Bartercard
Bartercard UK operates a B2B trade exchange platform enabling SMBs to buy and sell using trade pounds as an alternative currency, with 55,000+ global cardholders across 10 countries. It generates revenue via tiered subscriptions (£15-£95/month), joining fees, and transaction fees.
- Company typePrivate
- Founded1991
- HeadquartersNorthallerton, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Bartercard does
Bartercard UK, legally Barter Traders Ltd, operates a B2B trade exchange platform that enables businesses to buy and sell goods and services using a notional currency called "trade pounds" (T£), pegged 1:1 to GBP for accounting and tax purposes. The company is the UK licensee of the global Bartercard network, originally founded in Australia in 1991; the UK licence was purchased by Chris Kirby and Greg Harrand in April 2018 and the Bartercard Trade Exchange in January 2019. The platform comprises an online member directory, an eCommerce marketplace, a transactional card-based settlement system, an interest-free line-of-credit facility, and an iOS mobile app. Members receive a Sales Guarantee and can access multi-tier credit lines scaled to membership tier.
The company generates revenue through three streams: monthly subscription fees (£15-£95/month across four tiers), one-time joining fees (£495-£1,995 for the upper three tiers), and transaction fees (2-15% depending on tier) on conversions between trade pounds and cash. Go-to-market combines a self-serve online signup, dedicated Account Managers for Standard-tier and above members, an internationally franchised network across 10 countries for reciprocal trading, and a sports-sponsorship-driven brand presence (Bradford Bulls, Leeds Rhinos, Northamptonshire CCC, London Broncos, Hartlepool United FC, Sheffield United, Mowden Park RFC) complemented by local and regional trade shows. Customer segments span hospitality and tourism, sports and community, health and beauty, services, property, and retail, with 650+ business categories listed.
The broader Bartercard network claims 55,000+ cardholders globally and £425 million in annual trade volume, though Bartercard UK's own revenue is not disclosed. The company is privately held, GDPR and CCPA compliant, and operates from offices in Thirsk (UK headquarters), Northallerton (registered address), and Denpasar, Indonesia. It has no disclosed external funding and operates as a self-funded private company under owner-operators Chris Kirby, Greg Harrand, and Marios Psyllides.
Bartercard firmographics
Firmographics- Name
- Bartercard
- Legal name
- Barter Traders Ltd
- Website
- https://bartercard.co.uk
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Bartercard UK operates a B2B trade exchange platform enabling SMBs to buy and sell using trade pounds as an alternative currency, with 55,000+ global cardholders across 10 countries. It generates revenue via tiered subscriptions (£15-£95/month), joining fees, and transaction fees.
- Ownership category
- akta.pro rank
Bartercard industry classification
Industry- Product category
- B2B Trade Exchange
- NAICS
- Credit Card Issuing (522210), Sales Financing (52222)
- akta.pro primary industry
- Private-Label & Store Card Schemes (FSAMAAAE)
- akta.pro secondary industries
- SME & Business Cross-Border Payments (B2B) (FSAMAIAB), Private Label / Store Credit Cards (FSAKABAC)
Keywords
Where Bartercard is headquartered
LocationHeadquarters
- HQ city
- Northallerton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Bartercard business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Membership Subscriptions: Monthly subscription fees ranging from £15 to £95 per month depending on tier, with optional annual billing. Higher tiers include joining fees.
- Transaction Fees: Cash transaction fees charged on trades, ranging from 2% to 15% depending on membership tier. These are fees for converting trade pounds to cash or vice versa.
- Joining Fees: One-time joining fees for Standard (£495), Corporate (£995), and Premium (£1,995) membership tiers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Online tier - Basic membership with essential features |
| Subscription | Monthly | Standard tier - Mid-level membership with networking features |
| Subscription | Monthly | Corporate tier - Advanced membership with priority access |
| Subscription | Monthly | Premium tier - Top-tier membership with gold benefits |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Bartercard product offering
Product offeringCore offering
Bartercard provides a membership-based B2B trade exchange where businesses buy and sell goods or services using trade pounds instead of cash. Members access a global trading network, online directory and eCommerce tools, transactional card and mobile app capabilities, account-manager support, networking events and interest-free trade-pound credit lines.
Product overview
Bartercard operates a B2B trade exchange platform enabling businesses to trade goods and services using trade pounds (T£), a digital currency equivalent to GBP, with approximately 55,000 cardholders globally and over £425 million traded annually. The platform follows a tiered membership model with four levels (Online £15/mo, Standard £25/mo, Corporate £45/mo, Premium £95/mo), each providing progressively higher sales guarantees and credit lines. Core components include the Trade Exchange Platform itself, a Members Trading Portal (mybc.bartercard.com), Mobile App (iOS), Online Directory, Trade Shows & Networking Events, and the bRewards Referral Program. The company also provides Interest-Free Line of Credit as a financial service and guarantees new customers to members through its Sales Guarantee feature. Bartercard operates across multiple countries including Australia, New Zealand, UK, USA, Thailand, UAE, Cyprus, and South Africa.
Differentiator
Problem solved
Functional benefit
Products and services
- Bartercard Trade Exchange Membership
Quantifiable outcome
- Members report selling £91,000 worth of services over 16 years while spending £75,000 in trade pounds
- +3 more outcomes
Companies that use Bartercard
Customer profileNamed customers10 records
Segments7 records
Ideal customer profiles6 records
Bartercard technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Bartercard partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered major, minor and core.
- Bradford BullsmajorMulti-year naming rights deal for Odsal Stadium, renamed Bartercard Odsal Stadium. This is a significant sponsorship where Bartercard increased their existing sponsorship to hold principal naming rights for the stadium in its 90th year.
- Northamptonshire County Cricket ClubmajorBartercard joined as a new Principal Partner with branding visible around The County Ground and on the Royal London Cup shirt. The partnership provides exposure through the club's 1878 Business Club and networking opportunities with existing partners.
- Leeds RhinosmajorPartnership covering men's and women's rugby league teams plus principal partner for Leeds Rhinos Netball franchise. Brand appears on back of playing shirts. Includes naming rights for Leeds Rhinos Training Complex at Kirkstall.
- Sheffield UnitedminorInitial one-year partnership with branding appearing on rear of first-team shorts for 21/22 season.
- Mowden Park RFCminorBartercard became the club's official trade exchange partner. DMP joins a growing list of clubs from Super League side London Broncos to local club Hartlepool United FC.
- London BroncosminorSuper League rugby club with ongoing sponsorship relationship with Bartercard.
- Hartlepool United FCminorLocal football club partnership as part of Bartercard's growing list of sports club sponsorships.
- Durham CricketminorPartnership with Durham Cricket club referenced alongside other sports partnerships.
- Bartercard InternationalcoreBartercard International operates the global franchise network spanning Australia, New Zealand, UK, USA, Thailand, UAE, Cyprus, South Africa, France and Israel with reciprocal trading arrangements.
Scale indicators8 records
Recent moves10 records
Expansion highlights4 records
Bartercard competitors and assessment
Company assessmentBroad incumbents
- American Express: Global card network and SMB payments/credit provider. While not a barter exchange, it competes for the same B2B payments and small business working capital wallet.
- Kabbage (American Express Business Blueprint): SMB lending and cash flow management platform. Competes for the working capital and cash flow problem Bartercard addresses with its interest-free trade pound credit lines.
- PayPal: Dominant digital payments platform for SMBs and consumers, including working capital products (PayPal Working Capital). Represents the open-loop alternative Bartercard's closed-loop model competes against.
- LoyaltyOne (Bread Financial): Operates private-label credit card programs and loyalty platforms for retailers. Comparable in issuing private-label payment/credit instruments and managing stored value for merchants.
Emerging players
- Swap.com: Peer-to-peer swapping platform extending barter/trade concepts into digital C2C and B2B commerce. Adjacent emerging competitor in the broader trade-without-currency category.
Direct peers
- Bartercard International: Parent of Bartercard UK, operating the original Australian platform and global franchise network. Same trade exchange concept, proprietary trade currency, and franchise model.
- ITEX Corporation: The largest US-based B2B trade exchange with thousands of members trading goods and services using proprietary 'trade dollars.' Directly comparable business model, member directory, and transaction fee economics to Bartercard.
- BizX: US B2B barter exchange enabling member businesses to trade products and services without cash. Comparable network-based trade exchange with tiered membership and transaction fee revenue.
- Tradebank International: International B2B barter network with a similar model of trading products and services between member businesses using an alternative currency. Direct competitor in the global trade exchange space.
- International Monetary Systems (IMS): US-listed B2B barter exchange where member businesses trade goods and services using trade dollars. Closely aligned exchange-based model and comparable target market of SMBs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bartercard social profiles
Digital presenceBartercard compliance and trust
Trust signalCompliance2 records
Bartercard financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bartercard leadership team
Management profileNumber of profiles
Profiles4 records
Bartercard funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bartercard 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 Bartercard
What does Bartercard do?
Bartercard provides a membership-based B2B trade exchange where businesses buy and sell goods or services using trade pounds instead of cash. Members access a global trading network, online directory and eCommerce tools, transactional card and mobile app capabilities, account-manager support, networking events and interest-free trade-pound credit lines.
Is Bartercard a public or private company?
Bartercard is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Bartercard founded?
Bartercard was founded in 1991. It employs 101 to 250 people.
Where is Bartercard based?
Bartercard is headquartered in Northallerton, United Kingdom, in the Europe region.
How does Bartercard make money?
Three revenue lines are on record. Membership Subscriptions are the primary driver. The others are transaction Fees and joining Fees.
Who are Bartercard's main competitors?
Broad incumbents on record are American Express, Kabbage (American Express Business Blueprint), PayPal and LoyaltyOne (Bread Financial). Swap.com is listed as an emerging player. Direct peers are Bartercard International, ITEX Corporation, BizX, Tradebank International and International Monetary Systems (IMS).
Does Bartercard have an API?
No public API is recorded for Bartercard.
What industry is Bartercard in?
Bartercard's product category is B2B Trade Exchange. Its primary akta.pro industry code is FSAMAAAE, Private-Label & Store Card Schemes, with a secondary code of FSAMAIAB, SME & Business Cross-Border Payments (B2B). Its NAICS code is 522210.