Reach Partners with Atlar to Power AI-Native Treasury and Cash Management Across 200+ Markets

Reach, a global merchant of record, has partnered with Atlar to automate its treasury operations. For fintech professionals, this move highlights the growing necessity of AI-native platforms in managing high-velocity cross-border flows, as Reach seeks to unify cash visibility and FX exposure across multiple banking partners and its NetSuite ERP system.

What was announced

Reach provides a merchant of record service for global sellers, acting as the local entity in over 200 markets. This role involves handling tax registration, fraud liability, and chargebacks, while allowing brands to accept payments in local currencies. The company supports more than 130 checkout currencies. In the fourth quarter of 2024, Reach reported a 95 percent year-over-year growth in gross merchandise volume, a performance that preceded an investment from Primus Capital in 2025.

To manage the resulting treasury complexity, Reach has implemented Atlar’s AI-native platform. The integration connects Reach’s banks and payment providers directly to Atlar, providing a consolidated, real-time view of cash positions. The system also integrates with NetSuite via Atlar’s SuiteApp. This setup allows payments to flow from the ERP through Atlar, with reconciliation handled by AI agents rather than manual processes. The platform also manages forecasting and FX exposure across Reach’s holdings in more than 20 currencies. Additionally, Atlar’s AI agents are designed to analyze overnight banking activity and provide briefings to the treasury team before the start of the business day.

"We move a lot of money in a lot of currencies, and we wanted a platform that could keep pace as we grow. What sold us was getting our banks and payment providers into one place, live, with the AI working off that data rather than bolted on after the fact. Atlar's connectivity was the strongest we saw across a thorough selection process."

Oliver Phillips, Head of Treasury at Reach.

The companies involved

Reach operates as a merchant of record, a specialized position in the e-commerce stack where it assumes the legal and financial responsibilities of a transaction on behalf of a brand. By acting as the seller of record, Reach enables companies to enter new international markets without establishing local entities. The firm recently attracted backing from Primus Capital, a private equity firm that has been active in the fintech and insurtech sectors. Atlar provides an AI-native treasury management platform designed to automate the cash lifecycle for mid-market and enterprise finance teams. Its technology focuses on direct bank connectivity and automated reconciliation to replace manual treasury workflows. NetSuite, which provides the ERP infrastructure for this integration, is a major player in the cloud-based business management software market. Together, these entities represent a shift toward "agentic finance," where AI agents handle the repetitive data-gathering and matching tasks that have traditionally bogged down global treasury departments.

What FF News has reported before

FF News has previously tracked the investment activity of Primus Capital, which recently led a funding round for the insurance technology firm Matic. In that instance, Matic Secures Primus Capital Investment and Acquires Policygenius P&C Portfolio, highlighting the investor's focus on scalable financial platforms. We have also covered the broader trend of AI integration within finance, such as when MoonPay Acquires Entendre to Launch AI-Powered Agentic Finance for Stablecoins. Additionally, our coverage of the ERP and payments ecosystem includes reporting on how major platforms are expanding their reach, as seen in Expensify Expands Global Footprint with Corporate Card Launch Across UK and Europe. These developments underscore a market-wide push toward automated, cross-border financial operations.

What this means

This partnership signals a maturing of the "merchant of record" model, where the competitive advantage is no longer just market access, but the efficiency of the underlying treasury. As global e-commerce volumes rise, the manual reconciliation of dozens of currencies across fragmented banking rails is becoming a liability. Traditional Treasury Management Systems (TMS) are under pressure from AI-native challengers like Atlar that offer deeper, real-time integration with ERPs like NetSuite. The industry is moving toward a state where human treasury teams act as exception managers rather than data processors, raising questions about how quickly legacy providers can pivot to offer similar "agentic" capabilities.