MyMonthlyCar monetizes idle dealership inventory with flexible rentals

When Igor Dobrianskyi surveys a dealership parking lot, he identifies what others see as depreciation: millions of used vehicles losing value daily. The inventory problem runs deep. The United States has 76,000 dealerships, collectively managing vast stocks of used cars. On the demand side, a distinct customer segment exists with urgent needs that aren’t being met. People relocating temporarily, handling extended vehicle repairs, or trying out a new location for a few months face a rental market offering only two choices: expensive daily and weekly rates that add up quickly, or long-term commitments that tie them to a purchase they don’t want. That gap is where MyMonthlyCar operates.

MyMonthlyCar is a platform connecting dealership inventory directly to customers seeking month-to-month rentals. Igor Dobrianskyi co-founded the company with Kostiantyn Gitko, the Chief Product Officer, and Vadym Zotov, the Chief Technology Officer. All three are Ukrainian-born entrepreneurs. Dobrianskyi immigrated to the United States after the Russia-Ukraine war began, relocating with his wife and daughter. The company is registered in Delaware and based in Florida.

The startup has been selected for TechCrunch’s 2026 Startup Battlefield 200, a competitive cohort of early-stage companies showcasing their innovations at TechCrunch Disrupt. The conference runs October 13 to 15 in San Francisco.

The Market Gap

Dealerships carry operational and carrying costs for inventory that sits unsold. Typically, cars decline in value as they age on the lot. Finding short-term revenue channels is attractive; rental represents one such avenue. But the rental industry has historically focused on daily and weekly rentals through established national chains. A customer needing a car for three months hits an awkward middle ground where options are sparse and rates are high.

Demand from a specific customer segment

Dobrianskyi identified the exact problem: “Millions and millions of used cars are sitting on parking lots, depreciating and losing value. At the same time, there are people who need a car for a few months, but the options are actually very limited and expensive.” The market opportunity exists because traditional rental companies view month-long commitments as inconvenient, while dealerships lack systems to offer them. MyMonthlyCar fills that blind spot.

Dealership economics

For a dealership, renting out an otherwise idle vehicle generates immediate cash flow. If a dealership rents a car for $1,200 a month, it captures revenue while avoiding the expense of extended storage and the risk of further depreciation. MyMonthlyCar handles customer acquisition and platform operations, removing the burden from individual dealerships to market the service themselves.

How the Platform Operates

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MyMonthlyCar’s business model is straightforward in structure but layered in execution. The platform takes a 10% commission on each transaction from the dealership. Separately, customers pay a 10% fee on their rental price. Notably, the startup does not charge dealerships upfront listing fees—dealerships only pay when a rental closes. This removes barriers to participation. Currently, seven dealerships are testing the service.

The rent-to-own component

A unique angle sets MyMonthlyCar apart from pure rental platforms. The startup enables dealerships to offer rent-to-own arrangements. Customers can rent for a month, and if they like the vehicle, proceed to purchase. Dobrianskyi explained the value: “We don’t bring them only customers to rent on a monthly basis; we basically bring them the clients who potentially can buy this car as well.” This dual pathway is particularly valuable to dealerships; it turns renters into potential buyers without requiring separate marketing or sales processes.

Insurance as a core pillar

Dobrianskyi identified insurance as the lynchpin. When he polled dealerships about their concerns, insurance and liability coverage ranked first. The startup is currently working with an insurance broker to launch its own insurance program, letting customers choose among different coverage tiers rather than forcing them to source insurance themselves. Building this in-house reduces friction and gives the company control over the total customer experience. Dobrianskyi underscored the importance: “Insurance is the key for this business, and you need to have your own insurance as a platform.” The insurance program is expected to launch later this year, marking the official start of operations.

Founder Background and Track Record

Dobrianskyi brings prior experience in automotive rental and marketplace operations. He previously owned a car rental company in Ukraine, where he confronted regulatory and financing constraints that limited expansion. In 2016, he founded SizeCar, a peer-to-peer car marketplace where private vehicle owners rented to other drivers—a model similar to what Turo operates today. SizeCar grew to serve 40 European cities before Dobrianskyi identified new opportunities in the U.S. market, particularly the underserved dealership segment.

The co-founding team, with Gitko handling product strategy and Zotov leading technology, brings complementary expertise. All three bring firsthand understanding of how logistics, operations, and customer needs play out in car rental and marketplace businesses.

Growth Projections and Funding Plans

MyMonthlyCar is currently bootstrapped, having raised no outside capital. The team is planning to pursue a seed funding round. Those funds would primarily support hiring developers to build out the platform’s capabilities and launch a planned AI tool designed to help dealerships identify which vehicles in their current inventory are optimal for rental based on demand patterns, seasonality, and utilization forecasts.

First-year targets

The founders have set specific targets for the company’s first year of operations. They project signing on 100 dealerships participating in the platform. From these dealerships, they expect to facilitate 2,000 monthly rentals, generating $300,000 in revenue. This year begins once the insurance program launches.

Five-year vision

Looking further ahead, the team targets $42 million in revenue within five years. This projection assumes substantial network growth across dealerships and sustained rental volume as the platform gains traction and brand awareness.

Disrupt and Beyond

The selection into Startup Battlefield 200 gives MyMonthlyCar access to thousands of technology leaders, investors, and industry professionals at TechCrunch Disrupt next month. The competition track offers a venue to refine the pitch, receive feedback, and connect with potential investors and dealership partners. Beyond the October event, the startup’s execution on insurance, platform development, and dealership recruitment will determine whether the model can close the market gap they have identified.

Source: TechCrunch