UPTA Horeca automatisering

What UPTA Horeca automatisering does

UPTA Horeca Automatisering B.V. is a Dutch private limited company headquartered in Wemeldinge, Zeeland, founded in 2004, that supplies and supports hospitality point-of-sale and payment automation solutions to SMB customers across three southwestern Dutch provinces (Zeeland, Zuid-Holland, and West-Brabant). The company operates as an authorized dealer and implementation partner of the unTill POS platform, deploying a modular, cloud-connected stack that includes the unTill kassasysteem (POS terminal), wireless handheld ordering devices (with optional integrated PIN), bar and kitchen display screens (KDS), and the unTill WebManagement online backoffice for menu, pricing, user, and reporting management. The system runs on a local server to maintain operation during internet outages and integrates with 100+ third-party systems covering accounting, QR ordering (Jamezz), reservations (Jimani), gift cards (Gifty), and payment providers (CCV, Klearly, unTill Payments).

UPTA's go-to-market is consultative and field-based: advisors conduct on-site inventory and needs assessments, the office in Wemeldinge handles equipment configuration and a customer preview before installation, and on-site installation is paired with staff training (on location or via e-learning). The company targets six hospitality verticals — restaurants (primary), cafés and bars, cafeterias and take-away, hotels, recreation (holiday parks, beach pavilions, sports clubs), and catering — and supports customers through a 24/7 helpdesk, dedicated account managers, and a self-service customer portal (portaal.upta.nl) that includes a webshop for accessories and expansions.

Revenue is generated through five streams: one-time hardware sales (or operational leasing), recurring software licensing and module subscriptions, ongoing service/onderhoudscontracten (preventive maintenance, remote monitoring, 24/7 emergency support, account management), professional services (installation, training, advisory), and operational leasing to spread customer capital outlays. Pricing is custom and quote-based rather than publicly listed, with multi-year contracts; the company quotes an average of three weeks from customer approval and payment to installation. The firm employs roughly 15 people and is led by director André Kortlever, with no disclosed external investment, parent company, or subsidiaries.

Name

UPTA Horeca automatisering

Legal name

UPTA Horeca Automatisering B.V.

Website

https://upta.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

UPTA Horeca Automatisering is a Dutch regional dealer and implementation partner of the unTill POS platform, supplying and supporting integrated point-of-sale, handheld ordering, kitchen/bar displays, payments, and backoffice solutions for SMB hospitality businesses across Zeeland, Zuid-Holland, and West-Brabant.

Ownership category

akta.pro rank

Product category

Hospitality POS Systems

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

POS Installation, Maintenance & Field Services (FSAMADAJ)

Keywords

• Hospitality POS systems
• Restaurant payment solutions
• Kitchen display systems
• Mobile ordering devices
• Horeca automation services

Headquarters

HQ city

Wemeldinge

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hardware sales: Sale of POS hardware (terminals, handhelds, kitchen/bar displays, PIN terminals) as one-time purchases or via operational leasing. Hardware is configured and prepared at the UPTA office in Wemeldinge before installation.
2. Software / POS system subscription and licensing: Ongoing licensing and software use fees for the unTill POS system, typically as part of a service contract. The system is modular — customers pay for the functional modules they need.
3. Service contracts (onderhoudscontract): Service agreements covering preventive maintenance, remote system monitoring, 24/7 support for emergencies and malfunctions, a dedicated account manager, and regular account manager visits. Standard includes two months of free support after installation.
4. Professional services (installatie, training, advies): Implementation services including on-site system installation, staff training (on location or via e-learning), and ongoing advisory consultations. Morework or changes outside the agreed scope are billed at UPTA's standard rates.
5. Operational leasing: UPTA offers operational lease options to spread investment costs, particularly relevant for businesses facing major capital expenditures such as renovations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

UPTA Horeca Automatisering is an authorized dealer of the unTill POS platform, supplying, configuring, installing, and supporting integrated point-of-sale, kitchen/bar display, handheld ordering, payment, and backoffice solutions for hospitality businesses. The company operates as a one-stop implementation and managed service partner in the southwest Netherlands, combining modular POS hardware/software with on-site installation, staff training, and 24/7 support contracts.

Product overview

UPTA provides a complete hospitality automation solution centered on the unTill kassasysteem (POS system), which serves as the core platform. The system is complemented by bar- en keukenschermen (kitchen and bar display screens) for order visibility, Handhelds for table-side ordering with optional built-in PIN payment, Betaaloplossingen (payment solutions) supporting multiple payment providers, and unTill WebManagement backoffice for menu, pricing and reporting management. All components are fully integrated with each other, with orders automatically forwarding to the appropriate preparation stations. The solution is marketed as modular and scalable, suitable for various hospitality segments including restaurants, cafes, hotels, recreation, catering, and cafeterias.

Differentiator

Problem solved

Functional benefit

Products and services

• unTill Kassasysteem

Named customers1 record

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• unTillcoreTechnology or IntegrationUPTA is an official dealer (authorized reseller and implementation partner) of the unTill POS system in Zeeland, Zuid-Holland, and West-Brabant. unTill provides the software platform (kassasysteem, handhelds, kitchen/bar displays, backoffice, payments) that UPTA configures, installs, and supports for end customers. This is a core distribution and integration partnership — UPTA's entire product portfolio is built on unTill.
• CCVcoreTechnology or IntegrationCCV provides payment terminal solutions integrated with the unTill POS system. The POS automatically forwards payment amounts to the CCV terminal, enabling fast and error-free checkout in hospitality environments.
• unTill PaymentscoreTechnology or IntegrationunTill Payments is unTill's own payment solution, available for both fixed PIN terminals and wireless devices. It is fully integrated with the unTill POS system and offered as part of UPTA's payment solution portfolio.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Zettle by PayPal: Zettle (PayPal) provides POS hardware and integrated software for SMBs across Europe, directly comparable to the payment-and-POS bundle UPTA delivers via unTill Payments, CCV, and Klearly for Dutch hospitality venues.
• Lightspeed Restaurant: Lightspeed is a large, publicly traded POS and commerce platform with a dedicated restaurant/hospitality product line, competing for the same Dutch SMB hospitality customers as UPTA but with materially greater product breadth and marketing scale.
• Toast: Toast is the leading restaurant POS platform in the US, increasingly expanding into European markets, directly comparable to UPTA's unTill deployment in product scope (POS, handhelds, KDS, payments, backoffice) for SMB hospitality venues.
• SumUp: SumUp is a European SMB POS and payment provider active across multiple EU markets including the Netherlands, offering hospitality-relevant POS hardware/software that competes with UPTA at the low-friction end of the market.
• Square (Block): Square provides integrated POS and payment hardware/software for SMBs including restaurants, broadly comparable to UPTA's bundled POS-plus-payment offering but with a self-serve, low-touch delivery model.

Direct peers

• TouchBistro: TouchBistro is an iPad-based POS vendor purpose-built for restaurants and bars, directly comparable to the unTill platform UPTA deploys in terms of feature set, modularity, and SMB hospitality customer focus.
• MplusKASSA: MplusKASSA is a Dutch POS system provider and reseller focused on the hospitality sector, competing directly with UPTA for horeca customers in the Netherlands with a similar dealer-led model and subscription economics.
• Orderbird: Orderbird is a European (German-rooted) restaurant and hospitality POS provider serving SMB venues, directly comparable to unTill/UPTA on product features (handhelds, KDS, payments) and target customer.
• Bork: Bork is a Dutch POS and automation company serving hospitality and retail, comparable to UPTA in target market, multi-channel service approach, and reliance on regional SMB relationships.

Others

• CCV: CCV is a Dutch payment terminal provider and existing technology partner of UPTA; it is comparable as a payments-infrastructure peer that enables the integrated payment flows UPTA delivers but does not directly compete as a POS software dealer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 UPTA Horeca automatisering