circuly

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.

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

Product category

Subscription Management Software

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Cloud Infrastructure Entitlement Management (CIEM) (HDABAHAC)

Keywords

• Subscription management software
• Product-as-a-service platform
• Recurring billing software
• Physical product subscriptions
• Circular economy SaaS

Headquarters

HQ city

Bielefeld

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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

Go-to-market motion4 records

Distribution channels6 records

Marketing channels7 records

Core 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

Named customers29 records

Segments12 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature10 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or Integrationcirculy integrates with Shopify as a supported shop system, enabling Shopify merchants to add subscription capabilities to their existing storefronts.
• StripecoreTechnology or Integrationcirculy integrates with Stripe as a payment service provider, enabling secure recurring payment processing for subscription orders.
• MagentocoreTechnology or Integrationcirculy integrates with Magento as a supported shop system, enabling Magento merchants to add subscription capabilities.
• AdyencoreTechnology or Integrationcirculy integrates with Adyen as a payment service provider, enabling secure recurring payment processing.
• WooCommercecoreTechnology or Integrationcirculy integrates with WooCommerce as a supported shop system, enabling WordPress/WooCommerce merchants to add subscription capabilities.
• BraintreecoreTechnology or Integrationcirculy integrates with Braintree as a payment service provider, enabling secure recurring payment processing.
• MolliecoreTechnology or Integrationcirculy integrates with Mollie as a payment service provider, enabling secure recurring payment processing.
• PayPalcoreTechnology or Integrationcirculy integrates with PayPal as a payment method under supported payment service providers, enabling PayPal-based subscription payments.
• Circular Valley ConventionminorStrategic or Co-development Partnercirculy 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

Direct 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

• YouTubeyoutube.com/channel/UCrwKrMtXn8HEZl-u0xlc9IA
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/circuly
• Xx.com/circulyGmbH

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors5 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 circuly