Borrow

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.

Name

Borrow

Legal name

Prazo, Inc.

Website

https://joinborrow.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 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

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 industry

PRIMARYTHADACAC

Flexible-Term / Month-to-Month Car Subscriptions

Travel & Hospitality/Car Rental & Mobility Services/Car Subscription Services

SECONDARYTHADACAD

Long-Term / Fixed-Term Car Subscriptions (6–36 months)

Travel & Hospitality/Car Rental & Mobility Services/Car Subscription Services

SECONDARYTHADACAG

EV-Only Car Subscriptions (Charging & Battery Services Included)

Travel & Hospitality/Car Rental & Mobility Services/Car Subscription Services

SECONDARYTHADAOAK

Corporate EV Rental Programs & Charging Coordination

Travel & Hospitality/Car Rental & Mobility Services/Corporate Car Rental Solutions

Keywords

• Electric vehicle subscription
• Short-term car leasing
• Automotive subscription service
• EV mobility service
• Flexible car rental

Headquarters

HQ city

West Hollywood

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Activation Fee: One-time non-refundable $350 activation fee charged at first vehicle delivery. Waived for returning customers.
3. Mileage Overage Fees: $0.25 per mile charge for mileage exceeding 1,200 miles per month limit

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core 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

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Urban XminorGTM or Marketing PartnerMINI-funded accelerator program for mobility startups. Borrow was part of Cohort 5, gaining visibility and support within the urban mobility ecosystem.
• BuiltinLAminorGTM or Marketing PartnerRecognized as top 50 most promising startups in Los Angeles by BuiltinLA, providing visibility and credibility within the LA tech/startup community.
• Just TirescoreImplementation/ SI/ Consulting PartnerPartnered 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.
• GoodyearcoreImplementation/ SI/ Consulting PartnerMobile tire and battery service partnership providing convenient maintenance support. Goodyear technicians come to customer location for minor service needs during subscription.
• State FarmcoreChannel Partner/ Reseller/ DistributorInsurance partner providing coverage options for Borrow subscribers. Can bundle insurance with subscription or customers can use own policy meeting Borrow coverage requirements.
• Boston UniversityminorChannel Partner/ Reseller/ DistributorPartner university offering student discount program with code STUDENT-BU for Borrow EV subscriptions.
• Indiana UniversityminorChannel Partner/ Reseller/ DistributorPartner university offering student discount program with code STUDENT-IN for Borrow EV subscriptions.
• Emerson CollegeminorChannel Partner/ Reseller/ DistributorPartner university offering student discount program with code STUDENT-EM for Borrow EV subscriptions.
• Syracuse UniversityminorChannel Partner/ Reseller/ DistributorPartner university offering student discount program with code STUDENT-SU for Borrow EV subscriptions.
• Ithaca CollegeminorChannel Partner/ Reseller/ DistributorPartner university offering student discount program with code STUDENT-IC for Borrow EV subscriptions.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad 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

• LinkedInlinkedin.com/in/jaguzik
• Xx.com/joinborrow
• Facebookfacebook.com/joinborrow

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds12 records

Investors4 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 Borrow