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Based in Bielefeld, Germany, circuly develops a B2B SaaS platform that enables e-commerce retailers to manage product-as-a-service rental operations alongside their traditional retail sales. The enterprise software system is engineered to support circular economy business models by automating the logistical and financial workflows associated with alternative consumer preferences. To facilitate these consumption models, the platform provides integrated backend tools for processing recurring billing, tracking physical asset lifecycles, and managing reverse logistics for product returns. The organization supplies its subscription management infrastructure to several consumer goods manufacturers and mobility companies, including Bugaboo, Paceheads, and Riese & Müller. Following its initial growth phase, the company expanded its executive leadership team in 2023 by appointing Scott Galvao as chief executive officer to scale commercial operations. Circuly was originally founded in 2017 by current chief technology officer Nick Huijs.
circuly has raised $2.0M across 1 funding round.
circuly has raised $2.0M in total across 1 funding round.
circuly has raised $2.0M across 1 funding round. Most recently, it raised $2.0M Seed in June 2021.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jun 1, 2021 | $2M Seed | — | Venista Ventures, Matthias Wilrich | Announced |
circuly is a technology company that provides a subscription management software platform designed to enable businesses to launch and scale product-as-a-service (PaaS) models, particularly for physical products. It serves diverse industries including vehicles, baby gear, bikes and scooters, furniture, electronics, and appliances. The platform automates recurring billing, invoicing, payment processing, and product lifecycle tracking, helping companies adopt circular economy business models by renting or subscribing products instead of selling them outright[1][2][4].
Founded in 2019 and based in North Rhine-Westphalia, Germany, circuly targets businesses looking to implement long-term rental or subscription services for physical goods. Its software supports global operations with localization, integrates with payment providers, and offers features like automated dunning and debt collection, fraud prevention, and a white-label checkout that can combine purchases and rentals in one flow. Circuly powers companies across 17-18 countries and focuses on creating seamless customer journeys and data-driven insights to optimize subscription businesses[1][2][3][4].
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circuly was founded in 2019 with a mission to enable circular business models by helping companies rent out products rather than just selling them. The founders aimed to connect sustainable thinking with economic viability by providing a B2B SaaS solution tailored for physical product subscriptions. The idea emerged from the growing demand for circular economy solutions driven by changing consumer behavior, stricter regulations, and economic pressures pushing retailers to offer subscription and rental options. Early traction came from serving brands and retailers across Europe, especially in the DACH region, and expanding globally to 17 countries[3][4].
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circuly rides the growing trend of the circular economy and product-as-a-service models, which are gaining momentum due to environmental concerns, regulatory pressures, and shifting consumer preferences toward sustainability and access over ownership. The timing is favorable as more industries seek to reduce waste and extend product lifecycles through rental and subscription services. Market forces such as digital transformation, e-commerce growth, and demand for flexible consumption models support circuly’s expansion. By enabling physical product subscriptions at scale, circuly influences the broader ecosystem by helping traditional retailers and brands transition to sustainable, recurring revenue business models[3][4].
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Looking ahead, circuly is well-positioned to capitalize on the accelerating adoption of circular economy principles and subscription-based consumption. Continued innovation in automation, global expansion, and integration with emerging payment and retail technologies will likely drive growth. Trends such as increased regulatory focus on sustainability, consumer demand for flexible ownership, and advances in IoT for product tracking could further enhance circuly’s platform capabilities. As more companies embrace product-as-a-service, circuly’s influence as a key enabler of this shift is expected to grow, potentially expanding its footprint beyond Europe into new markets and sectors[3][4].
In summary, circuly combines technology and sustainability to transform how businesses monetize physical products, aligning economic success with environmental responsibility.
circuly has raised $2.0M in total across 1 funding round.
circuly's investors include Venista Ventures, Matthias Wilrich.
