Omago Oy

What Omago Oy does

Omago Oy is a Finnish private limited company operating a car sharing and rental platform under the trade name Omago, headquartered in Vantaa with an additional office in Helsinki. Founded in 2017, the company operates a fleet of 250+ vehicles across more than 15 Finnish cities including Helsinki, Espoo, Tampere, Vantaa, Oulu, Turku, Jyväskylä, and Vaasa, and is registered with Finnish Business ID 2871474-2. The service is accessed through a mobile application (iOS and Android) that enables keyless reservation, unlocking, and payment, with sub-brands covering regional shared cars (Alueauto), housing cooperative cars (Taloyhtiöauto), business car sharing (Omago Business Invoice), and dedicated organizational fleets (Omago Private, Omago Business Rental).

The company's core technology is a mobile app-based platform providing digital key management, a reservation system with bookings up to 180 days in advance, and integrated payment processing. The platform supports multi-user car sharing for corporate clients with brand-taped vehicles, one-way rentals (Omago ONE WAY), and traditional rental durations from 30 minutes to multi-year leases. Revenue is generated through a combination of usage-based fees (hourly/daily rates plus per-kilometer charges), tiered monthly subscriptions (Basic €5.90, Active €29.90, Pro €189.90), and B2B contracts with businesses, housing cooperatives, and municipalities priced on an all-inclusive basis covering fuel, insurance, taxes, and maintenance.

Omago serves three primary segments: individual consumers, businesses (including construction firms Hartela, Lehto, Sikla; real estate players Mutkaton, Kruunu, Sivakka; Nordic property manager Newsec; and architecture firm HELST Oy), and housing cooperatives and municipalities (including the City of Jyväskylä). The go-to-market is product-led for consumers via app stores and SEO-optimized city pages, and direct sales for enterprise and public-sector accounts. Notable scale signals include an NPS of 70, a 4.5/5 Google rating based on 32 reviews, and a reported 27.2% of housing cooperative users having given up private car ownership. The company is led by CEO Erik Tahkola and operates with 1–10 employees as a privately held, founder-owned entity with no disclosed institutional investors, parent company, or subsidiaries.

Name

Omago Oy

Legal name

Omago Oy

Website

https://omago.fi

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Omago Oy is a Finnish car sharing and rental platform operating 250+ vehicles across 15+ Finnish cities via a mobile app with keyless access. It serves consumers, businesses, housing cooperatives, and municipalities through tiered subscriptions, usage-based rentals, and dedicated fleet contracts.

Ownership category

akta.pro rank

Product category

Car Sharing & Rental Services

NAICS

Passenger Car Rental and Leasing (53211)

SIC

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

akta.pro primary industry

Consumer P2P Car Sharing Marketplaces (THADABAA)

Keywords

• Car sharing services
• Vehicle rental platform
• Mobility subscription services
• Corporate car sharing
• Short-term car rental

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Usage-based rental fees: Primary revenue from hourly and daily rental fees charged based on actual car usage. Users pay per hour or per day plus per-kilometer charges. The price varies by membership tier (Basic, Active, Pro) with lower rates for higher-tier members.
2. Monthly membership subscriptions: Three tiered subscription memberships: Basic (€5.90/month), Active (€29.90/month), and Pro (€189.90/month). Higher tiers provide lower usage rates and additional benefits.
3. B2B corporate car sharing contracts: Omago Business Invoice and Omago Private contracts with companies and housing cooperatives. Companies receive dedicated shared cars with brand taping, invoiced monthly. The service includes all-inclusive pricing (fuel, maintenance, insurance, taxes).
4. Business fleet management services: Longer-term rentals and leasing for businesses - from days to years - with branded vehicles and centralized invoicing.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Omago Oy operates a Finnish car sharing and rental platform accessible via a mobile app (iOS and Android). Members reserve, unlock, and lock vehicles with their smartphones, paying all-inclusive usage-based fees (fuel, insurance, taxes, and maintenance included). The company serves individual consumers through tiered memberships (Basic, Active, Pro) and businesses/housing cooperatives through dedicated Omago Business Invoice and Omago Private contracts, with a fleet of 250+ vehicles across 15+ Finnish cities.

Product overview

Omago Oy operates a car sharing and rental platform in Finland offering both shared vehicle services and traditional rentals. The core product portfolio consists of: (1) Omago Alueauto - a regional shared car network with cars located throughout Finland accessible to members; (2) Omago Business - a pay-as-you-go business car sharing solution with over 170 vehicles; (3) Omago Private - a dedicated shared car for housing cooperatives and companies; (4) Omago Car Rental - traditional rental from 30 minutes to years; and (5) Omago Business Rental - long-term leasing for businesses. The service is accessed through a mobile app with three membership tiers (Basic, Active, Pro) offering progressively lower hourly rates at higher monthly fees. Key differentiators include all-inclusive pricing (fuel, insurance, maintenance included), 24/7 customer service, keyless app-based access, and operations across multiple Finnish cities.

Differentiator

Problem solved

Functional benefit

Brands

• Omago Business: Flexible, cost-effective car sharing solution for businesses with pay-as-you-go model and access to shared cars network across Finland.
• Omago Private
• Omago Basic
• Omago Active
• Omago Pro
• Alueauto
• Taloyhtiöauto

Products and services

• Omago Alueauto Regional shared car service allowing members to access shared vehicles located throughout Finland. Users pick up and return cars to designated home areas, and a single membership grants access to all regional cars across the country.
• Omago Business Invoice Business car sharing solution providing companies with access to a network of more than 170 shared cars across Finland on a pay-as-you-go basis with monthly invoicing and no monthly payments.
• Omago Private Dedicated shared car solution for housing cooperatives, companies, or other entities. A branded shared car owned by the partner is shared by multiple employees or residents via the app for work and personal trips under an all-inclusive service contract.
• Omago Car Rental Traditional car rental service available from 30 minutes to years with fast, digital booking, transparent all-inclusive pricing, and availability across Finland 24/7.
• Omago Business Rental Long-term vehicle rental service for businesses, offering branded lease vehicles for months or years with monthly invoicing and cost-center breakdowns.
• Omago ONE WAY One-way car rental allowing customers to pick up and return vehicles to different locations, with distinct pricing compared to home-area returns.
• Omago Mobile App Mobile application for iOS and Android used as the primary access point for all Omago services, supporting reservations, keyless car unlocking and locking, and payment processing.

Quantifiable outcome

• 27.2% of housing cooperative car users gave up owning or purchasing a private car
• +5 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Joo KoditcoreStrategic or Co-development PartnerRental housing provider offering Omago shared cars to residents in their housing cooperatives. Joo Kodit provides convenient rental apartments with shared car access as a value-added service. Multiple housing cooperatives served.
• NewseccoreStrategic or Co-development PartnerMajor Nordic property management company with 2500+ employees selected Omago shared cars for employee work trips. Partnership demonstrates enterprise adoption of shared mobility.
• SivakkacoreStrategic or Co-development PartnerCity of Oulu-owned rental apartment business using Omago cars for employee work trips. Tenants can also use vehicles at affordable hourly rates, demonstrating housing cooperative model.
• HELST OyminorStrategic or Co-development PartnerArchitecture firm in Helsinki using Omago Alueauto service with license model for company mobility needs.
• Jyväskylän kaupunkicoreStrategic or Co-development PartnerCity of Jyväskylä has Omago common-use cars for employees during work hours, with availability for all citizens during free time.
• NestecoreTechnology or IntegrationOmago vehicles are equipped with Neste fuel cards enabling users to refuel at any Neste station across Finland. Charging costs during reservations are handled separately. Partnership provides fueling infrastructure for shared fleet.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Share Now (formerly car2go / DriveNow):
• Sixt: Sixt is a global car rental leader with strong presence in Finland and Europe, offering app-based booking, keyless access in select markets, and tiered loyalty programs. It competes with Omago in the short-term rental and corporate car-sharing segments but at a much larger fleet and geographic scale.

Direct peers

• 24Rent: 24Rent is a Finnish car rental company operating a comparable app-based short and long-term rental model across Finland. It competes most directly with Omago on price, fleet breadth, and the same Finnish consumer and SMB customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xtwitter.com/omago_fi
• YouTubeyoutube.com/channel/UCdx6HaK2PHP5Thdi9hoKzag
• Facebookfacebook.com/omago.fi
• LinkedInlinkedin.com/company/omago
• Instagraminstagram.com/omago.fi

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Omago Oy