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About the
Origin of Goodtill

Some stories seem like they’re too good to be true. Ours seems like that, but you really can’t make this stuff up.

Some stories seem like they’re too good to be true. Ours seems like that, but you really can’t make this stuff up.

The origin

It starts with Animesh Chowdhury. He moved from Bangladesh to the UK in 2005 to study AI and Robotics, becoming a software and web developer upon graduating.

Ani worked in a supermarket by day and a restaurant in the evening. During that time in both retail and hospitality, he noticed that the point-of-sale environment just wasn’t helpful or intuitive for anybody.

At the same time, Oliver Rowbory and Jonathan Hunot, with 10+ years in telecoms and tech, were trying to get an e-receipt business off the ground, sensing that automation and software was set to disrupt the POS space. A mutual acquaintance introduced Ani to Oli and Jonny – and Goodtill was born.

From our earliest days

Our software was developed with our early-stage customers, most of whom are still with us. We’d spend time with customers during the day and Ani would work on the app in the evening. Right from the beginning, our dev work has been driven by the user experience.

Fast-forward a few years, and the management team has expanded with the addition of Luke Beavon. He’s our COO and has been in finance for scale-up tech firms for 12+ years. That’s the day job. By evenings and weekends, he’s better-known as LSB, a drum-and-bass DJ and producer.

Joining the SumUp family

On the 19th of November, 2020 Goodtill joined the SumUp family – a much-anticipated acquisition with the goal of growing and developing the hospitality and retail sectors globally through our innovations in the POS sphere. Since then we’ve seen great investments pour into our strategic deals, products and have grown our team significantly across departments.

In a year which has seen restaurants, venues, and hospitality businesses face tough challenges due to COVID-19 restrictions, we’ve been at the forefront of industry-wide efforts to future-proof the long-term prospects of our valued merchants.

Management Profiles

These are the brains behind the amazing story – our stakeholders.

About Animesh

Ani is a University of Bedfordshire alumni who worked in business development and IT roles with various firms after graduating with a BSc Artificial Intelligence and Robotics. In 2010, he launched an integrated online marketing and web solutions agency helping SME’s. Since February 2014, he has also been teaching e-business at University of Bedfordshire as guest lecturer.

In 2014, Ani started Goodtill and has been its Technical Director overseeing the evolution of the system and has extensive knowledge and insight on customers’ behaviour and requirements.

About Oliver

Oli has always been interested in technology and how technology can support business & people as they look to progress and make change. He has had a successful career in various commercial positions at technology and information-related companies like Alternative Networks, Gartner and Experian.

Oli is one of the founders of Goodtill and is responsible for all in-life customer operational matters from account management to support.

Jonathan Hunot

Founder and Director

About Jonathan

Jonny has 15+ years’ experience in telecoms and technology industries in commercial roles. He started out in tech at Alternative Networks, where he meet Oli and they dreamed of starting a tech business together. Senior sales roles followed at Aurora and Six Degrees Group.

Jonny is the third founder of Goodtill and he has day-to-day responsibility for marketing and new business sales whilst maintaining direct relationships with many clients.

Luke Beavon


About Luke

Luke has spent his entire career in tech finance and commercial management roles, all for cloud-centric businesses. He was financial controller at Ultraspeed when they were acquired by Six Degrees Group in 2012, where he worked as head of cloud finance for six more years. He is also a well-travelled drum and bass DJ.

Luke joined the Goodtill management team in 2018 as part of their ambitious expansion plans following the successful completion of their third funding round.

Why choose Goodtill?

There are six ways that we think makes Goodtill stand out from the crowd. Here’s why we think you should choose us.

Single Platform Approach

Regardless of the industry you’re in, or the use case, there’s only one Goodtill.

Fit for Purpose

Don’t pay for functionality you don’t need and get more out-of-the box with us.

Open API Integration

We make it easy for other software providers to work with us – for your benefit.

British-based Team

We have three offices in the UK and Ireland, with all our dev done in-house.

Customer-led Development

Our software, from the beginning, was written with customers and for customers.

Service-led Culture

No pushy sales tactics; our team is driven to deliver a great experience in all ways.

Success in Numbers

Here are some factoids to give you a feel for the size and scale of Goodtill’s operations. Not too big, not too small – nimble but stable.


5 years

Nearly five years of market heritage



Happy Goodtill users around the world



Transactions processed per year


4 investments

Successful investment rounds