What Hobex does

Hobex AG is an Austrian licensed payment institution (Konzessioniertes Zahlungsinstitut) headquartered in Salzburg and founded in 1991. The company provides cashless payment acceptance infrastructure across in-person, mobile, unattended, and online channels, serving merchants and operators in nine primary verticals: hospitality, retail, cable cars/mountain railways, gastronomy, healthcare, trade, eCommerce, transport, and sports & leisure. Its product portfolio spans 11+ payment terminal models (Basic, Vario, Mobil, Link, ViA Lite SE, ViA Pro, P3 Mix, Smartpad, Lane, plus Automatenmodul self-service units and the CASE vandal-resistant enclosure), the POSit smartphone-based payment application (including Tap to Pay on iPhone), and an eCommerce Payment Service Provider offering (hobex Online Payment, Paymentlink). Technical foundations include NFC, Bluetooth, WLAN, and LTE connectivity; Android-based terminal operating systems; standardized ZVT cash register interfaces; PCI PTS, PED, and EMV certifications; and 3-D Secure, card tokenization, and multilingual support for online transactions. The company also operates the Kassenschnittstellen integration ecosystem of 100+ certified POS and cash register partners across Austria, Germany, Italy, Slovenia, and Switzerland, alongside the PartnerNet channel partner program and self-service portals (MYhobex, Online Cockpit).

Hobex generates revenue through five interlocking streams: hardware sales of terminals and accessories, transaction and processing fees (earned as a licensed payment institution under the Austrian Payment Services Act), eCommerce PSP transaction fees, professional services (on-site consulting, installation, training, and support), and channel partner revenue via the PartnerNet reseller network. Go-to-market is predominantly direct field sales with personalized on-site consulting, supplemented by an active trade show presence across the DACH region (INTERNORGA, Alles für den Gast, GastRo, sports/leisure events), a LinkedIn-anchored digital marketing motion, and SEO-targeted vertical industry pages. Pricing is not publicly disclosed; solutions are bespoke and quoted per engagement, with hardware accessories listed individually (e.g., thermopaper rolls at EUR 0.89, terminal carrying cases at EUR 69.00). The company employs 190+ people across its five-country footprint and has been operationally profitable since founding, with no disclosed external funding, parent company, or acquisition activity in the source material.

Name

Hobex

Legal name

hobex AG

Website

https://hobex.at

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Austrian licensed payment institution founded in 1991 that provides cashless payment terminals, eCommerce payment gateway services, and self-service payment solutions across nine verticals in Austria, Germany, Italy, Slovenia, and Switzerland, with 190+ employees and over 100 certified POS integration partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Salzburg

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Payment Terminal Hardware Sales: Sale of physical payment terminals including Basic, Vario, Mobil, ViA Pro, P3 Mix, Smartpad, Lane models, and accessories such as paper rolls, carrying cases, charging cables, and mounting solutions
2. Transaction/Processing Fees: Revenue generated from payment processing and transaction fees as a licensed payment institution under Austrian Payment Services Act (Zahlungsdienstegesetz)
3. eCommerce Online Payment Services: Payment Service Provider (PSP) services for online merchants including payment gateway, Copy and Pay integration, MOTO payments, and transaction management via Online Cockpit
4. Professional Services & Consulting: On-site consultation, installation, training, and ongoing customer support services
5. Partner/Reseller Network Revenue: Revenue through PartnerNet channel partner program for resellers and integrators in the payment ecosystem

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hobex AG is a licensed Austrian payment institution that provides cashless payment acceptance solutions for businesses. Its core offering is a comprehensive portfolio of payment terminals (stationary, mobile, and self-service hardware) combined with an eCommerce payment gateway (PSP) and standardized cash register integrations. The company serves nine industry verticals including hospitality, retail, cable cars, gastronomy, healthcare, trade, eCommerce, transport, and sports/leisure across the DACH region plus Slovenia.

Product overview

Hobex is an Austrian payment systems provider offering a comprehensive portfolio of POS terminals and eCommerce payment solutions. The product lineup centers on stationary and mobile payment terminals (Basic, Vario, Mobil, Link, ViA Lite SE, ViA Pro, P3 Mix, Smartpad, Lane) and self-service/unattended terminals (Automatenmodule, CASE), complemented by the POSit smartphone-based payment app. For eCommerce, Hobex provides Online Payment as a PSP (Payment Service Provider) with "Copy and Pay" integration and Paymentlink for payment requests. The Kassenschnittstellen technology enables integration with over 90+ cash register and hospitality POS systems via standardized interfaces including ZVT. Together, these products form a unified cashless payment ecosystem spanning physical retail, hospitality, transport, self-service vending, and online commerce.

Differentiator

Problem solved

Functional benefit

Brands

• POSit: Smartphone-based payment solution enabling contactless card payments through a mobile app, including Tap to Pay on iPhone functionality.
• hobex Online Payment

Products and services

• Basic Terminal Internet-connected stationary POS terminal designed for fixed retail and hospitality locations. Supports contactless payments via NFC cards, smartphones, and smartwatches.
• Vario Terminal Stationary POS terminal with Bluetooth connectivity for flexible payment processing in gastronomy and retail environments.
• Mobil Terminal Mobile location-independent POS terminal with WLAN and LTE connectivity via integrated SIM card. PCI/PED/EMV-compliant for outdoor and mobile acceptance.
• Link Terminal Compact mobile terminal without integrated printer, designed for cash register connection via ZVT interface. Accepts contactless, chip, and magnetic stripe cards over WLAN or LTE.
• ViA Lite SE Android-based mobile POS terminal combining ordering and payment in one device. Compatible with all standard cash register interfaces; features 4G, WLAN, 5MP camera, and built-in QR/barcode scanner.
• ViA Pro All-in-one Android-based mobile POS terminal with integrated receipt printer. Supports 4G and WLAN, app-based function extensions, 5MP camera, and QR/barcode scanning.
• POSit (Tap to Pay App) Software application that turns Android or iOS smartphones/tablets into payment terminals. Supports contactless NFC payments with PIN on Glass for transactions over EUR 50, accepting Mastercard, Visa, Google Pay, and Apple Pay without additional hardware.
• P3 Mix Versatile Android-based all-in-one POS terminal for stationary and mobile use with 10-inch touchscreen, integrated NFC reader, receipt printer, and camera. Converts to stationary checkout with optional stand.
• Smartpad Android-based stationary POS terminal designed as a fixed cash register without receipt printer. Features 7-inch touchscreen, integrated camera, and supports Google Pay and Apple Pay for canteens, reception desks, and retail.
• Lane Terminal Fixed-mount compact POS terminal designed for installation at checkout or counter areas. Connects directly to POS systems for contactless NFC payments; ideal for bus and train transport use.
• Automatenmodul (Self-Service Terminals) Self-service payment modules enabling 24/7 cashless transactions in vending machines, ticketing systems, and access control solutions. Includes Self 4000 and modular Self 7000/8000 for demanding outdoor environments.
• CASE (Outdoor Vandalism-Resistant Enclosure) Vandalism-resistant stainless steel enclosure protecting payment terminals in outdoor environments. Enables contactless payments at temperatures as low as -25°C, suitable for ski resort ticket machines.
• hobex Online Payment (eCommerce PSP) Payment Service Provider (PSP) solution for online merchants featuring Copy & Pay checkout integration, 3-D Secure authentication, multilingual support, card tokenization, and an Online Cockpit for transaction management and MOTO payments.
• Paymentlink Payment link solution enabling businesses to send payment requests via email or messaging apps. Customers complete payments through a secure hosted page without requiring a full e-commerce integration.

Quantifiable outcome

• 250+ cable car operators served across DACH region
• +3 more outcomes

Named customers10 records

Segments9 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration31 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Axess AGcoreTechnology or IntegrationPartnership for integrated access and ticketing solutions. Axess is a worldwide market leader in access and ticketing solutions, and Hobex provides the payment component for seamless self-service transactions at Axess-equipped facilities.
• SKIDATA AGcoreTechnology or IntegrationPartnership for parking and access solutions integration. SKIDATA is a leading provider of parking and access management systems, with Hobex payment terminals integrated for seamless transactions at SKIDATA-equipped locations.
• Zucchetti Austria GmbHcoreTechnology or IntegrationPOS and payment systems partner. Zucchetti is a major European hospitality and retail software provider with over 600,000 customers. Hobex terminals integrate with Zucchetti POS systems for seamless payment processing.
• Vectron Systems AGcoreTechnology or IntegrationPOS system integration partner with approximately 180,000 installations across 30 countries, particularly strong in gastronomy and bakery sectors. Hobex terminals connect with Vectron POS systems.
• BMD Systemhaus GesmbhcoreTechnology or IntegrationLeading Austrian software provider with over 27,000 customers. BMD's Kassensoftware integrates with Hobex terminals for seamless payment processing across retail, trade, and services.
• ASA HOTELcoreTechnology or IntegrationHotel Property Management System serving over 3,000 hotels in Germany, Austria, Italy, and Switzerland for 35+ years. Hobex payment terminals integrate with ASA HOTEL PMS for seamless hotel payment processing.
• GastroTouch (Computersysteme Viertl)coreTechnology or IntegrationGastronomy POS system with 30+ years experience and over 7,000 installations in Austria, Germany, and Switzerland. Deep integration with Hobex payment terminals for combined ordering and payment workflows.
• Magenta (Telekom Austria)minorOthersMobile network provider for Hobex Mobil terminal SIM cards included in package pricing. Enables LTE connectivity for mobile payment terminals across Austria.
• A1 (Telekom Austria)minorOthersMobile network provider for Hobex Mobil terminal SIM cards included in package pricing. Alternative LTE provider for mobile payment terminals.
• casanova software partner GmbHcoreTechnology or IntegrationLeading DACH software partner specializing in trade, service, and manufacturing sectors. 300+ certified consultants deliver Hobex-integrated business solutions across the region.
• novomind AGcoreTechnology or IntegrationLeading DACH IT service provider for trade and service sectors with integrated eCommerce, PIM, and customer service solutions. Hobex payment integration for seamless online checkout.

Scale indicators8 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Adyen: Adyen is a global payment platform serving large enterprises with unified online and in-store payment processing. While its target market skews enterprise, it competes with Hobex's eCommerce PSP and omnichannel strategy for larger DACH merchants in hospitality, retail, and transport.
• Worldline: Worldline is a pan-European payment processor and acquirer offering merchant services, terminals, and digital payments at much larger scale than Hobex. While broader in scope, it directly competes for enterprise and SMB payment acceptance contracts in Austria, Germany, Italy, and Switzerland.
• Nexi: Nexi is a major European PSP and acquirer, particularly strong in Italy and expanding across DACH. It overlaps with Hobex in Italian payment terminals, eCommerce processing, and broader merchant acquiring, especially as Hobex expands into Italy.
• Stripe: Stripe is a global online payment infrastructure provider dominating developer-led eCommerce PSP. It competes with Hobex Online Payment in the eCommerce segment and is increasingly expanding into in-person payments via Tap to Pay, pressuring traditional regional PSPs.

Direct peers

• CCV: CCV is a Netherlands-headquartered payment service provider offering payment terminals and eCommerce solutions across the DACH and Benelux region. Like Hobex, it serves SMB merchants with multi-vertical hardware-plus-PSP bundles and is a licensed acquirer, making it one of the closest direct comparisons in scale and product mix.
• Handpoint: Handpoint is a mobile POS and Tap to Pay provider focused on Android-based payment acceptance across Europe. It competes with Hobex's POSit and Android-based ViA/P3 Mix terminals, particularly among SMB and hospitality merchants seeking smartphone-based acceptance.
• SumUp: SumUp is a global SMB-focused payments company providing mobile card readers, Tap to Pay on smartphone, and eCommerce solutions. It directly competes with Hobex's POSit and terminal portfolio across European SMB merchants and operates with materially greater scale and capital.
• CardComplete: CardComplete is an Austrian payment service provider offering card acceptance and POS solutions, jointly backed by Austrian banks and partners. It is a direct domestic competitor to Hobex in the Austrian market with overlapping verticals including hospitality and retail.
• Zettle by PayPal: Zettle (formerly iZettle), now part of PayPal, provides mobile payment terminals and Tap to Pay solutions for SMBs across Europe. It overlaps directly with Hobex's terminal and POSit offerings, particularly in DACH markets, and competes on price and ecosystem.
• Concardis (now part of Worldline/ Nets): Concardis is a German-DACH payment service provider offering terminals, eCommerce, and acquiring services, now integrated into Worldline. It is one of Hobex's closest regional competitors in Germany, Austria, and Switzerland across both physical and online payment acceptance.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hobex
• Xx.com/hobexag

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Hobex