Cluno

# Cluno: Digital Car Subscription Pioneer

High-Level Overview

Cluno is a mobility technology company that digitizes car subscription, offering consumers an alternative to traditional car ownership through a fully digital platform[1][2]. Founded in 2017 and headquartered in Munich, Cluno enables users to book a car online or via app for an all-inclusive monthly subscription fee—covering maintenance, insurance, registration, and inspections—with no long-term commitment beyond a six-month minimum contract[2][3].

The company serves consumers seeking flexible mobility without the financial burden and complexity of purchasing or leasing a vehicle. By automating the entire subscription process—from booking to credit checks to digital signatures—Cluno positioned itself as the first company to fully digitize access to personal car ownership[3]. The platform offers approximately 50 models from nine different manufacturers, including BMW, VW, Audi, and Ford, spanning small cars to SUVs and electric vehicles[3].

Origin Story

Cluno was founded in October 2017 by Nico Polleti (CEO), Christina Polleti, and Andreas Schuierer[5]. The founders identified a gap in the mobility market between hourly car-sharing commitments and years-long ownership or leasing contracts. Their insight was that consumers increasingly wanted "simple, quick and flexible access to mobility for a fair price" delivered through a contemporary digital experience[2].

The company achieved rapid early traction, raising €32 million in funding within its first year of operation[2]. The iOS app launched on October 31, 2018, followed by the Android app in early 2019[2][3]. By February 2019, Cluno had completed a Series B funding round of €25 million (approximately $28 million USD) led by Valar Ventures, with participation from existing investors Acton Capital Partners and Atlantic Labs[2][3]. This early momentum reflected strong market validation for the digital car subscription model.

Core Differentiators

• End-to-end digitization: Cluno was the first to completely digitize the car subscription process, including booking, credit checks, and contract signatures through its mobile app—eliminating paperwork entirely[3]

• Speed and simplicity: Users can book a car in just three minutes and have it delivered to their desired location, with transparent, all-inclusive pricing[2][3]

• Brand independence: Unlike traditional leasing tied to specific manufacturers, Cluno offers a diverse portfolio across multiple brands, giving customers genuine choice[3]

• Flexible commitment structure: The six-month minimum contract with a three-month notice period provides flexibility that traditional financing, leasing, or purchase options cannot match[2][3]

• Comprehensive cost coverage: Monthly fees include all major ownership costs—maintenance, wear and tear, seasonal tires, warranty, registration, vehicle tax, insurance, and inspections—except fuel, providing predictable budgeting[3]

Role in the Broader Tech Landscape

Cluno emerged at the intersection of two powerful trends: the digitalization of financial services and the shift away from ownership toward subscription-based consumption models. The company rode the wave of mobile-first fintech innovation, applying automated credit assessment and digital contracting to an industry—automotive—traditionally dominated by analog processes and long sales cycles.

The timing was strategic. As younger consumers prioritized flexibility and digital convenience, and as environmental concerns elevated interest in vehicle variety (including electric options), Cluno's model addressed genuine market friction. The company's success influenced the broader mobility ecosystem, demonstrating that car subscription could scale beyond niche luxury markets into mainstream consumer segments.

Cluno's acquisition by British online car dealer Cazoo in early 2021 validated the model's strategic value, positioning the startup as a key asset for Cazoo's European expansion[1]. The company subsequently raised significant additional capital, including €80 million in debt financing for asset-backed securitization, indicating investor confidence in the underlying business fundamentals[1].

Quick Take & Future Outlook

Cluno represents a successful application of digital-first design to a traditionally analog industry. The company proved that consumer demand exists for flexible, transparent, technology-enabled alternatives to car ownership—a lesson that has influenced competitors across Europe.

Looking forward, Cluno's trajectory will likely be shaped by several factors: the accelerating transition to electric vehicles (which Cluno has already begun offering), the consolidation of the car subscription market, and the integration of mobility services into broader transportation ecosystems. As part of Cazoo's portfolio, Cluno has access to capital and distribution that could accelerate its pan-European ambitions, though the startup ecosystem designation suggests the company has evolved beyond its independent startup phase[1].

The broader implication: Cluno demonstrated that even capital-intensive, traditionally offline industries can be disrupted through thoughtful digitalization and a customer-centric subscription model—a playbook now being replicated across automotive and beyond.