Trust Payments Expands Pennies Partnership to Historic John Bell & Croyden Pharmacy

By Dominic Sow · 14 August 2025

Trust Retail integrates Pennies micro-donation technology at John Bell & Croyden, enabling customers to make variable charitable donations at checkout.

Trust Retail, part of the Trust Payments Group, has announced the successful implementation of Pennies micro-donation technology at John Bell & Croyden, the prestigious London pharmacy dating back to 1798 and a Royal Warrant holder since 1958. The Pennies functionality has been fully integrated into John Bell & Croyden's point-of-sale application and payment devices, allowing customers to make micro-donations during purchases. Unlike the standard fixed donation amount used in many retail environments, this Pennies deployment will offer variable donation suggestions based on transaction value - recognising the premium nature of many purchases at John Bell & Croyden's iconic Wigmore Street location. The pharmacy has operated at this site since 1912, making charitable giving seamless for its customers. These valuable micro-donations, made by customers, will benefit MND Association, improving access to care, research and campaigning for those people living with or affected by motor neurone disease. This implementation extends Trust Payments' existing partnership with Pennies, including an award-winning deployment across all Well Pharmacy stores. Like Well, John Bell & Croyden is part of the Bestway Healthcare Group. "Following the success of our Pennies integration with Well Pharmacy, we're delighted to extend this technology to John Bell & Croyden," said Mike Dotson, Managing Director at Trust Retail. "This historic pharmacy serves a unique clientele, and we've tailored the donation experience accordingly, with variable donation options based on transaction value. It demonstrates our commitment to flexible payment solutions that serve both businesses and their communities." Robin Winfield, Operations Director, of John Bell & Croyden, said: "John Bell & Croyden has been serving Londoners for over two centuries, and we’re proud to combine our heritage with innovation that supports the wider community. By introducing Pennies at our Wigmore Street store, we’re giving customers a simple, easy way to make a difference when making their everyday purchases. It’s a small gesture that can collectively have a big impact and aligns perfectly with our ethos of care, wellbeing, and social responsibility." Alison Hutchinson CBE, CEO of Pennies, added: “Pennies’ partnership with Trust Retail has been a great success to date, and we’re excited to now extend micro-donations to customers shopping with John Bell & Croyden too. Micro-donations add up quickly, and these customer contributions will mean vital additional support for MND Association and people living with motor neurone disease.” Pennies, the leading micro-donation charity, works with corporate partners to invite customers to donate a few pence to charity whenever they pay by card or digital wallet. This frictionless approach to fundraising has proven highly effective across Trust Payments' merchant portfolio.