Carly Holdings

What Carly Holdings does

Carly Holdings is an Australian car-subscription platform operating through its subsidiary Carly Car Subscription Pty Ltd, with parent company Carly Holdings Limited listed on the ASX as CL8. The company runs a digital, peer-to-peer and dealer-sourced vehicle subscription marketplace that provides subscribers month-to-month access to vehicles with no deposit, no lock-in contracts, and the ability to cancel with 30 days notice; insurance, registration, maintenance, and roadside assistance are bundled into the subscription fee. Operative products include the core Carly Car Subscription service, a dedicated EV Trial program, a business fleet offering (Carly for Business) backed by ATO Product Ruling PR 2024/14—the only such ruling held by an Australian car-subscription service—and the CarlyGO dealer program with its CarlyNOW onboarding app. The platform was launched in early 2019, evolved from the DriveMyCar predecessor under Carly Holdings, processes 3,000+ monthly recurring transactions, and operates across Sydney, Central Coast NSW, Melbourne, and Brisbane.

The underlying technology combines a cloud-based online marketplace with two proprietary assets: PeerPass™, a subscriber verification and risk-assessment system that helps vehicle owners approve quality subscribers, and the CarlyNOW app, which enables dealerships to subscribe any vehicle in their inventory to customers in minutes without DMS integration. Revenue is generated through weekly/bi-weekly recurring subscription fees from individual subscribers and SMB fleet customers, plus revenue-share with dealer partners on CarlyGO-listed vehicles; pricing is tiered (Entry 1,000 km, Medium 2,000 km, Large 2,800 km) with EV-specific monthly pricing from approximately $273–$497 per week.

Carly was acquired by Australian car-subscription peer Carbar in 2025 alongside operating entities OneX Operations Pty Ltd and ElevenX Operations Pty Ltd, consolidating two of the country's leading mobility-subscription platforms; key historical and strategic partners include SG Fleet (novated leasing and early investor), Turners Automotive, RACV, Genesis Australia, and a multi-brand dealer network spanning Hyundai, Kia, MG, Mitsubishi, Mazda, Toyota, and Suzuki.

Name

Carly Holdings

Legal name

Carly Car Subscription Pty Ltd

Website

https://carly.co

Company type

Public

Founded year

2019

Operating status

Acquired

Headcount range

11–50 employees

Short description

Carly Holdings is an Australian car-subscription platform offering monthly, all-inclusive vehicle access to individual subscribers and SMBs across Sydney, Central Coast NSW, Melbourne, and Brisbane. The service combines a digital marketplace with the CarlyGO dealer network and ATO Product Ruling PR 2024/14 tax-deductibility framework, and was acquired by Carbar in 2025.

Ownership category

akta.pro rank

Product category

Car Subscription Services

NAICS

Passenger Car Leasing (532112), Passenger Car Rental and Leasing (53211), Passenger Car Rental (532111), Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Vehicle Subscription Services (All-Inclusive, Flexible Term) (TLABAAAE)

akta.pro secondary industries

Flexible-Term / Month-to-Month Car Subscriptions (THADACAC), Corporate / Employee Benefit Car Subscriptions (THADACAJ), Corporate Vehicle Subscription & Flexible Access Programs (TLABALAH), Subscription Fleet Operations & Remarketing Providers (THADACAN)

Keywords

• Car subscription services
• Vehicle subscription
• Flexible mobility services
• Car sharing platform
• Mobility as a service

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Subscription Fees: Weekly recurring subscription fees charged to subscribers for access to vehicles. Payments are split into installments every 15 days. Fees vary by vehicle type, plan tier, and included kilometre allowance. Includes insurance, registration, maintenance, and roadside assistance.
2. Dealer Partnership Revenue Share: Revenue generated through dealer partnerships where Carly manages the subscription service and takes a share of subscription fees. Dealerships list vehicles at no cost and receive monthly payments while Carly handles all operational aspects.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Carly Holdings operates a flexible car subscription platform under the Carly brand, providing month-to-month vehicle access with no deposit, no lock-in contracts, and 30-day cancellation. Subscriptions include insurance, registration, maintenance, and roadside assistance. The platform connects subscribers with vehicles sourced from dealer partners and the company's own inventory across Sydney, Central Coast, Melbourne, and Brisbane.

Product overview

Carly offers a flexible car subscription platform as an alternative to traditional car ownership, leasing, or financing. The core offering is Carly Car Subscription, which enables month-to-month vehicle access with all-inclusive pricing (insurance, registration, maintenance, roadside assistance). The platform is complemented by Carly EV Trial for electric vehicle testing, Carly for Business for commercial fleet subscriptions, and CarlyGO/CarlyNOW for dealer integration. The service operates across Sydney, Central Coast, Melbourne, and Brisbane, offering vehicles from brands including Hyundai, Kia, MG, Mitsubishi, Mazda, Toyota, and Suzuki.

Differentiator

Problem solved

Functional benefit

Products and services

• Carly Car Subscription A monthly car subscription service offering flexible access to vehicles with no deposit, no lock-in contracts, and cancel-anytime flexibility. Includes insurance, registration, maintenance, and roadside assistance. Targets individual consumers seeking an alternative to ownership, leasing, or financing.
• Carly for Business Business fleet subscription service enabling companies to access quality new or used vehicles at short notice, with scalable subscriptions up or down. Includes ATO product ruling confirming tax benefits for business use.
• Carly EV Trial A risk-free electric vehicle trial program allowing customers to subscribe to an EV for a minimum of 30 days to test driving and charging before purchasing or leasing. Offers vehicles from Hyundai, Genesis, and MG at weekly rates from $273 to $497.
• CarlyGO / CarlyNOW Dealer Platform An online dealer portal and app enabling automotive dealerships to subscribe any vehicle in their inventory to customers within minutes. Handles customer details, vehicle information, pricing, payments, insurance, roadside assistance, and subscription agreements.

Quantifiable outcome

• Average subscription duration of 5.8 months
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• CarbarcoreStrategic or Co-development Partner · 1 January 2025In 2025, Carly and its operating entities (Carly Car Subscription Pty Ltd, OneX Operations Pty Ltd, ElevenX Operations Pty Ltd) were acquired by Carbar, a leading Australian car-subscription platform. This strategic acquisition brings together two of Australia's most innovative mobility services, expanding the range of vehicles, locations, and flexibility available to Australian drivers.
• SG FleetcoreStrategic or Co-development PartnerSG Fleet is a leading provider of novated and business leasing in Australia. Carly partners with SG Fleet for end-of-trial EV purchase and leasing options. SG Fleet was also an early investor in Carly, attracted by Carly's innovative subscription model and transparent pricing.
• DriveMyCarcoreStrategic or Co-development PartnerDriveMyCar is the peer-to-peer car sharing platform that is the predecessor and parent company (through Carly Holdings Limited, ASX:CL8) of Carly. Carly was born from eight years of operating DriveMyCar's long-term car rental business, gaining expertise in flexible vehicle access that evolved into the Carly subscription model.
• Automotive Dealers and OEM NetworkscoreChannel Partner/ Reseller/ DistributorCarly partners with automotive dealerships across Australia through the CarlyGO program. Dealers list vehicles on Carly's marketplace at no cost. Carly manages all subscriber acquisition, verification, payments, insurance, and customer service. Works with brands including Hyundai, Kia, MG, Mitsubishi, Mazda, Toyota, and Suzuki.
• Genesis AustraliaminorChannel Partner/ Reseller/ DistributorGenesis vehicles (Genesis GV60) are available through Carly's EV Trial program, allowing customers to subscribe to Genesis electric vehicles before purchasing.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Carbar: Australia's other leading car subscription platform and Carly's 2025 acquirer. Operates a near-identical month-to-month subscription model with insurance, registration, and maintenance bundled — directly overlapping in product, customer, and geography.
• Drover: UK-based flexible car subscription service (now part of the Cazoo family). Operates a month-to-month all-inclusive model comparable to Carly's value proposition.
• Onto: UK all-electric car subscription service offering month-to-month access to EVs with insurance and maintenance included. Direct comparable to Carly's EV Trial sub-product.
• DriveMyCar: Peer-to-peer car sharing platform that is Carly's predecessor entity under Carly Holdings Limited (ASX:CL8). Targets the same flexible-access consumer need with a different supply model (peer-supplied vehicles vs dealer-supplied).
• Bumper: UK-based car subscription platform offering month-to-month vehicle access with bundled insurance and maintenance. Closely mirrors Carly's product model in a different geography, making it a useful international comparable.
• Fair (Santander Consumer USA): US-based flexible car leasing/subscription platform allowing month-to-month vehicle swaps via mobile app. Closest US analog to Carly's switch-anytime subscription model, though Fair has experienced significant post-pandemic scaling challenges.

Broad incumbents

• Sixt+: Sixt's subscription product offering flexible long-term vehicle access with bundled services across European and US markets. A broader incumbent rental brand that has entered the subscription space directly.
• Volvo Care by Volvo: OEM-direct subscription program offering flat monthly payments with insurance and maintenance. Represents the OEM-disintermediation threat that aggregators like Carly must defend against.

Others

• SG Fleet: Australian fleet management and novated leasing provider, and Carly's strategic partner for end-of-trial EV purchase conversions and a prior investor. Ecosystem partner rather than direct competitor, but a meaningful comparable in the broader Australian vehicle access market.

Emerging players

• Autonomy: US-based electric vehicle subscription startup offering month-to-month Tesla and EV access. Comparable to Carly's EV Trial sub-product with a pure-EV focus, representing a niche competitor in the emerging EV subscription category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CollaborateCorporation
• LinkedInlinkedin.com/company/carly-car-subscription
• Instagraminstagram.com/carly_carsubscription

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors

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 Carly Holdings