Linkly

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.

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

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

• Payment integration platform
• POS payment middleware
• Payment gateway services
• Acquirer integration solutions
• IVR payment processing

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature7 records

Partnerships

15 partnerships are on record, tiered flagship and core.

• Virgin AustraliaflagshipStrategic or Co-development Partner · 25 September 2023Linkly 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 or Integration · 25 September 2023Technology partner in the Virgin Australia inflight payments solution, contributing to the mobile POS integration for processing payments on aircraft.
• Live PaymentscoreTechnology or Integration · 25 September 2023Technology partner in the Virgin Australia inflight payments solution, contributing to the mobile POS integration for processing payments on aircraft.
• SektorcoreTechnology or Integration · 7 February 2023Partnership 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.
• OraclecoreTechnology or Integration · 6 December 2022Linkly 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.
• ZellercoreTechnology or Integration · 22 August 2022Partnership 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.
• ANZcoreTechnology or IntegrationAcquirer partner providing Linkly middleware integration to their payment terminal network in Australia and New Zealand.
• Commonwealth Bank (CBA)coreTechnology or IntegrationAcquirer partner providing Linkly middleware integration to their payment terminal network in Australia.
• WestpaccoreTechnology or IntegrationAcquirer partner providing Linkly middleware integration to their payment terminal network in Australia.
• NABcoreTechnology or IntegrationAcquirer partner providing Linkly middleware integration to their payment terminal network in Australia.
• SuncorpcoreTechnology or IntegrationAcquirer partner (Suncorp Bank, BankSA, Bank of Melbourne) providing Linkly middleware integration to their payment terminal networks.
• FiservcoreTechnology or IntegrationAcquirer partner providing Linkly middleware integration to their payment terminal network.
• NuveicoreTechnology or IntegrationAcquirer partner providing Linkly middleware integration to their payment terminal network.
• Skyzer (NZ)coreTechnology or IntegrationNew Zealand acquirer partner providing Linkly middleware integration to their payment terminal network.
• WpaycoreTechnology or IntegrationAcquirer partner providing Linkly middleware integration to their payment terminal network.

Scale indicators6 records

Recent moves7 records

Expansion highlights7 records

Emerging 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

• GitHubgithub.com/LinklyCo

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Linkly