What Hellorider does

Hellorider B.V. is a Netherlands-based bicycle leasing platform founded in 2020 and headquartered in Amsterdam. The company operates a cloud-based platform that connects four stakeholder groups in the Dutch bicycle lease ecosystem — employers, employees, bicycle dealers, and lease financing companies (leasemaatschappijen) — and automates the full lease workflow from employer onboarding and contract administration through bike selection, payroll deductions, dealer fulfillment, and ongoing service management.

The platform is built around Dutch-specific regulatory mechanics, including the 7% bijtelling (add-on) tax rule and the bruto-netto (gross-to-net) salary structure, which enable cost-neutral employer schemes when operated outside the WKR (work expense regulation). Core product components include an employer dashboard, an employee portal (Mijn Hellorider), a lease asset management portal hosted at app.hellorider.com, employee and employer savings calculators, a catalog covering 200+ bicycle brands, a searchable directory of 1,600+ Dutch bicycle dealers, a Helpcentrum knowledge base, and a Trust Center for enterprise security/compliance disclosure. An all-inclusive service bundle adds maintenance, repairs, theft/damage insurance, and 24/7 ANWB roadside assistance into a single monthly lease payment, with mobile-service partners covering direct-to-consumer e-bike brands (e.g., Veloretti, Cowboy) that lack traditional dealer footprints.

Hellorider monetizes through platform and management fees paid by employers and lease companies, plus transaction-related fees on each lease contract, on a standard 36-month lease term with an optional residual-value purchase at term end. Distribution combines a sales-led B2B motion targeting Dutch employers (with webinars, demo days, and online appointments), a self-service product-led layer (calculators and direct online sign-up), and a heavy channel-partner layer via the 1,600+ dealer network that handles physical last-mile delivery and ongoing service. Customer segments span employers of all sizes, individual employees, self-employed professionals (ZZP, served via partner New Mobility Lease), bicycle dealers, and lease financing companies. The company is explicitly restricted to the Netherlands market and has raised at least one disclosed funding round (€442,320 from Duurzaam Investeren in 2022).

Name

Hellorider

Legal name

HelloRider B.V.

Website

https://hellorider.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Hellorider B.V. operates a Netherlands-only cloud-based bicycle leasing platform that connects employers, employees, bicycle dealers, and lease financing companies. It automates Dutch tax-advantaged bike lease schemes across 200+ brands and 1,600+ dealers, serving employers of all sizes plus self-employed professionals.

Ownership category

akta.pro rank

Product category

Bicycle Lease Management Software

NAICS

Automotive Equipment Rental and Leasing (5321), Passenger Car Rental and Leasing (53211)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Services-Prepackaged Software (7372)

akta.pro primary industry

Bike Rental, Demo & Tour Operators (Retail-Adjacent) (CRAMAHAJ)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Station-Based Bike Rentals (Bikeshare) (THADAGAD)

Keywords

• Bicycle lease platform
• Employer mobility benefits
• Workplace bicycle scheme
• Lease management software
• Corporate cycling program

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform and Management Fees: Hellorider charges employers or lease companies a fee for platform access, lease management, and administration services. The platform facilitates bicycle lease transactions between employers, employees, dealers, and lease companies.
2. Dealer Network Revenue Share: Revenue is generated through partnerships with 1,600+ bicycle dealers who fulfill the physical delivery, service, and maintenance of leased bicycles. Hellorider acts as the intermediary platform connecting dealers with employer/employee customers.
3. Bicycle Lease Intermediation: The company facilitates lease contracts between employers, employees, and lease companies. Revenue may include setup fees, transaction fees per lease, or recurring management fees per active lease contract.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Hellorider provides a cloud-based bicycle lease management platform that connects employers, employees, bicycle dealers, and lease companies in a single digital ecosystem. Employers set up a bike plan through the platform, employees select a bicycle and handle administrative tasks via a personalized portal, and dealers fulfill delivery, assembly, and ongoing service. The platform automates salary administration (bruto-netto deductions and 7% bijtelling), lease contracts, and provides real-time dashboards, enabling cost-neutral workplace cycling schemes outside the WKR with 200+ bicycle brands and 1,600+ dealers.

Product overview

Hellorider is a business bicycle lease platform operating in the Netherlands. Its core product is the Hellorider Platform, a unified digital ecosystem that connects employers (who set up and administer a bike plan), employees (who select and lease a bicycle via a portal), bicycle dealers, and leasing companies. The platform is complemented by an Employee Calculator and Employer Calculator for financial projections, a Bicycle Catalog offering access to 200+ brands via 1,600+ dealers, a Dealer Overview directory, and an all-in maintenance and insurance package covering repairs, theft, damage, and 24/7 ANWB roadside assistance. An Employee Portal (Mijn Hellorider) handles day-to-day lease management, service requests, and support. A Helpcentrum knowledge base and Trust Center provide self-service support and security information respectively. Brochures and promotional toolkits support employer adoption.

Differentiator

Problem solved

Functional benefit

Products and services

• Hellorider Platform A cloud-based bicycle lease management platform that connects employers, employees, bicycle dealers, and leasing companies in a single digital ecosystem. Employers set up and manage a bike plan, employees select and order their lease bicycle, and dealers and leasing partners process orders through one portal.
• Employee Portal (Mijn Hellorider)
• Lease Asset Management Portal An internal-facing portal for managing lease contracts, asset tracking, and administrative tasks related to the bicycle lease portfolio.
• All-in Maintenance & Insurance Package A bundled service package included with every lease bicycle covering maintenance, repairs, insurance against damage and theft, and 24/7 ANWB roadside assistance. Also includes a heavy-duty chain lock; Speed Pedelec leases additionally include WA (third-party liability) insurance.
• ZZP/Self-Employed Bicycle Lease Service A bicycle lease offering for Dutch self-employed professionals (zzp'ers) that allows them to lease a bike as a deductible business expense via partner New Mobility Lease, with VAT recovery and no BKR registration.

Quantifiable outcome

• Employees save 30-40% compared to purchasing a bicycle outright
• +5 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• 1,600+ Bicycle Dealers (Netherlands)coreChannel Partner/ Reseller/ DistributorExtensive dealer network across the Netherlands providing nationwide coverage for bicycle delivery, assembly, and ongoing service/maintenance. Dealers are integrated into the Hellorider platform and receive customers through employer employee selections. The network includes local bike shops offering personalized advice and test rides.
• Lease Companies (Leasemaatschappijen)coreChannel Partner/ Reseller/ DistributorPartnerships with lease financing companies who provide the capital and contractual framework for bicycle leases. Hellorider provides the technology platform, employer/employee interfaces, and dealer coordination while lease companies handle financial aspects of the lease contracts.
• Mobile Service Partners (Veloretti, Cowboy)coreStrategic or Co-development PartnerFor online bicycle brands like Veloretti and Cowboy that don't have traditional dealer networks, Hellorider partners with mobile service providers for maintenance and support. These partners handle service, repairs, and maintenance for specific electric bike brands through the knowledge base.
• Codename FutureminorStrategic or Co-development PartnerEducational institution partner that implemented a bicycle plan for staff, presenting it as Christmas vouchers. Within 2 months, half of employees had selected bikes. Codename Future is highlighted as a case study demonstrating Hellorider's ability to serve education sector with sustainability-focused organizations.
• New Mobility LeasecoreStrategic or Co-development PartnerStrategic partner providing lease financing specifically for self-employed professionals (ZZP). Hellorider redirects ZZP customers to New Mobility Lease for specialized ZZP bicycle lease products, including dedicated brochures and information pages.
• ANWB (Royal Dutch Touring Club)coreStrategic or Co-development PartnerANWB provides 24/7 roadside assistance for all leased bicycles through Hellorider's all-inclusive service package. This partnership ensures employees receive immediate help anywhere in the Netherlands when experiencing bicycle problems, included in the standard lease package.
• Insurance PartnerscoreStrategic or Co-development PartnerInsurance partners provide coverage for damage and theft of leased bicycles. Hellorider shares bicycle frame numbers with insurers (without personal data) to enable policy coverage as part of the all-inclusive lease package.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lease a Bike (Bikelease.nl): Dutch bike-leasing platform offering employer-sponsored bicycle lease schemes with similar bruto-netto integration. Most direct competitor to Hellorider in the Netherlands market, addressing the same employer and employee segments.
• Holland Lease & Bike: Dutch bicycle leasing company focused on employer mobility benefits via salary deduction. Competes head-to-head with Hellorider on the fietsplan value proposition and dealer network integration.
• CompanyBike: Belgian-origin company bike leasing platform operating in the Netherlands and Belgium, offering employer-branded e-bikes through salary sacrifice. Direct competitor with overlapping employer target market.
• VeloLease: Dutch bicycle leasing platform targeting employers and employees with similar bruto-netto salary structuring. Operates in the same category as Hellorider with comparable dealer network economics.

Emerging players

• Swapfiets: Dutch bike subscription service offering monthly all-inclusive bike use. Operates an adjacent model to employer leasing (subscription vs. multi-year lease) and shares the Dutch bike-as-a-service category with Hellorider.
• Roetz-Bikes: Dutch circular bike manufacturer and refurbisher. Adjacent player in the Dutch bike ecosystem that highlights the broader circular-economy narrative Hellorider could leverage, but operates in production rather than leasing platform.

Regional players

• Bikeleasing.de (JobRad): Germany's leading employer bike-leasing platform, operating under the Entgeltumwandlung mechanism. Closest pan-European peer in category mechanics, valuable as a comparable for Hellorider's potential German expansion.
• EURORAD: German bike-leasing platform operating under the Entgeltumwandlung salary conversion model. Comparable to Hellorider in product mechanics and is a useful proxy for understanding cross-border expansion requirements.

Broad incumbents

• LeasePlan (now Ayvens): Global mobility and fleet-leasing giant that already provides bicycle leasing in some markets. Represents both a current Hellorider lease-company partner and a potential vertical integrator that could disrupt the platform model.
• ANWB: Royal Dutch Touring Club and major Dutch mobility services provider. Currently supplies 24/7 roadside assistance for Hellorider leases, but could expand into bicycle leasing directly as part of broader mobility offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fietsvandezaak
• LinkedInlinkedin.com/company/hellorider
• Facebookfacebook.com/hellorider

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Hellorider