Grover

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.

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

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

• Tech rental subscriptions
• Consumer electronics rental
• Device-as-a-service
• Circular economy tech
• Business tech leasing

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core 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

Named customers6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered minor.

• SystemiqminorStrategic or Co-development Partner · 29 April 2025Systemiq 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 IZMminorStrategic or Co-development Partner · 29 April 2025Fraunhofer 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.
• DeloitteminorStrategic or Co-development Partner · 29 April 2025Deloitte co-developed the Circular Business Model Impact (CBMI) framework with Systemiq, Fraunhofer IZM, Circularity, and 12 industry partners including Grover.
• CircularityminorStrategic or Co-development Partner · 29 April 2025Circularity 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

Others

• 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

• Xx.com/getgrover
• Facebookfacebook.com/getgrover
• LinkedInlinkedin.com/company/grover

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds19 records

Investors31 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grover