Goodtill is a SaaS vendor in the EPOS industry. They approached Catapult initially to help with an audit into their marketing as they needed to ramp up their sales growth. At the time, they were known as “The Good Till Co”, an old-fashioned name that didn’t suit their entrepreneurial and start-up customers. Overall, their branding and messaging was weak, they did not stand out from their competitors, and their go-to-market lacked maturity.


Catapult employed all of our Assess – Define – Create approach and undertook a project to rebrand and reinvent the business. We changed the name to the more modern, SaaS-sounding, Goodtill and completely rebuilt the visual identity. We refocused their messaging on the stages of their customers evolution (e.g. start-ups, scale-ups, etc) and developed content that was focused on use cases and scenarios, not on “me too” industry classifications. Catapult also helped them to rearchitect their BAU marketing efforts, including restructuring and hiring then training a full-time marketing manager. Goodtill was acquired by SumUp in 2020.


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