Investment firm Waterland takes majority stake in bike leasing platform Hellorider

Amsterdam, 11 september 2024 | Investment company Waterland has taken a majority stake in fast-growing bicycle leasing platform Hellorider. Kruitbosch and the management team will remain on board as shareholders.

Hellorider is a major player in the corporate bicycle leasing market and, as a fast-growing SaaS company, offers a platform that allows (mobility) partners to offer bicycle leasing to their customers. The platform, developed entirely in-house over the past five years, has a nationwide network and works with around 1,500 bike dealers. Partners (and their customers) can choose from some 200+ bike brands, of which a large portion are electric bikes. Currently, some 30 partners use the Hellorider platform, including practically all leading car leasing providers and a rapidly growing number of bicycle dealers in the Netherlands. Through Hellorider, more than 300,000 employees now benefit from a business bicycle leasing scheme.

Jasper van Waalwijk, CEO of Hellorider, is looking forward to the partnership with Waterland: ‘The corporate bike leasing market has experienced strong growth in recent years and Hellorider has established a solid position in that segment with a total proposition that seamlessly integrates all components of business bike leasing on one platform. With Waterland as a new shareholder, we can accelerate our growth and use their experience to further develop our platform. All this so that we can further realise our mission to get more employees on bikes more often.’

Tomas Simons, Partner at Waterland, adds: ‘By working with partners such as car leasing companies, Hellorider can help more employers shape their green mobility policies – a key topic within our investment theme Sustainability. We hope to actively contribute to Hellorider’s growth. For example, we are exploring a partnership with NFP Group, one of the companies in Waterland’s portfolio. NFP Group is the specialist in employee benefits and together we are exploring whether bike leasing can become a regular part of their product offering that actively contributes to being an attractive employer.’

Chris Kruitbosch, CEO of Kruitbosch, comments: ‘With the arrival of Waterland, Hellorider gains a strong shareholder who will help further professionalise the company and improve their product. This will contribute to Hellorider’s goal of unburdening of all affiliated market participants as possible.’

More about Hellorider

Hellorider’s platform takes the entire management of bicycle leasing management out the hands of their partners: customer onboarding, financial administration, delivery, through to repairs and maintenance. All parties in the value chain come together, from large to small: bike dealers, car leasing companies and their customers and employees of those customers. Backed by the 7% additional taxable benefit scheme for a company bicycle that took effect on 1 January 2020, employers can offer their employees a company bicycle plan on a cost-neutral basis.

More information: www.hellorider.com

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