Grover
Grover is a Berlin-based consumer-technology subscription rental platform founded in 2015, serving 500,000+ individuals and businesses across Germany, Austria, Spain, the Netherlands, and the United States with monthly rentals of smartphones, laptops, gaming, and smart-home devices, plus a B2B asset-management tool.
- Company typePrivate
- Founded2015
- HeadquartersBerlin, Germany
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What Grover does
Grover is a Berlin-headquartered, privately-held consumer-technology subscription platform founded in 2015 that rents smartphones, tablets, laptops, gaming and VR devices, wearables, cameras, TVs, audio equipment, and smart-home products to individuals and businesses on flexible monthly plans (1 to 24+ months). Its operating backbone combines an online rental storefront spanning five markets (Germany, Austria, mainland Spain, the Netherlands, and the United States), an algorithmic credit check executed in minutes to one business day, a multi-stage 'Great Condition Promise' refurbishment pipeline with certified data wiping, and the all-in-one Grover Business Premium asset-management dashboard for corporate customers. The company circulates a catalog of 3,000+ products, has served over 500,000 customers, and has been recognized as a finalist for the German Sustainability Award (DNP) 2025.
Grover monetizes through recurring monthly subscription rentals across both B2C and B2B channels, with an optional Grover Care damage-protection add-on (covering up to 80% of repair costs for businesses) and a €300-capped Grover Bucks referral program. Pricing is publicly disclosed per product with minimum rental periods of 1, 3, 6, 12, or 24 months, billed monthly via PayPal or credit card, and the B2B motion includes a 'Request offer' sales-led path for larger enterprise orders. Distribution is direct via own storefronts (grover.com in localized sites plus a dedicated business.grover.com), with marketing spanning content/SEO, a student and military discount program, Black Friday promotions, an affiliate program, and review-platform social proof (20,000+ Trustpilot reviews, 4.4/5 on Reviews.io).
The capital structure reflects an asset-heavy rental book: cumulative equity and debt funding exceeds $2 billion, anchored by a $330M Series C in April 2022 (Fasanara Capital as debt provider, $220M of the total), a €270M debt facility from M&G in September 2022, and a €50M bridge round in July 2024 led by Cool Japan Fund, Energy Impact Partners, Korelya, Augmentum, and Circularity Capital. The US business operates through a separately incorporated entity, Grover Tech, Inc., with a Miami sales/marketing office supporting North American growth, and a refreshed executive team installed in late 2025 (CEO Rob Straathof, CFO Thomas Menzel, CCO Justin Cockerill) explicitly tasked with delivering a 2026 growth strategy.
Grover firmographics
Firmographics- Name
- Grover
- Legal name
- Grover Tech, Inc.
- Website
- https://grover.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Grover is a Berlin-based consumer-technology subscription rental platform founded in 2015, serving 500,000+ individuals and businesses across Germany, Austria, Spain, the Netherlands, and the United States with monthly rentals of smartphones, laptops, gaming, and smart-home devices, plus a B2B asset-management tool.
- Ownership category
- akta.pro rank
Grover industry classification
Industry- Product category
- Consumer Electronics Rental Subscriptions
- NAICS
- Consumer Electronics and Appliances Rental (532210), Consumer Electronics and Appliances Rental (53221), Consumer Goods Rental (5322)
- SIC
- Services-Computer Rental & Leasing (7377), Retail-Computer & Computer Software Stores (5734)
- akta.pro primary industry
- Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned) (CRACAJAI)
- akta.pro secondary industry
- Electronics & TV Rental (Home Entertainment) (CRAIAOAD)
Keywords
Where Grover is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Grover business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Consumer tech rental subscriptions (B2C): Recurring monthly rental fees paid by individual customers for smartphones, laptops, gaming, wearables, cameras, TV/audio, smart home devices. Flexible minimum rental periods (1, 3, 6, 12, 24 months), billed monthly via PayPal or credit card. Customers may also keep the device by paying the remaining retail value.
- Business tech rental subscriptions (B2B - Grover Business): Recurring monthly subscription rentals for companies, freelancers, startups, and public institutions via Grover Business, including the Grover Business Premium tier with all-in-one management tooling for asset assignment, payment management, and tech kit creation.
- Grover Care protection fees: Add-on damage protection / insurance fees (Grover Care) charged as part of the rental subscription, covering technical defects, broken displays, water damage, and severe signs of use; not covering theft, loss, or improper usage.
- Referral and affiliate credit program: Customer referral program awarding €30 in Grover Bucks per successful referral (up to 10 invites / €300 maximum); also offers affiliate program and discount voucher mechanics to drive acquisitions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Flexible monthly tech rental subscription for individuals with 1, 3, 6, or 12-month minimum periods (extendable up to 24+ months). |
| Subscription | Monthly | Grover Business: business tech rental subscriptions with minimum rental periods of 1, 3, 6, 12, or 24 months. |
| Other | Monthly | Grover Care: optional damage protection add-on (tiered pricing) covering technical defects, broken displays, water damage, and severe signs of use. |
| Other | Pay-as-you-go | Referral program: €30 Grover Bucks per successful referral, up to 10 referrals (€300 max). |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels10 records
Grover product offering
Product offeringCore offering
Grover operates a consumer-technology subscription rental platform that lets individuals and businesses rent smartphones, laptops, computers, gaming consoles, VR headsets, wearables, cameras, TVs, projectors, audio equipment, and smart-home devices on flexible monthly terms (1 to 24+ months) instead of purchasing them. Returned devices are wiped of data, refurbished, and recirculated, and renters can optionally add damage protection (Grover Care). The platform also operates a B2B arm (Grover Business) with an asset-management dashboard (Grover Business Premium) for assigning devices to employees, managing orders, payments, and creating tech kits.
Product overview
Grover is a single unified consumer-tech rental subscription platform (rather than a modular platform with separately sold add-ons) extended by a B2B sub-brand. The core offering, Grover Consumer Subscription Platform, lets individuals rent smartphones, tablets, computers, gaming & VR equipment, wearables, cameras, TVs & projectors, audio gear, and smart-home devices across eight navigation categories (Phones & Tablets, Computers, Gaming & VR, Wearables, Cameras, TV & Projectors, Audio & Music, Smart Home) from brands such as Apple, Samsung, Xiaomi, Acer, HP, Lenovo, Sony, Microsoft, Razer, Nintendo, Canon, Google, and GoPro. The platform is supported by an add-on damage-protection service (Grover Care) and a customer referral program (Grover Bucks). For business customers, Grover offers the Grover Business sub-brand, which serves freelancers, startups, corporations, and public institutions and includes Grover Business Premium, an all-in-one asset and employee management tool. All devices go through a 'Great Condition Promise' quality check and data-wiping process on return, supporting Grover's circular-economy positioning.
Differentiator
Problem solved
Functional benefit
Brands
- Grover Business: B2B rental subscription service for businesses, freelancers, startups, corporations and public institutions; offers Grover Business Premium asset management tooling.
- Grover Care
Products and services
- Grover Consumer Subscription Platform
- Grover Business
- Grover Business Premium
- Grover Care
Quantifiable outcome
- Between 2015 and 2022, Grover rentals prevented an estimated 160,000 e-waste products from being unused or discarded.
- +3 more outcomes
Companies that use Grover
Customer profileNamed customers6 records
Ideal customer profiles2 records
Grover technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature5 records
Grover partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- SystemiqminorSystemiq co-developed the Circular Business Model Impact (CBMI) framework alongside Fraunhofer IZM, Deloitte, Circularity, and 12 industry partners (including Grover) to measure environmental impact of circular business models like rental, resale, repair, and refurbishment.
- Fraunhofer IZMminorFraunhofer IZM co-developed the Circular Business Model Impact (CBMI) framework with Systemiq, Deloitte, Circularity, and 12 industry partners including Grover, to measure environmental impact of circular business models.
- DeloitteminorDeloitte co-developed the Circular Business Model Impact (CBMI) framework with Systemiq, Fraunhofer IZM, Circularity, and 12 industry partners including Grover.
- CircularityminorCircularity co-developed the Circular Business Model Impact (CBMI) framework with Systemiq, Fraunhofer IZM, Deloitte, and 12 industry partners including Grover.
Scale indicators11 records
Recent moves7 records
Expansion highlights6 records
Grover competitors and assessment
Company assessmentOthers
- Hurr: UK-based peer-to-peer fashion rental subscription platform. Not a direct competitor by category but a comparable subscription-rental pioneer in a different vertical, useful as a behavioral/structural comp.
- Rent the Runway: US pioneer of subscription-rental for apparel/accessories. Different vertical but the closest publicly-traded precedent for the rental-subscription business model Grover uses, including refurbishment/recirculation economics.
Direct peers
- Raylo: UK-based consumer-tech subscription rental platform offering smartphones, laptops and other devices on monthly subscriptions. Closely mirrors Grover's B2C rental-subscription model in an adjacent geography.
- Loop Mobile: UK smartphone and tablet subscription service offering monthly rentals with upgrade and return flexibility. Directly comparable business model to Grover's phones-and-tablets category in a neighboring market.
Emerging players
- Hygglo (formerly Fat Llama): Peer-to-peer rental marketplace for electronics, cameras and gear across Europe. Adjacent business model and customer mindset (rent vs. own) with overlapping categories like cameras and consumer electronics.
Broad incumbents
- Dell APEX: Dell's as-a-service portfolio offering PCs, servers and storage on subscription. Directly competes with Grover Business Premium for corporate tech fleet deployments, though at the high end of the enterprise market.
- Likewize (formerly Brightstar Device Solutions): Global device lifecycle services company providing device protection, trade-in, repair and subscription/rental services to operators, retailers and insurers. Comparable as a scaled device-as-a-service incumbent with adjacent rental/reuse capabilities.
- HP Device as a Service: HP's DaaS offering combines hardware, services and analytics into per-device monthly subscriptions for businesses. Comparable to Grover Business Premium's bundling of devices, services and management tooling.
- Lenovo Device as a Service (DaaS): OEM-led subscription offering bundling hardware, services and support into monthly per-seat pricing for enterprise. Competes with Grover Business on the B2B device-as-a-service category with deep OEM financing.
- Apple iPhone Upgrade Program: Apple's own 12-month device subscription/upgrade program tied to Apple Card or carrier financing. Direct substitute for Grover's smartphone subscription offering, with structural OEM-cost advantages.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Grover social profiles
Digital presenceGrover compliance and trust
Trust signalCompliance2 records
Grover financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grover leadership team
Management profileNumber of profiles
Profiles8 records
Grover funding detail
Funding detailFunding overview
Funding rounds19 records
Investors31 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grover M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grover
What does Grover do?
Grover operates a consumer-technology subscription rental platform that lets individuals and businesses rent smartphones, laptops, computers, gaming consoles, VR headsets, wearables, cameras, TVs, projectors, audio equipment, and smart-home devices on flexible monthly terms (1 to 24+ months) instead of purchasing them. Returned devices are wiped of data, refurbished, and recirculated, and renters can optionally add damage protection (Grover Care). The platform also operates a B2B arm (Grover Business) with an asset-management dashboard (Grover Business Premium) for assigning devices to employees, managing orders, payments, and creating tech kits.
Is Grover a public or private company?
Grover is a private company. It is classified as venture growth investor backed and is currently operating.
When was Grover founded?
Grover was founded in 2015. It employs 251 to 500 people.
Where is Grover based?
Grover is headquartered in Berlin, Germany, in the Europe region.
How does Grover make money?
Four revenue lines are on record. Consumer tech rental subscriptions (B2C) is the primary driver. The others are business tech rental subscriptions (B2B - Grover Business), grover Care protection fees and referral and affiliate credit program.
Who are Grover's main competitors?
Others on record are Hurr and Rent the Runway. Direct peers are Raylo and Loop Mobile. Hygglo (formerly Fat Llama) is listed as an emerging player. Broad incumbents are Dell APEX, Likewize (formerly Brightstar Device Solutions), HP Device as a Service, Lenovo Device as a Service (DaaS) and Apple iPhone Upgrade Program.
Does Grover have an API?
No public API is recorded for Grover.
What industry is Grover in?
Grover's product category is Consumer Electronics Rental Subscriptions. Its primary akta.pro industry code is CRACAJAI, Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned), with a secondary code of CRAIAOAD, Electronics & TV Rental (Home Entertainment). Its NAICS code is 532210 and its SIC code is 7377.