Our Mission is to Make Exceptional Technology More Accessible Because Technology is a Basic Human Right: Linda Rubin of Grover

Grover is the global leader in technology rentals, enabling people and empowering businesses to subscribe to tech products monthly instead of buying them. The company allows users to rent a wide range of electronics, including smartphones, laptops, and entertainment systems, on a flexible basis. This model caters to people who want access to the latest tech without the financial commitment of buying. Grover's focus on sustainability, through refurbishing and re-renting devices, also helps reduce electronic waste while keeping users connected to the newest technology.

The company’s subscription service is simple. Customers choose the device they need, select a rental period, and have the product delivered to their door. Once the rental term ends, the user can either return the device or extend the subscription. This model keeps customers from getting tied to a single gadget while offering the chance to regularly upgrade to newer versions. What’s more, it presents a more sustainable way to use technology, as the company refurbishes and recirculates returned products, reducing electronic waste.

The company’s approach addresses the challenge of how fast technology becomes obsolete. Electronics have a short shelf life in today’s market. The latest phone today will often feel outdated within a year or two. Grover provides a solution for those who want access to cutting-edge devices without the long-term investment. With subscription periods ranging from one month to 18 months, users can adapt to the fast pace of innovation, always having access to the latest tech at a fraction of the cost of ownership.

Another key aspect of Grover’s success is the flexibility it provides. The subscription model suits a variety of needs, whether for short-term use or ongoing access. It’s an ideal fit for freelancers, remote workers, or students who need quality tech but don’t want to face high upfront costs. The company’s rental service provides the convenience of using high-end devices without having to deal with hefty price tags. Grover’s model particularly appeals to those who want access to premium products without the financial strain of purchasing new items.

In addition to its flexibility, Grover fosters a sustainable cycle for technology. Electronic waste has become a growing global concern, with millions of tons of gadgets being discarded each year. Grover actively contributes to reducing this environmental impact. By refurbishing and renting out returned devices, the company ensures that products remain in use for longer, minimizing the waste that often results from the relentless cycle of tech upgrades. This approach helps extend the lifespan of devices, making it easier for customers to access high-quality tech without contributing to the disposable nature of modern gadgets.

Grover’s business model has proven effective across a range of industries and demographics. The company’s subscription service appeals to tech enthusiasts who always want the latest models, businesses that require reliable hardware without capital investments, and casual users who need short-term access to devices for specific projects. This versatility has broadened the company’s reach, making it a strong player in the tech rental market.

The company’s focus on convenience is central to its growth. Customers can access products through an easy-to-navigate online platform, selecting devices, customizing rental periods, and managing subscriptions in a straightforward process. Grover’s commitment to user-friendly service extends to customer support as well, with responsive assistance provided for any issues that might arise during the rental period. This emphasis on ease of use has contributed to the company's expanding customer base, further cementing its role as a leading tech rental provider.

Grover has also tapped into the corporate sector, offering businesses a flexible solution for managing their technology needs. With many companies shifting towards remote or hybrid work models, having access to reliable devices without the capital outlay for outright purchases is crucial. Grover’s subscription model allows businesses to equip employees with high-quality tech on a temporary basis, reducing costs while ensuring that staff have the tools they need to perform effectively. This service can be especially beneficial for startups and small businesses that may not have the budget for large-scale tech investments but still need top-tier devices to stay competitive.

Furthermore, Grover has embraced partnerships with various retailers and tech providers to expand its service offering. By collaborating with brands, the company can offer a wider range of devices and enhance its appeal to customers looking for the latest tech. These partnerships ensure that Grover remains competitive in an increasingly crowded market, keeping its product offerings fresh and relevant. The company’s ability to adapt and evolve its service according to market demands plays a significant role in its continued success.

As technology continues to evolve rapidly, Grover is positioned as a solution to the limitations of traditional ownership. By focusing on access rather than possession, the company meets the growing demand for flexibility and sustainability in tech consumption. This model of renting rather than owning aligns with changing consumer behaviors, where experiences and usability are often prioritized over possession.

In the future, Grover may further develop its offering by exploring new product categories or expanding into more global markets. The success of the company’s subscription model in Europe hints at potential growth in other regions where tech ownership remains dominant but is starting to shift towards more flexible options. As awareness grows around the environmental and economic benefits of tech rentals, the company’s model may increasingly appeal to consumers worldwide.

Grover continues to reshape the way people think about using technology. Its subscription-based service offers an affordable, sustainable, and flexible alternative to traditional ownership models. By enabling customers to rent devices for a set period and upgrade regularly, Grover offers a solution for those seeking access to the latest tech without the financial strain of constant purchases. The company’s approach also addresses the environmental concerns associated with electronic waste, ensuring that devices remain in use for longer periods through its refurbishment and recirculation processes. 

The future of technology consumption is shifting, and Grover is playing a pivotal role in that change. By offering a new way to access devices, the company is paving the way for a more flexible, sustainable, and customer-friendly approach to technology.

Linda Rubin, CEO, Grover

To date, Grover has circulated over 1.2 million devices, employs over 400 people, and stands as one of the fastest-growing scale-ups in Europe.