Former Rugby Chief Takes Helm of Britain’s Largest Cash Machine Network

A New Leader for Changing Times

In a significant appointment that bridges the worlds of sport, media, and finance, Tom Ilube has been named the new chairman of LINK, the organization that operates Britain’s most extensive network of cash machines. Ilube, who recently stepped down from his position as chair of the Rugby Football Union (RFU) in 2024, brings a wealth of boardroom experience to the role at a crucial time for the future of cash in the United Kingdom. The announcement, confirmed by Sky News and expected to be formally made public on Monday, marks a new chapter for an organization grappling with fundamental questions about the role of physical currency in an increasingly digital economy. With more than 40,000 ATMs connected to the LINK network across Britain, the appointment comes at a pivotal moment as consumer habits continue their dramatic shift away from cash transactions.

An Impressive Portfolio of Leadership Experience

Tom Ilube arrives at LINK with credentials that extend far beyond the rugby pitch. His professional portfolio demonstrates a remarkable ability to navigate complex organizations through periods of transformation and challenge. Currently serving as a non-executive director at WPP, one of the world’s largest marketing services groups, Ilube has proven his capacity to contribute meaningfully to major corporate entities operating in competitive, fast-moving sectors. His previous service on the board of the BBC, Britain’s public broadcasting institution, further underscores his experience in managing organizations that must balance tradition with innovation while serving the public interest. This diverse background makes him particularly well-suited to lead LINK during a period when the organization must carefully balance the needs of those who remain dependent on cash with the realities of technological advancement and changing consumer preferences. His tenure at the RFU, though it ended in 2024, provided him with recent experience in leading a membership organization through challenges and controversies, skills that will undoubtedly prove valuable in his new role overseeing an entity owned by its members, which include Britain’s largest financial institutions.

The Declining Landscape of Cash in Britain

The context surrounding Ilube’s appointment cannot be understated: Britain is experiencing a profound transformation in how people pay for goods and services, with cash usage declining at a rate that would have seemed unimaginable just a generation ago. The COVID-19 pandemic accelerated trends that were already well underway, as contactless payments, mobile banking apps, and digital wallets became not just convenient alternatives but, in many cases, the preferred or even required method of transaction. This shift has had tangible consequences for the infrastructure that supports cash usage. The number of ATMs connected to the LINK network, while still substantial at over 40,000 machines, has been steadily falling in recent years as banks and independent operators have removed machines that are no longer economically viable due to decreased usage. This contraction raises important questions about access and equity, particularly for vulnerable populations who may lack access to digital banking services or who, for various reasons, prefer or need to conduct their financial lives primarily in cash. The challenge for LINK, and now for Ilube as its leader, is to manage this transition in a way that doesn’t leave behind those who remain dependent on physical currency.

Understanding LINK’s Unique Structure and Responsibility

LINK operates under a distinctive ownership model that shapes both its obligations and its decision-making processes. Unlike a typical corporation with shareholders focused primarily on profit maximization, LINK is owned by its members, a group that encompasses the UK’s biggest banks and building societies, as well as the Post Office. This membership structure means that LINK must balance the sometimes competing interests of various financial institutions while maintaining its primary mission: ensuring that British consumers have adequate access to cash when and where they need it. The organization serves as both a coordinator and a standard-setter, linking together ATMs operated by different institutions into a cohesive network that allows customers to withdraw cash regardless of which bank issued their card. In recent years, LINK has taken on an increasingly active role in attempting to prevent “cash deserts” – areas where residents have no convenient access to cash withdrawal services. This has included initiatives to protect the last ATM in a community and to ensure that rural and underserved areas maintain some level of cash infrastructure even as the business case for individual machines weakens. Navigating these responsibilities requires diplomatic skill, strategic vision, and the ability to build consensus among diverse stakeholders – precisely the kind of leadership qualities that Ilube has demonstrated throughout his career.

A Commitment to Financial Inclusion

In his first public statement regarding the appointment, Tom Ilube demonstrated a clear understanding of the social dimensions of his new role, emphasizing that his work would be guided by principles of inclusion and equity. “Access to cash remains vital for millions of people and businesses, and ensuring no one is left behind as payments continue to evolve is a responsibility I take very seriously,” Ilube stated. This commitment acknowledges an important reality: while digital payments may be convenient for many, they are not universally accessible or appropriate for everyone. Elderly citizens who have managed their finances with cash throughout their lives, individuals with certain disabilities, those experiencing domestic abuse who need financial transactions that don’t leave a digital trail, small businesses in certain sectors, and people with limited digital literacy or access to smartphones and internet connections all have legitimate reasons to continue relying on cash. Ilube’s statement continued: “LINK has a critical role to play in maintaining that access while helping the UK navigate a rapidly changing financial landscape.” This dual mandate – preserving access while acknowledging change – encapsulates the central challenge of his chairmanship. Success will require not just defending the status quo but actively innovating to ensure that cash infrastructure adapts to new realities while continuing to serve those who need it most.

Looking Ahead: Challenges and Opportunities Under New Leadership

Tom Ilube assumes the chairmanship from Sir Mark Boleat, who held the position for nine years, a tenure that saw dramatic changes in the British payments landscape and in public attitudes toward cash. The challenges facing Ilube are substantial and multifaceted. He must work with LINK’s member organizations to maintain a network that remains economically sustainable even as usage declines, advocate for the needs of cash users in regulatory and policy discussions, navigate the intersection of traditional banking and fintech innovation, and potentially explore new models for cash distribution that go beyond traditional ATMs. Some communities are already experimenting with cash-back services at retailers, shared banking hubs, and other alternative approaches to cash access. At the same time, Ilube will have opportunities to shape the future of payments in ways that extend beyond simply managing decline. There is growing recognition, even among digital payment advocates, that a resilient financial system should maintain diverse payment options rather than becoming entirely dependent on digital infrastructure that could be vulnerable to cyber attacks, technical failures, or power outages. LINK, under Ilube’s leadership, could position itself not just as a defender of the past but as a champion of payment diversity and financial resilience. With his track record of leadership in complex organizations and his stated commitment to ensuring that no one is left behind by the evolution of payments, Tom Ilube brings both the experience and the values needed to guide LINK through what promises to be a defining period in the history of money in Britain. The coming years will test whether physical cash can maintain a meaningful place in an increasingly digital economy, and Ilube will be at the center of that consequential transition.