What Wheely does

Wheely is a Swiss-founded British luxury chauffeur-as-a-service platform founded in 2010 by Anton Chirkunov and headquartered in Brentford, London. The company operates in four cities — London, Paris, Dubai, and New York City (launched March 2026) — providing on-demand and pre-booked chauffeured journeys to high-net-worth individuals and corporate clients. Wheely differentiates through a curated chauffeur network of approximately 3,500 drivers, all graduates of its proprietary three-day Wheely Chauffeur Academy, which is CPD-certified and covers etiquette, situational awareness, first aid, and digital privacy. Wheely is the first chauffeuring service to partner with Forbes Travel Guide for independent Five-Star service verification.

Wheely's technology platform combines iOS and Android consumer apps with a web-based B2B portal at business.wheely.com, offering real-time flight tracking for commercial and private aviation, predictive chauffeur positioning, and private in-app chat that does not share phone numbers between passengers and chauffeurs. The product suite spans core fare classes (Business, First, XL) plus member-exclusive Luxe (Mercedes-Maybach S-Class, Paris and Dubai) and SUV (Range Rover LWB, London), alongside member-only Chauffeur For a Day, Concierge, and the Wheely Card gift program. B2B revenue is captured via Wheely for Business, which serves approximately 1,250 corporate accounts with monthly invoicing, dedicated account managers, and travel-policy controls.

Wheely's revenue model blends per-journey fares, hourly usage-based pricing for Chauffeur For a Day, gift-card one-time purchases, and B2B managed services. Pricing varies by city and class — London Business from £17, NYC First from $36, Dubai Business SUV from AED 50, plus fixed event fares such as London–Ascot at £185–£345. The company has raised $43 million in cumulative funding across disclosed rounds including 2019 ($15m led by Concentric with AdFirst.vc) and February 2024 ($15m), and operates from offices in London (headquarters), Nicosia (engineering R&D), Dubai (Customer Service hub), Miami, and New York.

Name

Wheely

Legal name

Wheely Ltd.

Website

https://wheely.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

Wheely is a Swiss-founded, London-headquartered luxury chauffeur-as-a-service platform serving high-net-worth individuals and corporate clients across London, Paris, Dubai, and New York City through a 3,500-chauffeur network, member-exclusive classes, and proprietary app technology.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Per-journey ride fares: Core revenue from on-demand and pre-booked chauffeured journeys priced by class (Business from £17, First from £28, XL from £85 in UK; Business SUV from AED 50 in Dubai, from $23.4 in NYC; First from $36 in NYC; Luxe from €120). Fixed fares apply for airport transfers and select event services (e.g., London–Ascot from £185).
2. Wheely Membership: Loyalty-driven membership (granted to those completing 15 journeys in 6 months or by invitation) that unlocks Chauffeur For a Day, Concierge, Luxe (Paris/Dubai), SUV (London), and exclusive classes. Functions as a retention and qualification layer atop per-journey pricing.
3. Wheely Card (gift cards): Physical, hand-delivered metal gift cards redeemable against all Wheely services including Membership privileges, available at £1,000, £3,000, and £5,000 denominations in London, Paris, and Dubai. Purchased via in-app Customer Service chat.
4. Wheely for Business (corporate accounts): B2B revenue stream from corporate accounts (~1,250 reported), with automated monthly invoicing via credit card or direct debit, dedicated account managers, white-glove support, and exclusive access privileges.
5. Chauffeur For a Day (hourly): Flat hourly-rate service allowing passengers to retain the same chauffeur for up to a full day (e.g., £55–£100/hour depending on class and day length). Auto-applied when any regular journey exceeds three hours, providing predictable pricing on longer engagements.
6. Concierge errands and purchases: Members-only concierge enables chauffeurs to make purchases on members' behalf (up to £350 in the UK) charged alongside the final fare, plus white-glove deliveries and personal errands.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Wheely is a luxury chauffeur-driven ride-hailing platform that lets customers book on-demand or pre-booked journeys in premium vehicles (Mercedes-Benz E/S/V-Class, Range Rover, Mercedes-Maybach) through its iOS and Android apps. The service operates across London, Paris, Dubai, and New York City, with tiered fare classes (Business, First, XL, Kids, Luxe, SUV), member-only perks (Concierge, Chauffeur For a Day), and a separate Wheely for Business product with corporate travel management features.

Product overview

Wheely is a Swiss-founded British luxury chauffeur-as-a-service platform consisting of a core mobile application (iOS and Android) plus an integrated suite of member-only add-ons and a B2B web portal. The consumer app is the unified booking surface for the company's four operating cities (London, Paris, Dubai and New York) and its core fare classes — Business, First and XL — with city/special variants such as Kids, Business SUV (Dubai GMC Yukon and NYC Cadillac Escalade ESV/Chevrolet Suburban), and member-exclusive Luxe (Paris/Dubai, Mercedes-Maybach S-Class) and SUV (London, Range Rover LWB). Layered on top of the app are two cross-cutting premium services: Perfect Airport Pickup with live flight tracking and the Chauffeur Academy–trained chauffeur network, and the members-only Chauffeur For a Day and Concierge products gated by the Wheely Membership programme (also the route into accessing Luxe and SUV). The platform extends to enterprise through Wheely for Business, a separate web portal at business.wheely.com that handles multi-account corporate billing, expensing, travel policies and dedicated account management, and to gifting via the hand-delivered Wheely Card. Event-specific offerings (e.g., Royal Ascot 2026) and seasonal collaborations (e.g., Peninsula London Valentine's Day package) are activated on top of this same platform.

Differentiator

Problem solved

Functional benefit

Brands

• Wheely Membership: Invite-based / loyalty membership programme rewarding loyal passengers with exclusive privileges such as Chauffeur for a Day, Concierge, and access to Luxe, SUV and other premium classes.
• Wheely Card
• Wheely For Business
• Garden of Wheely

Products and services

• Wheely App iOS and Android consumer application that enables on-demand and pre-booked chauffeured journeys, membership access, in-app chat with chauffeurs, and journey personalisation across London, Paris, Dubai and New York.
• Wheely Membership Invitation-based or tenure-based (15 journeys in six months) programme that unlocks exclusive privileges such as Wheely Luxe (Paris/Dubai), SUV (London), Chauffeur For a Day, Concierge, and three shareable invitations per member with complimentary journey credits.
• Wheely for Business B2B corporate account product with a web-based portal for managing executives, teams and guests; features include flexible central payment (credit card, Direct Debit or bank transfer), expensing with VAT invoices, multiple sub-accounts, role and travel-policy controls, and dedicated 24/7 account management.
• Business Class Core fare class across London, Paris and Dubai using the latest Mercedes-Benz E-Class, EQE, EQS or BMW 5-Series (BMW 5 Series G60 in Dubai). Seats up to four passengers with Lightning/USB-C chargers, tissues, sanitising towelettes and complimentary water; service fare from £17.
• First Class Core fare class featuring the latest Mercedes-Benz W223 S-Class with panoramic sunroof, reclining seats, privacy blinds, Acqua di Parma scent diffuser, FIJI water and Oshibori towels; available in London, Paris, Dubai, and New York, with service fare from £28 (NYC from $36).
• XL Class Spacious Mercedes-Benz V-Class and EQV option seating up to six passengers and accommodating 1-12 suitcases; ideal for families, groups, and travellers with skis, pushchairs, pet carriers or large luggage. Service fare from £85.
• Kids Class Safety-focused class driven by top-rated Wheely chauffeurs using Mercedes-Benz V-Class/EQV equipped with high-quality certified child safety seats; accommodates up to six passengers.
• Wheely Luxe Member-exclusive class featuring the latest-generation Mercedes-Maybach S-Class available in Paris and Dubai, with reclining ottomans, folding tables, panoramic sunroof, Acqua di Parma Buongiorno scent diffuser, FIJI/San Pellegrino water served chilled from an in-car fridge. Service fare from €120.
• SUV Class (London) Member-exclusive class in London featuring the latest-generation Range Rover Long Wheelbase 4x4 with privacy blinds, premium sound system, Acqua di Parma diffuser, Lightning/USB-C chargers, FIJI/San Pellegrino water; seats up to four passengers.
• Business SUV Class (New York) NYC-exclusive SUV class delivered in the Cadillac Escalade ESV, IQL or Chevrolet Suburban with individual Captain seats, personalised cabin preferences via the Wheely app, USB-C/Lightning chargers and complimentary water; seats up to six passengers with service fare from $23.4.
• Business SUV Class (Dubai) Dubai-exclusive SUV class using the GMC Yukon (Denali/SLT) ideal for intercity or city travel, seating up to six passengers with Lightning/USB-C chargers, tissues, sanitising towelettes, and complimentary water; service fare from AED 50.
• Wheely Concierge Member-only errand-running service in which a trusted Wheely chauffeur handles tasks such as white-glove deliveries, dry-cleaning, queueing for coveted items and hand-delivering gifts, with private in-app chat and anonymous communication.
• Chauffeur For a Day Reservation of a single trusted Wheely chauffeur for up to a full day at a flat hourly rate, available across London, Paris, Dubai and New York; any regular journey exceeding three hours is auto-converted to this service. Pricing ranges from £55-£100/hour depending on class and duration.
• Perfect Airport Transfers / Perfect Airport Pickup Airport transfer service featuring live flight tracking, meet-and-greet with name board at arrivals, complimentary 60-minute waiting time, and 106-point vehicle inspection; supported across commercial and private airports in London, Paris, Dubai and New York.
• Wheely Card Physical metal gift card hand-delivered by a chauffeur and redeemable against any Wheely service, including Membership privileges such as Chauffeur For a Day and Concierge; available at denominations of £1,000, £3,000 and £5,000.

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Forbes Travel GuideflagshipStrategic or Co-development Partner · 23 March 2026Forbes Travel Guide is the independent global authority on genuine Five-Star service. Wheely is the first chauffeuring and executive travel service to partner with Forbes Travel Guide, leveraging the partnership to independently verify its service standards. The partnership is referenced across the NYC launch, Luxe Class launch, and Dubai launch press materials.
• New York City Taxi and Limousine Commission (TLC)coreOthers · 23 March 2026Per NYC regulation 35 R.C.N.Y. § 59B-19, Wheely is legally required to turn over to the TLC the date, time and locations of trips in New York, and obtain affirmative consent from riders to do so under § 59B-21(g). Wheely publicly opposes these requirements but complies with applicable law.
• pinqDRminorImplementation/ SI/ Consulting Partner · 26 November 2025pinqDR is referenced as an independent dispute resolution service available to Wheely Card holders on a voluntary basis (per Gift Card T&Cs updated 26 Nov 2025). This does not affect statutory rights to bring claims before the courts of England and Wales.
• Henley Royal RegattaflagshipGTM or Marketing Partner · 17 June 2025First exclusive chauffeur partner of Henley Royal Regatta (1–6 July 2025) and one of only four official partners. Provides flat-rate return journeys between London and Henley, dedicated drop-off/pick-up at the Stewards', Regatta, and Fawley Meadows enclosures, and a Wheely lounge within Fawley Meadows hospitality.
• The Peninsula LondoncoreGTM or Marketing Partner · 14 February 2025Valentine's Day 2025 exclusive partnership offering a £1,060 'Valentine's Day' tariff pairing Wheely SUV Class transport with a 90-minute Couples Suite spa treatment at The Peninsula Spa, plus access to the hotel's pool, sauna, and jacuzzi. Available on-demand to Wheely members on 14 February 2025.
• DP World Tour ChampionshipcoreGTM or Marketing Partner · 14 November 2024Wheely was Official Spectator Chauffeur for the 2024 DP World Tour Championship at Jumeirah Golf Estates (14–17 November 2024). Provided dedicated pickup/drop-off at the Clubhouse entrance and access for Hospitality guests to the Championship Chalet, Earth Lounge or Clubhouse Terrace.
• Ascot Racecourse (Royal Ascot)flagshipGTM or Marketing Partner · 13 June 2024Wheely is the Official Chauffeur of Ascot and Royal Ascot since 2024 (retained for 2025 and 2026). Wheely created a dedicated Royal Ascot VIP Entrance with exclusive drop-offs 10:30–13:30 and the Wheely Lounge in Car Park 1. Special fixed-rate return journeys between London and Ascot (Business £185, First £275, XL & Kids £260, SUV £345).
• FLOWERBX (London), The Flower Society (Dubai), Eric Chauvin (Paris)minorGTM or Marketing Partner · 31 May 2024Wheely partnered with iconic local florists in London, Dubai, and Paris to offer 'Garden of Wheely' bouquets for International Women's Day and Mother's Day 2024. Customers could order a chauffeur-delivered bouquet via the Wheely app, with personalised notecards and same-day or scheduled delivery.
• The CPD Certification ServicecoreStrategic or Co-development Partner · 16 June 2022The CPD Certification Service verifies Wheely's in-house Chauffeur Academy three-day training, covering etiquette, situational awareness, first aid, language skills, vehicle presentation, and digital privacy. The certification underpins Wheely's positioning on industry-leading standards.
• London, Paris, Dubai, and NYC regional partner/fleet networkcoreChannel Partner/ Reseller/ DistributorWheely operates a regional partner/fleet support model with dedicated email contacts per market ([email protected], [email protected], [email protected], [email protected]) to supply chauffeured vehicles in each city. Chauffeurs sign NDAs and complete Wheely Chauffeur Academy training.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Blacklane: Global premium chauffeur and airport-transfer service operating across 50+ countries with professional drivers, in-app booking, and B2B corporate accounts. Blacklane is the closest direct competitor to Wheely in the luxury ground-transport category with a similar multi-city, multi-product (Business, First, SUV/Van) offering.
• Carey International: US-headquartered executive chauffeured transportation company serving corporate, government, and individual clients in major US and global cities. Carey is a direct competitor to Wheely in the corporate-premium segment and an established incumbent Wheely will compete with in NYC.
• Talixo: European and global ground-transport booking platform offering airport transfers, chauffeur services, and corporate accounts across multiple cities. Talixo competes with Wheely in the same premium B2B and B2C ground-transport category, particularly in European hubs.
• GroundLink: US-based black-car and chauffeur service providing airport transfers, corporate travel, and event transportation in major US cities. GroundLink is a direct competitor in the US corporate-premium segment that overlaps with Wheely's stated North American expansion ambitions.

Emerging players

• Revel: NYC-based premium ride-hailing and EV-charging operator with a focus on professional drivers and a high-end rider experience. Revel overlaps with Wheely in NYC premium ground transport but operates with its own employee-driver model rather than a partner-fleet structure.

Broad incumbents

• Uber (Uber Black / Uber Comfort): Global ride-hailing incumbent with premium tiers (Uber Black, Uber Comfort) that target the same HNW and corporate riders as Wheely. While not a luxury-only brand, Uber's premium offerings and scale in NYC make it the most important broad incumbent Wheely must position against.
• Careem: Dubai-headquartered ride-hailing and super-app platform (owned by Uber) operating premium ride tiers across the Middle East. Careem is a broad incumbent overlap for Wheely in Dubai and a relevant benchmark for multi-product premium mobility in the region.
• Gett: Global corporate ground-transport platform (formerly Gett) with a strong B2B focus in the US, UK, Europe, and Israel. Gett competes with Wheely for Business in the corporate-account segment and represents a relevant incumbent benchmark for B2B ground transport.

Regional players

• Addison Lee: London-headquartered private hire and executive car service with a strong UK corporate base and a fleet of professional drivers. Addison Lee is a regional peer to Wheely in the London market with overlapping corporate and premium offerings.
• Flywheel (App-based black-car): US-based professional driver and black-car platform serving major US cities with a focus on licensed, vetted drivers. Flywheel is a regional peer for the US market and a relevant comparator for Wheely's NYC chauffeur-supply model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wheely
• Facebookfacebook.com/WheelyApp
• LinkedInlinkedin.com/company/wheely
• Instagraminstagram.com/wheely

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors3 records

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

M&A

Investments

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

Frequently asked questions about Wheely