What allu. does

allu. (legal name Allugator Assinatura de Eletrônicos) operates a subscription-based electronics rental platform headquartered in Belo Horizonte, Brazil, founded in 2016. The core service lets Brazilian consumers acquire high-end devices — primarily smartphones (iPhone lineup prominently featured), but also computers, gaming consoles, tablets, wearables, screens, home appliances, and fitness equipment — through monthly subscription payments over 12 to 36 month contracts, without tying up their credit card limit. The offering bundles device protection (allu.shield for theft and qualified robbery; allu.care for accidental damage), technical assistance, free nationwide delivery across Brazil, and end-of-term flexibility to keep, swap, or return the device.

The underlying technology is a digital subscription platform comprising a product catalog at allugator.com, document-based identity and address verification, a subscriber self-service portal (cliente.allugator.com), payment processing via Pagar.me, and WhatsApp-based customer support. The platform enables a self-service direct-to-consumer flow with same-week approvals and device dispatch, and supports a separate B2B channel at alluempresas.com for corporate equipment rental. Sub-brands — allu Empresas, allu invest (financial products), allu.care, and allu.shield — extend the platform into adjacent verticals.

Revenue is generated through recurring monthly subscription fees, with disclosed pricing ranging from approximately R$318 to R$680 per device per month (roughly $60-$130), with an 8-18% discount for credit card billing relative to PIX. The company reports more than 45,000 active subscribers on its website and has raised approximately $32M cumulatively across five funding rounds from 2018 to 2023. Founders Cadu Lemos (CEO), Leonardo Prado, and Pedro Sant'Anna (COO) lead a team of 101-250 employees. Recognition includes two consecutive RA1000 awards from Reclame Aqui and media coverage in Forbes Brasil, G1, Exame, and PEGN.

Name

allu.

Legal name

Allugator Assinatura de Eletrônicos

Website

https://allugator.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

allu. is a Brazilian electronics subscription platform, founded in 2016 and headquartered in Belo Horizonte, that rents smartphones, computers, gaming consoles, and other devices to consumers and businesses through monthly contracts with bundled protection and nationwide delivery.

Ownership category

akta.pro rank

Product category

Consumer Electronics Subscription Rental

NAICS

Consumer Electronics and Appliances Rental (532210)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350), Services-Computer Rental & Leasing (7377)

akta.pro primary industry

Electronics & TV Rental (Home Entertainment) (CRAIAOAD)

Keywords

• Electronics subscription rental
• Consumer device leasing
• Smartphone subscription service
• Corporate equipment rental
• Device protection plans

Headquarters

HQ city

Belo Horizonte

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Electronics Subscription: Monthly recurring subscription payments for consumer electronics (smartphones, computers, gaming consoles, tablets, wearables, appliances, fitness equipment). Customers pay month-to-month without tying up credit card limits. Plans range from 12 to 36 months with pricing varying by device model.
2. Device Protection Services: Coverage for theft, qualified robbery, and accidental damage included in subscriptions. The company also offers dedicated allu.care and allu.shield protection services for device insurance and accident coverage.
3. Corporate Equipment Rental: B2B segment providing equipment rental services to businesses through the alluempresas.com platform, targeting corporate IT needs and workforce device provisioning.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

allu. operates an electronics subscription rental platform primarily serving Brazilian consumers and companies. Customers pay a fixed monthly fee to access smartphones, computers, gaming consoles, tablets, wearables, home appliances, and fitness equipment, with bundled protection (allu.shield, allu.care) and technical assistance. The service includes free nationwide delivery, an online subscriber portal, and loyalty-period contracts (12, 24, or 36 months).

Product overview

allu is an electronics subscription rental platform offering a unified subscription service where customers pay monthly for access to consumer electronics without purchasing or compromising their credit card limit. The core offering is the subscription platform (allugator.com) which distributes various product categories including smartphones (iPhone lineup), computers, gaming consoles (PlayStation 5), tablets, wearables, screens, home appliances, and fitness equipment. The service includes protection against theft and damage (allu.shield), accidental damage coverage (allu.care), free delivery, monthly payment options, and technical support. For businesses, allu para Empresas provides corporate rental solutions with managed subscriptions and device replacement. The customer-facing portal (Área do Assinante) and help center (Central de Ajuda) support the subscription management experience.

Differentiator

Problem solved

Functional benefit

Brands

• allu Empresas: Corporate equipment rental service for businesses
• allu invest
• allu.care
• allu.shield

Products and services

• Electronics Subscription Service (allu.) Core offering: a monthly subscription rental service through which Brazilian consumers can access smartphones, computers (notebooks and desktops), gaming consoles, tablets, smartwatches, home appliances, and fitness equipment without an outright purchase. Includes free nationwide delivery, technical assistance, a self-service subscriber portal (Área do Assinante), and loyalty-period contracts of 12, 24, or 36 months with renewal and upgrade options.
• allu Empresas Dedicated B2B subscription rental service for Brazilian companies that need to equip employees with smartphones, notebooks, and other devices on a monthly basis. Operates through a separate corporate portal (alluempresas.com) with company-specific catalog, billing, and account management, while leveraging the same nationwide delivery, protection, and technical assistance as the consumer offering.
• allu.care Protection and assistance service for subscribers covering technical support and care for devices received through the allu. subscription, complementing the core rental offering.
• allu.shield Protection plan for subscribers that shields rented devices against damage and other risks, complementing the core monthly electronics subscription.

Quantifiable outcome

• 45,000+ active subscribers
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• Reclame AquiminorOthersReclame Aqui is Brazil's leading consumer complaint platform. allu maintains an excellent rating on the platform and was nominated for the Reclame Aqui Award for two consecutive years. The partnership provides customer complaint resolution and credibility verification.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Grover: Germany-based global leader in consumer electronics subscription (smartphones, laptops, gaming, wearables). Closest direct peer by business model — monthly subscriptions, device protection, B2B and B2C motions — validating the model at much larger scale.
• Raylo: UK consumer electronics subscription service focused on smartphones and laptops with a 'subscribe rather than buy' model. Directly comparable recurring-rental mechanic with embedded protection and upgrade flexibility.
• Splend: Australia-based subscription platform for vehicles and consumer products. Operates a comparable long-term subscription model targeting underbanked or convenience-oriented consumers with bundled protection.
• Rentomojo: India's largest online rental subscription platform for furniture, appliances, and electronics. Closest comparable in an emerging market: subscription pricing, monthly billing, and category breadth mirror allu's motion.

Regional players

• Lemon Cash: Argentinian/LatAm fintech expanding into consumer financial services. Relevant LatAm fintech comparable for unit economics, regulatory navigation, and growth capital patterns though not a subscription electronics peer.

Broad incumbents

• PicPay: Major Brazilian digital wallet/fintech. Comparable as a Brazilian fintech consumer brand and as a potential distribution channel or competitor for embedded financial services attached to subscription payments.
• Magazine Luiza: Large Brazilian omni-channel retailer that has piloted electronics subscription and MagaluPay financing. Represents the incumbent retail channel allu may compete with — or partner through — for electronics subscription distribution.
• Mercado Libre: Dominant LatAm e-commerce platform with Mercado Pago credit and installment infrastructure. Indirect incumbent whose BNPL and consumer-credit products could compress allu's subscription affordability wedge.

Emerging players

• Klarna: Global BNPL provider. While not a subscription electronics peer, Klarna's installment model competes for the same 'affordability without upfront cash' use case allu serves, especially for higher-A basket items.

Others

• GuiaBolso / Pomelo: Latin American fintech infrastructure providers and consumer credit platforms. Relevant ecosystem participants allu may rely on for underwriting, payments, and credit data as the subscription book scales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/allugatordotcom
• Facebookfacebook.com/allugatordotcom
• Instagraminstagram.com/allu.oficial
• TikToktiktok.com/@allu.oficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors1 record

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 allu.