Joule — Empowering Urban E-Mobility Through Subscription, Subscription Management Powered by circuly

Joule, spun out of Sporveien AS in April 2022, is a Norwegian startup offering e‑bike-as-a-service subscriptions in Oslo. By combining premium electric bikes with inclusive service, insurance, locks, and maintenance, Joule simplifies urban mobility and encourages sustainable transport.Business ModelEach subscription includes a quality e-bike, maintenance service, theft insurance, an approved lock, and winter tires when needed — all bundled into one flat monthly fee. The rent-to-own option allows subscribers to accumulate a buyout discount each month, which can be applied if they choose to purchase the e-bike outright. This bundled, service-inclusive approach removes the complexity of ownership, reduces friction for urban commuters, and builds long-term retention by offering a financially attractive path to ownership while ensuring the bikes remain well-maintained throughout their lifecycle.

‍How the Model Works

• Monthly Subscription – Customers pay a flat monthly fee that covers the e-bike, maintenance service, theft insurance, an approved lock, and winter tires when needed.
• Rent-to-Own Option – Each month of subscription builds a buyout discount, which can be applied if the customer decides to purchase the bike outright.
• All-Inclusive Service – Maintenance, repairs, and seasonal tire swaps are included, reducing downtime and keeping bikes in optimal condition.
• Hassle-Free Protection – Theft insurance and an approved lock are part of the package, minimising customer risk and potential replacement costs.

Operations Where circuly Supports Nomadi

circuly is the subscription management system behind Joule, automating the core infrastructure needed to run a subscription-based business model for physical products such as ebike subscriptions. Out-of-the-box, circuly handles subscription management, recurring billing and invoicing, asset tracking, product lifecycle management, return management, a customer self-service portal, transactional communication, and fraud prevention through credit checks — allowing Joule's team to focus on growth rather than manual admin.

“The implementation process was seamless, the APIs are robust and flexible, and support is responsive. circuly has streamlined our subscription management, checkout, recurring payments, inventory tracking, and customer login, making our rent-to-own model run smoothly.” — ★★★★★ | Haavard Tra, Chief Technology Officer @ Joule | G2 Review

1. Rent-to-Own Model Automation

Joule’s “Leie til Eie” (Rent to Own) model lets customers accumulate a purchase discount for every month they subscribe. circuly automates:

• The calculation of the remaining buyout price (factoring in all past subscription payments)
• Charging the payment via the stored payment method
• Updating the asset’s status from “in rental stock” to “sold” for accurate lifecycle tracking

This not only creates a frictionless customer experience but also ensures Joule has precise, real-time data on asset ownership and financial reporting.

2. API-Driven Operational Efficiency

According to Joule’s own feedback, circuly’s robust and flexible APIs allow them to create a connected digital ecosystem — integrating subscription data with other tools, facilitating smooth data exchange, and enhancing operational oversight.

3. Checkout and Customer Portal for Self-Management

circuly provides Joule with a white-label checkout and customer login area, enabling customers to:

• Manage their subscriptions (extend, buyout, or return)
• Update payment details
• View invoices and history

This self-service capability reduces support load and increases customer satisfaction.

4. Asset Tracking & Maintenance Scheduling

Every e-bike is tracked in circuly’s system, with lifecycle milestones recorded — from deployment to maintenance, to buyout or return. This tracking supports Joule’s bundled maintenance service and ensures assets remain in top condition, extending their usable life.

5. Responsive Operational Support

Joule highlights circuly’s fast and effective support team as a key factor in minimizing disruption. When issues or bugs arise, the circuly team’s swift follow-up ensures operational continuity.

Conclusion

Joule’s rent-to-own e-bike model shows how subscription businesses in the micromobility space can balance customer flexibility with operational efficiency. By bundling the bike with maintenance, insurance, and seasonal readiness, they remove the complexity of ownership while increasing retention through a clear path to purchase.

circuly is the system that makes this possible — from automating buyout calculations and recurring billing to tracking each bike’s lifecycle and enabling customer self-management. With robust APIs, a seamless checkout, and responsive support, circuly provides the operational infrastructure that lets Joule scale sustainably in the growing e-bike subscription market.

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