Kovi
Kovi is a Brazilian vehicle subscription platform founded in 2018 that provides no-credit-check, pay-per-kilometer car rentals primarily to ride-share drivers on Uber, 99, and inDrive. The company operates a 10,000+ vehicle fleet across 12 Brazilian cities and Mexico, and was acquired by Moove in January 2025.
- Company typePrivate
- Founded2018
- HeadquartersSão Paulo, Brazil
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Kovi does
Kovi (legal entity: Kovi Tecnologia S.A.) is a Brazilian vehicle subscription and rental platform founded in 2018, headquartered in São Paulo, and operating in 12 Brazilian cities plus Mexico. The company serves individual ride-share drivers (primarily on Uber, 99, and inDrive) who lack access to traditional auto financing, offering no-credit-check vehicle subscriptions with usage-based (per-kilometer) weekly pricing and all-inclusive coverage of maintenance, insurance, IPVA, documentation, and 24-hour assistance. Its product portfolio comprises three tiers — Kovi Flexível (8-week minimum), Kovi Mensal (30-day monthly), and Kovi Próprio (13-month minimum with an option to purchase the vehicle at a pre-set price, with the deposit credited 100% toward the final purchase) — supported by a proprietary in-vehicle telematics system (Nota de Direção / Kovi Direção Segura) that uses accelerometer and GPS data to score drivers on a 0-100 accident-probability scale over rolling 28-day windows. Kovi operates a fleet of 10,000+ vehicles (both 0km and seminuevos) supported by what it describes as the largest maintenance workshop among Brazilian rental companies, and employs over 1,400 people. The company monetizes through recurring weekly subscription fees (R$595-R$1,173 depending on vehicle category and mileage tier), a deposit (caução) of R$2,500-R$4,000, and the optional vehicle sale at contract maturity under Kovi Próprio. In January 2025, Kovi was acquired by Moove, an Uber-backed mobility fintech, and now operates as a subsidiary within Moove's broader rideshare-fleet strategy.
Kovi firmographics
Firmographics- Name
- Kovi
- Legal name
- Kovi Tecnologia S.A.
- Website
- https://kovi.com.br
- Company type
- Private
- Founded year
- 2018
- Operating status
- Acquired
- Headcount range
- 1,001–5,000 employees
- Short description
- Kovi is a Brazilian vehicle subscription platform founded in 2018 that provides no-credit-check, pay-per-kilometer car rentals primarily to ride-share drivers on Uber, 99, and inDrive. The company operates a 10,000+ vehicle fleet across 12 Brazilian cities and Mexico, and was acquired by Moove in January 2025.
- Ownership category
- akta.pro rank
Kovi industry classification
Industry- Product category
- Vehicle Subscription and Rental Services
- NAICS
- Passenger Car Rental and Leasing (53211), Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Used / Refurbished Vehicle Subscription Programs (THADACAL)
Keywords
Where Kovi is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices12 records
Markets served
Kovi business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Subscription Rental: Weekly subscription fees based on vehicle category and kilometers driven. Customers choose from 5 usage tiers (up to 200km, 400km, 1250km, 1500km, unlimited). Fees range from R$595 to R$1,173 per week depending on vehicle model and plan type.
- Vehicle Purchase (Kovi Próprio): After minimum 13-month rental period, customers can purchase the vehicle at a fixed price defined at contract signing. Deposit paid (caução) is 100% credited toward final purchase price. Financing options available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Kovi Próprio (Ownership Path) - 0km vehicles |
| Usage-based | Pay-as-you-go | Kovi Próprio (Ownership Path) - Seminovos (20k+ km) |
| Usage-based | Pay-as-you-go | Kovi Flexível (Flexible) - 40k+ km vehicles |
| Subscription | Monthly | Kovi Mensal (Monthly) |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Kovi product offering
Product offeringCore offering
Kovi is a Brazilian vehicle subscription and rental platform that provides app-based drivers with cars on weekly or monthly subscriptions without credit checks. Plans are priced per kilometer driven across five usage tiers and bundle maintenance, insurance, IPVA, documentation, and 24-hour assistance. The Kovi Próprio plan adds an optional path to vehicle ownership starting at month 13, with the deposit credited toward the purchase price.
Product overview
Kovi is a Brazilian vehicle rental and subscription platform operating under a platform-plus-modules architecture. The core products are three subscription plans: Kovi Mensal (monthly rental of used vehicles with flexible 30-day commitment), Kovi Próprio (annual rental with an option to purchase the vehicle from month 13), and Kovi Flexível (8-week minimum flexible rental at lower rates). All plans share the same underlying platform offering per-kilometer pricing, mandatory preventive maintenance, 24-hour assistance, theft/roubbery insurance, and vehicle documentation. Supporting modules include the Central do Motorista (driver portal for contract and invoice management), the Kovi Direção Segura driver safety scoring program (which uses GPS/accelerometer telemetry to predict accident probability), the contracted maintenance workshop service, and the Indique e Ganhe referral loyalty program. Kovi also operates Escola Kovi, an internal vocational school for mechanic and bodywork training. The company was acquired by Moove in January 2025.
Differentiator
Problem solved
Functional benefit
Brands
- Kovi Próprio: Car rental plan with option to purchase the vehicle after the contract period. Offers zero credit approval, maintenance, protection, and documentation included.
- Kovi Mensal
- Kovi Flexível
- Kovi Direção Segura
- Escola Kovi
- Indique e Ganhe Kovi
Products and services
- Kovi Próprio
Quantifiable outcome
- Largest workshop productivity among Brazilian rental companies
- +2 more outcomes
Companies that use Kovi
Customer profileNamed customers3 records
Segments3 records
Kovi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
Kovi partnerships and signals
Strategic signalScale indicators4 records
Recent moves7 records
Expansion highlights5 records
Kovi competitors and assessment
Company assessmentDirect peers
- Localiza: Brazil's largest car rental company with a fleet of 600,000+ vehicles across Brazil and abroad. Direct competitor to Kovi in passenger car rental, though Localiza targets traditional consumers and corporate clients rather than credit-invisible ride-hailing drivers.
- Movida: Brazilian car rental operator (formerly Localiza fleet) with ~200,000+ vehicles. Competes with Kovi in the rental/subscription segment and has launched its own app-driver and subscription products overlapping Kovi's target market.
- Unidas: Brazil's third-largest car rental company, focused on corporate fleet management and daily rentals. Recently consolidated under Brookfield; competes with Kovi in fleet leasing and rental services to corporate customers.
- Zoomcar: India-based self-drive car rental subscription platform operating in India, Indonesia, Vietnam, and Egypt. Closest international analogue to Kovi's subscription model with pay-per-km/hour usage-based pricing.
- Bipi: Spanish car subscription startup offering monthly all-inclusive vehicle subscriptions for consumers. Direct comparable to Kovi's Kovi Mensal and Kovi Próprio product model in Europe.
- Cluno: German car subscription platform offering flexible monthly vehicle subscriptions with all-inclusive pricing. Closest European peer to Kovi's subscription-plus-ownership flywheel model.
- Revv: Indian car subscription platform offering hourly, daily, and monthly self-drive rentals with flexible usage plans. Comparable to Kovi in target customer profile (gig workers, credit-restricted individuals) and subscription mechanics.
Emerging players
- Carro: Brazilian used car marketplace and subscription platform serving consumers and gig drivers. Overlaps with Kovi in the used vehicle subscription segment and competes for credit-restricted drivers.
Broad incumbents
- ALD Automotive: Global fleet management and vehicle leasing provider (Société Générale subsidiary) operating in 40+ countries with 1.7M+ vehicles. Broad incumbent in fleet leasing that competes with Kovi in subscription/operational leasing for corporate and SMB customers.
Others
- Moove: Uber-backed mobility fintech that acquired Kovi in January 2025 to build the world's largest rideshare fleet. Functions as Kovi's parent company and integrated distribution partner for Uber drivers globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Kovi social profiles
Digital presenceKovi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kovi leadership team
Management profileNumber of profiles
Profiles4 records
Kovi funding detail
Funding detailFunding overview
Funding rounds9 records
Investors23 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kovi 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 Kovi
What does Kovi do?
Kovi is a Brazilian vehicle subscription and rental platform that provides app-based drivers with cars on weekly or monthly subscriptions without credit checks. Plans are priced per kilometer driven across five usage tiers and bundle maintenance, insurance, IPVA, documentation, and 24-hour assistance. The Kovi Próprio plan adds an optional path to vehicle ownership starting at month 13, with the deposit credited toward the purchase price.
Is Kovi a public or private company?
Kovi is a private company. It is classified as corporate owned and is currently acquired.
When was Kovi founded?
Kovi was founded in 2018. It employs 1,001 to 5,000 people.
Where is Kovi based?
Kovi is headquartered in São Paulo, Brazil, in the Latin America region.
How does Kovi make money?
Two revenue lines are on record. Vehicle Subscription Rental is the primary driver. The others are vehicle Purchase (Kovi Próprio).
Who are Kovi's main competitors?
Direct peers on record are Localiza, Movida, Unidas, Zoomcar, Bipi, Cluno and Revv. Carro is listed as an emerging player. ALD Automotive is listed as a broad incumbent. Moove is listed as an others.
Does Kovi have an API?
No public API is recorded for Kovi.
What industry is Kovi in?
Kovi's product category is Vehicle Subscription and Rental Services. Its primary akta.pro industry code is THADACAL, Used / Refurbished Vehicle Subscription Programs. Its NAICS code is 53211 and its SIC code is 7510.