Onto Pitch Deck: All 11 Slides + Teardown

Onto’s 2021 Series B deck is a masterclass in using comparative metrics to validate a capital-intensive business model. By positioning an electric vehicle subscription as a lifestyle service rather than a traditional car lease, Onto successfully raised $175M. The deck leans heavily on three pillars: 200% annual growth over three years, a fully digital end-to-end user journey, and a retention curve that benchmarks the company against high-frequency consumer giants like Netflix. While the deck lacks a formal team slide or detailed unit economics in the core 11-slide sequence, it compensates wit…

Key takeaways

• Onto reported a 200% annual growth rate sustained over a three-year period (Slide 3).
• The company positions itself as the largest EV subscription service in Europe and the UK’s largest fully-electric fleet (Slide 7).
• The business model relies on an all-inclusive monthly bundle covering the car, insurance, charging, maintenance, and tax (Slide 3).
• Onto claims a 55% retention rate, which it benchmarks against Netflix (65%) and Dollar Shave Club (60%) to prove long-term viability (Slide 9).
• The user experience is entirely digital, enabling car swaps and unlocking via a mobile app (Slide 5).
• The fleet diversity is a key selling point, featuring 18 different EV models from 9 manufacturers (Slide 7).
• The company has successfully expanded into B2B, with over 300 companies offering subscriptions to employees (Slide 7).
• Pricing transparency is highlighted with specific examples ranging from £419 to £1299 per month (Slide 5).

Frequently asked questions

What is Onto's core value proposition?

Onto provides an all-inclusive electric vehicle subscription service. As shown on Slide 3, the monthly fee covers the electric car, insurance, charging, maintenance, and tax. The goal is to eliminate the complexities of EV ownership and traditional leasing through a single, predictable monthly payment and a fully digital user experience.

How does Onto compare its retention to other subscription services?

On Slide 9, Onto compares its 55% retention rate to major consumer brands. It sits just below Netflix (65%) and Dollar Shave Club (60%), but significantly outperforms meal-kit services like Blue Apron (23%) and HelloFresh (15%). This comparison is used to argue that car subscriptions are a high-stickiness consumer habit.

What is the scale of Onto's operations according to the deck?

As of July 2021, Onto reported over 3,000 active customers and partnerships with more than 300 companies. Their fleet includes 18 different EV models from 9 different manufacturers, positioning them as the largest fully-electric fleet in the United Kingdom (Slide 7).

How does the digital 'end-to-end' process work?

Slide 5 outlines a four-step digital journey: 1) App download and identity verification via selfie/license upload; 2) Vehicle selection and digital contract signing; 3) Delivery and app-based unlocking; and 4) The ability to swap or stop the subscription with vehicle collection and delivery handled by Onto.

What key information is missing from this Series B deck?

The deck lacks several standard components, including a team slide, a competitive landscape analysis, and detailed unit economics (CAC/LTV). It also does not explicitly state the amount being raised or the specific allocation of capital, though publisher reports confirm a $175M raise.

Onto pitch deck: the facts

Company

Onto

Year

2021

Stage

Series B

Slides

11

Sector

Transportation / Electric Vehicles

Deck type

Full Pitch Deck

Outcome

$175M Raised

Headquarters

United Kingdom

Onto pitch deck PDF

The full Onto deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Onto pitch deck was used for

This deck is Onto’s 2021 **Series B** fundraising presentation used to raise a combined **$175M equity and debt round** documented by outlets such as Business Insider and TechCrunch.[1][2][3][4][9][12][15] Onto is a UK‑based all‑inclusive electric car subscription service, founded in 2017, that allows customers to subscribe to EVs much like a streaming service subscription.[1][2][3][4][10][14][15] The Series B round was led on the equity side by Swedish VC Alfvén & Didrikson and supported on the debt side by Pollen Street Capital’s senior‑secured asset‑backed facility.[1][2][3][9][12][15] The capital was raised to expand Onto’s EV subscription operations within the UK and into new markets, scaling fleet size and accelerating the shift to electric mobility.[1][2][3][7][9][12][15]

Business model: Onto operates an all‑inclusive electric vehicle subscription service that lets customers access EVs on a monthly contract with bundled insurance, maintenance, breakdown cover, and public charging, positioned as an alternative to traditional car ownership or leasing.[1][2][3][7][9][12][15]

Round

Series B[1][2][3][4][9][12][13][15]

Lead investor

Alfvén & Didrikson (equity portion); Pollen Street Capital (debt facility).

Investors

Alfvén & Didrikson (equity lead), Pollen Street Capital (senior‑secured asset‑backed debt facility), Legal & General, JamJar, Cerebrum Tech Limited, TotalEnergies Ventures, Vlerick Group, Achmea Innovation Fund

Founded

2017[4][10][14]

Founders

Rob Jolly, Dannan O

Industry

Transportation; Electric Vehicles; Mobility subscription services.[1][2][3][7][9][12][15]

Year: 2021[1][2][3][4][9][12][15]

Raising: Series B funding to expand Onto’s EV subscription service, grow its fleet, and enter new markets.[1][2][3][7][9][12][15]

Raised: $175M combined equity and debt in the July 2021 Series B round.[1][2][3][7][9][12][15]

Headquarters: United Kingdom (UK), with operations initially focused on the UK market.[1][2][7][9][12][15]

Total funding: Onto had raised a total of about $245M in equity and debt funding by the time of its July 2021 Series B round.[1][2][3][7][9][12][15]

Use of funds as presented: Expansion of Onto’s EV subscription service within the UK and into new markets, rapid scaling and refreshing of its EV fleet, and acceleration of the shift to electric mobility through a larger and more diverse vehicle offering.[1][2][3][7][9][12][15]

What happened after the Onto deck

The 2021 Series B pitch deck achieved its goal: Onto raised $175M in combined equity and debt to scale its EV subscription service, then went on to secure further funding rounds and credit facilities to continue expanding its fleet and operations.[1][2][3][5][7][8][9][12][15]

• Onto successfully closed a **$175M Series B round** in July 2021, comprising equity led by Alfvén & Didrikson and an ass
• Following the Series B, Onto continued to expand its EV fleet in the UK, including adding over 1,000 Renault electric ca
• Onto subsequently raised a **Series C round of about $60M** in 2024 led by Legal & General, and by that time had secured

What the Onto deck got right

• Compelling retention story supported by granular subscription data. Onto’s deck and funding narrative were anchored in **high‑frequency retention data**, demonstrating that customers consistently renew their subscriptions, which reassured Series B investors about recurring revenue quality and product‑market fit.[4][13]
• Clear and differentiated value proposition. The company offers a **simple, all‑inclusive EV subscription bundle** that includes the car, insurance, maintenance, breakdown cover, and public charging, making the product easy to explain in the deck and clearly differentiated from traditional leasing.[1][2][3][7][9][12][14][15]
• Effective use of mixed equity–debt financing. Onto successfully structured the raise as a **combined equity and asset‑backed debt round**, signaling financial sophistication and allowing the deck to present an efficient capital structure for an asset‑heavy fleet business.[1][2][3][9][12][15]
• Strong alignment with macro EV and climate tailwinds. The deck could credibly tie Onto’s growth plan to the broader **EV adoption and decarbonization trend**, making the opportunity feel both mission‑driven and commercially scalable.[1][2][3][7][9][12][14][15]
• Demonstrated traction and reputable investor backing. Onto’s rapid expansion since its 2017 founding and the description as Europe’s largest EV subscription service provided the deck with **momentum and social proof**, supported by participation from well‑known investors like TotalEnergies Ventures and Legal & General.[1][2][3][4][7][9][10][12][14][15]
• Tangible collateral underpinning large debt facility. The asset‑backed nature of the debt facility allowed Onto to present **tangible collateral (EV fleet)** to investors, helping de‑risk the large debt component in the Series B and making the scale of the round more palatable.[1][2][3][9][12][15]

What could have been stronger

• Limited visibility into detailed unit economics in the public deck materials. Public descriptions of the deck emphasize high‑frequency retention data and the simplicity of the all‑inclusive bundle, but there is limited externally accessible detail on how Onto presented **unit economics** (vehicle‑level profitability, customer acquisition cost, churn by cohort) in the Series B deck, which may leave investors wanting more granular economics beyond headline retention curves.[1][2][3][4][13]
• Debt structure and downside risk framing appear less prominent. Onto’s Series B raise combined a significant **asset‑backed debt facility** with equity, but sources do not describe in detail how the deck framed **collateral risk, default scenarios, and debt covenants**; some investors may consider this a gap if the presentation focused more on growth and fleet scaling than on structured downside protection.[1][2][3][9][12][15]
• Regulatory and policy risk not clearly foregrounded. External write‑ups of the deck highlight the attractiveness of the all‑inclusive subscription model and strong retention, but provide little evidence that the deck deeply addressed **regulatory risk** around EV incentives, insurance, or consumer credit rules, which are material for a UK mobility and financial‑like product.[1][2][3][4][12][14]
• Residual value and OEM‑supply risk under‑emphasized in public narrative. While Onto’s model depends on EV residual values and ongoing access to manufacturer supply, sources summarizing the deck focus more on subscription experience than on how Onto addressed **residual value risk and OEM dependency** in its Series B narrative.[1][2][3][7][9][12]

How an investor would read this deck

What draws attention

• Evidence of **strong customer retention** supported by high‑frequency usage and churn data, demonstrating that subscribers stay with Onto and treat it like a core mobility service.[4][13]
• The attractiveness of Onto’s **all‑inclusive EV subscription bundle** (vehicle, insurance, maintenance, breakdown cover, public charging) as a differentiated alternative to traditional leasing or ownership.[1][2][3][4][7][9][12][13][15]
• The ability to **scale the EV fleet** using an asset‑backed debt facility while equity capital funds technology, operations, and market expansion.[1][2][3][9][12][15]
• Onto’s positioning within the macro trend of **accelerating EV adoption** and decarbonization of transport, giving the company a tailwind from consumer and regulatory shifts.[1][2][3][7][9][12][14][15]
• Founders’ demonstrated execution, having built what is described as Europe’s largest EV subscription platform in just a few years and raised multiple rounds from reputable investors.[1][2][3][7][9][10][14][15]

Risks that stand out

• Exposure to **EV residual value and depreciation risk**, particularly if used‑EV prices fall or manufacturer incentives change, which could impair returns on Onto’s asset‑backed fleet.[1][2][3][7][9][12]
• Reliance on **ongoing access to EV supply from OEMs**; supply‑chain disruptions or strategic shifts by manufacturers could constrain fleet growth or raise acquisition costs.[1][2][3][7][9][12]
• The business model’s dependence on substantial **debt financing** to fund vehicles, creating leverage and potential covenant pressure in adverse market conditions.[1][2][3][9][12][15]
• Potential **regulatory or policy changes** affecting EV subsidies, insurance, or subscription/lease‑like products that could alter customer economics or compliance requirements.[1][2][3][12][14]
• Competitive risk from traditional leasing companies, OEM‑run subscription programs, or new mobility startups replicating the all‑inclusive EV subscription offering.[1][2][3][7][9][12][15]

Questions this deck invites

• How do Onto’s **vehicle‑level unit economics** look across different EV models and subscription tiers (acquisition cost, depreciation, utilization, maintenance, and remarketing proceeds)?[1][2][3][7][9][12][15]
• What are Onto’s **customer acquisition channels and CAC payback periods**, and how do these metrics evolve by cohort and geography as the company scales?[1][2][3][4][13]
• How is **residual value risk** managed for the EV fleet, and what stress‑test scenarios has Onto modeled for changes in used‑EV pricing or manufacturer incentives?[1][2][3][7][9][12]
• What are the key **debt facility covenants** and triggers with Pollen Street Capital, and how do they constrain or support fleet expansion in a downturn?[1][2][3][9][12][15]
• How does Onto ensure compliance with evolving **regulatory and insurance frameworks** in the UK and any future European markets, especially around consumer protection and financial‑like products?[1][2][3][12][14]

What founders can take from the Onto deck

• Demonstrating **strong retention with high‑frequency data** can be a decisive factor in winning growth‑stage investors, especially when the product is a subscription service that becomes part of customers’ daily lives.[4][13]
• Packaging a complex offering into a **simple, all‑inclusive bundle** (vehicle, insurance, charging, maintenance) can make the value proposition easy to understand and compelling in a pitch deck.[1][2][3][4][7][9][12][13][15]
• Combining **equity with an asset‑backed debt facility** can significantly increase available growth capital for asset‑heavy businesses, provided the deck clearly articulates collateral quality and risk management.[1][2][3][9][12][15]
• Anchoring the narrative in a powerful **macro trend**—here, the shift to electric mobility and decarbonization—helps investors see the company as a vehicle for broader structural change, not just a niche service.[1][2][3][7][9][12][14][15]
• Highlighting how the product solves **pain points of traditional ownership** (upfront cost, complexity, long contracts) can differentiate a subscription model and justify rapid expansion capital.[1][2][3][4][7][9][12][13]
• Showing a clear strategy for **geographic and fleet expansion**—doubling fleet size frequently, entering new markets—helps Series B investors connect funding size to concrete growth milestones.[1][2][3][7][9][12][15]

Onto pitch deck: common questions

What does Onto do?

Onto is a UK‑based **electric car subscription service** that offers an all‑inclusive monthly package covering the vehicle, insurance, servicing and repairs, breakdown cover, and access to public charging networks, aimed at making EV driving hassle‑free and flexible compared to traditional ownership or leasing.[1][2][3][7][9][12][14][15]

How much did Onto raise in its Series B, and who invested?

In July 2021, Onto raised **$175M in a combined equity and debt Series B funding round**, led on the equity side by Swedish venture capital firm **Alfvén & Didrikson** and supported by a senior‑secured asset‑backed debt facility from **Pollen Street Capital**.[1][2][3][9][12][15] Existing investors such as Legal & General, JamJar, and Cerebrum Tech Limited, along with new investors including TotalEnergies Ventures, Vlerick Group, Achmea Innovation Fund, and the family office of Jim O’Neill also participated in the equity portion.[1][2][3][2][14]

What was Onto raising money for in the 2021 Series B round?

TechCrunch, Business Insider and other reports state that Onto planned to use the **Series B capital to expand its subscription service within the UK and move into new markets**, as well as to **grow and refresh its EV fleet** and accelerate the transition to electric mobility.[1][2][3][7][9][12][15] Onto’s fleet expansion strategy included regularly adding new EV models and scaling the number of vehicles available to subscribers.[3][7][9]

Is Onto’s Series B pitch deck publicly available?

Onto’s **Series B pitch deck** is publicly referenced and showcased in Business Insider’s pitch‑deck library; the Business Insider article explicitly states that this is the presentation Onto used to secure the **$175M Series B round** and shares slides from the deck.[4][11] Independent sites such as BestPitchDeck also summarize the deck’s content and context, confirming it is a 2021 Series B EV subscription pitch.[13]

Who founded Onto, and how big is the company?

Onto was founded in **2017** by **Rob Jolly** and **Dannan O** (also referred to as Dannan O’Meachair in some sources), and has since grown rapidly as an EV subscription provider in the UK.[4][10][14] By the time of the 2021 Series B, Onto had raised around **$245M** in total funding and had built what is described as Europe’s largest EV subscription service.[1][2][3][7][9][12][14][15]

Sources

Funding and outcome facts on this page were researched on 2026-08-30 from the pages below.

• Onto raises $175 million in Series B to expand EV subscription ...
• Electric car subscription service Onto raises $175 million Series B to ...
• Onto raises €148Mn to expand EV subscription service - electrive.com
• Onto, la startup que te permite suscribirte a un Tesla como si fuera Netflix: esta es la presentación que ha usado para captar 150 millones
• Onto secures £100M to propel its 'all-inclusive electric car ...
• Onto – Funding, Valuation, Investors, News
• UK: Onto tops up EV fleet with over 1000 Renault electric cars
• UK’s EV subscription service provider Onto secures €59.1M; plans to expand across Europe - Silicon Canals

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