WheelsOn, the UAE’s mobile-first car rental platform, has raised USD 12.5 million in a new funding round, combining equity, fleet expansion support, and bank financing.
The structure includes USD 2.2 million in equity from MENA-focused private investors, including partners of Xploration Capital, USD 6.5 million dedicated to fleet expansion, and USD 4 million in local bank financing.
The fresh capital will power WheelsOn’s fleet growth, AI-driven product development, and regional expansion.
Founded in 2023 by Nikolay Melnichuk, Adlet Shagirov (COO), and Maxim Olivson (CPO), WheelsOn was built to solve long-standing pain points in the UAE’s rental market—steep deposits, hidden fees, and paperwork-heavy processes.
Its platform eliminates deposits entirely, automates the rental process, and enables contactless access via digital car keys. Backed by real-time fleet tracking and predictive maintenance tools, WheelsOn ensures customers get consistent service and vehicle quality.
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The platform offers multi-language support including Arabic, English, Chinese, French, Italian, Spanish, and German—to serve a wide customer base of locals, expats, business travelers, and tourists. Services range from flexible monthly rentals and premium cars to chauffeured vans and direct airport or hotel delivery.
“Our mission is to rethink car rentals by offering full transparency, digital convenience, and a product that puts users in control,” said Olivson. “We remove deposits completely, eliminate paperwork and counter queues, and give customers a seamless experience all through our mobile app and website.”
WheelsOn: Driving Toward an AI-Powered Future
With the new funding, WheelsOn is preparing to roll out AI-powered dynamic pricing tools to optimize fleet utilization and revenue management. In parallel, it is developing personalization software that recommends vehicles, insurance, and rental periods tailored to user preferences.
The company plans to deepen its presence in the UAE before expanding into other GCC markets, where demand for transparent, tech-driven mobility solutions is rapidly rising.
By directly owning and operating its fleet, WheelsOn controls the full rental journey, a model it believes will set new standards for convenience, transparency, and customer trust across the Middle East’s mobility sector.
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