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§ Private Profile · San Francisco, CA, USA
Upgraded helps retailers and carriers sell devices on subscription.
Upgraded has raised $3.0M across 2 funding rounds.
Key people at Upgraded.
Upgraded was founded in 2016 by Hendrik Roosna (Founder) and JR Rahn (Founder).
Upgraded has raised $3.0M in total across 2 funding rounds.
Upgraded helps retailers and carriers sell devices on subscription. Subscribers pay monthly and can upgrade anytime. Smartphones, laptops, tablets and more.
Creating and managing these programs involves lender integrations, residual value management and building great software : resellers don’t know how to do this.
Upgraded provides the infrastructure to launch immediately, keep customers loyal and cut replacement cycles in half. Device financing is a $541B market globally. US carrier financing grew from $13B to $51B in the last four years.
Upgraded partners include Apple, Dixons/Elkjøp, MediaMarkt and Vodafone. Upgraded was founded in 2016. Investors include Y Combinator and GRIL Ventures.
Upgraded is led by CEO John Erik Metcalf and CTO Ziad Sawalha.
Key people at Upgraded.
Upgraded is a subscription-based service company that helps retailers and carriers sell devices, primarily Apple MacBooks, on flexible subscription plans. Their flagship product is a MacBook Upgrade Program allowing customers—families and small businesses—to lease new or pre-owned devices with affordable monthly payments, zero percent interest over 36 months, and upgrade options every 12 to 48 months. This model addresses the affordability and device management challenges by enabling users to always have the latest technology while promoting responsible device recycling and participation in the circular economy[1][3][5].
The company serves both individual consumers and business clients, offering device leasing and upgrade programs that reduce upfront costs and simplify IT management. Upgraded’s approach solves the problem of high capital expenditure on tech devices and the environmental impact of device disposal by extending device life cycles through upgrades and certified reuse. The company has gained positive customer traction, evidenced by high TrustPilot ratings and thousands of users, reflecting strong growth momentum in the tech subscription market[1][3][5].
Upgraded was founded by John, a Mac enthusiast and environmental advocate with a background in ecommerce analytics and fintech investing. The idea emerged from observing the success of Apple’s iPhone Upgrade Program and recognizing the absence of a similar subscription model for MacBooks. The founders aimed to create an easy, affordable way for customers to access the latest Macs while promoting sustainability through device trade-in, resale, and recycling. Early traction came from the launch of their MacBook Upgrade Program, which quickly attracted a loyal customer base appreciative of flexible payment and upgrade options[5].
Upgraded rides the growing trend of subscription-based technology consumption, which shifts device ownership from a capital expenditure to an operating expense. This model aligns with broader market forces favoring affordability, flexibility, and sustainability in tech purchasing. The timing is favorable as consumers and businesses increasingly prefer subscription services for hardware, mirroring successful software-as-a-service (SaaS) models. Upgraded influences the ecosystem by promoting circular economy practices and reducing electronic waste, while enabling retailers and carriers to offer competitive, modern device acquisition options[1][3][4][5].
Upgraded is well-positioned to expand its footprint as device subscription models gain mainstream acceptance. Future growth will likely involve broadening device offerings beyond MacBooks, enhancing business IT management solutions, and deepening sustainability initiatives. Trends such as increasing demand for flexible tech financing, environmental responsibility, and seamless upgrade experiences will shape their trajectory. Their influence may evolve to redefine device ownership norms, making subscription and circular economy models standard in consumer and enterprise tech markets[1][3][5].
Upgraded has raised $3.0M across 2 funding rounds. Most recently, it raised $2.0M Seed in December 2018.
Upgraded was founded in 2016 by Hendrik Roosna (Founder) and JR Rahn (Founder).
Upgraded has raised $3.0M in total across 2 funding rounds.
Upgraded's investors include 305 Ventures, Ambridge Capital, Andreessen Horowitz, C2 Investment, Digital Currency Group, Energy Capital Ventures, IVP, Jonathan Golden, Oyster Ventures, Propel Venture Partners, QueensBridge Venture Partners, Rebel Fund.
