How to find profitability in the e-scooter sharing industry – a conversation with Bullride
September 8, 2022
min. read
When it comes to the future of e-scooter sharing, there are some pretty conflicting opinions out there. Some say it's the future of micromobility, others are less optimistic.
Ultimately, the success of scooter operators all depends on their ability to find profitability.
Let's be honest – this industry has higher-than-average overhead costs. The hardware itself is a major investment, and profits are further seeped by the maintenance workforce, storage, relocation costs, and new regulatory requirements that are regularly introduced.
But profitability is possible.
We spoke to Heiko Hildebrandt, co-founder of Bullride, which helps mobility companies offload their assets from their balance sheet to keep them in the black.
The state of the scooter industry – hopeful
The economy is just starting to stabilize as we exit the Covid slump and enter the new normal. How did Covid affect the micromobility sphere?
A study published in Bloomberg found that monthly ridership fell drastically in 2021, but made a comeback in 2022 when people returned to office.
Source: Bloomberg
Now, that's using US-based brands as a model.
Heiko Hildebrandt shares that the scooter operators he's worked with have experienced a similar effect:
“Corona was the greatest fuel you could pour onto the micromobility fire. During Corona times, people hardly used public transport, and most people switched to scooters. We saw two of the biggest micromobility brands in Europe, Bolt and Tier, raise record-setting VC investment at the end of 2021 – totaling 1.4B EUR – a clear sign of traction. And since Covid has ended, we've seen a 30%-40% slump in demand. So was Covid bad for business? Not according to my perspective.”
However, according to Heiko, the real challenge is to make the unit economics work. Because the question is not about whether the product is in demand. The question is does it make sense from a business perspective.
The challenges the scooter industry faces
The scooter industry, while in demand, must face challenges that directly impact their unit economics. For some businesses, it pushes them over the edge and drives them into insolvency.
By knowing what those challenges are, scooter businesses can better set up their business models to protect their profitability.
Rising hardware costs
In order for a scooter's lifetime to be profitable, it has to be in use for at least 2 seasons – some even say, for 4 years. That means that the scooter has to be durable, easily maintained, with cost-efficient replacement parts.
“Scooters are usually imported from abroad (mostly China), and shipping costs are now 8x higher than they were two years ago. The costs of electronics components are ever increasing.”
Jürgen Sahtel, Manager of the ATOM Vehicle Marketplace, agrees that the prices have gone up over the past two years.
“For example, hardware prices for the new Segway models have increased more than 40% over the last 16 months. And this trend is across all manufacturers – new scooters could be obtained starting from 650EUR and up, while more advanced models readily available in EU are priced at around 1000EUR per unit.”
The hardware is one of the biggest up-front investments that a scooter operator faces. But it's also critical to balance cost with quality, as you need to be so resilient that it can withstand public use over the course of 2-4 years.
Expanding regulation
When the e-scooter sharing industry took off, the industry was so fresh that there wasn't any regulation in place to keep it in check. It was the wild west, and operators were able to take advantage of the regulatory grey area.
Now, municipalities are starting to crack down on the industry and putting laws into place. Regulation, overall, is a good thing. However, the way it's done now shows a lack of understanding about the unit economics and its regulation that is being enacted.
“Most municipalities are limiting the size of a fleet that one scooter competitor can have. Their goal is to reduce the amount of scooter clutter on the streets. But that number is often too low to ensure what we call “natural floating” – the process of humans moving the scooters around the city. This puts a larger strain on relocation and charging teams.”
Other burdens placed on scooter brands is the stricter demarcation of allowable parking zones. This is a factor that impacts relocation teams – those responsible for bringing scooters from less popular zones back to city centers and transport hubs. Additionally, mandatory tenders with the municipality are usually offered only for one year, making planning rather difficult.
A new trend that Heiko mentions seeing from a regulatory perspective is the emergence of mandatory insurance.
“Scooters used to be classified as bikes, and thus, similarly regulated. Now, they're being reclassified as motored vehicles, which have different regulatory requirements, including mandatory insurance.”
This further skews the unit economics of each ride.
On the other hand, regulation can also play an enabling factor. Heiko shares that if tenders could be extended for, say, 3 years, it could provide scooter brands with planning stability. If municipalities limited only 2 competitors in a city, this would ensure enough demand to make the unit economics work.
Finding profitability in unlikely places – Bullride's unique business model
Heiko believes that the future lies in the shared economy. He's among the 4 co-founders of Bullride, an investment platform that shoulders the burden of the hardware investment and splits the scooter rent with the operating brand.
How does it work?
- The Bullride platform crowdfunds the costs of the initial scooter investment. These people become your investors. Instead of giving away equity (ownership) of your company, they end up “owning” one of your scooters (1 scooter = 1,000 EUR).
- The order is made into one of the top scooter manufacturers that have the best longevity – Bullride does this for you.
- You split the rental income – 55% for you, 30% for investors, 15% for Bullride.
The idea works for a number of reasons.
- You'll need money. A bank is unlikely to fund a scooter venture (because of historically low profitability), and a VC will ask for equity. This way, you get the investment, while retaining full control.
- Bullride has very specific requirements. They know what works, and what doesn't. They only work together with entrepreneurs that meet their very strict requirements. That includes entering a city that has no more than 2 competitors, and a city that has no more than 100,000 inhabitants. 30,000 is the ideal sweetspot. You also only have one employee – and that's you.
The operating brand then may use a leading vehicle-sharing platform ATOM Mobility, to fast-track their time to market. ATOM takes profitability even further with its unique pricing model. Instead of the common model of cost-per-vehicle, ATOM uses a cost-per-ride model. That means that if you have less demand (and as a result, less income) in a certain month, then you pay less for use of the ATOM platform.
But scooter sharing is just the beginning. This same model, Heiko believes, can be applied to e-bikes, e-scooters, carsharing, even wind turbines and major investments like that. Why shouldn't a community be able to jointly invest in and co-own the infrastructure that they need to live?
This is a unique model that hasn't been commonly seen elsewhere. It's more than just scooters – Bullride believes that at the heart of it, what they're doing is democratizing asset ownership.
If you're looking to launch or scale your own vehicle-sharing business, contact the ATOM Mobility team to learn more abut this opportunity.
Interested in launching your own mobility platform?
Click below to learn more or request a demo.
Blog
How to retain drivers on your ride-hailing platform long term
🚗💬 Why do ride-hail drivers quit – and what makes them stay? We break down insights from the 2025 Gig Driver Report and show how ATOM Mobility helps platforms keep drivers happy with instant payouts, dynamic pricing, and smarter tools.
September 23, 2025
min. read
How to retain drivers on your ride-hailing platform long term
In the ride-hailing business, getting enough drivers online is critical. But keeping them there is what really drives long-term success. Unlike traditional taxi services, ride-hailing drivers are independent contractors. They don’t have fixed shifts, guaranteed income, or long-term contracts. They log on when it suits them, and just as quickly, they can log off – or switch to another app.
That flexibility means you're not only competing for riders. You're also competing for drivers, every single day.
What makes ride-hailing different for drivers
Compared to traditional taxis, the ride-hailing model offers drivers more independence but less security. Taxi drivers usually worked under a dispatcher, used company-owned vehicles, and followed a set schedule. Ride-hailing drivers use their own car, their own time, and often multiple apps.
The benefits are clear: flexibility, lower entry barriers, and instant access to earnings. But the downsides are just as real: unpredictable income, lack of support, and platform instability. For platforms, that means driver loyalty is fragile. Small changes – like delayed payments or fewer rides – can cause drivers to leave.
Why driver retention matters
Most ride-hailing operators focus heavily on passenger growth. But without enough reliable drivers, demand turns into frustration. When wait times grow or no vehicles are available, users abandon the app. This makes driver retention a key metric – not just for operations but also for brand trust and profitability.
It’s more expensive to onboard a new driver than to keep an experienced one. A stable driver base delivers smoother rides, higher ratings, and better service coverage. If your drivers are churning every few weeks, your entire operation becomes reactive.
Inside the 2025 Gig Driver Report
A recent survey by Everee sheds light on what drivers want - and what makes them quit. In May 2025, 419 gig drivers in the U.S. were surveyed. Most of them worked across multiple apps, including Uber, Lyft and Shipt. The full findings are available in the 2025 Gig Driver Report by Everee.
Key findings:
- 68% of drivers work with two or more gig apps every month. Only 32% stick to one.
- 84% say fast access to earnings is important or very important when deciding where to work.
- 70% of drivers want their money within 24 hours.
- 44% would consider quitting if instant payouts became slower or more expensive.
- 21% would leave if onboarding took too long.
These numbers show how sensitive drivers are to delays, unclear policies, and inefficiencies. A small friction point in your system could be enough to push them to a competitor.
Why drivers leave
The survey also highlighted the most common reasons drivers stop working with a platform:
- 59% left after a sudden drop in pay rates or bonuses
- 48% due to fewer available jobs
- 44% when fees or restrictions were added to instant payouts
- 41% because of safety concerns during pickups or drop-offs
- 39% due to rigid scheduling or lack of flexibility
In short, if drivers feel their earnings or control are at risk, they move on. The ride-hailing industry is too competitive for platforms to assume drivers will stay loyal without constant support and improvement.
What platforms can do to retain drivers
To retain drivers long term, platforms need to act on what drivers value most. According to the same report, the top three areas that would increase loyalty are:
- Guaranteed minimum earnings or predictable income
- Better access to instant payouts
- A smoother, faster onboarding process
Additionally, drivers want to feel that their time is respected, their safety is prioritized, and that they are not left guessing about payments or platform changes.
How ATOM Mobility helps you build driver loyalty
With ATOM Mobility’s platform, ride-hailing operators have access to several features designed specifically with drivers in mind.
The “Offer Your Price” feature allows riders to bid slightly more during high demand or bad traffic conditions, giving drivers the chance to earn extra when it matters most.
Dynamic pricing lets operators automatically raise fares during weekends, holidays, or peak hours so that drivers earn more when demand spikes.
One of the most impactful tools is the instant revenue split system, where a driver’s commission is transferred directly to their Stripe Connect account after every successful ride. This eliminates waiting times and builds trust through real-time, transparent payouts.
To make things even smoother, ATOM Mobility offers a dedicated driver app where drivers can track performance, see earnings, and review ride history.
All of this adds up to a professional, transparent experience for drivers - and a stronger incentive to stay on your platform long term.
A dedicated driver app helps drivers track performance, earnings, and ride history. This kind of visibility increases engagement and reduces confusion. Instead of contacting support for payment questions, drivers can see everything directly in the app. The experience feels more professional and structured – which increases the chance they’ll stay longer.
You can explore the dedicated driver app in more detail on driver app overview.
Faster onboarding leads to faster activation
Another key piece of retention is how quickly drivers can get started. Platforms that make onboarding long or confusing lose drivers before the first ride. ATOM Mobility supports streamlined onboarding flows with pre-filled fields, automatic document validation, and built-in guides. In some cases, drivers can be onboarded, verified, and ready to drive within hours – not days.
A better experience creates loyalty
Drivers are not just users of your app – they are ambassadors of your brand. Every interaction they have, from the first sign-up to the latest payout, shapes how they feel about your platform. If it’s smooth, fair, and rewarding, they’re likely to stay. If not, they’ll be gone before the next weekend rush.
By investing in the right tools and understanding what really matters to drivers, platforms can reduce churn, increase satisfaction, and build a loyal driver base. And in a market where supply is everything, that loyalty pays off.
If you're building a ride-hailing operation and want to give your drivers a reason to stay, ATOM Mobility gives you the technology to make it happen. From instant payments to dynamic pricing and a dedicated driver app, everything is designed to keep your fleet active and engaged – for the long haul.
Blog
ATOM Connect 2025: Where Europe’s shared mobility leaders meet
👉 ATOM Connect 2025 is an exclusive shared mobility networking event hosted by ATOM Mobility in collaboration with INVERS. This focused gathering will bring together industry leaders, innovators, and decision-makers from Europe's car-sharing and car-rental sectors to explore the future of shared mobility.
September 16, 2025
min. read
What happens when professionals from Europe’s car sharing and car rental industries gather under one roof? You get a day filled with fresh ideas, insightful discussions, and valuable connections that help shape the future of mobility. That’s what awaits at ATOM Connect 2025 - a dedicated industry event hosted by ATOM Mobility in partnership with INVERS.
This year’s gathering takes place on October 30, 2025, in Riga, Latvia, at the panoramic top floor of the AC Hotel by Marriott. With views stretching across Riga’s historic Art Nouveau district, the setting offers an inspiring backdrop for meaningful conversations about the next steps in shared mobility.
Date & Time: October 30, 2025, from 15:00 onwards
Location: AC Hotel by Marriott, Riga (top floor with panoramic views)
Hosts: ATOM Mobility & INVERS
Format: Expert talks, interactive Q&A, networking sessions, and evening drinks
Topics covered:
- Market insights from INVERS
- Scaling car sharing businesses
- Digital transformation in rentals
- Corporate mobility opportunities
- Eastern Europe’s shared mobility landscape
Why Attend ATOM Connect 2025?
Learn from industry experts
The agenda is designed to address today’s most relevant mobility challenges. Expect data-driven insights from INVERS, practical strategies for scaling car sharing operations, discussions on digital rental solutions and corporate mobility, plus a closer look at the unique opportunities and challenges in Eastern Europe.
The event will also be joined by BYD, one of the world’s fastest-growing electric vehicle makers, who will showcase their innovative, affordable EVs at our event.
Build valuable connections
ATOM Connect 2025 is a focused gathering that brings together operators, rental businesses, and mobility experts from across Europe. With a mix of talks, networking breaks, and an evening reception, the event offers the perfect setting to exchange experiences, discuss challenges, and explore future partnerships.
Join the Conversation
If you’re active in car sharing or rental industry and want to stay ahead in a rapidly evolving market, ATOM Connect 2025 is a must-attend event. Together with INVERS, we’re creating a space where the European shared mobility community can connect, learn, and look toward the future.
👉 Save the date and request your spot today*: https://www.atommobility.com/atom-connect-2025
*Please note: ATOM Connect 2025 is intended for shared car mobility and car rental industry professionals. Registration requests will be reviewed before confirmation.
Driver App demo credentials - Email: test@atom.com, Password: driver
