Roll

What Roll does

Roll Technologies Inc., doing business as Roll Scooters, is a Canadian shared-micromobility company founded circa 2018 by University of Toronto alumnus Richard Cao and headquartered in Toronto, Ontario. The company operates dockless electric scooter and e-bike services in six Canadian cities — Kelowna (BC), Calgary (AB), Ottawa (ON), Cochrane (AB), Red Deer (AB), and St. Albert (AB) — serving two customer bases: end consumers who rent vehicles through the Roll iOS/Android app, and municipal governments that license the company's B2B platform to operate their own Roll-branded fleets. The Roll for Everyone equity program extends access to low-income and unbanked riders through 50%-off discounted rides and a cash-based Roll Card sold at partner retail locations.

Roll's core technology stack comprises custom-designed, manufacturer-backed e-scooters and e-bikes that the company claims are five times more durable than competing shared-mobility vehicles, an in-house IoT vehicle module (GPS, anti-theft, geofencing), proprietary fleet management software, and the Roll Management Dashboard provided to city partners. Stripe handles payments and the Moovit partnership surfaces Roll vehicles inside the world's #1 urban mobility app for third-party discovery. Roll is a Techstars Toronto-affiliated private company with three named executives (CEO Richard Cao, CTO Jack Au, CCO Arda Erturk) and 1–10 total employees.

Roll generates revenue from four streams: consumer usage fees (CAD$1 unlock plus CAD$0.35 per minute), subscription passes ranging from a CAD$9.99/30-day Unlock Pass to a CAD$159.99 Monthly Pass, vehicle hardware sales to municipal partners at cost, and per-ride B2B platform service fees that bundle software, IoT, dashboard access, and operations advisory. The only disclosed funding is a $120,000 Techstars accelerator round in April 2021.

Name

Roll

Legal name

Roll Technologies Inc.

Website

https://rollscooters.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Roll Technologies Inc. (Roll Scooters) is a Toronto-based Canadian shared-micromobility operator that runs dockless e-scooter and e-bike rental services in six Canadian cities and licenses a B2B platform — vehicles, IoT, fleet software, and a management dashboard — to municipal partners under a per-ride service fee.

Ownership category

akta.pro rank

Product category

Shared Micromobility Services

NAICS

Recreational Goods Rental (532284)

SIC

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

akta.pro primary industry

Dockless Scooter Rentals (THADAGAA)

akta.pro secondary industry

Dockless Bike Rentals (THADAGAC)

Keywords

• Shared e-scooter rentals
• Electric bike sharing
• Micromobility platform
• City fleet management
• Dockless mobility services

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Pay-per-minute scooter rental: Usage-based rider revenue: in St. Albert and other per-minute cities, Roll charges a CAD$1 unlock fee plus CAD$0.35 per minute of riding plus tax. Fees accumulate from unlock to ride-end in the app.
2. Subscription ride passes (Day / Weekly / Monthly): Recurring pass revenue: in Kelowna, riders can buy a Day Pass (CAD$19.99), Weekly Pass (CAD$44.99), or Monthly Pass (CAD$159.99), each including free unlocks and 30 included minutes per period. In St. Albert, an Unlock Pass costs CAD$9.99 for 30 days of free unlocks.
3. B2B platform service fee from city/municipal partners: Platform revenue: Roll sells vehicles at cost to city partners and charges a per-ride service fee in exchange for the platform software, IoT, management dashboard, and operational/strategic advisory.
4. Vehicle hardware sales to city partners: Hardware revenue: Roll sells its custom-designed e-scooters (and e-bikes) to city partners participating in the platform at cost; vehicles include the IoT module with GPS, anti-theft, and geofencing.
5. Equity program (Roll for Everyone) discounted and cash-paid rides: Equity revenue stream: 50%-off discounted rides for qualified low-income participants, plus cash-funded Roll Cards sold at partner locations for unbanked riders; extends rider base but at lower per-ride yield.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Roll operates a dockless shared electric scooter and e-bike rental service in six Canadian cities, accessed through the Roll Mobile App (iOS/Android), using manufacturer-backed custom vehicles equipped with IoT (GPS, anti-theft, geofencing). Beyond direct consumer rentals, Roll sells a B2B Platform to municipalities that licenses the same vehicles, in-house fleet-management software, and the Roll Management Dashboard under a per-ride service-fee model.

Product overview

Roll operates a single shared-micromobility business that is delivered as a platform-plus-modules portfolio. At the core is the Roll Scooter Rental Service, which pairs the Roll Mobile App with Roll's custom-designed e-scooters and e-bikes (the 'Roll Vehicle') to provide dockless rentals in cities such as Calgary, Kelowna, Ottawa, Red Deer, St. Albert, and Cochrane. Layered on top of the core service are several add-on offerings: the Roll for Everyone equity program (discounted rates plus the cash-based Roll Card), and tiered Passes (Pay Per Minute, Unlock Pass, Day Pass, Weekly Pass, Monthly Pass). Beyond the consumer service, Roll sells a separate B2B offering called the Roll Platform (city partner SaaS), which combines the same hardware, the in-house fleet-management software, the Roll Management Dashboard, IoT-enabled vehicles, and operational advisory so that municipalities can run their own Roll-branded shared-mobility fleet under a per-ride service-fee model.

Differentiator

Problem solved

Functional benefit

Brands

• Roll for Everyone: Equity/discounted-access program offering 50% off rides to qualifying participants; also includes the Roll Card cash-purchase option for unbanked users.

Products and services

• Roll Scooter Rental Service
• Roll E-Bike Rental Service
• Roll Mobile App
• Roll Platform (City Partner B2B)
• Roll Vehicle Hardware
• Roll for Everyone Equity Program

Quantifiable outcome

• Vehicles claimed to be five times more durable than competing shared-mobility vehicles
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Startup GrindminorGTM or Marketing Partner · 3 February 2020Roll was selected to exhibit at the 2020 Startup Grind Global Conference (announced 3 February 2020). Relationship is event-driven exposure rather than ongoing co-marketing.
• MoovitcoreTechnology or Integration · 9 November 2019Moovit partnered with Roll Scooters to offer dockless scooters inside Moovit's urban mobility app — exposing Roll's vehicles to Moovit's global user base. Announced 9 November 2019 via Roll press release.
• University of Toronto (UofT)minorGTM or Marketing PartnerRoll's founder Richard Cao is a UofT alumnus; the company is profiled on UofT News and through Startup Here Toronto's UofT partner channel, providing earned-media visibility rather than a commercial product integration.
• StripecoreTechnology or IntegrationStripe is Roll's third-party payment processor for the Roll app — handling credit/debit card authorization holds, recurring billing, and fraud detection. Stripe's privacy policy is referenced in Roll's Privacy Policy.
• Startup Here TorontominorGTM or Marketing PartnerStartup Here Toronto featured Roll as a UofT-partner e-scooter startup, providing promotional visibility for the Kelowna launch.
• Roll for Everyone partner retail locationsminorChannel Partner/ Reseller/ DistributorUnbanked riders purchase a "Roll Card" with cash at named partner retail locations, then redeem online; specific retail partner identities are not disclosed in the source.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Bird: Bird is a global shared e-scooter operator that partners with cities to deploy its own dockless fleet using proprietary vehicles and software, directly comparable to Roll's owned-fleet D2C business.
• Spin (Ford): Spin operates shared e-scooters and e-bikes with a mix of owned and city-partnered fleets in North America and Europe, overlapping directly with Roll's D2C and B2B model.
• Lime: Lime operates shared e-bikes and e-scooters across multiple cities globally with its own vehicles, software, and operations — directly competing with Roll's core D2C rental service and B2B platform offering.
• Dott: Dott runs shared e-scooter fleets across European cities under municipal permits with in-house-built vehicles and software, directly mirroring Roll's D2C-plus-city-partnership approach.
• Voi: Voi operates shared e-scooters across European cities under city permits, with proprietary hardware and a B2B platform offering — directly comparable in operating model and regulatory exposure to Roll.
• Neuron Mobility: Neuron operates shared e-scooters across the UK, Australia, and North America with proprietary vehicles and city partnerships — comparable to Roll in regulatory-driven city deployments and in-house tech stack.
• Beam: Beam operates shared e-scooters and e-bikes in Asia-Pacific cities with a focus on city partnerships and proprietary hardware, comparable to Roll's owned-fleet + B2B platform model.
• TIER Mobility: TIER is a European shared micromobility operator with proprietary vehicles, in-house software, and city partnership models — closely comparable to Roll's platform-plus-fleet architecture.

Broad incumbents

• Uber: Uber's Ubermicromobility (formerly JUMP) division offers shared bikes and scooters in select cities inside the Uber app, making it a broader incumbent competitor rather than a pure-play micromobility operator like Roll.
• Lyft: Lyft operates a large North American rideshare network with a shared bikes and scooters division — overlapping with Roll on shared micromobility but at much broader scale and as part of a multimodal mobility portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/roll_scooters
• Facebookfacebook.com/rollscooters

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Roll