Onto
Onto is a UK-based electric vehicle subscription service that offers all-inclusive monthly subscriptions bundling vehicle access, charging, and insurance, targeting individual consumers aged 25-35 seeking flexible alternatives to EV ownership.
- Company typePrivate
- Founded2017
- HeadquartersWarwick, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Onto does
Onto is a London-based electric vehicle subscription company founded in 2017 that operates a direct-to-consumer subscription model bundling vehicle access, charging, and insurance into a single all-inclusive monthly payment. The platform targets individual consumers aged 25-35 who are deterred by the high upfront cost of EV ownership and prefer flexible, commitment-light alternatives to purchasing or traditional leasing. Onto generates recurring revenue through these subscription fees, with customer acquisition conducted primarily through its own digital platform rather than dealer networks.
The company operates a fleet-based subscription service without proprietary vehicle technology, sourcing EVs from OEMs and reselling access under bundled service terms. Its core product is the unified monthly subscription, which differentiates from fragmented alternatives by eliminating separate charging, insurance, and maintenance arrangements. The company has scaled through multiple venture funding rounds, raising over $330 million cumulatively including a $175 million round in July 2021 and a $60 million Series C in July 2022 led by Legal & General, with a further round of approximately $124 million in January 2023 led by La Caisse and Pollen Street Capital.
Onto's commercial model is capital-intensive by nature, requiring substantial fleet investment to support subscriber growth. Following UK market consolidation, the company expanded into continental Europe starting with Germany in 2022. The leadership team is led by co-founder and CEO Rob Jolly, with co-founder Dannan O'Meachair heading people operations. The firm is privately held and venture-backed with no parent company or public listing.
Onto firmographics
Firmographics- Name
- Onto
- Legal name
- Onto
- Website
- https://on.to
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Onto is a UK-based electric vehicle subscription service that offers all-inclusive monthly subscriptions bundling vehicle access, charging, and insurance, targeting individual consumers aged 25-35 seeking flexible alternatives to EV ownership.
- Ownership category
- akta.pro rank
Onto industry classification
Industry- Product category
- Electric Vehicle Subscription Services
- NAICS
- Passenger Car Rental (532111), Passenger Car Leasing (532112), Passenger Car Rental and Leasing (53211)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- EV Subscription (Monthly/Longer-Term Consumer Plans) (THADANAD)
- akta.pro secondary industries
- All-Inclusive Subscriptions (Insurance, Maintenance, Roadside, Registration) (THADACAE), EV-Only Car Subscriptions (Charging & Battery Services Included) (THADACAG), Vehicle Subscription Services (All-Inclusive, Flexible Term) (TLABAAAE), Passenger Vehicle Leasing & Long-Term Rental (Cars/SUVs) (TLABAHAA)
Keywords
Where Onto is headquartered
LocationHeadquarters
- HQ city
- Warwick
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Onto business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- EV Subscription Services: Onto generates revenue through all-inclusive electric vehicle subscription plans that cover the vehicle, charging, and insurance costs. The subscription model provides recurring revenue with flexible terms, appealing to consumers seeking alternatives to ownership.
Go-to-market motion1 record
Distribution channels1 record
Onto product offering
Product offeringCore offering
Onto offers an all-inclusive, flexible electric vehicle subscription service that bundles vehicle access, charging, and insurance into a single monthly payment. Customers subscribe to EVs without the upfront purchase cost or long-term commitment of ownership or traditional leasing.
Product overview
Onto operates as a single-product electric vehicle subscription service offering flexible, all-inclusive access to EVs on a subscription basis. The service bundles vehicle access with charging and insurance coverage into a unified offering. The company was founded in 2017 and is headquartered in London, UK, with expansion plans into Europe including Germany. As of 2022, Onto had raised over $330 million in total financing, including a $60 million Series C round led by Legal & General.
Differentiator
Problem solved
Functional benefit
Products and services
- Onto Electric Vehicle Subscription An all-inclusive, flexible subscription service for electric vehicles that bundles vehicle access, charging infrastructure, and insurance coverage into a single monthly payment. Designed for individual consumers aged 25-35 who want to drive an EV without the upfront purchase cost or long-term ownership commitment.
Quantifiable outcome
- Accelerates EV adoption in Europe
Companies that use Onto
Customer profileSegments1 record
Ideal customer profiles1 record
Onto technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Onto partnerships and signals
Strategic signalScale indicators4 records
Recent moves4 records
Expansion highlights4 records
Onto competitors and assessment
Company assessmentDirect peers
- Elmo: Elmo is a UK-based all-inclusive EV subscription service offering consumers monthly access to electric cars with insurance, maintenance, and charging included — a direct competitor to Onto's UK proposition and customer segment.
- evezy: Evezy was a UK EV subscription service offering flexible all-inclusive access to electric vehicles, directly overlapping with Onto's target customers, vehicle types, and bundled service model in the UK market.
- Cluno: Cluno operated a German car subscription marketplace offering flexible monthly subscriptions including insurance and maintenance; comparable to Onto in business model and was active in Onto's German expansion market.
- FINN Auto: FINN Auto offers all-inclusive new car subscriptions in Germany and the US with bundled insurance and registration, closely matching Onto's all-inclusive EV subscription value proposition in a key European market.
Broad incumbents
- Volkswagen AutoAbo / Volkswagen Financial Services: Volkswagen Financial Services operates the AutoAbo subscription product and broader multi-brand vehicle subscription/leasing services across Europe, representing a large incumbent that competes with Onto on flexible all-inclusive access, particularly in Germany.
- Care by Volvo: Care by Volvo is an OEM-direct all-inclusive vehicle subscription program offering monthly access to Volvo cars including insurance, maintenance, and roadside assistance — a broad incumbent example of the same subscription model Onto specializes in for EVs.
- Lex Autolease: Lex Autolease is the UK's largest vehicle leasing company, offering personal contract hire and fleet leasing — a broad incumbent that competes with Onto for flexible vehicle access customers, especially corporate fleets.
Emerging players
- DriveElectric: DriveElectric is a UK specialist in EV leasing and fleet management for businesses and consumers, overlapping with Onto's EV-focused flexible access offering but with a stronger fleet/corporate orientation.
Others
- TotalEnergies (charging & mobility partnerships): TotalEnergies Ventures is an existing Onto investor and operates a pan-European EV charging network and mobility services — relevant as an adjacent ecosystem participant enabling Onto's bundled charging value proposition.
- Uber Green / Bolt (mobility-as-a-service): Uber and Bolt represent adjacent subscription/usage-based mobility alternatives that compete for the same consumer mobility wallet share as Onto, particularly for younger urban demographics who might otherwise choose not to own a vehicle.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Onto social profiles
Digital presenceOnto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Onto leadership team
Management profileNumber of profiles
Profiles3 records
Onto funding detail
Funding detailFunding overview
Funding rounds8 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Onto M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Onto
What does Onto do?
Onto offers an all-inclusive, flexible electric vehicle subscription service that bundles vehicle access, charging, and insurance into a single monthly payment. Customers subscribe to EVs without the upfront purchase cost or long-term commitment of ownership or traditional leasing.
Is Onto a public or private company?
Onto is a private company. It is classified as venture growth investor backed and is currently operating.
When was Onto founded?
Onto was founded in 2017. It employs 51 to 100 people.
Where is Onto based?
Onto is headquartered in Warwick, United Kingdom, in the Europe region.
How does Onto make money?
One revenue line is on record: EV Subscription Services.
Who are Onto's main competitors?
Direct peers on record are Elmo, evezy, Cluno and FINN Auto. Broad incumbents are Volkswagen AutoAbo / Volkswagen Financial Services, Care by Volvo and Lex Autolease. DriveElectric is listed as an emerging player. Others are TotalEnergies (charging & mobility partnerships) and Uber Green / Bolt (mobility-as-a-service).
Does Onto have an API?
No public API is recorded for Onto.
What industry is Onto in?
Onto's product category is Electric Vehicle Subscription Services. Its primary akta.pro industry code is THADANAD, EV Subscription (Monthly/Longer-Term Consumer Plans), with a secondary code of THADACAE, All-Inclusive Subscriptions (Insurance, Maintenance, Roadside, Registration). Its NAICS code is 532111 and its SIC code is 7510.