Luup
Luup is a Japanese micromobility sharing company operating electric kickboards and e-bikes through a smartphone app, serving urban commuters, tourists, and municipalities across 15+ Japanese cities via a network of 17,800+ ports.
- Company typePrivate
- Founded2018
- HeadquartersTokyo, Japan
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Luup does
Luup, Inc. (株式会社Luup) is a Japanese micromobility sharing company founded in 2018 and headquartered in Shinagawa, Tokyo. It operates a shared fleet of electric kickboards and electric assist bicycles accessible through a smartphone application, enabling point-to-point urban travel across 15+ Japanese cities via a network of more than 17,800 designated ports. Users unlock vehicles by scanning QR codes linked to IoT-enabled smart locks, with GPS-based geo-fencing and integration with Japan's Quasi-Zenith Satellite System (Michibiki) providing high-precision location tracking and safety features. The company also offers proprietary technology such as Bluetooth-based Auto Scan vehicle detection and a Safety Stop function (地域みまもりストップ機能), and has developed an Electric Seat Board variant to broaden the addressable user base.
The business model combines a primary consumer pay-per-minute fare (50 yen base + 15-20 yen per minute), unlimited-duration riding passes (3, 6, and 12 hours), and B2B/B2G service lines including LUUP for Community (managed deployment for municipalities and companies) and LUUP for Residential (condominium-exclusive ports). Distribution extends beyond the iOS/Android app into convenience-store pass sales at FamilyMart, MiniStop, and Seven-Eleven, and through Amazon.co.jp. Strategic capital alliances with FamilyMart, Seibu Holdings, Tokyu Holdings, JR West, Mitsui Fudosan, Daito Trust Construction, and Mori Trust provide port-site placement at convenience stores, railway stations, and managed residential properties, reinforcing distribution and network density.
Luup has raised approximately 21.4 billion yen in cumulative funding across equity, debt, and asset-financing rounds since 2020, with the most recent November 2025 syndicated green loan led by Sumitomo Mitsui Banking Corporation. The company holds the first Regulatory Sandbox certification in Japan's mobility sector, chairs the Micromobility Promotion Council, and reports over 90% domestic electric kickboard market share and 5M+ app downloads, positioning it as the dominant domestic player in Japan's electric micromobility sharing market.
Luup firmographics
Firmographics- Name
- Luup
- Legal name
- 株式会社Luup
- Website
- https://luup.sc
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Luup is a Japanese micromobility sharing company operating electric kickboards and e-bikes through a smartphone app, serving urban commuters, tourists, and municipalities across 15+ Japanese cities via a network of 17,800+ ports.
- Ownership category
- akta.pro rank
Luup industry classification
Industry- Product category
- Shared Micromobility Services
- NAICS
- Bus and Other Motor Vehicle Transit Systems (485113)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Shared Mobility Operations & Fleet Services (Charging/Swapping, Rebalancing, Maintenance) (TLAFAMAJ)
- akta.pro secondary industries
- Station-Based Bike Rentals (Bikeshare) (THADAGAD), Personal Electric Transporters (Segways & similar) (CRACASAF), E-Bikes & Electric Bicycles (CRACASAA), E-Mobility Connectivity, Apps & Anti-Theft Tracking (consumer devices/services) (CRACASAM)
Keywords
Where Luup is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
Luup business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Infrastructure, Personnel, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Pay-per-minute ride fees: Users pay a base fare plus time-based fees calculated per minute of usage. In Tokyo and Osaka, the rate is 20 yen per minute; in other regions, it is 15 yen per minute. This is the primary revenue stream from individual consumers using the LUUP app.
- Unlimited ride passes: Luup offers fixed-duration passes (3-hour, 6-hour, 12-hour) that allow unlimited rides during the pass validity period, providing predictable revenue and encouraging higher usage.
- LUUP for Community (B2B): Local governments, companies, and organizations pay Luup to introduce and operate LUUP services in their regions. Luup provides vehicles and necessary functionality while the client handles local operations like charging.
- LUUP for Residential (B2B2C): Partnership with real estate developers to provide exclusive micromobility sharing services for condominium residents at discounted rates, creating recurring revenue from property management companies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Pay-per-minute pricing in Tokyo and Osaka |
| Usage-based | Pay-as-you-go | Pay-per-minute pricing in other regions |
| Subscription | Pay-as-you-go | 6-hour unlimited ride pass |
| Subscription | Pay-as-you-go | 3-hour and 12-hour unlimited ride passes |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
Luup product offering
Product offeringCore offering
Luup operates a shared electric micromobility service through its smartphone app, allowing users to rent electric kickboards and electric-assist bicycles from any of 17,800+ designated LUUP ports across 15+ Japanese cities and return them to any port. Riders pay a base fare plus per-minute usage fees, or purchase time-limited unlimited passes, with service available 24/7 including bundled accident insurance and 24/7 customer support.
Product overview
Luup operates a unified electric micromobility sharing platform combining hardware (electric kickboards and electric assist bicycles), software (smartphone app), and infrastructure (port network). The core LUUP service enables users to rent vehicles from high-density ports via the app, with product extensions including LUUP for Residential (residents-only condo service), LUUP for Community (enterprise/municipal deployment), and various riding passes. The company also develops proprietary technology including Quasi-Zenith satellite positioning and Bluetooth vehicle detection.
Differentiator
Problem solved
Functional benefit
Brands
- LUUP for Community: A service allowing municipalities, businesses, and organizations to introduce and operate LUUP in their local areas for resident and tourist mobility solutions.
- LUUP for Residential
Products and services
- LUUP Shared Micromobility Service Core electric micromobility sharing service offering electric kickboards (e-scooters) and electric-assist bicycles through a smartphone app. Users rent vehicles from any LUUP port and return them to any port in the network, with pricing of a ¥50 base fare plus ¥20/min (Tokyo/Osaka) or ¥15/min (other regions). Includes bundled accident insurance and 24/7 support.
- LUUP for Community B2B service for municipalities, companies, and organizations to deploy and operate LUUP micromobility sharing in their regions. Luup provides vehicles, the technology platform, and operational support while the partner handles local operations such as charging and on-the-ground management.
- LUUP for Residential Residents-only micromobility sharing service for condominium developments. Provides discounted access to e-scooters and e-bikes from exclusive and general LUUP ports through the smartphone app for designated condominium residents.
- LUUP Corporate Plan (LUUP 法人プラン) B2B corporate plan enabling Japanese companies to provide LUUP-based employee mobility, corporate transportation amenities, and visitor transportation at their facilities.
- Riding Passes (3-hour, 6-hour, 12-hour) Time-based unlimited ride pass options for the LUUP service: 3-hour pass, 12-hour pass, and 6-hour pass (¥1,680 including tax, launched June 2026). Sold at convenience stores and through Amazon.co.jp.
- Electric Seat Board (電動シートボード) A seated electric kickboard (特定小型原付) with seat and basket, providing a more comfortable riding position than standing kickboards. Operates as a distinct vehicle type within the LUUP fleet, classified as a specific small motorized vehicle under Japanese regulation.
Quantifiable outcome
- Time savings: 30-minute walk reduced to 10 minutes using LUUP
- +5 more outcomes
Companies that use Luup
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles6 records
Luup technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
Luup partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered minor, flagship and core.
- WASABIminorStartup from Seikei University partnered with Luup for 'BinGo' urban beautification campaign in Shibuya, featuring trash-can advertisements encouraging proper disposal and traffic manners.
- Pacific Consultants Co., Ltd.minorJoint survey on micro-mobility sharing service usage in urban areas, analyzing over 2.7 million ride logs and nearly 7,500 questionnaire responses to inform sustainable urban development planning.
- Shibuya Future Design AssociationminorJoint safety awareness initiative in response to Japan's 'Traffic Violation Notification System (Blue Ticket)' for bicycle traffic violations, including free online traffic rule learning and safety training.
- Seibu Holdings and Tokyu HoldingsflagshipCapital and business alliance announced July 2024. Collaboration to promote urban revitalization through micromobility integration with railway networks and station areas.
- Ikebukuro Area PlatformminorIndustry-government-academia collaboration to promote urban development in the Ikebukuro area through micromobility integration.
- Comforia Residential Investment CorporationminorComprehensive partnership agreement to integrate LUUP services into managed residential properties for tenant mobility.
- JR West (West Japan Railway Company)corePartnership to expand LUUP port installation areas and verify effects on urban development and transportation connectivity around JR stations.
- Mitsui Fudosan Co., Ltd.coreCollaboration in OMY (Otemachi, Marunouchi, Yurakucho) smart city area for e-scooter demonstration experiments and urban development.
- Sanwa Estate Co., Ltd.minorPartnership to enhance the value of real estate rental properties through LUUP mobility integration.
- Nerima Ward, TokyocoreAgreement signed May 2024 for electric micromobility safety promotion and shared cycling social experiment in Nerima Ward.
- JAF (Japan Automobile Federation)minorE-scooter training sessions conducted for JAF road service crew members to improve understanding of micromobility.
- FamilyMart Co., Ltd.flagshipCapital and business alliance formed April 2022. FamilyMart and Luup collaborate on installing LUUP ports at FamilyMart stores nationwide and joint marketing to expand electric micromobility sharing services. FamilyMart is the second-largest convenience store chain in Japan.
- Mitsui Fudosan Residential Co., Ltd.coreFirst LUUP for Residential partner at Park Homes Hamamatsucho property. Installing LUUP ports exclusively for condominium residents as part of property amenities.
- Tokio Marine HoldingsminorCapital and business alliance for safety improvement. Joint production of 'user's guidebook' for safe e-scooter riding.
- Adastria Co., Ltd.minorRetail and fashion company invested May 2021, planning collaboration to provide new transportation at stores.
- Micromobility Promotion CouncilcoreIndustry association established May 2019 with Luup CEO Daiki Okai as chairman. Members include AnyPay, Z Corporation, mymerit, and others. Promotes self-regulation, safety standards, demonstration experiments, and policy recommendations for micromobility.
- Hamamatsu City, Nara City, Yokkaichi City, Tama City, Yokose TowncoreFirst alliance agreements signed April 2019 with five municipalities for e-scooter sharing service demonstration experiments and long-term service deployment.
Scale indicators6 records
Recent moves6 records
Expansion highlights7 records
Luup competitors and assessment
Company assessmentDirect peers
- Dott: European shared e-scooter operator with a focus on circular design and station-based parking. Similar service model, sustainability framing, and partnerships with transit authorities.
- Bird: Global shared micromobility company offering e-scooters and e-bikes. Direct competitor in the same product category with comparable technology stack and urban mobility positioning.
- Voi Technology: European e-scooter sharing operator with station-based operations and public-sector partnerships. Comparable technology stack, urban transit positioning, and B2G go-to-market via municipal contracts.
- docomo bike share: NTT Docomo-operated bike sharing service in Japan, including station-based cycles in major cities. Direct Japanese competitor with similar station-based model and consumer mobility positioning.
- OpenStreet: Japanese shared mobility platform operating HELLO CYCLING station-based bike share with extensive port coverage. Comparable station-based dock model and residential/community partnerships.
- Lime: Global shared micromobility operator offering e-bikes and e-scooters across major cities. Closely comparable business model, vehicle mix, and station-based operations to Luup, but operating at much larger international scale.
- Tier Mobility: European shared micromobility operator providing e-scooters and e-bikes with a station-based approach. Directly comparable platform, fleet operations, and regulatory navigation playbook.
Emerging players
- Hellobike: Chinese shared bike and scooter operator with international expansion. Comparable shared mobility platform with technology and operational expertise relevant to dense urban markets like Japan.
- Piaggio Fast Forward: Italian robotics and mobility company producing small autonomous vehicles and shared mobility solutions. Adjacent micromobility technology provider relevant to Luup's hardware roadmap.
Broad incumbents
- Bolt: Estonian mobility super-app offering scooters, bikes, cars, and food delivery. Comparable shared micromobility product line embedded within a broader multi-modal platform strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Luup social profiles
Digital presenceLuup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Luup leadership team
Management profileNumber of profiles
Profiles5 records
Luup funding detail
Funding detailFunding overview
Funding rounds13 records
Investors48 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Luup 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 Luup
What does Luup do?
Luup operates a shared electric micromobility service through its smartphone app, allowing users to rent electric kickboards and electric-assist bicycles from any of 17,800+ designated LUUP ports across 15+ Japanese cities and return them to any port. Riders pay a base fare plus per-minute usage fees, or purchase time-limited unlimited passes, with service available 24/7 including bundled accident insurance and 24/7 customer support.
Is Luup a public or private company?
Luup is a private company. It is classified as venture growth investor backed and is currently operating.
When was Luup founded?
Luup was founded in 2018. It employs 101 to 250 people.
Where is Luup based?
Luup is headquartered in Tokyo, Japan, in the Asia region.
How does Luup make money?
Four revenue lines are on record. Pay-per-minute ride fees are the primary driver. The others are unlimited ride passes, LUUP for Community (B2B) and LUUP for Residential (B2B2C).
Who are Luup's main competitors?
Direct peers on record are Dott, Bird, Voi Technology, docomo bike share, OpenStreet, Lime and Tier Mobility. Emerging players are Hellobike and Piaggio Fast Forward. Bolt is listed as a broad incumbent.
Does Luup have an API?
No public API is recorded for Luup.
What industry is Luup in?
Luup's product category is Shared Micromobility Services. Its primary akta.pro industry code is TLAFAMAJ, Shared Mobility Operations & Fleet Services (Charging/Swapping, Rebalancing, Maintenance), with a secondary code of THADAGAD, Station-Based Bike Rentals (Bikeshare). Its NAICS code is 485113 and its SIC code is 7510.