Turo
Peer-to-peer carsharing marketplace connecting hosts and renters.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Turo, Inc.
- Entity type
- COMPANY
- Founded
- 2009
- Headquarters
- United States
- Company size
- 501–1,000
- Market role
- B2C Consumer App / Platform
- Official website
- turo.com
What Turo does
Turo runs a two-sided digital marketplace for vehicle rentals. It creates value by aggregating privately owned and commercially managed vehicles without carrying fleet ownership on its balance sheet, then matching that supply with consumer rental demand through a mobile-first booking platform. The company monetises the transaction flow, embeds trust and safety layers such as reviews and protection plans, and improves host retention with operational tools including listing management and earnings forecasting.
Category differentiation
Turo is a peer-to-peer carsharing marketplace, not a traditional fleet-owning rental car company. It is also not a standalone SaaS vendor selling host software independently of its marketplace.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Turo, Inc. operates a peer-to-peer carsharing marketplace through its website and mobile applications. The platform connects vehicle owners and small fleet operators with consumers seeking short-term vehicle rentals, and provides search, booking, payments, reviews, trip management, host tools, and embedded protection plans. The company does not own vehicles; supply comes from hosts who list and price their own cars on the platform. Turo generates revenue primarily from transaction-based fees tied to bookings and from ancillary protection-plan economics integrated into the checkout flow. Its direct customers are renters, individual hosts, and professional hosts using the marketplace and host management tools. The business is active across the United States, Canada, United Kingdom, France, and Australia, with prior acquisition-led expansion into Europe.
Company news briefing
Briefing updated:
Turo has implemented significant insurance updates for the New York market whilst expanding its creative strategy to differentiate its peer-to-peer model. Building on the “Cars are Cool – Rent a Car, Not a Rental Car” programme, the company launched a “Carfished” campaign in July 2026. These developments address regional compliance requirements and reinforce Turo’s market positioning by highlighting its unique user experience and warning consumers against the frustrations associated with traditional rental competitors.
Business model & monetisation
Turo uses a percentage take-rate and pay-per-use marketplace model. It charges booking-related service fees and commissions on trips, captures a share of host earnings based on protection-plan and commission structures, and generates additional revenue from tiered protection products and other trip-related ancillary charges. The model is asset-light because the company does not own the vehicles listed on the platform.
- Trip booking fees and marketplace commissions
- Percentage Take-Rate
- Protection plans and trip-related ancillary charges
- Pay-per-Use
- Host-side operational tooling embedded in the marketplace
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Competitors & alternatives
- Motorway
Used-vehicle marketplace linking private sellers with professional dealers.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
Explore company relationships
Questions about Turo
What is Turo?
Turo is a peer-to-peer carsharing marketplace that connects vehicle owners and small fleet operators with renters through web and mobile apps.
Who uses Turo?
Turo is used by consumers seeking short-term vehicle rentals, as well as individual hosts and professional hosts listing cars on the platform.
How does Turo make money?
Turo makes money from booking-related service fees, marketplace commissions, and ancillary revenue tied to tiered protection plans and trip add-ons.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
19 publicly documented primary sources and citations linked across the market graph.
Continue your research on Turo
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.