UAE-based WheelsOn, a mobile-first digital car rental platform, has secured $12.5 million to accelerate its expansion. It is looking to roll out advanced technology features. The funding includes $2.2 million in equity from MENA-focused private investors (including partners of Xploration Capital). Furthermore, it also has $6.5 million for fleet expansion, and $4 million in local bank financing.
Scaling Up With Fresh Capital
WheelsOn will use the new capital to:
✔️ Expand its fleet to meet rising demand.
✔️ Launch AI-powered pricing tools to boost fleet utilization.
✔️ Introduce smarter personalization features to recommend vehicles, insurance, and rental periods.
✔️ Roll out digital car keys, enabling renters to unlock vehicles directly via smartphone for a seamless, contactless experience.
The company also plans to strengthen its UAE presence and gradually expand across the GCC, growing both its active user base and fleet capacity.
Reinventing Car Rentals
Founded in 2023 by Nikolay Melnichuk and Adlet Shagirov (COO), later joined by Maxim Olivson (CPO), WheelsOn was built to fix frustrations with traditional rental services. In the UAE, renters often face:
✔️ High security deposits.
✔️ Hidden fees.
✔️ Lengthy paperwork and counter queues.
WheelsOn eliminates these pain points by offering a deposit-free, transparent, and paperless process. Rentals are booked through its app or website, with digital car keys replacing physical handovers.
“Our mission is to rethink car rentals by offering full transparency, digital convenience, and a product that puts users in control,” said Maxim Olivson, CPO of WheelsOn.
Digital-First, Customer-Centric Model
Unlike traditional operators, WheelsOn owns and directly manages its fleet. This allows the platform to maintain vehicle quality, ensure transparent pricing, and proactively manage maintenance. Its real-time fleet tracking system monitors each car, enabling preventative maintenance and greater operational efficiency.
The platform also caters to a diverse customer base by offering:
- ✔️ Flexible monthly rentals for residents and business users.
- ✔️ Premium vehicles for luxury seekers.
- ✔️ Chauffeured vans for events and group travel.
- ✔️ Airport and hotel delivery for tourists and business travelers.
WheelsOn supports multiple languages—including English, Arabic, Chinese, French, Italian, Spanish, and German. This makes it accessible to the UAE’s diverse population and global visitors.
Positioning for Growth
By focusing on transparency, convenience, and tech-driven innovation, WheelsOn is positioning itself as a disruptive force in the regional mobility space. Its deposit-free model and AI-driven tools aim to set new industry standards, while its GCC expansion strategy underscores the region’s growing demand for digital-first mobility solutions.
With this latest funding, WheelsOn is not just scaling its fleet—it’s working to redefine what car rental means for locals, expats, and tourists across the Middle East.