Hurry Italia

What Hurry Italia does

Hurry Italia S.r.l. is a Rome-based automotive marketplace founded in 2017 that pioneered the application of e-commerce principles to long-term vehicle rental (noleggio a lungo termine, NLT) for private individuals in Italy. The company operates as a multi-mandate agent (agenzia plurimandatario) aggregating offers from major Italian fleet leasing companies including Alphabet Italia (BMW Group), Leaseplan, Arval (BNP Paribas), Leasys (Stellantis), Unipol Rental, Athlon, and Rent2Go, presenting them as a single multi-brand comparison marketplace on the-hurry.com. Hurry! serves two primary customer segments: private individuals (privati) seeking personal mobility solutions, and businesses with a VAT number (aziende with P.IVA) seeking fleet or business vehicle access.

The platform spans a full customer lifecycle including long-term rental of new and used vehicles, certified used car sales (Auto Usate Garantite) with warranties up to 36 months and a 14-day return policy, vehicle trade-in (Valuta e Vendi), pre-assignment temporary vehicles (Preassegnazione), subleasing for automotive professionals (Subnoleggio), and financing referrals. A B2B auction platform (Hurry for Dealers) serves trade buyers, and an editorial hub (Hurry Magazine) drives top-of-funnel content marketing. Technology consists of a standard e-commerce platform with online reservation (€50 Blocca l'Offerta/Prenotazione fees), remote contract signing (Contratto a Distanza), home delivery logistics, and integrations with Google Analytics, Adobe Analytics, Facebook Pixel, and reCAPTCHA.

Revenue is generated through commissions from partner leasing companies on each contracted long-term rental (the core recurring stream), supplemented by non-refundable €50 reservation fees, financing referral commissions, extended warranty fees, home delivery charges, and dealer auction transactions. The company has scaled to +400,000 monthly website visitors, +12,000 cumulative used cars sold, and +250 cars in monthly showcase inventory, supported by 51-100 employees and an exclusively domestic Italian market focus.

Name

Hurry Italia

Legal name

Hurry Italia S.r.l.

Website

https://the-hurry.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Hurry Italia is a Rome-based automotive marketplace founded in 2017 that pioneered e-commerce-based long-term vehicle rental for Italian private individuals and businesses, aggregating offers from major fleet leasing companies including Alphabet, Leaseplan, Arval, and Leasys into a single multi-brand platform alongside certified used car sales and B2B dealer auctions.

Ownership category

akta.pro rank

Product category

Automotive Marketplace

NAICS

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

SIC

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

akta.pro primary industry

Long-Term Car Rental (Monthly/Extended Hire) (TLABAAAD)

akta.pro secondary industries

Car Rental & Mobility Booking Platforms (Carshare/Rideshare/Micromobility) (THALAFAE), Subscription Fleet Operations & Remarketing Providers (THADACAN)

Keywords

• Long-term car rental
• Used car marketplace
• Automotive leasing platform
• Vehicle fleet aggregation
• Certified pre-owned vehicles

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Long-term Rental (Noleggio a Lungo Termine): Hurry! acts as a multi-mandate agent (agenzia plurimandatario) promoting long-term vehicle rental contracts from partner leasing companies. Customers pay a monthly rental fee that includes insurance (RCA), routine and extraordinary maintenance. Revenue is generated through commissions from partner leasing companies on each contracted rental. Hurry! also charges a €50 'Blocca l'Offerta' service fee to reserve an offer at the discounted price shown online. The service is non-refundable and grants a 7-day price lock on the vehicle.
2. Long-term Rental of Used Vehicles (Noleggio Usato): Used vehicles sourced from corporate fleet rotation (ex-Noleggio a Lungo Termine) are offered for long-term rental under the same multi-mandate model. Monthly rental fees include insurance and maintenance. Revenue is generated through commissions from partner leasing companies and the €50 reservation fee.
3. Used Car Sales (Auto Usate): Hurry! facilitates the sale of certified used vehicles sourced from partner corporate fleets. The company acts as an agent (agenzia plurimandatario) for partner dealers. Revenue includes a €50 non-refundable 'Prenotazione' fee for vehicle reservation (3-day exclusive option). Additional services include financing, extended warranty (up to 36 months), vehicle transport, and home delivery. The fixed property transfer fee (passaggio di proprietà) is charged separately to the buyer.
4. Financing Services: Hurry! facilitates financing for used car purchases, with financing options discussed and arranged through the dedicated sales consultant. This generates referral or commission revenue from financial partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Hurry Italia operates a multi-mandate online marketplace that aggregates long-term rental and certified used-car offers from leading Italian leasing companies (Alphabet, Leaseplan, Arval, Leasys, Unipol Rental, Athlon, Rent2Go) and connects them with private individuals and businesses. The platform enables online browsing, reservation (€50 fee), remote contract signing, and home delivery, supported by dedicated sales consultants. A separate B2B auction portal (Aste for Dealers) serves automotive trade professionals.

Product overview

Hurry Italia operates a multi-service automotive platform built around long-term vehicle rental (noleggio a lungo termine) as its core offering. The platform serves both private individuals and businesses through two primary rental products: Noleggio a Lungo Termine Nuovo for new vehicles and Noleggio a Lungo Termine Usato for certified pre-owned vehicles. Complementing the rental services is a Used Car Sales (Auto Usate Garantite) marketplace featuring certified vehicles with warranties and return policies. The ecosystem is extended with supporting services including Valuta e Vendi (car purchase/valuation), Preassegnazione (temporary vehicle substitution), Subnoleggio (professional subleasing), and Finanziamento (financing options). The B2B segment is served through Hurry for Dealers, an online auction platform for automotive dealers. A content hub called Hurry Magazine provides automotive editorial content to drive customer engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Noleggio a Lungo Termine Nuovo (New Long-term Rental) Online marketplace listing new vehicles available for long-term rental through multiple partner leasing companies; customers reserve online (€50 fee) and a consultant finalizes the contract. For private individuals (NLT Privati) and businesses with P.IVA (NLT Aziende).
• Noleggio a Lungo Termine Usato (Used Long-term Rental) Long-term rental offering for certified used vehicles sourced from corporate fleet leasing programs; same multi-mandate agency model with all-inclusive monthly fees.
• Auto Usate Garantite (Certified Used Cars) Marketplace for the purchase of certified used vehicles sourced from partner fleets, with financing options, extended warranty, optional home delivery, and a 14-day free return policy. Hurry! acts as an agent for partner dealers.
• Valuta e Vendi (Vehicle Valuation & Purchase) Service allowing customers to obtain an instant online valuation and sell their current vehicle directly to Hurry! with immediate payment.
• Servizio di Preassegnazione (Pre-assignment Vehicle Service) Subscription-style service delivering a temporary substitute vehicle to the customer while waiting for the ordered car to be delivered; eliminates wait-time friction in the purchase funnel.
• Subnoleggio (Professional Subleasing) B2B subleasing offering for automotive industry professionals and fleet operators to sublet leased vehicles through the Hurry! platform.
• Finanziamento (Vehicle Financing) Vehicle financing arrangement for used car purchases, facilitated by the Hurry! consultant with partner financing institutions, allowing installment payments.
• Hurry for Dealers (Aste for Dealers) Online auction portal for automotive trade professionals to source ex-fleet vehicles from Hurry!'s inventory via real-time bidding.

Quantifiable outcome

• Up to 20% discount on certified used vehicles compared to market rates
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Alphabet Italia S.p.A.coreChannel Partner/ Reseller/ DistributorAlphabet Italia is a leading fleet management and leasing company (part of BMW Group) that provides long-term rental vehicles featured on the Hurry! platform. Hurry! acts as a multi-mandate agent promoting Alphabet's rental offers to end consumers. Alphabet is listed as a data controller for creditworthiness evaluations and contract processing.
• Leaseplan S.p.A.coreChannel Partner/ Reseller/ DistributorLeaseplan is one of the world's largest fleet management and leasing companies, providing long-term rental vehicles through the Hurry! platform. Hurry! acts as a multi-mandate agent promoting Leaseplan's rental offers to end consumers.
• Arval Service Lease Italia S.p.A.coreChannel Partner/ Reseller/ DistributorArval is a global fleet management and leasing company (BNP Paribas group) providing long-term rental vehicles through the Hurry! platform. Hurry! promotes Arval's rental offers to private and business customers.
• Leasys S.p.A.coreChannel Partner/ Reseller/ DistributorLeasys is an Italian leasing company (Stellantis group) providing long-term rental vehicles through the Hurry! platform. Hurry! acts as a multi-mandate agent for Leasys rental offers.
• Unipol Rental S.p.A.coreChannel Partner/ Reseller/ DistributorUnipol Rental is part of the Unipol Group, providing long-term rental vehicles through the Hurry! platform. Hurry! acts as a multi-mandate agent promoting Unipol Rental's offers to end consumers.
• Athlon Car Lease Italy S.r.l.coreChannel Partner/ Reseller/ DistributorAthlon is a European fleet management company providing long-term rental vehicles featured on the Hurry! platform. Hurry! acts as a multi-mandate agent promoting Athlon's rental offers.
• Rent2GominorChannel Partner/ Reseller/ DistributorRent2Go (based in Bolzano) provides long-term rental vehicles through the Hurry! platform. Hurry! acts as a multi-mandate agent for Rent2Go rental offers.
• Popmove S.r.l.coreTechnology or IntegrationPopmove is a technology company that serves as a data processor for the Hurry! platform, handling creditworthiness evaluations and document processing for rental contract applications. Shared office address with Hurry! suggests a close operational integration.
• FeedatyminorGTM or Marketing PartnerFeedaty is a third-party review certification platform that independently verifies and certifies customer reviews on the Hurry! website, providing an additional layer of transparency and trust for prospective customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Leasys (Stellantis): Stellantis-owned Italian leasing and rental company offering long-term rental to private and business customers. A current core partner of Hurry while also operating a competing direct consumer offering.
• Ayvens: Global mobility leader formed from the merger of ALD Automotive and LeasePlan, serving corporate and increasingly private customers with full-service leasing. A direct supplier partner to Hurry through LeasePlan and a potential disintermediation risk.
• AutoScout24: Europe's leading online car marketplace for new, used, and lease vehicles, with strong Italian presence. Comparable to Hurry for the consumer-facing used car discovery and NLT comparison experience.
• Arval Service Lease Italia: BNP Paribas-owned fleet management and long-term rental operator in Italy. A direct partner and supplier of inventory to Hurry while also a major incumbent competitor with its own corporate and growing SME NLT offering.

Direct peers

• Bipi: Spain-headquartered car subscription marketplace providing flexible monthly all-inclusive vehicle subscriptions to consumers and businesses. Closest geographic peer to Hurry in Southern Europe, with comparable multi-brand aggregation model.
• FINN.auto: German-based car subscription platform offering fixed monthly all-inclusive subscriptions for new and used vehicles online. Highly comparable business model to Hurry's NLT offering, targeting private individuals and SMEs in Europe with a digital-first, multi-brand approach.
• Auto1 Group: Europe's largest online used car marketplace, operating a B2B platform (Auto1.com) for dealer-to-dealer transactions and consumer brands. Comparable to Hurry's used car marketplace and dealer auction operations.
• Cluno: German car subscription platform offering all-inclusive monthly vehicle subscriptions for private customers. Operates as a multi-brand digital-first NLT provider, similar in product structure to Hurry's core offering.

Emerging players

• Carly (by Volkswagen Financial Services): Volkswagen Financial Services' car subscription product offering flexible monthly vehicle subscriptions across multiple VW Group brands. Represents OEM-led entry into the same consumer subscription category Hurry operates in.

Regional players

• Subito.it: Italy's largest horizontal classifieds platform with a strong motors vertical for used car listings. Competes with Hurry for consumer attention on used car discovery and dealer lead generation in Italy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/the_hurry
• YouTubeyoutube.com/channel/UCuZmqi44riVsVWaleYIaemQ
• Facebookfacebook.com/TheHurry
• LinkedInlinkedin.com/company/9202151
• Instagraminstagram.com/thehurry

Revenue estimate

Valuation estimate

Number of profiles

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 Hurry Italia