What Cherry Hub does

Cherry Hub is an Australian technology company, founded in 2021 and headquartered in Parramatta, NSW, that develops a suite of mobile applications for the hospitality, gaming, and club industries. The company builds and sells digital membership, payments, compliance, and loyalty tools, including Cherrypass (digital membership card delivered to Apple/Google Wallet via QR sign-up), Cherrypay (branded Mastercard debit card with mobile wallet and points-to-funds conversion), Cherrycheck (real-time mobile compliance app covering Responsible Service of Gambling, AML/CTF, and incident registers), Cherryperks (push-notification messaging through digital wallets), CherryPlay (gamification), and the Cherryhub X BNDRY end-to-end AML/CTF compliance platform. Cherrycheck is endorsed by ClubsNSW as the preferred compliance tool for meeting the Club Gaming Code of Practice, and Cherry Hub was named RegTech Solution of the Year at the Regulating the Game Global Awards 2026.

The platform is built on a mobile-first, cloud-based architecture with deep integrations into the Australian venue technology stack: gaming machine providers (Aristocrat, IGT, Konami, Odyssey, ebet), POS systems (Swift POS, Lightspeed, Senpos, Trax), payments (Mastercard, Apple Pay, Google Pay, Stripe, Payrix, EML Money in Motion), facial recognition vendors, CRM systems, and the BNDRY risk and compliance platform for KYC, behavioral monitoring, AUSTRAC reporting, and 7-year PII retention. Cherry Hub has reported 390,000+ total signups, 300,000+ active Cherrypass digital card members (roughly 1 in 19 registered NSW club members), 15,000+ monthly membership signups, and 150+ active venue customers across clubs, RSLs, bowling clubs, workers clubs, hotels, and casinos in Australia.

Revenue derives from a mix of recurring subscription fees on Cherrycheck (with a free LITE tier offered through ClubsNSW and paid PRO/RSG modules), subscription recurring on the Cherrypass digital membership platform, and transaction-based fees on Cherrypay card usage. Go-to-market is direct enterprise field sales complemented by the ClubsNSW endorsement channel, gaming integration partners, and industry-event sponsorships (e.g., Regulating the Game 2026). The primary customer segment is clubs and pubs in Australia, with hospitality and sports organizations (via Sport:80 and the Sports Technology Alliance) as adjacent verticals.

Name

Cherry Hub

Legal name

Cherry Hub Pty Ltd

Website

https://cherryhub.com.au

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Cherry Hub is an Australian SaaS company that builds mobile digital membership, payments, compliance (RSG/AML/CTF), and loyalty applications for clubs, pubs, RSLs, and hospitality venues, anchored by ClubsNSW endorsement and the Cherrypass, Cherrypay, and Cherrycheck product suite.

Ownership category

akta.pro rank

Product category

Club Management Software

NAICS

Other Gambling Industries (713290)

akta.pro primary industry

iGaming Platform Providers (Turnkey/Casino & Sportsbook Platforms) (MPAEAKAA)

akta.pro secondary industries

Digital Wallet Infrastructure (Tokenization, Wallet-as-a-Service) (FSAMAEAI), Fan Engagement & Onsite Technology (RFID, Cashless, Apps) (MPAGAAAL)

Keywords

• Club management software
• Digital membership platform
• Hospitality compliance software
• Mobile wallet payments
• AML/CTF compliance solutions

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Software (Cherrycheck): Modular subscription-based pricing for Cherrycheck compliance app. LITE version available with nil monthly fees and one-time data setup fee. PRO versions with full RSG and AML/CTF modules available on subscription basis.
2. Digital Membership Platform (Cherrypass): Digital membership card platform enabling venues to engage members through mobile wallets, with associated marketing and communication value.
3. Payment Services (Cherrypay): Branded Mastercard debit card with transaction capabilities. Revenue derived from card usage, reloads, and associated loyalty/rewards program integrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Cherry Hub develops a digital membership and compliance software ecosystem for hospitality and gaming venues in Australia. Its portfolio includes mobile-wallet-based digital membership cards (Cherrypass), branded Mastercard debit payments (Cherrypay), a real-time mobile compliance app for Responsible Service of Gambling and AML/CTF reporting (Cherrycheck), an end-to-end AML/CTF compliance platform built with BNDRY, push notification messaging (Cherryperks), and gamification tools (CherryPlay). The platform serves 150+ active venues including clubs, RSLs, leagues clubs, bowling clubs, and pubs across Australia.

Product overview

Cherry Hub operates as a digital marketplace and platform connecting hospitality venues (clubs, pubs, hotels) with innovative technology solutions. The portfolio consists of Cherrypass (digital membership card delivered to mobile wallets), Cherrypay (branded Mastercard debit/wallet), Cherrycheck (mobile compliance app for RSG/AML/CTF), Cherryhub X BNDRY (AML/CTF compliance platform), Cherryperks (push notification messaging), and CherryPlay (gamification). The core platform connects these modules, with BNDRY handling the financial crime compliance pillar, and Cherrypass/Cherrypay serving as the customer engagement and payment layer.

Differentiator

Problem solved

Functional benefit

Brands

• Cherrypass: Digital membership card solution delivered via mobile wallet for seamless customer engagement.
• Cherrypay
• Cherrycheck
• Cherryperks
• Cherryplay
• Cherryhub X BNDRY

Products and services

• Cherrypass Digital membership card solution delivered to members' mobile wallets (Apple Wallet, Google Wallet) via QR code scan. Enables instant sign-up, digital card delivery, loyalty points display, offers and promotions display, and push notification messaging. No app download required. For clubs, pubs, and hospitality venues seeking to replace plastic membership cards with mobile wallet-based digital memberships.
• Cherrypay Branded Mastercard debit card and mobile wallet enabling contactless payments, points-to-funds conversion, and global spending power at Mastercard merchants. Integrated with loyalty rewards and card-linked offers at 500+ brands and 5,500 stores with discounts ranging from 3% to 50%. For clubs and hospitality venues to enable member payments and loyalty.
• Cherrycheck Real-time mobile compliance app for Responsible Service of Gambling (RSG), AML/CTF reporting, and incident management. Modules include Responsible Service of Gambling, AML/CTF with KYC collection, and gaming incident register automation. Endorsed by ClubsNSW. For clubs, pubs, and gaming venues requiring compliance with Australian gambling regulations.
• Cherryhub X BNDRY End-to-end AML/CTF compliance platform built specifically for clubs and pubs in partnership with BNDRY. Five pillars: Know (KYC identity verification), Risk Assessment (dynamic risk ratings), Monitor (behavioral and gaming data integration), Report (AUSTRAC submission), and Store (7-year PII retention). For clubs, pubs, and hotels required to comply with Australia's AML/CTF Act.
• Cherryperks Push notification messaging platform delivered through digital wallet. Enables targeted messaging based on member behavior, location (geo-fencing), and time of day. Messages persist on lock screen until redeemed or expired. For clubs, pubs, and hospitality venues to engage members without email, apps, or SMS.
• CherryPlay Interactive gamification platform for clubs and venues. Provides branded games, promotions with leaderboards and prizes to increase member engagement, capture customer data, and drive repeat visits through reward-based experiences. For clubs, pubs, sports organizations, and hospitality venues seeking gamified member engagement.

Quantifiable outcome

• 390,000+ total signups and 150+ active customers
• +4 more outcomes

Named customers27 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

AI capability4 records

Feature6 records

Partnerships

18 partnerships are on record, tiered flagship, core and supporting.

• EbetflagshipGTM or Marketing Partner · 6 May 2025Joint RegTech sponsors of Regulating the Game 2026 gambling law and regulation conference in Sydney. Both Australian gaming technology companies sponsoring the sixth edition of the conference focused on policy dialogue and innovation showcases.
• BNDRYcoreStrategic or Co-development Partner · 7 April 2025Strategic partnership to build and deliver end-to-end AML/CTF compliance platform for hospitality venues, clubs, and hotels. The BNDRY risk and compliance platform connects to Cherryhub's ecosystem, targeting over 600 venues with more than 180,000 gaming machines. Solution covers KYC, risk assessment, monitoring, AUSTRAC reporting, and 7-year PII retention.
• IdentitiicoreTechnology or Integration · 7 April 2025Identitii partnered with Cherry Hub to offer AML/CTF solution to Australia's hospitality venues. The BNDRY platform connects to Cherryhub's ecosystem for compliance with national AML/CTF Act requirements.
• Sport:80coreStrategic or Co-development Partner · 6 December 2022Partnership to bring gamification and digital membership solutions to sports organisations. Focus on CherryPlay gamification and CherryPass digital membership card functionalities integrated with Sport:80 platform for NGB customer acquisition and retention.
• Sports Technology AllianceflagshipStrategic or Co-development Partner · 5 October 2022Founding member of alliance of market leaders in sports technology, collectively providing integrated solutions for sports organisations. Founding members include Sport:80, etrainu, Joymo, Refbook, Globocol, Rosterfy, New Start Mobile, and iSponsor.
• MastercardcoreTechnology or IntegrationIntegration for Cherrypay branded Mastercard debit card enabling contactless payments and global spending power through Cherrypay mobile wallet.
• Apple Wallet / Google WalletcoreTechnology or IntegrationDigital wallet integration for hosting Cherrypass digital membership cards and Cherrypay mobile wallet on iOS and Android devices.
• AristocratsupportingTechnology or IntegrationGaming technology integration partner for Cherryhub ecosystem, enabling data connectivity with Aristocrat gaming machines.
• IGTsupportingTechnology or IntegrationGaming technology integration partner for Cherryhub ecosystem, enabling data connectivity with IGT gaming machines.
• KonamisupportingTechnology or IntegrationGaming technology integration partner for Cherryhub ecosystem, enabling data connectivity with Konami gaming machines.
• Odyssey Gaming ServicessupportingTechnology or IntegrationGaming technology integration partner for Cherryhub ecosystem.
• ebetsupportingTechnology or IntegrationGaming technology integration partner for Cherryhub ecosystem and joint sponsor of Regulating the Game 2026.
• StripesupportingTechnology or IntegrationPayment processing integration partner for Cherryhub payments ecosystem.
• PayrixsupportingTechnology or IntegrationPayment processing integration partner for venue payment solutions.
• Swift POSsupportingTechnology or IntegrationPoint-of-sale integration partner for Cherryhub ecosystem.
• LightspeedsupportingTechnology or IntegrationPOS systems integration partner for Cherryhub ecosystem.
• TraxsupportingTechnology or IntegrationRetail technology integration partner for Cherryhub ecosystem.
• EML Money in MotionsupportingTechnology or IntegrationPayment and card program integration partner for Cherrypay solutions.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tabcorp Holdings: ASX-listed Australian gambling operator covering lotteries, wagering and gaming venues with extensive digital and physical operations. Largest Australian incumbent in gambling, with internal technology budgets and vendor relationships that compete with B2B suppliers like Cherry Hub for compliance, loyalty and member engagement spend across clubs and venues.
• IGT (International Game Technology): NYSE-listed global gaming, lottery and digital technology provider with systems, software and services spanning the gaming value chain. Integration partner for Cherry Hub's gaming machine data flows and a much broader incumbent whose enterprise compliance, lottery and player-account offerings compete for similar club and lottery customer budgets.
• Aristocrat Leisure: ASX-listed global gaming machine manufacturer and digital gaming operator. Major integration partner for Cherry Hub via gaming machine data connectivity, and a much larger incumbent whose potential move into venue CRM or payments would be a direct competitive threat to Cherrypass and Cherrypay.
• Konami Gaming: Global gaming machine manufacturer and casino systems provider integrated with Cherry Hub's ecosystem. Larger incumbent in gaming-floor technology, with potential overlap on player tracking, loyalty and compliance features in venues that also deploy Konami machines.

Direct peers

• Identitii (BNDRY platform): ASX-listed Australian RegTech whose BNDRY compliance platform underpins Cherry Hub's AML/CTF solution. Closest functional peer in AML/CTF KYC, risk assessment and AUSTRAC reporting; a technology partner today but with overlapping product capability that could compete directly if the partnership economics or strategy changed.
• Odyssey Gaming Services: Australian gaming services and loyalty provider serving clubs and gaming venues with member engagement and operational tools. Listed as a Cherry Hub integration partner and operates in the same NSW / QLD club ecosystem with comparable use cases around membership, loyalty and gaming-floor data.
• eBET Systems (now part of Linkly): Australian B2B gaming technology provider offering venue management, gaming systems and cashless solutions to clubs and pubs. Co-founder Frank Makryllos was previously MD & CEO of eBET Systems, and both companies sponsor Regulating the Game together — operating in the same vertical with overlapping clubs and pubs customer base and shared gaming machine integration partners.
• Max Gaming: Australian gaming loyalty and CRM platform provider integrated with Cherry Hub's ecosystem. Targets clubs, hotels and gaming venues with member tracking, rewards and marketing automation. Direct functional overlap on the loyalty / member engagement side and shared customer base in Australian clubs.

Emerging players

• Sport:80: UK-based sports technology platform serving National Governing Bodies with member management and engagement tools. Strategic partner of Cherry Hub since 2022 for CherryPlay gamification and CherryPass membership delivery to sports organisations — comparable platform approach for membership-driven organisations outside the clubs vertical.
• Senpos: Australian point-of-sale system provider serving clubs, hotels and hospitality venues. POS integration partner for Cherry Hub; comparable go-to-market in the clubs vertical with potential overlap as POS providers add membership, loyalty and lightweight compliance features.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cherry-hub-au

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Cherry Hub