Storage is expensive because it is built: a facility, security, access control and staff, all paid for whether the units are full or not. A platform matching people who have unused space with people who need it sells the same service without any of that capital, which is why marketplaces for underused assets keep appearing in categories with high fixed costs.
Ventures of this kind have raised seed capital from strategic investors already operating in storage, logistics and transport, in exchange for a minority stake.
Look for categories where the asset already exists and sits idle
Spare rooms, garages, empty offices, vehicles parked all day, equipment used seasonally. Anywhere an expensive asset is underused, a matching business can sell access to it at a price below the purpose-built alternative. The test is whether enough owners are willing to let strangers use it.
The customer’s constraint is what defines the segment
Smaller apartments and residence rooms mean younger renters have less space and less money, which makes traditional storage both unaffordable and impractical for short periods. Designing for a specific constraint, short-term, low-cost, nearby, produces a product the incumbent cannot match without dismantling its own model.
Trust and insurance are the real product
Leaving belongings in a stranger’s garage requires confidence that they will be there and intact. Verification, insurance cover and a dispute process are what make the transaction possible, and they are where a platform in this category actually competes. Insurance arrangements fall under the conduct standards supervised by the Financial Sector Conduct Authority.
A strategic investor from the industry brings more than money
An investor already operating in storage, logistics and transport understands the category, has relationships across it and can spot problems early. For a founder, that expertise is usually worth accepting a minority stake that a purely financial investor might have priced better.
University towns are a sensible first market
Concentrated demand, a defined seasonal pattern, small living spaces and a population comfortable with sharing platforms make student areas ideal for proving this model. A first market should be chosen for density and fit rather than size.
Frequently asked questions
Why do marketplaces work in storage?
Because purpose-built storage carries high fixed costs paid whether units are full or not, while a platform sells access to space that already exists.
Which categories suit this model?
Any where an expensive asset sits idle, spare rooms, garages, empty offices, seasonal equipment, provided owners will let strangers use it.
What is the actual product?
Trust. Verification, insurance and a dispute process are what make someone willing to leave belongings in a stranger’s space.
Why take investment from an industry player?
They understand the category, have relationships across it and spot problems early, which usually outweighs better terms from a purely financial investor.
How should a first market be chosen?
For density and fit rather than size, which is why concentrated, space-constrained areas prove this kind of model best.
Further reading
Originally published in December 2017. Updated September 2026 to explain how marketplaces for underused assets work rather than reporting a funding round.
