Partnership Overview

Rental Alliance GmbH, a leading mobility provider in Europe, embarked on its journey with Priceff in late 2024. Starting with their McRent brand across 7 countries, the company sought a scalable and intelligent pricing solution to better manage fleet utilization and maximize revenue potential.

What began as a focused rollout has quickly grown into a group-wide collaboration. Today, Priceff’s dynamic pricing is being extended to all Rental Alliance brands—McRent, CROSSRENT, and rent-easy—across 21 countries, with around 200 rental locations and a fleet of more than 3 000 vehicles.

The Challenge

Rental Alliance manages a large and diverse international rental business, where demand fluctuates across countries, seasons, and customer segments. Traditional pricing approaches were not flexible enough to reflect real-time market changes, leading to opportunities for improvement in both utilization and profitability.

The Solution

By implementing Priceff’s AI-driven dynamic pricing solution, Rental Alliance has been able to:

  • Respond dynamically to market demand and fleet availability.
  • Optimize booking pace across different locations and seasons.
  • Provide fully automated pricing steered centrally by 1–2 persons, ensuring efficiency and consistency across all countries.

This ensures the right price for the right customer at the right time—without adding complexity for internal teams.

Results & Expansion

The results in the countries where Priceff has been used for almost a full year look fantastic:

  • Increased revenue per fleet capacity by 12%.
  • Increased overall revenue.
  • Achieved a greater operational clarity and confidence in pricing decisions.

Encouraged by the success of the initial rollout with McRent, Rental Alliance made the strategic decision to expand Priceff’s solution to its entire international footprint. The partnership now covers all brands within the group, reflecting the trust built and the tangible benefits observed.

Customer Perspective

“Priceff has become a key partner in our international growth. Their solution gives us the flexibility and intelligence we need to manage prices of a diverse fleet across multiple markets. The expansion to all our brands and countries shows how confident we are in the results.”

— Jolana Högerle, Commercial Management, Rental Alliance GmbH

Looking Ahead

The partnership between Rental Alliance GmbH and Priceff demonstrates how scalable dynamic pricing can drive measurable improvements across complex, multinational operations. With the foundations now set across more than 20 countries, Rental Alliance is well-positioned to keep innovating and delivering exceptional rental experiences to its customers worldwide.

Together, Priceff and Rental Alliance plan to further optimize pricing by combining demand-based strategies with competitor benchmarking. This enables new analytics and recommendations that provide deeper insights into market dynamics and own situation, ensuring that the group continues to lead the way in smart, data-driven fleet management.

About Rental Alliance GmbH

Part of the Erwin Hymer Group (backed by THOR Industries), Rental Alliance coordinates the rental business for three brands—McRent, CROSSRENT and rent easy—from its headquarters in Isny im Allgäu. With around 200 locations in more than 20 countries and over 3 000 vehicles under management, it stands among Europe’s largest providers of high-quality motorhome rentals.

About Priceff

Priceff, founded in 2016 and based in Helsinki, Finland, is a dynamic pricing and revenue management SaaS specialist. Its real‑time demand‑based engine automatically adjusts prices—24/7—for capacity‑constrained businesses across vehicle rentals, transportation, event ticket & sports reservation, media, and more. Since late 2023, the company has achieved positive EBITDA and entered a phase of profitable growth in Europe.