Borrow
Borrow operates a short-term electric vehicle subscription service in Los Angeles, offering 3, 6, or 9-month access to multiple EV models for urban residents, university students, and businesses via a fully online, contactless platform.
- Company typePrivate
- Founded2017
- HeadquartersWest Hollywood, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Borrow does
Borrow operates a short-term electric vehicle subscription service in the Los Angeles metropolitan area, providing access to fully electric vehicles on 3, 6, or 9-month terms through a fully online, contactless process. The service is positioned as an alternative to traditional 3+ year auto leases and targets urban Los Angeles residents, college students at partner universities, and organizations seeking flexible EV access without long-term commitments or dealership interactions. Founded in 2017 by Rodrigo DeGuzman (CEO) and Jon Alain Guzik (CTO), Borrow is a doing-business-as of Prazo, Inc., a California corporation headquartered at 8430 Santa Monica Boulevard #201, West Hollywood.
The platform centers on an online reservation system in which customers browse available EVs, complete a soft credit check that does not impact credit scores, finalize insurance arrangements, and pick up vehicles at a partnered Just Tires location at 8425 Beverly Blvd in Los Angeles. The fleet includes the Chevrolet Bolt EV ($609/month), Hyundai Ioniq, Kia Niro ($649/month), Tesla Model S ($699/month with free supercharging), Kia Soul EV, BMW i3, and Nissan Leaf ($749/month for 6-month term). All subscriptions bundle the vehicle, maintenance, roadside assistance, a Level 2 home charging kit, and Goodyear mobile tire/battery service. Insurance is offered through a State Farm partnership or via customer-owned policies meeting Borrow's coverage requirements. Subscription billing is processed by Stripe with subscription management handled by Paywhirl, and Tesla-specific features such as remote climate control and Summon are accessible via the Tesla mobile app.
Revenue combines three streams: recurring monthly subscriptions, a one-time $350 activation fee (waived for returning customers), and usage-based mileage overage charges of $0.25 per mile beyond a 1,200 mile monthly cap, with a $50 cleaning fee on return. Distribution is primarily direct-to-consumer through the website, augmented by a Student Discount Program with referral partnerships at five universities (Boston University, Indiana University, Emerson College, Syracuse University, Ithaca College) and a B2B Business Partnership Program for hospitals, universities, and local companies. To date, Borrow has raised approximately $1.97M across multiple small funding rounds, including a Republic equity crowdfunding campaign that raised $176,012 from 1,045 individual investors. The company has received regional recognition as one of BuiltinLA's Top 50 most promising startups in Los Angeles and was selected for the Urban X Cohort 5 MINI-funded mobility accelerator.
Borrow firmographics
Firmographics- Name
- Borrow
- Legal name
- Prazo, Inc.
- Website
- https://joinborrow.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Borrow operates a short-term electric vehicle subscription service in Los Angeles, offering 3, 6, or 9-month access to multiple EV models for urban residents, university students, and businesses via a fully online, contactless platform.
- Ownership category
- akta.pro rank
Borrow industry classification
Industry- Product category
- Electric Vehicle Subscription Services
- NAICS
- Passenger Car Rental (532111), Passenger Car Leasing (532112), Passenger Car Rental and Leasing (53211)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Flexible-Term / Month-to-Month Car Subscriptions (THADACAC)
- akta.pro secondary industries
- Long-Term / Fixed-Term Car Subscriptions (6–36 months) (THADACAD), EV-Only Car Subscriptions (Charging & Battery Services Included) (THADACAG), Corporate EV Rental Programs & Charging Coordination (THADAOAK)
Keywords
Where Borrow is headquartered
LocationHeadquarters
- HQ city
- West Hollywood
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Borrow business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Monthly Vehicle Subscription: Flat monthly rate for access to electric vehicles with terms of 3 or 6 months. Includes maintenance, roadside assistance, and charging solutions. Additional charges for activation fee, insurance, and mileage overages.
- Activation Fee: One-time non-refundable $350 activation fee charged at first vehicle delivery. Waived for returning customers.
- Mileage Overage Fees: $0.25 per mile charge for mileage exceeding 1,200 miles per month limit
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Chevrolet Bolt EV - $609/month |
| Subscription | Monthly | Hyundai Ioniq - $629/month (3mo) / $579/month (6mo) |
| Subscription | Monthly | Kia Niro - $649/month |
| Subscription | Monthly | Tesla Model S - $699/month |
| Subscription | Monthly | Nissan Leaf - $749/month |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Borrow product offering
Product offeringCore offering
Borrow offers short-term (3 or 6 month) all-electric vehicle subscriptions to consumers in the Los Angeles area. Customers select an EV model, complete an online soft credit check, finalize insurance, and pay a one-time $350 activation fee plus flat monthly payments; the subscription bundles the vehicle, maintenance, roadside assistance, home charging kit, and customer concierge support, with contactless pickup at a partnered location.
Product overview
Borrow operates as a short-term electric vehicle subscription platform offering flexible 3 or 6-month terms on pre-owned EVs. The core product is the EV Subscription Service, which bundles vehicle access, maintenance, roadside assistance, and customer support into flat monthly rates. The subscription fleet includes multiple EV models: Kia Niro (starting at $649/month), Chevrolet Bolt EV ($609/month), Tesla Model S ($699/month with free supercharging), Kia Soul EV, Hyundai Ioniq Electric (sold out), BMW i3, and Nissan Leaf ($749/month for 6-month term). Add-on programs include a Student Discount Program with partner schools offering promotional codes, a Business Partnership Program for organizational clients, and included services such as a Home Charging Kit and Goodyear mobile tire/battery service. All subscriptions require a one-time $350 activation fee and include insurance assistance through State Farm partnership, contactless pickup/return at partner Just Tires locations, and payment processing via Stripe with subscription management through Paywhirl.
Differentiator
Problem solved
Functional benefit
Products and services
- EV Subscription Service Short-term electric vehicle subscription offering 3 or 6-month terms with all-inclusive pricing covering the vehicle, maintenance, roadside assistance, concierge support, and home charging kit. Subscribers complete a soft credit check online, finalize insurance (often through Borrow's State Farm partnership), pay a one-time $350 activation fee plus monthly payments, and pick up the vehicle contactlessly at a partnered Los Angeles location.
- Chevrolet Bolt EV Subscription Affordable all-electric hatchback subscription offering EPA-estimated 238 miles of range, a 10.2-inch color touchscreen, keyless entry, and DC fast charging. Priced at $609/month for a 3-month term.
- Kia Niro Subscription Electric crossover SUV subscription with 239 miles of range, 4-door configuration with 5-passenger seating, and fast charge capability. Available on 3 or 6 month terms starting at $649/month.
- Tesla Model S Subscription Premium electric sedan subscription with 208-265 miles of battery-only range, free supercharging, Tesla app remote access (climate, security, Summon), and seating for 4-5 passengers. Priced at $699/month.
- Kia Soul EV Subscription Compact electric vehicle subscription with ample cabin and cargo space, DC fast charging, navigation, Bluetooth, and heated seats as standard features, marketed for active lifestyles.
- Hyundai Ioniq Electric Subscription Entry-level electric vehicle subscription with integrated safety features, driving aids, generous cargo space, and a convenient rear hatch. Note: listed as sold out at time of source capture.
- BMW i3 Subscription Subscription offering of the popular electric BMW i3, known for nimble handling, cargo space, and seating for 4 passengers, suited to city and suburban use.
- Nissan Leaf Subscription Well-rounded electric vehicle subscription with 226 miles of range, a spacious cabin, comfortable driving characteristics, and 23.6 cubic feet of rear cargo space. Available at $749/month on a 6-month term.
- Business Partnership Program Dedicated offering for organizations (hospitals, universities, local businesses) seeking short-term electric vehicle solutions for fleet, employee benefit, or sustainability programs.
Quantifiable outcome
- 11,078 kg of GHGs reduced since 2017 founding
- +1 more outcomes
Companies that use Borrow
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Borrow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Borrow partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- Urban XminorMINI-funded accelerator program for mobility startups. Borrow was part of Cohort 5, gaining visibility and support within the urban mobility ecosystem.
- BuiltinLAminorRecognized as top 50 most promising startups in Los Angeles by BuiltinLA, providing visibility and credibility within the LA tech/startup community.
- Just TirescorePartnered automotive service location at 8425 Beverly Blvd, Los Angeles for vehicle pickup and return. Open 7 days a week during business hours for customer convenience.
- GoodyearcoreMobile tire and battery service partnership providing convenient maintenance support. Goodyear technicians come to customer location for minor service needs during subscription.
- State FarmcoreInsurance partner providing coverage options for Borrow subscribers. Can bundle insurance with subscription or customers can use own policy meeting Borrow coverage requirements.
- Boston UniversityminorPartner university offering student discount program with code STUDENT-BU for Borrow EV subscriptions.
- Indiana UniversityminorPartner university offering student discount program with code STUDENT-IN for Borrow EV subscriptions.
- Emerson CollegeminorPartner university offering student discount program with code STUDENT-EM for Borrow EV subscriptions.
- Syracuse UniversityminorPartner university offering student discount program with code STUDENT-SU for Borrow EV subscriptions.
- Ithaca CollegeminorPartner university offering student discount program with code STUDENT-IC for Borrow EV subscriptions.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Borrow competitors and assessment
Company assessmentBroad incumbents
- Care by Volvo: Volvo's all-inclusive monthly subscription program covering XC40/XC60 Recharge EVs and ICE models. Comparable to Borrow as a short-term, all-inclusive car subscription, but backed by a major OEM with national dealer infrastructure and broader brand reach.
- Mercedes-Benz Collection: Mercedes-Benz's short-term vehicle subscription service that includes EVs and ICE models in a flat-monthly format with insurance and maintenance. Comparable subscription mechanics to Borrow but with OEM scale, premium brand, and larger vehicle catalog.
- Polestar Subscription: Polestar has piloted and continues to offer short-term monthly subscription programs on the Polestar 2 EV in select US markets. It is comparable to Borrow as a dedicated EV subscription offering, but with OEM economics and a more limited geographic footprint.
- Porsche Drive: Porsche's short-term subscription program giving access to multiple Porsche models including the Taycan EV on monthly terms. Comparable subscription UX and pricing structure to Borrow's premium EV tier, though concentrated on a single luxury brand.
- Hertz: Hertz has built the largest US rental EV fleet (notably Teslas) and competes with Borrow for short-term EV access in LA, particularly at LAX. While the core product is daily/weekly rental rather than monthly subscription, Hertz's scale and EV supply could compress Borrow's consumer proposition.
Regional players
- Sixt+: Sixt+ is Sixt's car-subscription product available primarily in Europe, offering flexible monthly terms across multiple vehicle categories. Comparable subscription mechanics to Borrow, but currently outside Borrow's US/LA footprint and therefore a regional rather than direct competitor.
Direct peers
- Fair: Fair was a US car-subscription platform that offered flexible monthly terms on used vehicles including EVs. It is a directly comparable category peer to Borrow in business model and customer, and its shutdown is a cautionary benchmark for capital-intensive subscription models.
- Evee: Evee was a US-based EV subscription platform offering monthly access to multiple EV models with delivery. It is a direct historical peer to Borrow in product, target customer, and use case, illustrating the difficulty of scaling a pure-play EV subscription model.
- Autonomy: Autonomy is the most directly comparable US EV-subscription service, offering month-to-month access to Tesla, Chevy, and other EVs. Borrow and Autonomy target the same 'EV without long-term commitment' consumer use case and compete for similar early-adopter demand.
Emerging players
- Kyte: Kyte delivers cars on-demand and is expanding into longer-term rental and subscription. It overlaps with Borrow in the short-term, flexible vehicle-access use case but emphasizes delivery logistics and ICE/EV mix in multiple US metros.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Borrow social profiles
Digital presenceBorrow financial estimates
Financial estimateRevenue estimate
Valuation estimate
Borrow leadership team
Management profileNumber of profiles
Profiles2 records
Borrow funding detail
Funding detailFunding overview
Funding rounds12 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Borrow 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 Borrow
What does Borrow do?
Borrow offers short-term (3 or 6 month) all-electric vehicle subscriptions to consumers in the Los Angeles area. Customers select an EV model, complete an online soft credit check, finalize insurance, and pay a one-time $350 activation fee plus flat monthly payments; the subscription bundles the vehicle, maintenance, roadside assistance, home charging kit, and customer concierge support, with contactless pickup at a partnered location.
Is Borrow a public or private company?
Borrow is a private company. It is classified as venture growth investor backed and is currently operating.
When was Borrow founded?
Borrow was founded in 2017. It employs 1 to 10 people.
Where is Borrow based?
Borrow is headquartered in West Hollywood, United States, in the North America region.
How does Borrow make money?
Three revenue lines are on record. Monthly Vehicle Subscription is the primary driver. The others are activation Fee and mileage Overage Fees.
Who are Borrow's main competitors?
Broad incumbents on record are Care by Volvo, Mercedes-Benz Collection, Polestar Subscription, Porsche Drive and Hertz. Sixt+ is listed as a regional player. Direct peers are Fair, Evee and Autonomy. Kyte is listed as an emerging player.
Does Borrow have an API?
No public API is recorded for Borrow.
What industry is Borrow in?
Borrow's product category is Electric Vehicle Subscription Services. Its primary akta.pro industry code is THADACAC, Flexible-Term / Month-to-Month Car Subscriptions, with a secondary code of THADACAD, Long-Term / Fixed-Term Car Subscriptions (6–36 months). Its NAICS code is 532111 and its SIC code is 7510.