The Rent Company

What The Rent Company does

The Rent Company is a Netherlands-based, founder-owned provider of education-focused device-as-a-service, founded in 2004 by Ronald van den Boogaard and Sandra in 's-Hertogenbosch. The company rents and sells Windows laptops and Chromebooks specifically configured for school use, with ruggedized casing, pre-installed educational software, and integrated damage/theft insurance. Its flagship offering is the Easy4u subscription, which bundles hardware, software installation (Windows 11 or Chrome OS with Microsoft Office 365 or Google Workspace), warranty, insurance, loan laptops during repairs, and on-site school service desk support into a single monthly or annual contract of 2 to 6 years. Service is delivered through dedicated service points physically located at partner schools, staffed during school hours, providing immediate repairs and replacements for students.

The company sells and rents primarily to Dutch and Belgian secondary schools (VMBO, HAVO, VWO, Gymnasium), and following the 2024 acquisition of Studywise from Dustin, also serves MBO/HBO/WO students. Distribution is hybrid: schools generate leads and recommend The Rent Company to parents, who order via school-coded webshops; alternatively, direct-to-consumer ordering is available through laptopcampus.nl for non-partnered schools. The Rent Company earns recurring subscription revenue from rentals, one-time revenue from outright purchases (with a 2% iDEAL/bank-transfer discount or In3 installment option), and ancillary revenue from accessories and the G DATA security add-on (€1.25/month). Contract economics include a refundable deposit (5× monthly fee from 2026), no BKR registration for rentals, and integration with city passes (U-pas, Dordtpas, Rotterdampas, etc.) and Stichting Leergeld for accessibility.

The company has grown to serve more than 700 schools and 280,000+ students across four European countries (Netherlands, Belgium, United Kingdom, Italy), operates four Dutch offices (Den Bosch HQ, Schagen, Enschede, Raalte) and a Belgian office in Lubbeek, and employs 100+ staff. No external funding rounds or institutional investors are evidenced; the company remains entirely founder-owned, with a single completed acquisition (Studywise, February 2024) and recent entry into Italy as the most recent strategic moves.

Name

The Rent Company

Legal name

The Rent Company

Website

https://rentcompany.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

The Rent Company is a Netherlands-based, founder-owned device-as-a-service provider founded in 2004 that rents and sells education-focused laptops and Chromebooks to schools, parents, and students across the Netherlands, Belgium, the UK, and Italy via its bundled Easy4u subscription including hardware, software, insurance, and on-site school service.

Ownership category

akta.pro rank

Product category

Education Technology Device-as-a-Service

NAICS

Consumer Electronics and Appliances Rental (532210)

SIC

Services-Computer Rental & Leasing (7377)

akta.pro primary industry

Electronics & TV Rental (Home Entertainment) (CRAIAOAD)

Keywords

• Education device-as-a-service
• School laptop rental
• Student Chromebook programs
• Education hardware subscription
• 1:1 learning device programs

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Laptop Rental (Subscription): Monthly or annual rental payments for laptops with the Easy4u all-in-1 subscription including service, insurance, and software. Contract terms range from 2 to 6 years. Deposit required (5x monthly fee from 2026).
2. Laptop Sales (One-time): One-time purchase of laptops with optional Easy4u service subscription. 2% discount for immediate payment via iDEAL or bank transfer. No deposit required for purchase.
3. Accessories: Additional purchases including chargers, mice, protective sleeves, and stylus pens through the Easy4u portal
4. G DATA Security Software: Optional security software addon at €1.25 per month, including antivirus, parental controls, and firewall protection
5. Service Extension: Extension of Easy4u service for up to one additional year after the initial contract expires

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Rent Company provides laptops and Chromebooks to primary, secondary, vocational, and higher-education students through its Easy4u all-in-1 subscription, bundling hardware rental or purchase, pre-installed educational software, damage and theft insurance, warranty repairs, loaner laptops during service, and on-site school service desks. Customers can choose flexible rental contracts (2-6 years) or one-time purchase with optional installment payment, with devices configured for Windows 11 Education or Google Workspace / Chrome OS depending on the school's needs.

Product overview

The Rent Company operates as an education-focused device-as-a-service provider built around the Easy4u all-in-1 subscription model. The core offering combines specially designed education laptops and Chromebooks with bundled software installation, warranty coverage, damage/theft insurance, and repair services. The portfolio includes: Easy4u (the flagship subscription service), Education Laptops (Windows devices with ruggedized features), Education Chromebooks (Chrome OS devices for Google Workspace schools), the Easy4u customer portal for self-service management, Repair Services, G DATA security software (optional add-on), Accessories (chargers, mice, sleeves), Laptop Carts, and Studywise (tertiary education brand). Customers can purchase or rent devices, and service is delivered through school-based service desks or home repair options.

Differentiator

Problem solved

Functional benefit

Brands

• Easy4u: All-in-one subscription service including laptop rental/purchase, service, software, and insurance for education sector.
• Studywise

Products and services

• Easy4u All-in-1 Subscription The flagship all-in-one monthly subscription combining laptop or Chromebook hardware (rental or purchase) with pre-installed educational software, full warranty, damage and theft insurance, loaner laptops during repairs, and on-site school service desk support, offered to schools, parents, and students on 2- to 6-year contract terms.
• Education Laptops Windows laptops specifically designed and configured for classroom use, featuring ruggedized casing, rubber bumpers, reinforced hinges, hardened screens, full-day battery life, and compact 11.6"–14" form factors, pre-installed with Windows 11 Education and Microsoft Office 365 ProPlus.
• Education Chromebooks Chrome OS laptops for schools using Google Workspace for Education, configured and managed centrally through Google Classroom, with fast boot-up, built-in virus protection, and cloud-only data storage.
• Easy4u Self-Service Portal Customer web portal (my.easy4u.nl) enabling customers to request repairs, order accessories, view invoices, update personal details, buy out rental contracts, and manage subscription settings.
• Repair Services Device repair services including loan laptop provision during repairs, damage assessment, and warranty repairs, delivered via on-site school service desks during school hours or via home repair for out-of-warranty items, typically completing repairs within 10 working days.
• G DATA Security Software Optional antivirus and internet security add-on at €1.25 per month, including dual antivirus scan engines, parental controls, firewall, keylogger protection, BankGuard secure banking, and child protection features, with all data stored in Europe under GDPR.
• Accessories Additional hardware products including extra chargers, wireless mice, and protective sleeves, ordered through the Easy4u portal and immediately insured under the active subscription.
• Studywise Sub-brand serving MBO, HBO, and university (WO) students with laptops and the Easy4u service model adapted for higher-education institutions in the Netherlands.

Quantifiable outcome

• Over 700 schools and 280,000+ students rely on The Rent Company for school laptops
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• DellcoreTechnology or IntegrationPrimary laptop supplier providing education-optimized devices. Partnership includes warranty support and repair services with 10-15 working day repair turnaround.
• LenovocoreTechnology or IntegrationPrimary laptop supplier providing education-optimized devices including Thinkbook and ThinkPad education models.
• AcercoreTechnology or IntegrationChromebook and laptop supplier for education devices in the school's product selection.
• MicrosoftcoreTechnology or IntegrationProvides Windows operating system licenses and Microsoft Office 365 ProPlus included with education laptops.
• GooglecoreTechnology or IntegrationChrome OS and Google Workspace for Education integration for Chromebook users, managed through school Google Classroom.
• Stichting LeergeldcoreStrategic or Co-development PartnerDutch foundation providing financial support for children's participation in education. Works with The Rent Company to ensure all students can afford laptops.
• EdutrainersminorChannel Partner/ Reseller/ DistributorEducation-focused IT reseller and integration partner in the Dutch education market.
• Stichting Pest Mij MaarminorStrategic or Co-development PartnerDutch anti-bullying foundation with renewed partnership to support safe digital learning environments.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Dustin: Nordic-headquartered IT reseller and services provider that previously owned Studywise (sold to The Rent Company in 2024). Operates broadly across enterprise and public sector IT, including education, across Northern Europe.
• SHI International: Large US-headquartered IT solutions provider with growing European public-sector and education footprint. Comparable to The Rent Company as a potential bundled device-and-services competitor in international expansion markets.
• Bechtle: Germany-listed IT system house and reseller with broad coverage across European enterprise and public-sector IT, including education. A relevant broad incumbent as The Rent Company scales in continental Europe.
• Insight Enterprises: Global IT solutions provider offering hardware, software and services to public and private sector customers, including education. Relevant as a broader competitor that could replicate the bundled education device model.
• Computacenter: Large UK-listed IT infrastructure and services provider with a meaningful public-sector and education practice across Europe. Competes with The Rent Company at the upper end of the education device-plus-services market.
• ALSO Group: European IT distribution and services group operating across multiple countries including the Netherlands and Italy — geographies where The Rent Company is active. Relevant as a distribution-level incumbent that competes for education device volume.

Direct peers

• Academia: UK IT services company specializing in technology for the education sector, offering device procurement, deployment and managed services to schools and colleges — overlapping directly with The Rent Company's UK education customer base.
• Stone Group: UK IT services and hardware provider with a strong focus on education and the public sector, bundling devices, software, services and support for schools — a comparable model to Easy4u in the UK market.
• XMA: UK IT solutions provider delivering hardware, software and services to the education sector. Comparable to The Rent Company as a bundled device-and-services seller targeting schools in the UK.
• RM plc: UK-listed education technology and services company providing devices, software and managed services to schools. Directly comparable to The Rent Company as a Europe-based education-focused device-as-a-service provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/The-Rent-Company-240038252798021
• LinkedInlinkedin.com/company/apptria-technologies

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

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 The Rent Company