ATM2GO
ATM2GO is an Australian independent ATM deployer founded in 2011 that provides mobile event ATMs via trailers and free-placement retail ATMs to merchants, distributed through a ~20-agent franchise network across Australia's eastern seaboard and monetized via per-transaction convenience fees.
- Company typePrivate
- Founded2011
- HeadquartersBrisbane, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What ATM2GO does
ATM2GO is an Australian independent ATM deployer founded in 2011 by Jenny and Andrew Marsh, headquartered in North Lakes, Queensland. The company operates two core service lines: mobile event ATM hire via trailer-mounted units deployed to festivals, school fetes, community fairs, and sporting events; and fixed retail ATM placement at merchants such as pubs, clubs, convenience stores, and shopping centres, offered on a free-placement basis. Underlying hardware consists of Triton-manufactured through-the-wall and standalone units (Argo 12, Argo 15), with transaction communications routed through Transaction Network Services' TNSLink platform on 4G connectivity.
The business monetizes primarily through per-transaction convenience fees charged to end users, supplemented by merchant rebates on retail placements and recurring franchise fees from its agent network. Distribution is executed through a franchise/agent model with approximately 20 agents spanning Australia's eastern seaboard from Hobart to Cairns, complemented by direct phone (1300 286 246) and website inquiry channels. Customers are highly fragmented, spanning schools, local councils, event management companies, SMB hospitality and retail operators, and a small number of healthcare and aged-care facilities. ATM2GO's value proposition centers on capturing share left by retreating bank-owned ATM networks — which have reportedly declined over 60% since 2017 — by providing local service and free merchant placement in regional and suburban locations where banks have withdrawn cash infrastructure.
ATM2GO firmographics
Firmographics- Name
- ATM2GO
- Legal name
- ATM2GO Admin Pty Ltd
- Website
- https://atm2go.com.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ATM2GO is an Australian independent ATM deployer founded in 2011 that provides mobile event ATMs via trailers and free-placement retail ATMs to merchants, distributed through a ~20-agent franchise network across Australia's eastern seaboard and monetized via per-transaction convenience fees.
- Ownership category
- akta.pro rank
ATM2GO industry classification
Industry- Product category
- ATM Deployment Services
- akta.pro primary industry
- ATM Deployers & Managed ATM Services (IAD/ISO) (FSAMAOAC)
- akta.pro secondary industry
- Cash Access & Cardless ATM Withdrawal Services (FSAMAOAJ)
Keywords
Where ATM2GO is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
ATM2GO business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Event ATM Hire: Mobile ATM hire services for events including school fetes, festivals, community events, and sporting events. Customers pay a convenience fee for ATM access at events. The company provides trailers with ATM units staged at event venues.
- Retail ATM Placement: Fixed through-the-wall and standalone ATM units placed in retail businesses, pubs, clubs, convenience stores, and shopping centres. Merchants receive rebates for successful transactions while customers pay convenience fees. Some placements offered as free placement where the merchant receives commission.
- Franchise Fees: ATM2GO operates a franchise model with agents located throughout Australia. Franchisees pay fees to join the network and receive support including equipment supply, technical advice, compliance management, and administrative support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Event ATM Hire - Convenience fee per transaction |
| Transaction based/ take rate | Pay-as-you-go | Retail ATM - Free Placement |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
ATM2GO product offering
Product offeringCore offering
ATM2GO deploys and operates ATMs across Australia through two primary offerings: mobile ATM trailers for temporary hire at events (festivals, school fetes, community fairs, sporting events) and fixed retail ATM placements in pubs, clubs, convenience stores, and shopping centres. The business operates under a franchise/agent model with approximately 20 agents across Australia's eastern seaboard, with revenue generated through transaction convenience fees, merchant rebates, and franchise fees.
Product overview
ATM2GO provides cash dispensing solutions through two core product lines: Event ATMs (mobile trailer-mounted units for temporary deployment at festivals, school fetes, markets, and community events) and Retail ATMs (fixed through-the-wall or standalone units placed at merchants such as pubs, clubs, convenience stores, and shopping centres). The company operates a franchise/agent model with 20 agents across eastern Australia. Event ATMs are hired to event organisers, while retail ATMs are placed at merchant sites at no cost with revenue generated through transaction fees and merchant rebates. The company sources equipment from Triton (US manufacturer) and has partnered with Transaction Network Services (TNS) for 4G communications infrastructure.
Differentiator
Problem solved
Functional benefit
Products and services
- Event ATMs Mobile ATM services delivered via trailers or standalone units for events such as festivals, school fetes, community fairs, and exhibitions. Provides event patrons with convenient cash access to increase on-site spending.
- Retail ATMs Fixed through-the-wall or standalone ATM placement for retail businesses, pubs, clubs, convenience stores, and shopping centres. Provides merchants with cash dispensing services, eliminates EFTPOS fees for small transactions, and generates rebate income from transaction fees.
- ATM Trailer Hire Portable ATM units mounted on trailers for temporary deployment at events and locations requiring mobile cash access. Trailer-mounted units enable rapid deployment at events of any size across eastern Australia.
- ATM Franchise/Agent Opportunities Franchise and agent business opportunities for individuals to operate their own ATM deployment businesses under the ATM2GO brand. Franchisees receive equipment supply, technical advice, compliance management, and administrative support. Also offers a 'No Frills No Fuss' option for individuals wanting one or two machines.
Quantifiable outcome
- Average amount dispensed at school fetes is $10,000 per event
- +4 more outcomes
Companies that use ATM2GO
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
ATM2GO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
ATM2GO partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Triton (Mississippi, USA)coreTriton is ATM2GO's ATM equipment manufacturer based in Mississippi, USA. The company supplies ATM units including Argo 12 and Argo 15 models and through-the-wall units. ATM2GO imports container loads of ATMs from Triton for deployment across its Australian network.
- McHugh & Eastwood (Melbourne)minorFreight and logistics partner in Melbourne responsible for handling imported shipping containers of ATM equipment and coordinating delivery to ATM2GO in Queensland.
- Transaction Network Services (TNS)coreATM2GO migrated its ATM estate to Transaction Network Services (TNS) for data communications and 4G coverage. The multi-year deal uses TNSLink for ATMs to handle communications from a diverse range of ATM locations including clubs, food outlets, festivals and sporting events across Australia.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
ATM2GO competitors and assessment
Company assessmentBroad incumbents
- NCR Atleos (formerly Cardtronics): World's largest independent ATM operator with global footprint including Australia; comparable core business of merchant-placed retail ATMs, providing scale and operational benchmarks for ATM2GO.
- Euronet Worldwide: Global ATM operator and payments processor with significant Asia-Pacific presence; competes at scale across independent ATM deployment, providing a benchmark for what scaled ATM2GO could look like while representing a large competitor in any expansion markets.
- Payment Alliance International (PAI): Major US-based independent ATM deployer serving retail and event venues; offers a relevant comparison on franchise/agent distribution models and merchant rebate economics.
Emerging players
- RedyPay: Australian independent ATM operator focused on retail placements and event hire; smaller scale than ATM2GO but operating with similar hardware sources and transaction-fee economics.
Regional players
- atmX (NoteMachine Group): UK event-ATM specialist providing mobile ATMs to festivals and events; highly comparable to ATM2GO's event ATM vertical in product offering and target customer (event organisers).
- NoteMachine: UK-based independent ATM operator with event and retail placements; comparable business model and franchise-style agent network, though operating in a different geography — useful as a structural peer.
Direct peers
- Next Payments: Australia-based ATM operator and payment solutions provider with event and retail ATM deployments; comparable customer base, business model, and reliance on convenience-fee economics.
- atmAustralia: Independent ATM deployer in Australia offering event and retail ATM hire services; competes head-to-head with ATM2GO on event hire pricing and merchant placement terms across eastern Australia.
- ATM Australia (Nationwide ATM): Australian independent ATM operator providing event hire and retail placement; competing for the same merchant sites and event organiser contracts that ATM2GO targets.
- Cashpoint Australia: Australian independent ATM operator providing event and retail ATM placements with a franchise/agent model; most direct competitor in ATM2GO's home market with overlapping product, geography, and customer segments.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ATM2GO social profiles
Digital presenceATM2GO financial estimates
Financial estimateRevenue estimate
Valuation estimate
ATM2GO leadership team
Management profileNumber of profiles
Profiles3 records
ATM2GO funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ATM2GO M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ATM2GO
What does ATM2GO do?
ATM2GO deploys and operates ATMs across Australia through two primary offerings: mobile ATM trailers for temporary hire at events (festivals, school fetes, community fairs, sporting events) and fixed retail ATM placements in pubs, clubs, convenience stores, and shopping centres. The business operates under a franchise/agent model with approximately 20 agents across Australia's eastern seaboard, with revenue generated through transaction convenience fees, merchant rebates, and franchise fees.
Is ATM2GO a public or private company?
ATM2GO is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ATM2GO founded?
ATM2GO was founded in 2011. It employs 11 to 50 people.
Where is ATM2GO based?
ATM2GO is headquartered in Brisbane, Australia, in the Oceania region.
How does ATM2GO make money?
Three revenue lines are on record. Event ATM Hire is the primary driver. The others are retail ATM Placement and franchise Fees.
Who are ATM2GO's main competitors?
Broad incumbents on record are NCR Atleos (formerly Cardtronics), Euronet Worldwide and Payment Alliance International (PAI). RedyPay is listed as an emerging player. Regional players are atmX (NoteMachine Group) and NoteMachine. Direct peers are Next Payments, atmAustralia, ATM Australia (Nationwide ATM) and Cashpoint Australia.
Does ATM2GO have an API?
No public API is recorded for ATM2GO.
What industry is ATM2GO in?
ATM2GO's product category is ATM Deployment Services. Its primary akta.pro industry code is FSAMAOAC, ATM Deployers & Managed ATM Services (IAD/ISO), with a secondary code of FSAMAOAJ, Cash Access & Cardless ATM Withdrawal Services.