The road to the steering wheel has long traveled through car dealerships, but nowadays, one can access a car without the woes of ownership. In this transformation of the auto industry, Beely has been a pioneer, offering its customers a subscription-based car service from the beginning. Since 2019, Beely has operated as the domestic market leader and trendsetter, aspiring to continue leading the industry. Beely’s rise has been rapid, growing from a startup to a growth company in less than half a decade.
“Subscription is the future way to acquire a car, meaning people are no longer as keen on buying cars, but prefer to use a monthly paid service for driving,” Pertti Pigg explains.
Pigg is Beely’s CEO and the company’s first employee. Beely’s service was launched in July 2019, but Pigg had already started working with the company in 2018.
“Globally, the share of subscription-based car services could account for around 30 percent of the whole market by the 2030s and 2040s. We have no direct competitors in Finland,” Pigg assesses.
Looking for a modern and an efficient partner
At the heart of Beely’s business is iBeely, which encompasses both the website and the online store as well as the ecosystem built around the business. Alongside the brand, iBeely is the company’s most critical competitive and differentiating factor. As the company aims to provide the most advanced digital ecosystem in the industry, it also needs modern tools and systems to support its business operations.
From this starting point, Beely set out to find the right technology to support sales and to grow the business.
“Our hope was for a modern, contemporary, forward-looking, efficient, and scalable service. Internationality and localization were also key criteria. Of course, cost-effectiveness was on the other side of the equation,” says Pigg.
Regarding technology choices, Beely made a decision not to custom-build everything. Instead, the core custom components are complemented with off-the-shelf components that support the unique features of Beely’s business. Salesforce was chosen as the technology solution.
Beely chose twoday Biit as their partner. The decision was tipped by previous references and their understanding of the business.
“The role of twoday Biit has been most evident in the project in that they’ve provided someone who really understands our business,” Pigg mentions.
He who controls the data, controls the business
Beely now uses Salesforce quite extensively. For instance, it stores all sorts of customer-related data. All billing materials also come from Salesforce.
“Salesforce is quite the nerve center for us,” Pigg summarizes.
The greatest benefit of Salesforce for Beely is perceived to be its versatility and the fact that data remains in one place, without becoming fragmented. As has been stated, the significance of data is absolutely crucial for the company. In addition to data related to customer relationships, pricing data is also critical for the business. Beely continuously adjusts its pricing using a pricing engine to meet customer needs.
“He who controls customer-related data, controls the business,” Pigg describes.
At Beely, customer experience and meeting customer needs are at the core of everything the company does. Beely closely monitors how customers recommend the service and how effortless they find using the service.
“We go through these figures and the feedback we receive in a team meeting every week,” Pigg states.
Rapid growth
Since the inception of the collaboration between Beely and twoday Biit, the company’s growth rate has accelerated even further.
For instance, the number of clients has increased significantly. Beely also has a partner ecosystem, which is critical to manage. There are over 80 brick-and-mortar stores and more than 25 car dealership chains as resellers. The network currently encompasses about a thousand people altogether.
“Expansion of operations, growth of networks, and the evolution of the concept through new features, services, and integrations have been clear changes along the course of our collaboration. From the start, we achieved immediate results, and the project proceeded smoothly.”
Beely purchases a lot of external services, and its core organization is relatively small. Collaborating with twoday Biit has proven to be functional and positive.
Continuous development aims at the next growth leap
Beely is eager to leap toward the next growth spurt of the company. That’s why they’ve already moved into the further development phase with iBeely. They are hoping to continue their collaboration with twoday Biit and keep developing at the high standard we’ve maintained so far.
“In our collaboration with partners, the expectations related to the quality of cooperation must be constantly met. The collaboration was of such high caliber and so good at the beginning that the bar is set high for the future,” Pigg remarks.
Pigg has been particularly pleased with the fact that project management, costs, and schedules have remained under control at all times.
One of the most significant benefits of our collaboration has been the implementation of integrations between different systems and components. Given that the results have been so impressive so far, significant development projects for iBeely are already in the pipeline for the coming year.