Trust Payments enters the Nordic market; launches TRU Link

By Megha Bhattacharya

Trust Payments announced it has entered the Nordic market via two initial strategic partnerships. The company has partnered with Global Sales Partner (GSP) to deploy omnichannel solutions into the market, as well as with POS ONE, a leading cloud-based, hardware-agnostic integration solution for merchants needing multiple channels to market.

Jonathan O’Connor, Chief Commercial Officer, commented, “The Nordic market is attractive to Trust Payments for its high usage of electronic payments and low use of cash as well as high internet and mobile penetration. We have started out in Denmark, where cash withdrawals are declining, and it is estimated that the average citizen performs over 400 digital payment transactions per year. Denmark is just the tip of the iceberg for us, and we look forward to expanding into Norway, Finland, Iceland and Sweden via similar strategic partnerships.”

The partners will use TRU Link, Trust Payments’ latest product. TRU Link integrates with a merchant’s existing ePOS or Property Management System, allowing merchants to synchronize data, automatically reconcile and drive operating efficiencies.

Stefan Nielsen, Director, GSP, commented, “We selected Trust Payments as our sole payments partner in the Nordic region as they are focused not only on POS systems but on an entire ecosystem of technology, offering ample choice to retailers in the Nordics. Our goal is to take all of the admin and headaches out of payments for our customers.”

Recently, Trust Payments has expanded into Ireland with a new office in Dublin city centre. The company will initially target Irish SMEs with a turnover of €1 million or less, offering digital payment, Crypto, Blockchain and options in person (POS) as well as larger organisations operating in the retail, travel, education, financial services, hospitality, online gaming and emerging verticals.