circuly
circuly is a German SaaS company that provides subscription management software purpose-built for physical product subscriptions, rentals, and leasing models, serving manufacturers, enterprises, and startups across 18+ industries and 17 countries with an integrated hub, checkout, customer portal, and point-of-sales platform.
- Company typePrivate
- Founded2019
- HeadquartersBielefeld, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What circuly does
circuly GmbH is a German SaaS company founded in 2019 and headquartered in Bielefeld, Germany, that provides subscription management software purpose-built for physical product subscriptions, rentals, and leasing business models. The platform targets the operational gap that generic eCommerce systems, ERPs, and payment processors leave unaddressed — namely, circular product journeys involving returns, refurbishment, swaps, renewals, and buyouts. The product suite consists of four core modules: circuly Hub (central operations platform unifying customer, order, payment, and product data), circuly Checkout & Cart (a white-label checkout supporting mixed baskets of one-time purchases and subscription orders with integrated credit checks), circuly Customer Portal (self-service subscription management for end customers), and circuly StoreConnect (point-of-sales and retailer portal for in-store subscription creation). Supporting modules include subscription management, recurring billing, product and asset tracking, repair and return management, fraud prevention, dunning and debt collection, reporting, CRM, and buyout functionality. The platform integrates with five major eCommerce systems (Shopify, Magento, WooCommerce, Saleor, Shopware) and five payment providers (Stripe, Mollie, Braintree, Adyen, PayPal), positioning circuly as a layer that sits atop existing merchant infrastructure rather than replacing it.
circuly operates a hybrid go-to-market model combining a 14-day integration-free self-serve trial (PLG motion) with sales-led enterprise engagement. The company is organized as a remote-first organization with 14 employees across 9 nationalities and 12 cities. Its customer base spans 18+ industries and 17 countries across 5 continents, with named customers including Decathlon (bike rentals), Bugaboo (stroller subscriptions), Mister Spex (eyewear subscription at €9/month across 65 stores), TIER (e-scooter and e-bike rentals), and Riese & Müller (e-bike subscriptions). Pricing is not publicly disclosed, but the company generates revenue through SaaS subscription licensing. circuly has raised approximately $2.14M in disclosed funding across three rounds (2020, 2021, 2024), with the most recent CZK 13,475,000 round (August 2024) led by Neoteq, Gateway Ventures, and Czech DEPO Ventures specifically to fund expansion into Central and Eastern Europe and new industry verticals.
circuly firmographics
Firmographics- Name
- circuly
- Legal name
- circuly GmbH
- Website
- https://circuly.io
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- circuly is a German SaaS company that provides subscription management software purpose-built for physical product subscriptions, rentals, and leasing models, serving manufacturers, enterprises, and startups across 18+ industries and 17 countries with an integrated hub, checkout, customer portal, and point-of-sales platform.
- Ownership category
- akta.pro rank
circuly industry classification
Industry- Product category
- Subscription Management Software
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Cloud Infrastructure Entitlement Management (CIEM) (HDABAHAC)
Keywords
Where circuly is headquartered
LocationHeadquarters
- HQ city
- Bielefeld
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
circuly business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- SaaS Subscription Licensing: circuly operates as a SaaS platform charging customers for access to its subscription management software. The platform enables companies to launch and manage physical product subscriptions, generating recurring revenue through software subscription fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Trial - 14 days |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels7 records
circuly product offering
Product offeringCore offering
circuly is a SaaS subscription management platform purpose-built for physical product subscriptions, rentals, and leasing business models. It provides a central operations hub, a white-label subscription checkout, a customer self-service portal, and a retailer/POS solution (StoreConnect), with deep integrations into major ecommerce shops and payment providers. The platform handles the full subscription lifecycle including billing, asset tracking, returns, swaps, renewals, buyouts, fraud prevention, dunning, and localization.
Product overview
circuly is a subscription management software platform designed specifically for physical product subscriptions, rentals, and leasing models. The platform consists of four core products: circuly Hub (central operations platform), circuly Checkout & Cart (white-label checkout), circuly Customer Portal (self-service portal), and circuly StoreConnect (point-of-sales/retailer portal). These work together as an integrated system where circuly Hub manages all subscription operations, the white-label Checkout replaces standard shop checkouts to handle subscription orders, the Customer Portal enables self-service management, and StoreConnect extends subscriptions to physical retail channels. Supporting modules include subscription management, recurring billing/invoicing, product & asset tracking, repair & return management, fraud prevention, dunning & debt collection, reporting & analytics, CRM, and buyout functionality. The platform integrates with major ecommerce platforms (Shopify, Magento, WooCommerce, Saleor, Shopware) and payment providers (Stripe, Mollie, Braintree, Adyen, PayPal).
Differentiator
Problem solved
Functional benefit
Products and services
- circuly Hub A central operations platform for managing subscription businesses at scale, providing full lifecycle visibility into subscriptions and unifying customer, order, payment, and product data in one system. Built for manufacturers, retailers, and subscription operators running rental, leasing, or subscribe-to-own models.
- circuly Checkout & Cart A white-label checkout solution purpose-built for subscription, rental, and leasing models, supporting mixed baskets of one-time purchases and subscriptions, integrated credit checks, and fraud prevention at checkout. Designed for brands and retailers selling subscriptions, rentals, or hybrid purchases.
- circuly Customer Portal A self-service portal that allows end customers to renew, pause, upgrade, swap, or return their subscribed products without contacting support, and to view live buyout prices. Targeted at end users of subscription, rental, and leasing services operated on circuly.
- circuly StoreConnect A point-of-sales and retailer portal solution that enables dealers and retailers to create subscription orders in physical store locations, extending subscription availability to in-store channels. Designed for retailers, dealers, and brands wanting to sell subscriptions in physical stores.
Quantifiable outcome
- Early Mister Spex results show customers gravitating toward higher-value frames with average order values nearly three times higher than regular purchases
Companies that use circuly
Customer profileNamed customers29 records
Segments12 records
Ideal customer profiles4 records
circuly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature10 records
circuly partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Shopifycorecirculy integrates with Shopify as a supported shop system, enabling Shopify merchants to add subscription capabilities to their existing storefronts.
- Stripecorecirculy integrates with Stripe as a payment service provider, enabling secure recurring payment processing for subscription orders.
- Magentocorecirculy integrates with Magento as a supported shop system, enabling Magento merchants to add subscription capabilities.
- Adyencorecirculy integrates with Adyen as a payment service provider, enabling secure recurring payment processing.
- WooCommercecorecirculy integrates with WooCommerce as a supported shop system, enabling WordPress/WooCommerce merchants to add subscription capabilities.
- Braintreecorecirculy integrates with Braintree as a payment service provider, enabling secure recurring payment processing.
- Molliecorecirculy integrates with Mollie as a payment service provider, enabling secure recurring payment processing.
- PayPalcorecirculy integrates with PayPal as a payment method under supported payment service providers, enabling PayPal-based subscription payments.
- Circular Valley Conventionminorcirculy participates in the Circular Valley Convention event (March 11, 2026) focused on uniting industries for circular economy, demonstrating commitment to the circular economy movement.
Scale indicators4 records
Recent moves6 records
Expansion highlights7 records
circuly competitors and assessment
Company assessmentDirect peers
- Chargebee: Chargebee is a subscription billing and revenue management platform serving SaaS and subscription businesses. It competes most directly with circuly's recurring billing, invoicing and dunning capabilities, though it is more general-purpose across digital and physical subscriptions.
- Recurly: Recurly provides subscription management and billing infrastructure for subscription-based businesses across digital and physical goods. It overlaps directly with circuly's subscription lifecycle, billing, and churn management modules.
- Recharge: Recharge is a leading Shopify-native subscription payments platform, especially strong in physical-product subscription boxes and consumables. It directly competes with circuly's Checkout, Customer Portal and Shopify integration path.
- Sticky.io: Sticky.io is a subscription ecommerce platform built for physical-product DTC brands, offering billing, churn management and CRM. It overlaps with circuly for brands running subscription or rental programs on top of major shop systems.
- Zuora: Zuora is an enterprise subscription management and billing platform that pioneered the Subscription Economy framework. It targets large enterprises across both digital and physical subscription models, overlapping with circuly's enterprise and manufacturer segments.
- Ordergroove: Ordergroove is a subscription commerce platform purpose-built for physical goods and consumer brands. It directly competes with circuly for retailer and manufacturer relationships around subscribe-and-save and curation models.
- Bold Commerce: Bold Commerce offers subscription and checkout solutions for ecommerce merchants, including recurring billing and customizable checkout flows. It competes with circuly for merchants on Shopify, WooCommerce and BigCommerce that want subscription features.
- Maxio: Maxio (combining Chargify and SaaSOptics) provides subscription billing, revenue recognition and SaaS metrics for B2B SaaS and subscription businesses. It competes with circuly on recurring billing and analytics, though less focused on physical product returns.
- Aria Systems: Aria Systems is a cloud-based subscription billing and customer management platform used by enterprises with complex billing models. It overlaps with circuly's enterprise-grade subscription lifecycle, billing and customer management capabilities.
Broad incumbents
- Stripe Billing: Stripe Billing is the subscription and recurring billing module within Stripe's payments platform. As a broad incumbent with deep engineering capacity, it competes with circuly's billing, invoicing and dunning for any business already using Stripe as its PSP.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
circuly social profiles
Digital presencecirculy financial estimates
Financial estimateRevenue estimate
Valuation estimate
circuly leadership team
Management profileNumber of profiles
Profiles2 records
circuly funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
circuly 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 circuly
What does circuly do?
circuly is a SaaS subscription management platform purpose-built for physical product subscriptions, rentals, and leasing business models. It provides a central operations hub, a white-label subscription checkout, a customer self-service portal, and a retailer/POS solution (StoreConnect), with deep integrations into major ecommerce shops and payment providers. The platform handles the full subscription lifecycle including billing, asset tracking, returns, swaps, renewals, buyouts, fraud prevention, dunning, and localization.
Is circuly a public or private company?
circuly is a private company. It is classified as venture growth investor backed and is currently operating.
When was circuly founded?
circuly was founded in 2019. It employs 11 to 50 people.
Where is circuly based?
circuly is headquartered in Bielefeld, Germany, in the Europe region.
How does circuly make money?
One revenue line is on record: saaS Subscription Licensing.
Who are circuly's main competitors?
Direct peers on record are Chargebee, Recurly, Recharge, Sticky.io, Zuora, Ordergroove, Bold Commerce, Maxio and Aria Systems. Stripe Billing is listed as a broad incumbent.
Does circuly have an API?
Yes. circuly provides API integration that connects to existing shop systems (Shopify, Magento, WooCommerce, Saleor, Shopware, and headless systems) to enable subscription processing. The API also integrates with payment service providers (Stripe, Mollie, Braintree, Adyen, PayPal) to enable recurring payment processing. A customer testimonial notes 'circuly's flexible & robust API enhances our operational capabilities.' Integration occurs via direct API connection to replace the shop system checkout with circuly's white-label checkout for subscription-based orders.
What industry is circuly in?
circuly's product category is Subscription Management Software. Its primary akta.pro industry code is HDABAHAC, Cloud Infrastructure Entitlement Management (CIEM). Its SIC code is 7372.