Rodeo

Subscription Commerce Softwarehey.rodeo

Rodeo is a Shopify Plus subscription commerce platform that helps merchants optimize recurring-revenue operations. Founded in 2021 and headquartered in New York, it serves Shopify Plus merchants with subscription tooling, with a recent geographic expansion into Manchester.

Company typePrivate
Founded2021
HeadquartersNew York, United States
Headcount1–10
GTM typeB2B
OfferingSoftware

What Rodeo does

Rodeo is a subscription commerce platform purpose-built for Shopify Plus merchants. Founded in 2021 and headquartered in New York, the company operates with a small team of 1-10 employees and maintains a web presence at hey.rodeo. Its positioning targets the operational layer of recurring-revenue commerce on Shopify's enterprise tier, an area where subscription tooling, churn management, and lifecycle optimization are competitive battlegrounds.

The founder, Ben Fisher, previously co-founded CartHook, which the founder reports added $250M in incremental revenue for Shopify merchants prior to acquisition. This background provides domain credibility in Shopify checkout and post-purchase conversion, though Rodeo's specific product surface (features, integrations, supported subscription workflows) is not documented in the available source material. There is no disclosed information on pricing models, contract structures, or named customers.

Rodeo's commercial signals point to early-stage traction: a January 2022 funding round of approximately $1.53M, a 2025 UK expansion allocation of £100,000 toward a Manchester presence, and a partnership with Rodeo GP, a financial vehicle that participated in a $2M beauty/wellness funding round (Hanni). No revenue, ARR, GMV, or pricing disclosures are available, limiting financial visibility.

Rodeo firmographics

Firmographics

Name: Rodeo
Legal name: Rodeo
Website: https://hey.rodeo
Company type: Private
Founded year: 2021
Operating status: Operating
Headcount range: 1–10 employees
Short description: Rodeo is a Shopify Plus subscription commerce platform that helps merchants optimize recurring-revenue operations. Founded in 2021 and headquartered in New York, it serves Shopify Plus merchants with subscription tooling, with a recent geographic expansion into Manchester.
Ownership category
akta.pro rank

Where Rodeo is headquartered

Location

Headquarters

HQ city: New York
HQ country: United States
HQ region: North America

Markets served

Rodeo business model

Business model

GTM type: B2B
Offering type: Software
Cost components: Personnel, Technology or R&D, Marketing or Sales, Operations

Rodeo product offering

Product offering

Core offering

Rodeo is a software platform built to improve subscription commerce for merchants operating on Shopify Plus. The product helps subscription-based retailers manage recurring billing, customer retention, and subscriber lifecycle workflows within the Shopify Plus environment. It is positioned as a purpose-built solution for direct-to-consumer brands running subscription models on Shopify Plus.

Product overview

Rodeo is a Dutch SaaS company that received a EUR 60 million investment from PSG Equity. The company was involved in a Spanish Purchase and Sale Agreement (SPA) that was subsequently annulled by a Dutch court due to fraud uncovered during due diligence. No specific product names, features, or service offerings are detailed in the available source material.

Differentiator

Problem solved

Functional benefit

Products and services

Rodeo Rodeo is a subscription commerce platform purpose-built for merchants operating on Shopify Plus. It helps direct-to-consumer subscription brands manage recurring billing, subscriber retention, and subscription lifecycle operations within the Shopify Plus environment. The offering is targeted at Shopify Plus merchants running subscription-based revenue models.

Companies that use Rodeo

Customer profile

Ideal customer profiles1 record

Rodeo technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Rodeo partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves2 records

Expansion highlights2 records

Rodeo competitors and assessment

Company assessment

Direct peers

Recharge: Market-leading Shopify subscription management app. Comparable to Rodeo as a direct competitor targeting the same Shopify Plus subscription merchant base with overlapping feature sets (recurring billing, portal, churn tools).
Skio: Shopify-native subscription app focused on customizable subscriptions and passwordless accounts. Serves the same DTC subscription merchants as Rodeo and competes head-to-head on UX and merchant pricing.
Bold Commerce: Long-standing Shopify app suite (Bold Subscriptions being the relevant line). Competes with Rodeo for subscription engine slots on Shopify Plus storefronts and offers adjacent checkout customization.
Loop Subscriptions: Shopify subscription app positioned for high-GMV brands looking for one-click portals and concierge migrations. Directly comparable to Rodeo in target customer (Shopify Plus merchants) and feature set.
Ordergroove: Subscription commerce platform used by enterprise retailers (not Shopify-exclusive). Comparable to Rodeo as a subscription-management infrastructure layer serving brand-direct subscription programs, with similar retention/upsell analytics.
Stay AI: Shopify subscription app (formerly Stay AI) targeting DTC brands with smart upsell flows and retention tooling. Closely comparable to Rodeo on merchant segment, pricing model, and platform focus.
Seal Subscriptions: Shopify subscription app with strong presence in EMEA. Comparable to Rodeo as a direct competitor with overlap on Shopify Plus merchants and bundled gift/loyalty features.
Appstle: Shopify subscription and loyalty app suite. Directly comparable to Rodeo in serving DTC merchants on Shopify with subscription billing, memberships, and rewards tooling.

Broad incumbents

Recurly: Established subscription billing platform supporting SaaS, media, and consumer brands across multiple commerce backends (not Shopify-exclusive). Comparable as a subscription commerce engine competitor targeting similar brand-direct retention use cases.
Chargebee: Mature subscription billing and revenue management platform serving SaaS and e-commerce brands. Adjacent competitor to Rodeo for subscription infrastructure, especially for brands that outgrow Shopify-native apps.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

Rodeo financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Rodeo leadership team

Management profile

Number of profiles

Profiles1 record

Rodeo funding detail

Funding detail

Funding overview

Funding rounds1 record

Investors

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

Rodeo M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Rodeo

What does Rodeo do?

Is Rodeo a public or private company?

Rodeo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Rodeo founded?

Rodeo was founded in 2021. It employs 1 to 10 people.

Where is Rodeo based?

Rodeo is headquartered in New York, United States, in the North America region.

Who are Rodeo's main competitors?

Direct peers on record are Recharge, Skio, Bold Commerce, Loop Subscriptions, Ordergroove, Stay AI, Seal Subscriptions and Appstle. Broad incumbents are Recurly and Chargebee.

Does Rodeo have an API?

No public API is recorded for Rodeo.