Beely
Beely Oy operates a Finnish consumer car-subscription marketplace offering flexible monthly all-inclusive vehicle subscriptions starting at €199/month via its digital platform and a nationwide partner-dealership network. It serves individuals, families, and EV-intenders seeking car access without ownership burdens.
- Company typePrivate
- Founded2019
- HeadquartersVantaa, Finland
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Beely does
Beely Oy is a Finland-based consumer car-subscription marketplace, founded in 2019 and headquartered in Vantaa. The company operates a single unified product: a monthly car subscription service that combines elements of private leasing and installment purchasing. Through its digital storefront at beely.fi and the MyBeely mobile application, customers browse, configure, order, and manage subscriptions entirely online — including electronic identification, credit decisioning, and digital contract signing. Subscriptions run 6 to 48 months with kilometre packages from 10,000 to 40,000 km/year and include maintenance, repairs, periodic vehicle inspections (katsastus), and one set of seasonal tyres. Base pricing starts at €199/month with a €0 opening fee.
The technology stack centers on a subscription management platform that integrates the online marketplace, the MyBeely mobile app, the BeelyGPT AI-powered customer service chatbot, and a partner-dealership network management layer. Beely is asset-light on vehicles: it aggregates inventory from approximately 20 partner dealerships across Finland — including Hedin Automotive, Auto Bassadone, Autokeskus, Bilia, Toyota Tsusho Nordic, and others — which serve as both vehicle supply sources and physical handover, maintenance, and inspection touchpoints. Free home delivery (a €0/month add-on) extends the platform's reach to all of mainland Finland. BeelyGPT was built in-house and handles customer Q&A 24/7; marketing and analytics run on HubSpot, Google Analytics, Hotjar, and Criterio. Customers can also reach support via WhatsApp, phone, chat, and email.
Beely makes money primarily through recurring monthly subscription fees, layered with ancillary add-on services billed monthly: home delivery (€0/month), GoWash car-wash membership (€24/month), mobility/roadside protection (€10/month), tyre storage and seasonal swap (€26/month), and per-vehicle Turva insurance. Additional revenue streams include optional vehicle buyouts (one-time) and trade-in facilitation via the partner network or the Baana marketplace. The customer base is segmented horizontally across Finnish individual consumers and families, EV intenders, and consumers actively avoiding ownership. Distribution is omnichannel: direct e-commerce (beely.fi), the MyBeely app, social media (Instagram, Facebook, LinkedIn, YouTube), content marketing (artikkelit.beely.fi), the partner dealership network, and the Baana trade-in channel. Beely self-describes as the domestic market leader in Finnish flexible car subscriptions, though no revenue, subscriber, or GMV figures are publicly disclosed.
Beely firmographics
Firmographics- Name
- Beely
- Legal name
- Beely Oy
- Website
- https://beely.fi
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Beely Oy operates a Finnish consumer car-subscription marketplace offering flexible monthly all-inclusive vehicle subscriptions starting at €199/month via its digital platform and a nationwide partner-dealership network. It serves individuals, families, and EV-intenders seeking car access without ownership burdens.
- Ownership category
- akta.pro rank
Beely industry classification
Industry- Product category
- Car Subscription Services
- NAICS
- Passenger Car Rental (532111)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Vehicle Subscription Services (All-Inclusive, Flexible Term) (TLABAAAE)
- akta.pro secondary industries
- All-Inclusive Subscriptions (Insurance, Maintenance, Roadside, Registration) (THADACAE), Long-Term / Fixed-Term Car Subscriptions (6–36 months) (THADACAD)
Keywords
Where Beely is headquartered
LocationHeadquarters
- HQ city
- Vantaa
- HQ country
- Finland
- HQ region
- Europe
Offices1 record
Markets served
Beely business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Monthly Car Subscription Fees: Core revenue from recurring monthly subscription fees for car usage. Each subscription includes the vehicle, maintenance, repairs, inspections, and one set of winter and summer tyres. Subscription terms range from 6 to 48 months with flexible kilometre packages (10,000–40,000 km/year). Base price starts from €199/month with €0 opening fee.
- Add-on Services: Optional add-on services charged monthly on top of the base subscription: home delivery (€0/month), GoWash car wash membership (€24/month), mobility protection/trip insurance (€10/month), tyre storage and seasonal swap (€26/month).
- Vehicle Insurance: Insurance is offered as a car-specific add-on through Turva insurance partnership. Price is vehicle-specific. Customers are required to have their Beely car insured.
- Vehicle Purchase (Buyout): Customers can choose to purchase (buy out) their Beely vehicle at any time during the subscription period, including before the minimum commitment period ends. At the end of the maximum 48-month term, customers can also buy out the car.
- Trade-in / Old Car Sale Service: Beely facilitates the sale of a customer's current car when purchasing a new Beely vehicle, earning a commission or fee through its partner dealership network or the Baana competitive car marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Base subscription starting from €199/month |
| Unit Pricing | Pay-as-you-go | Hand money (käsiraha) options to reduce monthly payment |
| Subscription | Monthly | Home delivery add-on |
| Subscription | Monthly | GoWash car wash membership add-on |
| Subscription | Monthly | Mobility protection add-on |
| Subscription | Monthly | Tyre storage, seasonal swap, and tyre safety add-on |
| Other | Monthly | Vehicle insurance (Turva) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Beely product offering
Product offeringCore offering
Beely provides a monthly car subscription service in Finland that combines elements of leasing and installment purchasing. Customers pay an all-inclusive fixed monthly fee starting from €199 with €0 opening fee, covering the vehicle, maintenance, repairs, inspections, and one set of winter and summer tyres. Subscription terms range from 6 to 48 months with flexible kilometre packages (10,000–40,000 km/year), and customers can return, exchange, or buy out the vehicle at any time. The service is delivered through a digital-first platform with electronic identification, credit decisioning, home delivery across mainland Finland, and a partner dealership network of approximately 20+ car dealers.
Product overview
Beely operates a single unified product: a monthly car subscription service that combines elements of private leasing and installment purchasing. The core Beely subscription provides access to a car with a fixed monthly fee that includes maintenance, repairs, inspections, and seasonal tires, with flexible commitment periods. This core service is complemented by the MyBeely mobile application, which serves as the primary interface for customers to manage bookings, add-on services, and account information. BeelyGPT, the company's AI-powered chatbot, is embedded across the website and support pages to provide automated customer assistance and information retrieval. Add-on services (Kotiinkuljetus, GoWash, Liikkumisturva, Renkaiden säilytys, Vakuutus, Käsiraha) are optional extras attached to the core subscription.
Differentiator
Problem solved
Functional benefit
Brands
- MyBeely: Mobile application for managing Beely car subscriptions, booking maintenance, tracking kilometers, and accessing additional services.
- BeelyGPT
Products and services
- Beely Monthly Car Subscription An all-inclusive monthly car subscription service for Finnish individual consumers and families. The subscription includes the vehicle, maintenance, repairs, inspections, and one set of winter and summer tyres. Subscription terms range from 6 to 48 months with kilometre packages from 10,000 to 40,000 km/year. Customers can exchange, return, or buy out the vehicle at any time. Base price starts from €199/month with €0 opening fee.
- Beely Vehicle Trade-in Service A service that helps Beely customers sell their existing car when transitioning to a Beely subscription. Customers can choose between selling through Beely's partner dealership network or listing on the Baana competitive car marketplace for offers from multiple dealers.
Quantifiable outcome
- No unexpected costs from normal wear and tear maintenance and repairs — all covered by Beely within the subscription
- +2 more outcomes
Companies that use Beely
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Beely technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability3 records
Feature3 records
Beely partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered core and minor.
- Hedin AutomotivecorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Auto Bassadone OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Autokeskus OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Helkama-Autokauppa OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- PP-Auto OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Bilia Oy AbcorePartner car dealership (including Volvo) displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Toyota Tsusho Nordic OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Auto-Arita OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- O.K. Auto OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Auto-Kilta OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Keskusautohalli OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Timosen Auto OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Mäkelän Auto OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Astrum Auto OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Hämeen Autovaruste OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Automaa OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Autoliike LähdemäkicorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Autoliike MiettinencorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- InchcapecorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- Lohjan Autokeskus OycorePartner car dealership displaying Beely vehicles on beely.fi and facilitating vehicle sales, handover, maintenance, and inspection services for Beely customers.
- GoWashminorCar wash service partner offering Beely customers unlimited car washes (24/7) at GoWash locations in Greater Helsinki and Turku for €24/month (regular price €29.99/month) as an add-on service to the Beely subscription.
- Turva InsurancecoreBeely offers Turva's comprehensive vehicle insurance (traffic insurance and voluntary car insurance) to Beely customers as a subscription add-on. Insurance is priced per vehicle and is required for all Beely cars.
- Baana (Nettiauto)minorOnline car marketplace (competitive car sales platform) through which Beely customers can sell their existing car when purchasing a Beely vehicle. Baana lists the customer's car to multiple dealers simultaneously for competitive offers.
- Tyre storage and seasonal swap partnersminorBeely has partnered with local tyre shops across Finland to provide tyre storage, seasonal tyre swaps, and tyre safety (replacement of damaged tyres) as an add-on service (€26/month).
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Beely competitors and assessment
Company assessmentRegional players
- Imove: Norwegian car subscription operator with a similar monthly all-inclusive model. Comparable Nordic geography and customer value proposition, though operating in Norway rather than Finland.
- Autolevi: Estonian car subscription service with monthly all-inclusive contracts and a digital booking flow. Adjacent Nordic-Baltic peer with similar mechanics and target customer profile.
- Less: Norwegian car subscription startup offering monthly subscriptions with included insurance, maintenance, and roadside assistance. Closely mirrors Beely's all-inclusive subscription positioning in an adjacent Nordic market.
Direct peers
- Dribe: Danish car subscription service offering flexible monthly car subscriptions with all-inclusive pricing (insurance, maintenance, tyres). Closest direct Nordic peer to Beely in product design, customer segment, and subscription mechanics.
- Cluno: German car subscription pioneer offering monthly all-inclusive car subscriptions online. Closest Continental European analog to Beely's product, now operating under AUTO1 ownership.
- Carvolution: Swiss all-inclusive car subscription service with flexible terms and digital-first booking. Direct European peer with very similar product offering and target customer.
- Finn.auto: Germany-based car subscription platform offering monthly subscriptions with insurance, maintenance and tyres included. Direct competitor in the European flexible car subscription category.
Broad incumbents
- Care by Volvo: OEM-direct car subscription program from Volvo Cars offering fixed monthly payments with included insurance, maintenance, and roadside assistance. Competes with Beely via the same Volvo dealers in Beely's partner network.
- Sixt: Global car rental and mobility incumbent that has expanded into long-term rental and subscription products (SIXT Ride, SIXT+). Represents the established mobility-services incumbent moving into Beely's subscription category.
- Audi Select: OEM subscription program from Audi providing fixed-monthly all-inclusive vehicle access. A premium incumbent offering that competes for the same flexible-usage customer in Finland via dealer partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Beely social profiles
Digital presenceBeely financial estimates
Financial estimateRevenue estimate
Valuation estimate
Beely leadership team
Management profileNumber of profiles
Profiles8 records
Beely funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Beely 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 Beely
What does Beely do?
Beely provides a monthly car subscription service in Finland that combines elements of leasing and installment purchasing. Customers pay an all-inclusive fixed monthly fee starting from €199 with €0 opening fee, covering the vehicle, maintenance, repairs, inspections, and one set of winter and summer tyres. Subscription terms range from 6 to 48 months with flexible kilometre packages (10,000–40,000 km/year), and customers can return, exchange, or buy out the vehicle at any time. The service is delivered through a digital-first platform with electronic identification, credit decisioning, home delivery across mainland Finland, and a partner dealership network of approximately 20+ car dealers.
Is Beely a public or private company?
Beely is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Beely founded?
Beely was founded in 2019. It employs 1 to 10 people.
Where is Beely based?
Beely is headquartered in Vantaa, Finland, in the Europe region.
How does Beely make money?
Five revenue lines are on record. Monthly Car Subscription Fees are the primary driver. The others are add-on Services, vehicle Insurance, vehicle Purchase (Buyout) and trade-in / Old Car Sale Service.
Who are Beely's main competitors?
Regional players on record are Imove, Autolevi and Less. Direct peers are Dribe, Cluno, Carvolution and Finn.auto. Broad incumbents are Care by Volvo, Sixt and Audi Select.
Does Beely have an API?
No public API is recorded for Beely.
What industry is Beely in?
Beely's product category is Car Subscription Services. Its primary akta.pro industry code is TLABAAAE, Vehicle Subscription Services (All-Inclusive, Flexible Term), with a secondary code of THADACAE, All-Inclusive Subscriptions (Insurance, Maintenance, Roadside, Registration). Its NAICS code is 532111 and its SIC code is 7510.