Rentlog
RentLog is a vertical SaaS platform, developed by Denmark-based mSystems ApS, that digitizes the administration of loaner and rental car fleets for automotive dealerships and workshops. It covers booking, contracts, vehicle preparation, damage tracking, and invoicing, with 400+ dealer sites in Denmark and a 2024 launch in Sweden.
- Company typePrivate
- Founded2017
- HeadquartersGjern, Denmark
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Rentlog does
RentLog, developed by mSystems ApS, is a vertical SaaS platform purpose-built for the automotive aftersales market, specifically car dealerships and workshops that operate loaner and rental car fleets. The software covers the full rental lifecycle — booking, contract creation, vehicle handover and return, preparation, damage documentation, invoicing, and reporting — through a PC-based core application synchronized in real time with a mobile companion app (iPhone and Android) used by preparation staff. A separate WebBooking module extends the platform to end customers, enabling dealers to embed online booking, digital signature via MitID, driver's license capture, and online payment on their own websites for external rental of workshop, sales, and stock vehicles.
The product is designed by consultants with prior automotive aftermarket experience and integrates with the major Nordic dealer management systems (Dracar+, Autoline, Autocore, AutoVision, Pinewood), accounting platforms (e-conomic, au2office), payment (Frisbii), insurance (Tryg), and self-service handover (Tjekvik). Differentiated features include damage cards transferred across contracts, automatic invoice generation tied to registered contract data, fleet expiration alerts by date or mileage, CO2 tracking, and GDPR-compliant handling of driver data.
RentLog monetizes via a quote-based, monthly-billed software subscription sold direct to dealerships across Denmark (400+ sites) and, since 2024, Sweden via a local sales agent. Go-to-market is sales-led with free on-site product demonstrations, supplemented by a product-led growth surface via WebBooking. The company is privately held and bootstrapped, operating with a small named team across sales, operations, and software development.
Rentlog firmographics
Firmographics- Name
- Rentlog
- Legal name
- mSystems ApS
- Website
- https://msystems.dk
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- RentLog is a vertical SaaS platform, developed by Denmark-based mSystems ApS, that digitizes the administration of loaner and rental car fleets for automotive dealerships and workshops. It covers booking, contracts, vehicle preparation, damage tracking, and invoicing, with 400+ dealer sites in Denmark and a 2024 launch in Sweden.
- Ownership category
- akta.pro rank
Rentlog industry classification
Industry- Product category
- Automotive Rental and Loan-Car Management Software
- NAICS
- Automotive Equipment Rental and Leasing (5321), Passenger Car Leasing (532112)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Long-Term Car Rental (Monthly/Extended Hire) (TLABAAAD)
- akta.pro secondary industry
- Long-Term / Monthly Car Rental (THADAAAE)
Keywords
Where Rentlog is headquartered
LocationHeadquarters
- HQ city
- Gjern
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Rentlog business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Software Subscription: RentLog is sold as a software subscription to automotive dealers and workshops for managing their loaner and rental car fleets. The subscription covers the desktop application, mobile app, WebBooking module, and support. Pricing is quote-based and not publicly disclosed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription-based SaaS for automotive fleet management |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Rentlog product offering
Product offeringCore offering
Rentlog digitizes the administrative handling of loan cars and rental cars for car dealerships and workshops. The core product (RentLog) is complemented by a mobile companion app (RentLog Mobile) for on-the-go handover/return capture and a web booking interface (RentLog WebBooking), together replacing paper-based loan and rental processes with a connected software workflow.
Product overview
RentLog is a unified fleet management platform for loaner and rental cars in the automotive industry, consisting of the core RentLog software (PC-based with synchronized mobile access), the RentLog Mobile companion app for field operations, and the RentLog WebBooking module for external digital car rental via the dealership's own website. Together these products cover the full rental lifecycle: booking, contract creation with digital signature, vehicle handover/return, preparation, damage documentation, invoicing, and reporting.
Differentiator
Problem solved
Functional benefit
Products and services
- RentLog Core cloud platform that manages the full lifecycle of loan cars and rental cars at automotive dealerships and workshops, including reservations, handovers, returns, and reporting.
- RentLog Mobile Mobile companion app that lets workshop and front-desk staff capture vehicle condition, photos, mileage, and customer signatures during handover and return, syncing back to the core platform.
- RentLog WebBooking Web-based booking interface that enables dealerships and workshops (and their customers) to reserve loan and rental cars online, integrated with the core RentLog platform.
Quantifiable outcome
- 35-40% increase in rental income (on overdriven kilometres and fuel) reported by Bayern AutoGroup Aarhus managing ~50 cars since 2018
- +2 more outcomes
Companies that use Rentlog
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles1 record
Rentlog technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
Feature9 records
Rentlog partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and supporting.
- Dracar+coreDMS (Dealer Management System) integration allowing RentLog to exchange data with Dracar+ platforms used by automotive dealers.
- AutolinecoreDMS integration with Autoline dealer management system for data exchange with RentLog.
- AutocorecoreDMS integration with Autocore dealer management system for data exchange with RentLog.
- AutoVisioncoreDMS integration with AutoVision dealer management system for data exchange with RentLog.
- PinewoodcoreAPI integration with Pinewood Automotive Intelligence platform for dealer data exchange.
- e-conomiccoreIntegration with e-conomic accounting/ERP system allowing financial data from RentLog to be imported directly into dealers' financial management systems.
- TjekviksupportingSelf-service solution integration with Tjekvik for automated vehicle handover and check-in processes.
- EasyBookingsupportingIntegration with EasyBooking automotive rental booking platform.
- EasyRentsupportingIntegration with EasyRent automotive rental management platform.
- AutoDesktopsupportingIntegration with AutoDesktop dealer management system.
- Wismo GroupsupportingWismo Servicebooker integration for workshop appointment booking linked to vehicle rental.
- IdurasupportingOnline signing integration with Idura for digital contract completion and electronic signatures.
- FrisbiisupportingOnline payment processing integration with Frisbii for handling rental payments digitally.
- TrygsupportingInsurance integration with Tryg (Danish insurance provider) for vehicle insurance coverage linked to rental contracts.
- ApromassupportingProcess management integration with Apromas for auto body shops (pladeværksteder), connecting vehicle damage workflows.
- au2officesupportingIntegration with au2office automotive office management system.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Rentlog competitors and assessment
Company assessmentBroad incumbents
- Dracar+: Dracar+ is a Danish DMS widely used by automotive dealers and a core integration partner of RentLog, making it a natural competitor that could expand scope into rental management.
- CDK Global: CDK Global is a major global DMS and dealer software provider whose breadth of dealer workflow capabilities could subsume RentLog's rental/loaner module functionality over time.
- Cox Automotive: Cox Automotive operates a broad portfolio of dealer software and services across the automotive retail value chain, including fleet and inventory tools overlapping with RentLog's market.
- Pinewood Automotive Intelligence: Pinewood is a leading Nordic DMS and automotive retail intelligence platform integrated with RentLog; it has the scale and roadmap to absorb rental management functionality natively.
Direct peers
- Tjekvik: Tjekvik provides self-service vehicle handover and check-in solutions for automotive dealers, overlapping directly with RentLog's preparation and digital handover workflows and already integrated with RentLog.
- EasyBooking: EasyBooking offers automotive rental booking software for dealers and is integrated with RentLog, competing in adjacent digital booking space for the same dealer customer base.
- Rent Centric: Rent Centric is a car rental management software offering reservations, fleet, and reporting capabilities comparable to RentLog's feature set for rental operators.
- EasyRent (Auto IT): EasyRent is an automotive rental management platform from Auto IT, targeting similar dealer rental workflows in the Nordic market and integrated with RentLog.
- Bluebird Auto Rental Systems: Bluebird provides rental car management software with fleet tracking, contracts, and billing — a direct functional peer in vertical SaaS for car rental operations.
- Navotar: Navotar is a cloud-based car rental management SaaS platform offering booking, fleet, and contract workflows — directly comparable to RentLog's rental lifecycle coverage.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Rentlog social profiles
Digital presenceRentlog compliance and trust
Trust signalCompliance1 record
Rentlog financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rentlog leadership team
Management profileNumber of profiles
Rentlog funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rentlog 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 Rentlog
What does Rentlog do?
Rentlog digitizes the administrative handling of loan cars and rental cars for car dealerships and workshops. The core product (RentLog) is complemented by a mobile companion app (RentLog Mobile) for on-the-go handover/return capture and a web booking interface (RentLog WebBooking), together replacing paper-based loan and rental processes with a connected software workflow.
Is Rentlog a public or private company?
Rentlog is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rentlog founded?
Rentlog was founded in 2017. It employs 1 to 10 people.
Where is Rentlog based?
Rentlog is headquartered in Gjern, Denmark, in the Europe region.
How does Rentlog make money?
One revenue line is on record: software Subscription.
Who are Rentlog's main competitors?
Broad incumbents on record are Dracar+, CDK Global, Cox Automotive and Pinewood Automotive Intelligence. Direct peers are Tjekvik, EasyBooking, Rent Centric, EasyRent (Auto IT), Bluebird Auto Rental Systems and Navotar.
Does Rentlog have an API?
Yes. RentLog offers an API for data extraction in standardized formats (e.g., Excel) enabling the dealership's finance department to import RentLog's rental data directly into their financial management system. The API supports tailored data extracts and automated data exports. Availability (public/partner/private) is not specified.
What industry is Rentlog in?
Rentlog's product category is Automotive Rental and Loan-Car Management Software. Its primary akta.pro industry code is TLABAAAD, Long-Term Car Rental (Monthly/Extended Hire), with a secondary code of THADAAAE, Long-Term / Monthly Car Rental. Its NAICS code is 5321 and its SIC code is 7510.