Gulf Oil, Sinclair, Sunoco) and generic processors (FirstData/Fiserv, Heartland, Worldpay, NBS, Zipline), along with car wash (Ryko, Unitec), lottery (G-Tech), and fuel controller (Allied Electronics NexGen) partners. The company maintains PCI PA-DSS V3.2 and EMV compliance and supports Conexxus industry standards. Leadership disclosed in the source material includes Melissa Fox Hadley as Vice President of Marketing & Innovation.

Name

The Pinnacle Corporation

Legal name

The Pinnacle Corporation

Website

https://pinncorp.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

The Pinnacle Corporation is a privately held U.S. software provider, founded in 1995 and headquartered in Arlington, Texas, that delivers point-of-sale, loyalty, mobile ordering, and shopper engagement solutions to convenience store retailers and petroleum marketers through its Palm Windows POS and Affiniti Cloud Platform products, distributed via direct sales and an ASC partner network.

Ownership category

akta.pro rank

Product category

Convenience Store & Petroleum POS Software

NAICS

Software Publishers (513210), Software Publishers (51321)

SIC

Services-Prepackaged Software (7372), Wholesale-Computers & Peripheral Equipment & Software (5045)

akta.pro primary industry

POS Payment Software & Middleware (Terminal OS, Apps, Device Management) (FSAMADAC)

akta.pro secondary industries

Retail ERP (Merchandising, POS Back Office) (HDAEAEAD), POS Accessories & Spares (Cables, Stands, Cases, Replacement Parts) (HDACAKAL), Business/Enterprise IT Hardware Retail (Workstations, Servers, POS) (CRACABAJ)

Keywords

• Point of sale software
• Convenience store POS
• Petroleum marketing software
• Cloud POS platform
• Retail payment processing

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licensing and POS Systems: Revenue generated from licensing Palm Windows POS software and Affiniti Cloud Platform solutions to convenience stores and petroleum marketers. Software is sold as a complete suite with various modules including POS, ordering, and loyalty.
2. Maintenance Contracts: ASC Program allows Authorized Service Contractors to own and manage maintenance contracts with end customers, generating recurring service revenue. Pinnacle provides 2nd tier support while ASC manages 1st tier help desk.
3. Hardware Sales: Sale of POS hardware including UTC terminals, PINpads, cash drawers, printers, and other peripherals. Hardware includes Ultimate Technologies (UTC) 3190 terminals and Ingenico isc250 PINpads.
4. Professional Services: Implementation, training, certification, and support services provided through ASC partners and direct engagements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

The Pinnacle Corporation develops and sells point-of-sale (POS) software, cloud-based ordering, loyalty, and shopper engagement solutions designed specifically for convenience stores and petroleum marketers. The portfolio includes Palm Windows POS, a Windows touchscreen POS in market since 1995, and the Affiniti Cloud Platform, a microservices-based cloud POS, Ordering Suite, and Shopper Engagement suite introduced in 2015. Distribution is through direct enterprise sales and an Authorized Service Contractor (ASC) channel program that handles installation, maintenance, and ongoing support.

Product overview

The Pinnacle Corporation provides point of sale, loyalty, and mobile technology solutions specifically designed for convenience stores and petroleum marketers. The product portfolio centers on two primary platforms: Palm Windows POS (a Windows touchscreen-based system launched in 1995 with extensive hardware and payment network support) and the Affiniti Cloud Platform (a cloud-native microservices-based suite comprising Point of Sale, Ordering Suite, and Shopper Engagement modules). The ASC Program provides an authorized service contractor channel for deployment and support. Products are designed to drive traffic, increase profits, retain consumer loyalty, and enhance labor efficiency in convenience retail environments.

Differentiator

Problem solved

Functional benefit

Brands

• Affiniti Cloud Platform: Cloud-based point of sale, ordering suite, and shopper engagement platform including POS, mobile app ordering, kiosk ordering, loyalty programs, and analytics.
• Palm Windows POS

Products and services

• Palm Windows POS Windows touchscreen-based point-of-sale system designed specifically for the petroleum convenience store market, in market since 1995. Configurable, supports remote management, fleet management, EMV transactions, multiple payment networks, and extensive peripheral device integration. Includes CardTrust for fraud reduction and AssetWatch for PCI compliance reporting.
• Affiniti Cloud Platform Point of Sale True cloud-based POS module built on a microservices architecture, supporting traditional POS, Mobile Checkout, and Self-Checkout configurations so customers can check out when and where they want. Sold to convenience stores and petroleum marketers.
• Affiniti Cloud Platform Ordering Suite Cloud-based ordering module supporting In-Store Kiosk Ordering, Mobile App Ordering, and In-Dispenser Ordering, with digital content configured in the Affiniti Cloud and presented to customers in their preferred format. Sold to convenience stores and petroleum marketers.
• Affiniti Cloud Platform Shopper Engagement Consumer-focused loyalty and engagement suite including Cloud Loyalty Host, Retailer Branded Mobile App, Points and Payments, Reporting and Analytics, with digital punch cards, promotions, offers, and single-use coupons designed to drive customer engagement and retention. Sold to convenience stores and petroleum marketers.
• ASC Program (Authorized Service Contractor Program) Authorized Service Contractor program for Palm POS deployment and support, enabling certified service contractors to own maintenance contracts, provide 1st-tier help desk, and handle installation/repair. Serves markets with fewer than 5 stores directly and markets with 5+ stores on a referral-fee basis.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature8 records

Partnerships

20 partnerships are on record, tiered core.

• CitgocoreTechnology or IntegrationMajor oil brand supported through integrated payment processing in Palm POS. Pinnacle's split dial payment routing enables processing to multiple payment hosts including Citgo proprietary payment networks.
• Conoco PhillipscoreTechnology or IntegrationMajor oil brand supported through integrated payment processing in Palm POS with Conoco Phillips proprietary payment systems.
• ExxonMobilcoreTechnology or IntegrationMajor oil brand supported through integrated payment processing with ExxonMobil proprietary payment networks.
• Gulf OilcoreTechnology or IntegrationMajor oil brand supported through integrated payment processing with Gulf Oil proprietary payment systems.
• Sinclair OilcoreTechnology or IntegrationMajor oil brand supported through integrated payment processing with Sinclair Oil proprietary payment networks.
• SunococoreTechnology or IntegrationMajor oil brand supported through integrated payment processing with Sunoco proprietary payment networks.
• FirstData (Fiserv)coreTechnology or IntegrationGeneric payment processor supported through Palm POS with integrated payment gateway routing.
• Heartland Payment SystemscoreTechnology or IntegrationGeneric payment processor supported through Palm POS with integrated payment gateway routing.
• WorldpaycoreTechnology or IntegrationGeneric payment processor supported through Palm POS with integrated payment gateway routing.
• Ultimate Technologies (UTC)coreTechnology or IntegrationHardware partner providing UTC 3190 all-in-one terminals used in Palm POS solutions. Standard 3-year warranty included with MSR and Epson printer.
• IngenicocoreTechnology or IntegrationHardware partner providing isc250 PINpads with premium 3-year warranty for Palm POS solutions.
• Allied Electronics Fuel Controller - NexGencoreTechnology or IntegrationFuel controller partner providing NexGen fuel controller interface for Palm POS solutions.
• CTE - Center for Testing and EngineeringcoreImplementation/ SI/ Consulting PartnerASC Program partner providing petroleum equipment testing, training, installation, and support services in Georgia. Founded September 2006 with over 10 employees committed to quality testing and services.
• Don's Maintenance ServicecoreImplementation/ SI/ Consulting PartnerASC Program partner - family-owned business with over 150 years combined experience in petroleum industry. Founded 1976, incorporated 1986. Offers complete AST and UST site installation, dispenser, AGT and POS service and repair.
• EnergiSystemscoreImplementation/ SI/ Consulting PartnerASC Program partner providing petroleum equipment installation/construction/upgrades, industrial LED lighting, and carwash equipment sales and service.
• HoidalecoreImplementation/ SI/ Consulting PartnerASC Program partner - family-owned business founded in Wichita in 1946. Four generations providing petroleum, industrial and lubrication equipment sales and service. Branches in Wichita, Garden City, Chanute, Kansas City, Oklahoma City, and Tulsa with 24/7 service.
• Minnesota Petroleum ServicescoreImplementation/ SI/ Consulting PartnerASC Program partner providing quality petroleum equipment service throughout Minnesota with focus on customer satisfaction.
• Petroleum Equipment ServicescoreImplementation/ SI/ Consulting PartnerASC Program partner providing full-service fuel systems for retail and commercial locations. Supports one station to 500+ with proactive, personalized approach for new builds and existing equipment service.
• Petroleum Support ServicescoreImplementation/ SI/ Consulting PartnerASC Program partner - family-owned and operated business in Conway, Arkansas founded 2009 by Nathan and Sarah Huggins. Nathan has 19 years petroleum services experience; Sarah has 15 years financial software experience.
• Westmor IndustriescoreImplementation/ SI/ Consulting PartnerASC Program partner - one of North America's most comprehensive suppliers and manufacturers of energy storage, transportation, and dispensing equipment from pipeline to pump using innovation and forward thinking.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Verifone: Payment terminal hardware and petroleum-grade POS systems for fuel retailers globally, including integration with major oil brands — overlapping Pinnacle's PINpad/EMV/payment-network differentiation.
• PDI Software: Enterprise software provider specializing in convenience retail and fuel marketing, offering back office, POS, loyalty, and fuel pricing solutions — a head-to-head competitor to Affiniti in the c-store vertical.
• NCR Voyix: Major retail POS and payments platform serving convenience stores, fuel retail, and grocery with hardware and software offerings — a directly competitive alternative to Pinnacle's Palm POS and Affiniti platform.
• Gilbarco Veeder-Root: Leading supplier of fuel dispensers, payment terminals, and forecourt POS software for petroleum and convenience retail globally — directly comparable to Pinnacle's petroleum-focused POS and integration stack.
• Givex (Passport / Givex): Provider of cloud-based POS, gift/loyalty, and back-office solutions tailored to convenience and fuel retail — a closely aligned peer in modular cloud POS and shopper engagement.

Emerging players

• Lightspeed Commerce: Cloud-based POS and commerce platform focused on retail and hospitality SMBs — overlapping with Pinnacle's smaller-store segment but without Pinnacle's petroleum-specific integrations.
• Toast: Vertical cloud POS for restaurants with strong cloud-native architecture and integrated payments — a comparable vertical-POS playbook, though focused on food-service rather than c-stores.

Broad incumbents

• Infor: Large enterprise software incumbent with retail ERP and POS-adjacent offerings across multiple verticals — competes with Pinnacle for multi-site retail customers but lacks Pinnacle's petroleum-specific depth.
• Heartland Payment Systems (Global Payments): Large payments processor and POS solution provider with retail and petroleum presence — a partial competitor on payments integration and SMB POS where Pinnacle's Heartland integration also operates.
• Oracle NetSuite: Cloud ERP and retail management platform serving growing retail chains — an adjacent competitor at the back-office/ERP layer where Pinnacle's Affiniti back-office could compete or integrate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/pinncorp
• Facebookfacebook.com/the-pinnacle-corporation-132054415850
• LinkedInlinkedin.com/company/the-pinnacle-corporation

Compliance3 records

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 The Pinnacle Corporation