As the former CEO and co-founder of Finn, Max-Josef Meier has become a driving force in the evolution of car ownership. His journey with Finn, started in 2019, is a reflection of his entrepreneurial spirit and a testament to his belief in the power of e-commerce. Meier, having already established a successful fashion search engine, turned his gaze to the automotive industry, seeking to create something impactful and pervasive in the mass market. He was intrigued by car subscriptions due to their potential to redefine a stagnant buying and leasing process and the opportunity presented by the significant e-commerce gap in the largest retail market in the world—automobiles.
Under Meier’s direction, Finn has became the leading car subscription platform in Germany and has recently expanded into the U.S. market. He saw car subscriptions as a natural evolution for consumers, particularly millennials, who prioritize online convenience and are accustomed to the subscription model for various services. Finn aims to make subscribing to a car as easy as purchasing shoes online, providing a broad range of pre-configured vehicles across numerous brands.
Meier’s Finn includes all expenses—save for fuel—within a single monthly rate, removing down payments and deposits from the equation, making the service highly accessible. The terms of Finn’s subscriptions are designed for flexibility, offering 6 or 12-month options with the ability to roll over into a new car or renew the subscription easily through the mobile app or website.
As the concept of car subscriptions is relatively new to many consumers, Meier recognizes the challenge and opportunity in educating the market. Finn’s strategy focuses on building brand awareness to become synonymous with car subscriptions, leveraging word-of-mouth and customer referrals driven by positive user experiences.