Finalrentals aims to provide controllable, simple, and affordable car rental solutions globally with a focus on transparency and customer satisfaction.

Through innovative technology, including AI-powered supply chain management software developed in-house, the platform has leveraged its tech-driven approach to not only survive but thrive in a rapidly changing market.

We asked Ammar to share his valuable scale-up lessons. Here’s what he had to say:

The post-Covid19 global chip shortage had a severe impact on vehicle manufacturing, leading to significant delays in new car deliveries and dampening travel and rental demand.

Ammar’s response was to diversify his supply chain and explore flexible solutions to mitigate the disruptions. Finalrentals partnered with industry players to incorporate older vehicles into their fleet, ensuring continuity even when new car supplies were delayed. They also strategically targeted markets like Jamaica, Saint Lucia, and the Dominican Republic, which remained popular travel destinations.

Finalrentals has successfully utilised AI-driven real-time data analytics to monitor booking trends and demographics, prioritising data privacy and customer trust.

Ammar made the strategic decision to focus on data utilisation that enhances customer experience without compromising privacy. Finalrentals’ cloud-based, AI-powered system, Kites, focuses on booking facilitation and data analysis while maintaining user anonymity.

“We’re not involved in telematics or storing user data like driving licenses or vehicle information. Our focus is on facilitating bookings and gathering real-time data on factors such as location demand, demographics, and booking trends.”

Consider integrating your technology with major platforms to increase visibility, Ammar adds, and explore hybrid models that combine automation with human oversight.

Finalrentals' integration with travel giants like Kayak, Skyscanner and CarJet, plus their exploration of hybrid kiosk models exemplify this approach. “One of the critical successes of our technology is our ability to multicast our API across platforms,” Ammar says.

“In today’s tech landscape, there are many buzzwords—AR, VR, blockchain, AI—but we’ve focused on solving real-world problems in our industry rather than chasing trends.” 

With the UK government’s mandate for zero-emission vehicles by 2030, sustainability has become a critical focus for Finalrentals, as they aim to expand their EV fleet.

Ammar has aligned his business strategy with sustainability goals. And he has set ambitious but achievable targets, like the goal to make 20% of their fleet electric within five years. This target aligns with the broader industry shift towards sustainability, despite the current challenges in EV adoption.

Encourage partners and stakeholders to adopt eco-friendly practices, and digitise operations to reduce your carbon footprint, as Finalrentals has done with paperless rental agreements.

In the face of a competitive talent market, Finalrentals has created a flexible and growth-oriented work culture that appeals to top talent.

Cultivate a workplace that values flexibility, continuous learning, and personal growth, Ammar suggests. Finalrentals’ no-set-leave policy, generous bonuses, and access to learning platforms like Udemy Pro are examples of how to attract and retain the best talent. Regular internal presentations also help foster a culture of innovation.

A strong founding team, built on trust and shared vision, has also been critical to success. “My purpose as a founder is to create a work culture where employees feel they are growing and making a difference. I want them to look back and say that their time with us was valuable, that they learned and grew both personally and professionally. This potentially gives us a competitive edge,” Ammar says.

Neil Bellamy, our Head of TMT & Services, says: “As a successful member of the Accelerator programme in Cardiff, it’s great to see Finalrentals share their top tips: they epitomise what a Future Fit company looks like. Their application of AI and data analytics is one of the best I’ve seen, not because it’s AI but because the team are focused on solving problems, improving customer experience, and developing new products.

“As a result, they’re already creating competitive advantage and positive returns. Congratulations to everyone in the team.” 

By acting now to prioritise change, your business could be more ready to boost future resilience, meet market demand, reduce costs, or access capital.

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