Rently

Rently – a digital ecosystem for the car rental industry

Rently brings together two areas: a technology platform for managing car rental businesses and a global car rental aggregator. The ecosystem helps car rental companies digitise their core processes, while enabling travel partners to incorporate car rental into their own customer journeys.

The platform draws on the team’s extensive industry expertise: 25 years in the automotive industry and more than 25 years in IT. Rently’s solutions are trusted by companies in 47 countries, including businesses among the world’s five largest car rental providers. More than 20 IT professionals work on the product.

From a car rental business to a technology platform

The project began in 2000 with the company’s own car rental operations in Argentina and Europe. In 2015, the team began developing its own technology platform for the automotive sector. By 2024, Rently had become a major software developer for the car rental industry, and in 2025 it brought its solutions together in a universal fleet management system.

Car rental management ecosystem

Rently Tech covers the principal operational and commercial processes within a single interface. The platform includes:

• a financial module;
• CRM;
• fleet dispatch;
• security tools;
• AI-powered telematics;
• AI-powered analytics;
• AI-powered dynamic pricing;
• a vehicle maintenance module.

The ERP system is complemented by fully digital document management, personal data protection in accordance with Federal Law No. 152-FZ and ready-made integrations with the State Road Traffic Safety Inspectorate, telematics services, banks and 1C. Car rental companies gain access to sales channels across Russia and the CIS, as well as their own branded websites.

Rently.B4B in the Russian software register

On 18 September 2025, the Rently.B4B software suite was included in the Unified Register of Russian Computer Programs and Databases under entry No. 29710. The rights holder is Rently Technologies LLC, and its exclusive rights derive from in-house development.

The register classifies Rently.B4B under 12.20, ‘Information systems for specific industry tasks’. It describes the software suite as a backend system for managing a car rental aggregator, providing APIs for interaction with the frontend, mobile applications and third-party services. The software was registered with Rospatent on 17 June 2025 under No. 2025665482.

Full details are available in the official Rently.B4B entry in the Unified Register of Russian Software.

Global aggregator

Rently Travel provides access to car rental offers in Russia and other countries through a single interface. Customers can find, compare and book a suitable vehicle, while partners can enhance their own products with an additional service.

The aggregator supports:

• a broad range of offers within a single interface;
• real-time booking;
• user behaviour analysis to improve conversion;
• dynamic pricing;
• cross-selling of additional services.

In Russia, the service operates in Moscow, Saint Petersburg, Kaliningrad, Nizhny Novgorod, Krasnodar, Rostov-on-Don, Voronezh, Kirov, Murmansk, Gorno-Altaysk, Sochi, Adler, Mineralnye Vody, Yalta, Anapa and Crimea. The presentation also envisages expansion into another 20 cities.

The aggregator’s monetisation model is based on a commission of 7–15% of revenue.

Platform metrics

The presentation reports the following figures for the Rently ecosystem:

• more than 35,000 vehicles under management;
• more than 500 rental offices;
• more than 1 million bookings processed;
• more than 270 customers worldwide;
• more than 35 B2B partnerships;
• teams based in Russia, Mexico and Argentina.

The aggregator’s operational metrics include:

• 7,683 bookings per month;
• an average booking duration of 7.98 days;
• an average request processing time of 37 seconds;
• an average service rating of 4.8.

For partners, connecting to Rently also creates additional commercial benefits. The presentation reports an average rental value of RUB 18,000, a customer lifetime value of RUB 60,000, a 24% increase in conversion, a 47% increase in customer trust and a reduction in rental processing time to 3–5 minutes.

Rently offers are also available through major travel platforms, including Yandex Travel, Ostrovok! and MTS Travel.

Customer journey

Rently integrates car rental into the wider travel journey:

1. The customer selects an offer for a leisure or business trip.
2. They add a suitable rental car to their journey.
3. They collect the vehicle from a convenient location upon arrival.
4. They continue to their hotel or business event.

This scenario allows a travel partner to support customers throughout their journey, rather than only at the point when the primary product is sold.

Platform integration options

The Rently platform can be integrated in one of two formats:

• white-label – the service operates under the partner’s brand without mentioning Rently;
• co-branding – the offer is presented jointly with Rently.

For example, an airline can offer car rental under its own brand, while a hotel can add an exclusive offer to an accommodation booking. Rently provides the vehicle fleet, technology platform and operational logistics.

The Revenue Share model rewards partners for every booking they refer. Options include a fixed rate, a dynamic rate that increases with sales volume and additional bonuses for meeting KPIs.

My Role

At Rently, I combine the roles of Chief Digital Transformation Officer and IT Director with the entrepreneurial perspective of a co-owner. I am responsible for technology strategy, product development and scaling a high-load cloud SaaS platform, and lead distributed development teams totalling more than 200 people.

In this role, I combine experience as a CEO and CDTO with the expertise of a developer and entrepreneur: I translate business goals into a technology roadmap, establish effective processes and ensure that the product continues to evolve without service interruption.

Key outcomes:

• led the development, launch and scaling of a platform aggregating offers from 117 suppliers; maintained an SLA of 99.99% while supporting more than 70,000 vehicles, over 2,000 daily bookings and 2.5 million locations across 214 countries;
• led a comprehensive import substitution programme across Rently solutions: defined the target architecture and transition roadmap, managed the assessment and selection of Russian software, hardware and cloud products, and oversaw integrations with Russian payment systems and online card acquiring, the System of Interdepartmental Electronic Interaction (SMEV), mapping platforms, paid parking services, customer scoring and traffic fine processing; held responsibility for the budget, schedule, resources and implementation risks. Delivered the solutions without service interruption and prepared the product for inclusion in the Unified Register of Russian Software, resulting in entry No. 29710 for Rently.B4B;
• launched a strategic initiative to integrate large language model solutions into core business processes, improving efficiency, automating operations and personalising the customer experience;
• delivered more than 10 strategic B2B integrations with insurers, dealers, paid parking services, toll road operators, navigation providers and mapping services, expanding the ecosystem and increasing partner revenue;
• optimised the organisational structure and development processes using Agile, DevOps and CI/CD, accelerating the delivery of new features without downtime.

Registered software solutions

The development and evolution of the platform are documented by two official Rospatent software registration certificates:

This project demonstrates my ability to lead technology strategy, a large engineering organisation and the development of an international digital product simultaneously – from architectural decisions and development processes to measurable commercial outcomes.