Marketlink Technologies
MarketLink is a USDA-funded program operated by FFAB that provides Direct Marketing Farmers and Farmers Markets across the US with electronic payment hardware, software, and grants to process SNAP, eWIC, eFMNP, and nutrition incentive benefits.
- Company typePrivate
- Founded2013
- HeadquartersAlexandria, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Marketlink Technologies does
MarketLink is a federally funded program operated by the Farmers Food Assistance Bureau (FFAB) that enables Direct Marketing Farmers (DMFs) and Farmers Markets across the United States to accept electronic payments for federal nutrition assistance benefits, including SNAP/EBT, eWIC, eFMNP, and incentive programs. Established in 2013 under a USDA Food and Nutrition Service cooperative agreement through the National Association of Farmers Market Nutrition Programs (NAFMNP), MarketLink was transferred to FFAB in 2024, which now manages operations and the TotilPay technology portfolio previously built by the now-defunct Novo Dia Group.
The core technology stack centers on TotilPay Go, a Bluetooth-enabled point-of-sale application that processes SNAP, credit, and debit transactions on Android and iOS devices, with payment routing through Square ($0.10 + 2.6% per transaction, no contract) or WorldPay/FIS ($0.15 + 1.79%, 3-year contract). Supporting products include myMarketLink (consumer digital wallet with QR-code-based EBT transactions), the TotilPay Incentive Management System (TIMS) for vendor sales tracking with 2-3 business day direct deposits, and GrownBy (Farm Generations Cooperative's USDA-approved eCommerce platform used under the SNAP Online Grant, integrated with WorldPay/FIS for PIN processing).
MarketLink's revenue model is grant-funded adoption: eligible DMFs and farmers markets receive free Bluetooth card readers, a one-year TotilPay Go subscription, printer exemption, and one-on-one Regional Representative assistance at no cost, with no per-transaction fees on SNAP sales. Post-grant, users pay $19.95/month or $191.40/year for TotilPay Go, with automatic renewal for users maintaining $500+ in annual SNAP sales. Distribution occurs via self-serve online eligibility assessment, Regional Representative field/onboarding support, and state agency partnerships (Indiana Department of Health, Massachusetts Department of Transitional Assistance). The program is funded through USDA cooperative agreements renewed through 2028.
Marketlink Technologies firmographics
Firmographics- Name
- Marketlink Technologies
- Legal name
- Farmers Food Assistance Bureau (FFAB)
- Website
- https://marketlink.org
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MarketLink is a USDA-funded program operated by FFAB that provides Direct Marketing Farmers and Farmers Markets across the US with electronic payment hardware, software, and grants to process SNAP, eWIC, eFMNP, and nutrition incentive benefits.
- Ownership category
- akta.pro rank
Marketlink Technologies industry classification
Industry- Product category
- Agricultural Payments Technology
- NAICS
- Activities Related to Credit Intermediation (5223)
- akta.pro primary industry
- POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)
Keywords
Where Marketlink Technologies is headquartered
LocationHeadquarters
- HQ city
- Alexandria
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Marketlink Technologies business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- USDA Grant Funding: MarketLink is funded through cooperative agreements with the USDA Food and Nutrition Services. The grants cover equipment, subscriptions, and program operations for helping farmers and markets accept SNAP and other federal nutrition benefits.
- TotilPay Go Subscriptions: After the free 1-year grant period, Direct Marketing Farmers and Farmers Markets pay $19.95/month or $191.40/year for TotilPay Go subscriptions. Additional card readers require additional license purchases.
- Credit/Debit Processing (Square): MarketLink offers Square integration for credit/debit processing with fees of $0.10 + 2.6% per transaction. No monthly fees or contracts required for Square processing.
- Credit/Debit Processing (WorldPay): WorldPay integration for credit/debit processing with fees of $0.15 + 1.79% per transaction. Requires 3-year contract with $120/year subscription cost.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | SNAP Equipment Grant - Free first year for eligible DMFs and FMs |
| Subscription | Monthly | TotilPay Go Standard Subscription (after grant period) |
| Transaction based/ take rate | Pay-as-you-go | Square Credit/Debit Processing |
| Transaction based/ take rate | Multi-year contract | WorldPay Credit/Debit Processing |
| One time/ perpetual license | Pay-as-you-go | Additional ChipperBT Card Reader |
| One time/ perpetual license | Pay-as-you-go | Additional Woosim P240i Card Reader/Printer Combo |
Distribution channels3 records
Marketing channels7 records
Marketlink Technologies product offering
Product offeringCore offering
MarketLink provides electronic payment processing solutions that enable Direct Marketing Farmers and Farmers Markets to accept federal nutrition assistance program benefits, including SNAP/EBT, eWIC, eFMNP, and incentive programs. The platform delivers wireless, app-based POS systems (TotilPay Go) integrated with credit/debit processing, plus grant-funded Bluetooth card reader equipment and one-on-one technical assistance for USDA SNAP Retailer Authorization.
Product overview
MarketLink Technologies, a program of the Farmers Food Assistance Bureau (FFAB), operates as a multi-component platform enabling direct marketing farmers and farmers markets to accept federal nutrition assistance program benefits. The core offering centers on the TotilPay Go point-of-sale application, which processes SNAP/EBT transactions through integrated payment processors (Square and WorldPay). The portfolio includes two grant programs—the SNAP Equipment Grant providing free hardware and software subscriptions, and the SNAP Online Grant enabling e-commerce via the GrownBy platform. Supporting components include the TIMS management system for vendor sales tracking and the myMarketLink consumer app for benefit recipients. All services are designed to modernize farmers' acceptance of SNAP, WIC, FMNP, and incentive program benefits through electronic payments.
Differentiator
Problem solved
Functional benefit
Brands
- TotilPay Go: A SNAP point-of-sale app and payment processing platform that enables farmers and farmers markets to accept SNAP/EBT, credit, and debit payments. Provides free Bluetooth card reader equipment, one-on-one technical assistance, and no transaction fees for SNAP processing.
- myMarketLink
- GrownBy
- TotilPay Incentive Management System (TIMS)
Products and services
- TotilPay Go
Quantifiable outcome
- Free first-year equipment and subscription for eligible Direct Marketing Farmers and Farmers Markets
- +3 more outcomes
Companies that use Marketlink Technologies
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
Marketlink Technologies technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature4 records
Marketlink Technologies partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and supporting.
- Farmers Food Assistance Bureau (FFAB)coreFFAB is the parent organization that now oversees MarketLink's operations. Established by NAFMNP in 2024 to continue MarketLink's mission. FFAB manages the TotilPay technology portfolio and all MarketLink program activities.
- USDA Food and Nutrition Services (FNS)coreUSDA FNS established MarketLink in 2013 through a cooperative agreement with NAFMNP. FNS provides ongoing funding and program oversight, with USDA renewing support through 2028. FNS reviews and approves all SNAP retailer applications and sets program requirements.
- TotilPay (Novo Dia Group)coreTotilPay is the payment processing platform that powers MarketLink's services. Originally developed by Novo Dia Group (which is no longer operating). TotilPay Go simplifies EBT acceptance at point-of-sale. Now managed by FFAB.
- GrownBy (Farm Generations Cooperative)coreGrownBy is the USDA-approved eCommerce platform for SNAP Online through MarketLink's grant program. Developed by Farm Generations Cooperative, a national agricultural cooperative. Provides online sales platform for Direct Marketing Farmers to accept SNAP benefits.
- SquaresupportingSquare provides credit/debit card processing integration with TotilPay Go. MarketLink customers can link their Square account and card reader to process credit/debit alongside SNAP on the same device. Terms: $0.10 + 2.6% per transaction, no monthly fees.
- WorldPay/FISsupportingWorldPay provides credit/debit processing and PIN services for SNAP Online. Integrated into TotilPay Go app. Terms: $0.15 + 1.79% per transaction with 3-year contract and $120/year subscription. Provides PIN processing for SNAP Online authorization.
- Indiana Department of HealthsupportingMarketLink partners with Indiana Department of Health since 2023 to support Indiana's electronic Farmers Market Nutrition Program (eFMNP) transition. Farmers and markets can participate through the Indiana Farmers Market Community of Practice.
- Massachusetts Department of Transitional AssistancesupportingMarketLink supports Massachusetts as they implement the electronic Healthy Incentives Program (eHIP), including assisting with digital systems transition, technical guidance, and helping farmers and markets prepare for program participation.
- National Association of Farmers Market Nutrition Programs (NAFMNP)coreNAFMNP established MarketLink in 2013 through a cooperative agreement with USDA. NAFMNP created FFAB in 2024 to continue MarketLink's work. NAFMNP links states, tribal organizations, territories, and stakeholders in USDA's Farmers Market Nutrition Programs.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Marketlink Technologies competitors and assessment
Company assessmentBroad incumbents
- Worldpay (FIS): Worldpay is a credit/debit processor and PIN services partner integrated into MarketLink for SNAP Online authorization. As a major incumbent in payment processing, Worldpay offers overlapping capabilities around federal benefit PIN processing at point of sale.
- Clover Network (FIS): Clover is a POS and merchant services platform from FIS targeting small and mid-sized businesses. It is comparable as a broader POS infrastructure incumbent that competes for the same SMB payment acceptance use case as MarketLink's TotilPay Go.
- Toast: Toast is a POS and payments platform focused on restaurants, with capabilities that could extend to farm-to-table venues and farmers markets. It is comparable as a vertical-specialized POS/payments incumbent operating in food-adjacent SMB segments.
- Square (Block): Square is a partner and credit/debit processor integrated into MarketLink's TotilPay Go app. As a broader incumbent in small-merchant payment processing, Square is comparable as a POS/payments infrastructure provider targeting SMBs including farmers and market vendors.
- Stripe: Stripe is a major payment processing platform with APIs and pre-built integrations for e-commerce merchants. It is comparable as a broader fintech incumbent providing payment infrastructure that could be configured for federal benefit processing at small merchants.
Emerging players
- Farmers Market Coalition: Farmers Market Coalition is a national non-profit supporting farmers markets through training, advocacy, and capacity-building programs. It is comparable as a mission-aligned ecosystem player addressing the same farmers market operator customer base.
- Wholesome Wave: Wholesome Wave is a non-profit that operates the Double Value Coupon Program and similar nutrition incentive initiatives for SNAP recipients at farmers markets. It is comparable to MarketLink in its mission-driven approach to expanding federal nutrition benefit acceptance at farmers markets.
Direct peers
- Novo Dia Group: Novo Dia Group was the original developer of the TotilPay platform that powers MarketLink's SNAP/EBT processing. Though now defunct, it was a direct peer as a technology provider enabling small retailers and farmers markets to accept federal nutrition benefits.
- Farm Generations Cooperative: Farm Generations Cooperative develops GrownBy, the USDA-approved eCommerce platform that powers MarketLink's SNAP Online grant. The cooperative is a direct peer in serving direct marketing farmers with digital commerce and federal benefit acceptance tools.
Others
- National Association of Farmers Market Nutrition Programs (NAFMNP): NAFMNP is the parent organization that established MarketLink in 2013 and created FFAB in 2024 to continue its work. It is comparable as the founding ecosystem partner linking state agencies, tribal organizations, and stakeholders in USDA's Farmers Market Nutrition Programs.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Marketlink Technologies social profiles
Digital presenceMarketlink Technologies financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marketlink Technologies leadership team
Management profileNumber of profiles
Marketlink Technologies funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marketlink Technologies 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 Marketlink Technologies
What does Marketlink Technologies do?
MarketLink provides electronic payment processing solutions that enable Direct Marketing Farmers and Farmers Markets to accept federal nutrition assistance program benefits, including SNAP/EBT, eWIC, eFMNP, and incentive programs. The platform delivers wireless, app-based POS systems (TotilPay Go) integrated with credit/debit processing, plus grant-funded Bluetooth card reader equipment and one-on-one technical assistance for USDA SNAP Retailer Authorization.
Is Marketlink Technologies a public or private company?
Marketlink Technologies is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Marketlink Technologies founded?
Marketlink Technologies was founded in 2013. It employs 11 to 50 people.
Where is Marketlink Technologies based?
Marketlink Technologies is headquartered in Alexandria, United States, in the North America region.
How does Marketlink Technologies make money?
Four revenue lines are on record. USDA Grant Funding is the primary driver. The others are totilPay Go Subscriptions, credit/Debit Processing (Square) and credit/Debit Processing (WorldPay).
Who are Marketlink Technologies's main competitors?
Broad incumbents on record are Worldpay (FIS), Clover Network (FIS), Toast, Square (Block) and Stripe. Emerging players are Farmers Market Coalition and Wholesome Wave. Direct peers are Novo Dia Group and Farm Generations Cooperative. National Association of Farmers Market Nutrition Programs (NAFMNP) is listed as an others.
Does Marketlink Technologies have an API?
No public API is recorded for Marketlink Technologies.
What industry is Marketlink Technologies in?
Marketlink Technologies's product category is Agricultural Payments Technology. Its primary akta.pro industry code is FSAGABAO, POS, SoftPOS & In-Person Acceptance Infrastructure. Its NAICS code is 5223.