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The hospitality landscape is shifting rapidly, with regulatory pressures and digital expectations at an all-time high. In this first issue of Cherry Picked, we dive into how Cherryhub is simplifying the complex world of compliance, celebrating massive milestones in digital membership, and providing members with real-world value through smarter rewards.
The New Era of AML/CTF Compliance
For many clubs and pubs, staying ahead of AUSTRAC requirements can feel like a full-time job without the full-time resources. To solve this, Cherryhub has officially partnered with financial crime tech experts, BNDRY. This collaboration brings together our deep gaming industry experience with BNDRY’s technical compliance expertise to create a purpose-built platform.
The Five Pillars of the Cherryhub x BNDRY Solution
Unlike traditional systems designed for banks, our platform is built specifically for the floor of a busy venue. It focuses on five key elements:
- Know: Seamlessly verify identities and capture KYC data during the Cherrypass registration process.
- Risk Assessment: Automatically assign dynamic risk ratings (low, medium, or high) to every member.
- Monitor:Through our Cherrycheck integration, staff can identify and record key member interactions seamlessly by linking behavioral and gaming data.
- Report: Pre-populate and submit AUSTRAC reports directly from your secure Financial Crime Data Vault.
- Store: Securely retain PII (Personally Identifiable Information) for the legally required seven years from the date of the last transaction.
This system is live and operational right now, allowing venues to protect their business and their members without disrupting the customer experience.
The Digital Shift: 300,000 Members and Growing
We are thrilled to announce that Cherrypass Digital Cards have hit a massive milestone: 300,000 active members. Currently, approximately 1 in 19 registered club members across NSW is using a Cherrypass Digital card.
With over 80 partner venues and 15,000+ new sign-ups every month, it is clear that the industry is moving away from plastic. Cherrypass works because it lives where your members already are—in their Apple or Google Wallet. There is no separate app to download, which removes the biggest barrier to digital adoption.
For venues, this means smarter marketing. You can send targeted push notifications and event alerts directly to a member's lock screen, ensuring your message is seen exactly when it matters most.
More Than Just a Card: Cherrypay + Cherryperks
Rewards should provide real value in a member’s everyday life. Our Cherrypay Mastercard combined with Cherryperks allows members to turn their venue points into global spending power.
When a member uses their venue-branded Mastercard, they automatically unlock discounts ranging from 3% to 50% at over 500 brands and 5,500 stores across Australia. This "card-linked" rewards experience requires no codes or fuss—the savings are applied directly to the card within 1-3 days. It’s an effortless way to keep your members engaged with your brand, even when they aren't at the venue.
Meet the People Behind the Progress
Our technology is powerful, but our people make the difference. In this issue, we highlight Leanne Halls, our Customer Success Specialist, who helps venues bridge the gap between great tech and great member experiences. We also welcome Lisa Davies, our Business Development Manager, who brings 20 years of experience to help venues navigate the shift toward AML/CTF compliance.
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