Rento

What Rento does

Rento is a Saudi Arabia-based car rental and corporate fleet leasing operator, established in 2015 under Moken Company (شركة موكن المحدودة), a limited liability company domiciled in Riyadh. The company operates a bilingual (Arabic/English) online booking platform integrated with the Saudi government's Absher authorization system, supported by 15+ physical branch locations across Riyadh, Jeddah, and the Eastern Province (Dammam/Khobar) where customers pick up and return vehicles. Its fleet spans economy through luxury tiers across Toyota, Hyundai, Lexus, Changan, KIA, Ford, Suzuki, Haval, Geely, and other brands, with daily rates ranging from approximately 80.50 SAR (~$21) for compact vehicles to 2,080 SAR (~$555) for the Lexus LX600.

The company serves three primary customer segments: individual consumers seeking flexible daily, weekly, or monthly rentals for personal travel and tourism; corporate clients with dedicated account management for fleet leasing, employee transportation, and VIP delegation services; and hotels/tourism operators requiring guest transportation and event shuttles. Revenue is generated through usage-based daily rental fees, transaction-based ancillary services (child seats, open kilometer packages, vehicle delivery, intercity return, international authorization letters), and recurring corporate contracts with negotiated monthly or annual rates. Distribution combines self-service online booking with physical branches, a corporate sales team, vehicle delivery service, and WhatsApp customer engagement.

The Rento Membership loyalty program and dedicated corporate division represent the company's primary retention and B2B growth levers, while a mobile maintenance team providing on-site repairs within 20-30 minutes and replacement vehicles during workshop service distinguish operational service quality. The company is privately held with no disclosed external funding or investors, and revenue is not publicly disclosed.

Name

Rento

Legal name

Moken Company (شركة موكن المحدودة)

Website

https://rentocars.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Rento is a Saudi Arabia-based car rental and corporate fleet leasing operator established in 2015 under Moken Company, serving individual consumers, corporate clients, and the hotel/tourism sector through a bilingual booking platform and 15+ physical branches across Riyadh, Jeddah, and the Eastern Province.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

Passenger Car Rental (532111), Automotive Equipment Rental and Leasing (5321), Passenger Car Rental and Leasing (53211)

SIC

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

akta.pro primary industry

Self-Drive Car Rental (THADAAAF)

akta.pro secondary industries

Long-Term Corporate Rentals (Monthly/Project-Based) (THADAOAH), Long-Term / Monthly Car Rental (THADAAAE)

Keywords

• Car rental services
• Corporate fleet leasing
• Monthly vehicle rental
• Chauffeur and delivery
• Rental loyalty program

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Daily Vehicle Rental: Core revenue from daily rental fees charged per vehicle category, with prices varying by vehicle type (economy to luxury), model year, and insurance coverage selected.
2. Additional Services: Revenue from ancillary services including child seats, open kilometer packages, car delivery to customer location, intercity delivery, and international authorization letters.
3. Corporate Contracts: Long-term rental agreements with businesses, hotels, and government entities including annual fleet leasing and dedicated corporate rates.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Rento provides short-term and long-term vehicle rentals across Saudi Arabia through an online booking platform supported by 15+ physical branches. The core rental service spans economy, sedan, SUV, MPV, and luxury categories (Toyota, Hyundai, Lexus, KIA, Changan, Geely, Haval, Ford, Suzuki, etc.) on daily, weekly, and monthly terms, with add-on services such as vehicle delivery, chauffeur driving, intercity drop-offs, child seats, and corporate fleet contracts.

Product overview

Rento is a Saudi-based car rental platform operated by Moken Company, established in 2015, offering a unified online rental platform accessible via website. The product portfolio centers on the Rento Car Rental Platform (the core booking and management system) complemented by value-added services including vehicle delivery, chauffeur service, intercity delivery, child safety seats, and monthly rental packages. The company operates a Rento Membership loyalty program and dedicated Corporate Rental Services for businesses. The fleet spans economy, family, luxury, SUV, and van categories across brands including Toyota, Hyundai, Lexus, Changan, KIA, Ford, Suzuki, Haval, Geely, BMW, Chevrolet, Dodge, and Mitsubishi, with vehicles available from model years 2023-2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Daily and Short-Term Car Rental Core short-term rental offering allowing individuals to rent vehicles by the day or week across economy, sedan, SUV, MPV, and luxury categories from branches across Saudi Arabia, with online booking, instant confirmation, and insurance coverage included.
• Monthly Rental Packages Subscription-style monthly rental contracts offering discounted rates for extended use, available to both individual and corporate customers across multiple vehicle categories at negotiated rates.
• Corporate Rental Services Dedicated B2B fleet and contract services for businesses, hotels, tourism operators, and government entities, including MPV vehicles for tourism, sedans for conferences, VIP transport for official delegations, and annual fleet leasing managed by a dedicated corporate sales team.
• Rento Membership Program Loyalty/membership program that grants discounts, upgrades, and exclusive benefits to repeat customers after their first completed rental, building switching costs and retention across consumer and corporate segments.

Quantifiable outcome

• Maintenance team contacts customer within 20-30 minutes in case of vehicle breakdown
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Uber: Global ride-hailing incumbent active in Saudi Arabia and other GCC markets, an alternative to self-drive rentals for urban consumers and a partial substitute for corporate car arrangements.
• Budget Rent A Car Saudi Arabia: Value-oriented international rental brand in Saudi Arabia, competing for price-sensitive individual and corporate rentals. Overlaps directly with Rento's economy and mid-tier fleet offerings.
• Avis Saudi Arabia: International rental brand present in Saudi Arabia with airport and city locations, serving business travelers and tourists with comparable daily/weekly rates. Direct overlap in corporate and premium segments.
• Sixt Rent A Car Saudi Arabia: German-headquartered premium rental brand with Saudi operations focused on business travelers and premium fleet. Overlaps with Rento's corporate and luxury SUV/sedan offerings.
• Hertz Saudi Arabia: Global car rental incumbent operating in Saudi Arabia through a local franchisee, offering daily/weekly rentals and corporate accounts at airports and city branches. Competes for the same corporate and inbound tourist demand as Rento.

Direct peers

• Lumi Car Rental: Saudi-based car rental company with online booking, multi-city branch presence, and a comparable economy-to-premium fleet targeting both retail and corporate customers.
• Key Rent A Car (Saudi Arabia): Local Saudi rental operator with comparable daily/monthly rental offerings and corporate fleet services across Saudi cities. Direct competition for short- and long-term rentals.
• Yelo Car Rental: Saudi-based digital-first car rental platform serving similar individual and corporate customers across major Saudi cities. Closely comparable in fleet breadth and self-serve online booking model.
• Theeb Rent A Car: The largest Saudi-owned car rental company operating a similar nationwide branch model with economy-to-luxury fleet and corporate leasing services. Closest direct competitor in geography, product mix, and target customer segments.

Emerging players

• Careem: Regional ride-hailing and mobility super-app operating across Saudi Arabia. Competes for short-distance urban mobility demand that would otherwise flow to self-drive daily rentals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/rentocarsksa
• Facebookfacebook.com/rentocarsksa
• LinkedInlinkedin.com/company/rentocarsksa

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 Rento