Linkly
Linkly is an Australian payment middleware provider connecting 1,000+ POS systems and acquirers through certified integrations, serving banks, POS vendors, and merchants across in-person, online, and voice payment channels in Australia and New Zealand.
- Company typePrivate
- Founded1998
- HeadquartersSydney, Australia
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Linkly does
Linkly is an Australian payment integration technology company that operates as a middleware layer connecting point-of-sale (POS) systems, acquirer payment terminals, and merchant payment networks. Founded in 1998 as PC-EFTPOS and rebranded to Linkly in 2020 following its combination with Premier Technologies, the company runs a B2B2B platform model with 1,000+ global partner integrations and 700+ certified POS solutions, serving Australian and New Zealand acquirers (including ANZ, CBA, Westpac, NAB, Suncorp, Fiserv, and newer entrants like Zeller) and POS vendors (including Oracle, NCR, and Retail Directions). Its core products comprise three channels: Linkly In-person (Orbit) for in-store POS-terminal integration, Linkly Online for web and billing payments, and Linkly Voice for IVR phone payments processing 12M+ calls annually. Add-on modules include Pay App for Android smart terminals, Linkly Bridge for Oracle, Pay@Table, and Cloud/On-Premises/MPOS integrations.
The underlying technology stack includes both cloud-hosted (Linkly Cloud REST API with TLS 1.2, synchronous and asynchronous transaction modes) and on-premise deployment (Linkly TCP/IP Interface for Windows POS via USB, RS-232, or Ethernet), supported by comprehensive developer documentation, sandbox environments, and a GitHub presence. Linkly maintains enterprise-grade security posture with PCI DSS v4.0.1 compliance (7+ years continuous, validated by Qualified Security Assessors), ISO 9001 quality, ISO 27001 information security, and ISO 31000 risk management certifications.
Linkly monetizes through transaction processing fees on payments flowing through its integration network and software licensing/middleware royalties for certified POS integrations. The company operates offices in Sydney, Melbourne, and Auckland, employs 51-100 people, and does not publicly disclose pricing or revenue. Its parent company is Premier Technologies, and the legal entity is PC-Eftpos Pty Ltd (ACN 099 609 284), registered in New South Wales, Australia.
Linkly firmographics
Firmographics- Name
- Linkly
- Legal name
- PC-Eftpos Pty Ltd
- Website
- https://linkly.com.au
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Linkly is an Australian payment middleware provider connecting 1,000+ POS systems and acquirers through certified integrations, serving banks, POS vendors, and merchants across in-person, online, and voice payment channels in Australia and New Zealand.
- Ownership category
- akta.pro rank
Linkly industry classification
Industry- Product category
- Payment Integration Platform
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)
- akta.pro primary industry
- Payment Gateways & API Connectivity (FSAGABAB)
- akta.pro secondary industries
- POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO), Alternative Payment Methods (APM) Enablement (Wallets, A2A, Local Rails) (FSAGABAJ)
Keywords
Where Linkly is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Linkly business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Transaction Processing Fees: Linkly enables payment processing through their integration network connecting POS systems to acquirer payment terminals. Revenue is derived from transaction volume processed through the platform.
- Software Licensing and Middleware: Provides Linkly software installers and middleware components for POS integration, including Linkly Orbit, Lite Installer, and specialty terminal drivers for certified POS integrations.
- Value-Added Services: Additional revenue from Pay@Table, tipping, surcharging, PLB@POS, and integration with alternative payment methods (AfterPay, Alipay, ZipPay, Klarna, Humm, ZipMoney).
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Linkly product offering
Product offeringCore offering
Linkly is an Australian fintech company that provides a B2B payment integration middleware platform connecting POS systems, acquirer payment terminals, and payment networks. It enables acquirers, banks, and POS vendors to integrate once and reach thousands of merchants through Linkly's certified ecosystem. Its three core products cover in-person (Orbit), online, and voice/IVR payment flows.
Product overview
Linkly is an Australian fintech company providing an integrated payment platform with three core product lines: Linkly In-person (Orbit) for in-store POS payments, Linkly Online for web/billing payments, and Linkly Voice for IVR phone payments. The platform enables acquirers and technology partners to connect once and access one of the widest payment networks (1,000+ global partner integrations). Add-on modules include Pay App for Android terminals, Linkly Bridge for Oracle POS integration, Pay@Table for restaurants, and Cloud/On-Premises/MPOS POS integrations. The company was founded in 1998 as PC-EFTPOS and rebranded to Linkly in 2020 after joining Premier Technologies.
Differentiator
Problem solved
Functional benefit
Brands
- Orbit: A single platform which unlocks the entire in-store payment ecosystem, for merchants of all sizes.
- Pay App
- Linkly Online
- Linkly Voice
Products and services
- Linkly In-person (Orbit) In-store payment integration platform (branded as Orbit) that connects POS systems and payment terminals to acquirer networks. Sold to acquirers, banks, and POS vendors serving retail merchants.
- Linkly Online Online payment gateway that processes card-not-present transactions by connecting merchants to acquirers. Sold to acquirers, banks, and POS vendors serving e-commerce merchants.
- Linkly Voice IVR phone payment solution for merchants accepting card payments over the phone. Sold to acquirers, banks, and POS vendors serving merchants with phone-based sales channels.
- Pay App Android payment terminal application that enables mobile POS and contactless payment acceptance on supported devices. Sold to acquirers and merchants requiring flexible in-person payment terminals.
- Linkly Bridge for Oracle Specialised integration bridge connecting Oracle Micros POS systems to Linkly's payment middleware. Sold to acquirers and merchants running Oracle POS environments in hospitality and retail.
- Cloud POS Integration Cloud-based POS integration offering for SaaS POS vendors requiring certified payment routing through Linkly's middleware.
- On-Premises Integration On-premises POS integration offering for enterprises operating legacy POS infrastructure that require local payment middleware connectivity.
- MPOS Integration Mobile POS integration offering for partners connecting smartphones and tablets as payment acceptance devices through Linkly's middleware.
Quantifiable outcome
- Enables processing of 12M+ payment calls per year through Voice IVR
- +3 more outcomes
Companies that use Linkly
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Linkly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature7 records
Linkly partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered flagship and core.
- Virgin AustraliaflagshipLinkly Pay App deployed onboard Virgin Australia's domestic and international fleet (600+ devices) enabling inflight payments. Partnership with Omnevo, Sektor, and Live Payments delivered a mobile all-in-one POS and payment device for flight attendants to process sales and accept all major payment types in the air.
- OmnevocoreTechnology partner in the Virgin Australia inflight payments solution, contributing to the mobile POS integration for processing payments on aircraft.
- Live PaymentscoreTechnology partner in the Virgin Australia inflight payments solution, contributing to the mobile POS integration for processing payments on aircraft.
- SektorcorePartnership with Sektor, the leading provider and supplier of payment hardware and peripherals in Australia, to unlock the full potential of Android Smart terminals. Linkly Pay App is hosted in Sektor's MAXSTORE, a market-leading Terminal Management System providing federated control over terminal fleets.
- OraclecoreLinkly Bridge for Oracle integration connects Oracle MICROS Simphony, RES 3700, and e7 POS solutions to major Australian bank payment terminals. Enables restaurants, cafes, and food and beverage establishments to process payments from customers of Australia's four biggest banks (CBA, Westpac, NAB, ANZ). Available on Oracle Cloud Marketplace.
- ZellercorePartnership to bring POS integration to Zeller terminals, starting with selected Linkly accredited On-premise integrations and rolling out to all Linkly accredited POS and Cloud integrations. Joint development of intuitive POS pairing process and merchant experience for Zeller customers.
- ANZcoreAcquirer partner providing Linkly middleware integration to their payment terminal network in Australia and New Zealand.
- Commonwealth Bank (CBA)coreAcquirer partner providing Linkly middleware integration to their payment terminal network in Australia.
- WestpaccoreAcquirer partner providing Linkly middleware integration to their payment terminal network in Australia.
- NABcoreAcquirer partner providing Linkly middleware integration to their payment terminal network in Australia.
- SuncorpcoreAcquirer partner (Suncorp Bank, BankSA, Bank of Melbourne) providing Linkly middleware integration to their payment terminal networks.
- FiservcoreAcquirer partner providing Linkly middleware integration to their payment terminal network.
- NuveicoreAcquirer partner providing Linkly middleware integration to their payment terminal network.
- Skyzer (NZ)coreNew Zealand acquirer partner providing Linkly middleware integration to their payment terminal network.
- WpaycoreAcquirer partner providing Linkly middleware integration to their payment terminal network.
Scale indicators6 records
Recent moves7 records
Expansion highlights7 records
Linkly competitors and assessment
Company assessmentEmerging players
- Zeller: Australian fintech offering integrated EFTPOS terminals, business banking, and payment processing targeting SMEs. Already a Linkly partner (Zeller terminals connect through Linkly-accredited POS) but also represents an emerging competitive threat as Zeller expands its own end-to-end POS/payments bundle that could disintermediate Linkly.
Broad incumbents
- Fiserv: Global fintech and payment processor with merchant acquiring, POS, and financial technology solutions. Already a Linkly partner in Australia but operates as a broad incumbent with overlapping capabilities in payment processing and POS software (Clover). Comparable at the enterprise acquiring and POS integration layer.
- Adyen: Global unified commerce payment platform serving enterprise merchants with integrated in-person and online payment processing. Comparable to Linkly at the platform architecture level (single integration, multiple payment methods), though Adyen operates globally and serves large enterprise merchants directly rather than via POS vendor channel partnerships.
- Global Payments: Global payment technology and software provider with merchant acquiring and integrated POS offerings. Operates broadly in the payments space with comparable enterprise and mid-market focus, including presence in ANZ. Already a Linkly acquirer partner.
- Worldline (Ingenico): Global payment services provider and owner of Ingenico terminals. Comparable as a broad incumbent in payment acceptance infrastructure with terminal hardware and software integration capabilities across multiple geographies, including presence in ANZ.
- Verifone: Global payment terminal hardware and software provider. Already a Linkly partner (Verifone NZ) but operates as a broader incumbent in payment acceptance infrastructure. Comparable at the POS-to-acquirer integration layer, though Verifone is primarily a terminal manufacturer while Linkly is middleware.
- Stripe (Stripe Terminal): Global payment orchestration and infrastructure platform with a growing in-person/Terminal product. Not a direct competitor in ANZ today at scale, but represents the global benchmark for payment orchestration infrastructure and the most likely competitive threat if Stripe expands Terminal more aggressively in Australia/NZ.
Direct peers
- Tyro Payments: Australian payment provider focused on integrated EFTPOS and payment solutions for SMEs and enterprise merchants. Comparable to Linkly's Australian in-person payment business, with overlapping bank/acquirer dynamics and POS integration focus. Tyro serves a similar merchant base through similar integration patterns.
- NCR Voyix: Enterprise POS software provider (NCR Aloha, NCR Counterpoint) with Linkly as a certified POS partner. Comparable at the enterprise POS integration layer; represents both a partner (channel distribution) and a competitor for integrated payment solutions within NCR's POS software.
- Windcave: New Zealand-headquartered payment processor and gateway provider operating across ANZ. Directly comparable to Linkly given overlapping geography (NZ/Australia), similar merchant/acquirer/POS partner ecosystem, and competing payment gateway and POS integration capabilities. Windcave's recent expansion into Australia makes it a primary regional competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Linkly social profiles
Digital presenceLinkly compliance and trust
Trust signalCompliance4 records
Linkly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Linkly leadership team
Management profileNumber of profiles
Profiles2 records
Linkly funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Linkly M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Linkly
What does Linkly do?
Linkly is an Australian fintech company that provides a B2B payment integration middleware platform connecting POS systems, acquirer payment terminals, and payment networks. It enables acquirers, banks, and POS vendors to integrate once and reach thousands of merchants through Linkly's certified ecosystem. Its three core products cover in-person (Orbit), online, and voice/IVR payment flows.
Is Linkly a public or private company?
Linkly is a private company. It is classified as corporate owned and is currently operating.
When was Linkly founded?
Linkly was founded in 1998. It employs 51 to 100 people.
Where is Linkly based?
Linkly is headquartered in Sydney, Australia, in the Oceania region.
How does Linkly make money?
Three revenue lines are on record. Transaction Processing Fees are the primary driver. The others are software Licensing and Middleware and value-Added Services.
Who are Linkly's main competitors?
Zeller is listed as an emerging player. Broad incumbents are Fiserv, Adyen, Global Payments, Worldline (Ingenico), Verifone and Stripe (Stripe Terminal). Direct peers are Tyro Payments, NCR Voyix and Windcave.
Does Linkly have an API?
Yes. Linkly provides multiple APIs: (1) In-Store APIs including Cloud REST API and TCP/IP interface for POS integration to payment terminals; (2) Online API for transaction processing, tokenization, and merchant suite features; (3) Pay at Table REST API for restaurant POS integration. The Cloud REST API supports synchronous and asynchronous modes, uses Bearer token authentication, and requires TLS 1.2 connections with SNI support. Developer documentation is at linkly.com.au/apidoc/REST.
What industry is Linkly in?
Linkly's product category is Payment Integration Platform. Its primary akta.pro industry code is FSAGABAB, Payment Gateways & API Connectivity, with a secondary code of FSAGABAO, POS, SoftPOS & In-Person Acceptance Infrastructure. Its NAICS code is 522320.