The easy version of this story is "we saw a gap in the market." The more honest version is that all three of us had already spent years inside the problem before we decided to build software for it.

Built by people who ran the operations, not just studied them

Björn ran Off To Iceland, a car rental consulting business, before co-founding NetRent, so the manual pricing and fleet headaches in this post are not theoretical to him, he lived them from the operator's side. Kristján spent 20 years in software, including work on island.is and building Kvasir Lausnir, and is finishing an AI specialization at Johns Hopkins. Steinar joined as a full-stack engineer with a background in computer science and AI to build the product day to day.

Why Iceland first, not everywhere at once

Iceland is small enough that we can work directly with a pilot fleet, watch what actually happens week to week, and fix what is wrong before it is anyone else's problem. It is also a market with a real, specific gap: heavy tourism seasonality, flight-driven demand swings, and a dominant incumbent system that was never built for pricing or forecasting. If NetRent can hold up here, where the demand curve moves fast and the margin for error is thin, that is a real test before we ever think about a second market.

What "done" looks like to us

Not a platform that replaces everything a rental company already runs. A layer that a fleet manager trusts with a real pricing decision, every day, without having to double check it. Everything else is downstream of getting that right first.

Curious what we are building? See the system, or get in touch if you run a fleet and want to see it on your own numbers.