Pure Lease

What Pure Lease does

Pure Lease B.V. is a Dutch B2B vehicle leasing company headquartered in Alkmaar, Netherlands, founded in 2007 as a regional specialist in business mobility for entrepreneurs and SMEs in the Noord-Holland province. The company operates as part of the Ton van Kuyk Groep, an automotive dealership group, which provides structural integration with Volvo dealer operations (Ton van Kuyk) for vehicle sourcing and service. Pure Lease offers a comprehensive portfolio of leasing products anchored on three core lines: Full Operational Lease (all-inclusive monthly payments covering maintenance, insurance, tires, and roadside assistance), Financial Lease (ownership-building with fiscal advantages), and Fiets Lease (bicycle leasing as an employee benefit). The portfolio extends into commercial vehicle lease, starter/ZZP lease, short-term lease from 6 months, used vehicle (Occasion) lease, and Sale and Leaseback arrangements, with a curated Lease Top 10 ranking and promotional Lease Aanbiedingen driving demand. Vehicles are sourced from brands including Volvo, Lynk & Co, Tesla, Volkswagen, Skoda, Peugeot, Kia, and Dacia, with monthly subscription pricing ranging from approximately €309 (Dacia Spring) to €875 (Volvo XC60).

The company's go-to-market is consultative and relationship-driven, with named account managers for each client and direct engagement through website, phone, WhatsApp, office consultations at Robbenkoog 6 in Alkmaar, and on-site customer visits. Customer segments include individual entrepreneurs and SMEs (primary), self-employed professionals (ZZP'ers) and starters, and fleet operators managing multi-vehicle contracts. Revenue is generated through recurring monthly subscription payments across the core lease products and transactional fees on sale-leaseback deals. Technology assets include the Pure Lease App (mobile application for drivers) and Google Automotive Services integration in vehicles (Google Maps, voice control). The company reports a customer satisfaction rating of 9.6/10 and serves customers throughout the Netherlands through dealer partnerships, with geographic focus on Noord-Holland.

Pure Lease is a private Dutch B.V. (Besloten Vennootschap) with no public listing, no disclosed funding rounds, and no parent-company ownership changes on record. The business has operated continuously for 18 years without disclosed acquisitions, leadership changes, or restructuring events. Operational scale is not disclosed — headcount is not provided, revenue is not provided, and fleet size is not provided. The company maintains a single office location in Alkmaar and is led operationally by management not disclosed in the source material.

Name

Pure Lease

Legal name

Pure Lease B.V.

Website

https://purelease.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Pure Lease is a Dutch B2B vehicle leasing company founded in 2007, serving entrepreneurs, SMEs, and fleet operators in Noord-Holland with operational lease, financial lease, bicycle lease, and short-term leasing products delivered through a consultative, relationship-driven sales model.

Ownership category

akta.pro rank

Product category

Business Vehicle Leasing Services

NAICS

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

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Finance Lessors (6172)

akta.pro primary industry

SME & Small Business Vehicle Leasing (TLABAAAB)

akta.pro secondary industries

Corporate/Enterprise Car Leasing (Closed-End/Open-End) (TLABAAAA), Long-Term Car Rental (Monthly/Extended Hire) (TLABAAAD), Used Vehicle Leasing (Pre-Owned Lease Programs) (TLABAAAG), Consumer/Private Lease & Subscription (Personal Contract Hire) (TLABAAAC), Fleet Leasing (Closed-End & Open-End) (THADAKAB)

Keywords

• Business vehicle leasing
• Operational lease
• Financial lease
• Fleet management
• Bicycle lease

Headquarters

HQ city

Alkmaar

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Full Operational Lease: Monthly subscription-based leasing with all-inclusive monthly payments covering maintenance, insurance, tires, and roadside assistance. Core revenue stream with recurring monthly payments throughout contract duration.
2. Financial Lease: Vehicle financing where customers build direct ownership over time. Includes fiscal benefits for business owners who want to eventually own the vehicle.
3. Bike Lease: Bicycle leasing for employers to offer as employee benefit, with fiscal advantages through the employer.
4. Shortlease: Flexible short-term leasing contracts starting from 6 months for businesses needing temporary vehicles.
5. Occasion Lease: Leasing of pre-owned/used vehicles at potentially lower monthly rates.
6. Sale and Leaseback: Allowing businesses to sell their existing vehicles to Pure Lease and lease them back, freeing up capital.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Pure Lease provides business mobility through vehicle and bicycle leasing solutions for entrepreneurs and SMEs in the Netherlands. Its portfolio spans Full Operational Lease (all-inclusive monthly payment covering maintenance, insurance, tires, and roadside assistance), Financial Lease (ownership-building), Fiets Lease (employee bicycle benefit), Shortlease, Commercial Vehicle Lease, Occasion (used vehicle) Lease, Starter/ZZP Lease, and Sale-and-Leaseback arrangements, delivered via a personal account-management model with dealer-network servicing.

Product overview

Pure Lease is a Dutch business vehicle leasing company offering a portfolio of leasing solutions centered around three core products: Full Operational Lease (all-inclusive monthly payments with maintenance, insurance, and roadside assistance), Financial Lease (ownership-building arrangement with fiscal advantages), and Fiets Lease (bicycle leasing for employees with employer tax benefits). The company supplements these with specialized modules including commercial vehicle lease, starter/freelancer lease, short-term lease from 6 months, used vehicle lease, and sale-leaseback arrangements. Pure Lease also operates a direct-to-consumer channel through stock deals, a curated Top 10 vehicle ranking, and promotional lease offers. All services are delivered through the company's network of dealer partnerships, with vehicles sourced from brands including Volvo, Lynk & Co, Tesla, Volkswagen, Skoda, Peugeot, Kia, and Dacia.

Differentiator

Problem solved

Functional benefit

Products and services

• Full Operational Lease All-inclusive operational lease with one monthly payment covering maintenance, insurance, tires, and roadside assistance. The lessor retains economic and legal ownership and bears residual value risk. Targeted at entrepreneurs and SMEs seeking hassle-free business mobility.
• Financial Lease Lease arrangement where the lessee builds direct ownership of the vehicle over time, with fiscal advantages for businesses that wish to become owners at the end of the term. Targeted at entrepreneurs and SMEs that want eventual vehicle ownership.
• Fiets Lease (Bicycle Lease) Bicycle leasing service for entrepreneurs and their employees, with fiscal benefits through the employer, positioned as a modern employee benefit. Targeted at businesses offering mobility perks to staff.
• Bedrijfswagen Leasen (Commercial Vehicle Lease) Leasing option specifically for commercial vehicles and vans, offering fiscal advantages such as exemption from BPM tax and favorable motor vehicle tax rates. Targeted at businesses needing work vehicles and vans.
• Lease voor Starters en ZZP'ers (Starter and Freelancer Lease) Specialized leasing solution designed for startups and self-employed entrepreneurs (ZZP) with flexible terms and accessible entry-level pricing. Targeted at new businesses and solo professionals needing their first or replacement company vehicle.
• Shortlease Short-term lease option with flexible contracts starting from 6 months. Targeted at businesses needing temporary, project-based, or transitional vehicle access.
• Occasion Lease (Used Car Lease) Leasing of pre-owned or used vehicles at potentially lower monthly rates than new vehicle leasing. Targeted at cost-sensitive entrepreneurs and SMEs.
• Sale and Leaseback Arrangement where a business sells its owned vehicles to Pure Lease and immediately leases them back, freeing up capital while retaining continued vehicle use. Targeted at businesses seeking working capital release from existing fleet assets.

Quantifiable outcome

• Customer satisfaction rating of 9.6 out of 10
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• Ton van Kuyk GroepcoreStrategic or Co-development PartnerPure Lease is part of Ton van Kuyk Groep, providing strategic backing and integration with automotive dealership operations. This parent company relationship enables vehicle sourcing advantages and operational synergies.
• Volvo Ton van KuykcoreChannel Partner/ Reseller/ DistributorPreferred Volvo dealer for vehicle supply and servicing. Pure Lease delivers vehicles through this dealer network and offers customers free dealer choice for both acquisition and after-sales service.
• Insurance Companies (Verzekeraars)coreStrategic or Co-development PartnerThird-party insurance providers engaged for WA and Casco coverage of leased vehicles. Pure Lease arranges insurance as part of operational lease packages.
• Autodealers and GaragescoreChannel Partner/ Reseller/ DistributorNetwork of official brand dealers for vehicle maintenance and repairs. Pure Lease requires customers to use official dealers for maintenance, with free dealer choice for customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ALD Automotive: Major international vehicle leasing and fleet management company operating across Europe, including the Netherlands. Competes with Pure Lease in operational leasing with a broader product portfolio and enterprise focus, but with less local Noord-Holland specialization.
• Arval (BNP Paribas): European full-service vehicle leasing specialist owned by BNP Paribas, operating in the Netherlands. Provides operational leasing and fleet management broadly, including SME segments, competing on scale and digital tooling rather than local personal service.
• LeasePlan Corporation: One of the world's largest fleet leasing and management companies, headquartered in the Netherlands. Competes with Pure Lease in the Dutch SME leasing market with broader international scale, larger capital base, and digital capabilities, but lacks Pure Lease's local personal-service focus.
• Athlon (Mercedes-Benz): Dutch-origin international vehicle leasing and fleet management company owned by Mercedes-Benz Mobility. Competes with Pure Lease in Dutch SME and corporate leasing with broader brand portfolio and OEM backing.
• Alphabet (BMW Group): International fleet leasing and management company owned by BMW Group, operating in the Netherlands. Competes in operational leasing with strong premium-brand positioning, including SME offerings through digital channels.

Regional players

• Van Mossel Leasing: Dutch automotive group offering leasing and fleet management through dealership network, including operations in Noord-Holland. Comparable regional competitor with similar SME target segment and dealer-anchored business model.
• Terberg Leasing: Dutch leasing company with regional presence and focus on commercial vehicles and SME customers. Compares to Pure Lease in target segment and SME operational lease offerings, though with stronger commercial vehicle focus.

Direct peers

• Direct Lease: Dutch online leasing comparison and origination platform that helps SMEs and consumers compare and contract leasing deals. Most directly comparable peer in terms of Dutch SME focus, though with a digital-first model rather than Pure Lease's personal-advisor approach.
• ANAC (Dutch leasing): Dutch family-owned operational leasing company focused on SMEs with personal service approach. Closely comparable peer to Pure Lease in target market (Dutch SMEs), product mix (operational lease), and consultative sales model.

Emerging players

• MisterGreen: Dutch leasing company specializing exclusively in electric vehicles for both consumers and businesses. Comparable to Pure Lease in the Dutch leasing market with overlapping SME customer base, but differentiated by pure EV focus and digital-first delivery.

Market position

Strengths4 records

Weaknesses1 record

Competitive moat4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pure-lease
• Facebookfacebook.com/purelease

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 Pure Lease