Interview with Freetrailer’s CEO Thomas Zeihlund

For those who have not previously heard of Freetrailer, could you tell us a bit more about your business, what you do, and which markets you serve?

Freetrailer is a self-service mobility platform that enables consumers to borrow a trailer whenever needed, and is currently operating across the Nordics, Germany, and the Netherlands. Through the company’s app and digital locking system, customers can reserve, pick up, and return trailers in a simple and flexible way. At the same time, partners benefit from a service that enhances customer convenience and adds value to their business.

The attractiveness of the model lies in the combination of a very simple customer proposition with a scalable digital and operational platform.

As you now step into the role of CEO, what are your top three priorities during your first 6 months?

The first priority is to remain close to the core business and ensure continued strong execution. Freetrailer currently has good momentum, and the focus is therefore not on change for the sake of change, but on understanding what works well, where further improvements can be made, and how to scale from a position of strength.

The second priority is to initiate the next strategic phase. The Mont Blanc 2027 strategy has taken the company far, and the next step is to define the coming chapter. This involves being ambitious while also maintaining a clear and realistic view of where the greatest opportunities lie and where further improvements are needed.

The third priority is to ensure strong leadership alignment across the organisation. As complexity increases across markets and functions, clarity, direction and leadership becomes increasingly important. Employees need a clear understanding of priorities, decision-making processes, and what constitutes strong execution.

Looking at growth and market expansion more broadly, which geographies or types of partnerships do you see as the most important drivers of Freetrailer’s next phase of expansion?

The most important driver for future growth is to strengthen the company’s position in markets where the model is already proven. Germany is a key market in this regard, while the Netherlands is also showing strong momentum.

However, geography is only one aspect. The quality of partnerships is equally important. The most attractive partnerships are those where Freetrailer is not merely an add-on, but an integrated service that enhances the partner’s customer offering and creates real convenience for end users. When this fit is strong, adoption tends to be higher, providing a solid foundation for long-term growth.

You forecast more than 325 trailers in the Netherlands during the first quarter of 2026. Are you seeing faster partner adoption in the Netherlands compared with how developments looked during your earlier expansion phases in Scandinavia?

There are clear indications that adoption in the Netherlands can develop at a faster pace. One reason is that Freetrailer is entering the market with a significantly stronger platform, more operational experience, and a more refined commercial playbook compared to the earlier expansion phases in Scandinavia. On top of that the people in the Netherlands is well educated in rentals in the trailer space.

At the same time, speed is not the primary objective. The key focus remains on ensuring a high-quality rollout, selecting the right partners, and building a setup that can scale in a sustainable manner. While the current momentum is encouraging, maintaining discipline in execution remains essential.

You are now selling advertising space on trailers to gain a share of the outdoor advertising market. How quickly do you estimate that advertising revenue could become a significant share of your total revenue?

Outdoor advertising is viewed as an interesting strategic complement to the core business. However, with the pace of growth in the user-side of the business, it is very likely that it will never become significant in as a share of total revenue. The immediate priority is to validate the model and ensure it is built on a solid foundation with high value for the partners.

In 2026, the focus is on a targeted rollout in Denmark and Sweden, supported by a more dedicated sales setup and a stronger data foundation for pricing and scaling decisions. The outdoor segment has meaningful potential, as it can increase deal value, strengthen the company’s B2B positioning, and modernise the commercial offering. However, for it to become a material contributor, it requires the right sales capabilities, robust data infrastructure, and consistent execution.

You report a very high Net Promoter Score of 80. How do you plan to maintain this level of customer satisfaction as you rapidly scale both your user base and your fleet?

A high Net Promoter Score does not occur by chance; it is the result of consistently executing the fundamentals well. For Freetrailer, this includes a simple booking flow, reliable pickup processes, a stable app, and ensuring that trailers are available and in good condition.

Maintaining this level of customer satisfaction during rapid growth requires operational discipline across the entire organisation. This includes keeping waiting times low, maintaining responsiveness during peak periods, supporting customers in their local language, and relying on a strong service setup to ensure fleet availability.

Ultimately, maintaining a high NPS comes down to scaling what already works: strong operations, high service quality, and consistent execution.

Where do you see Freetrailer in two years, and what does the strategy look like to get there?

Within two years, the ambition is for Freetrailer to be a stronger and more scalable company across its markets, characterised by improved execution, a stronger partner position, and a customer experience that remains simple and reliable as the business grows.

There is also a clear ambition to further strengthen the brand. While Freetrailer already addresses a real customer need with a strong product, there is still potential to improve how clearly and consistently the brand is positioned in the market. A stronger brand will also support a stronger commercial position.

The path forward is straightforward: continue improving the platform, expand with the right partners, and develop the next strategic phase with a disciplined approach to scaling both operations and commercial execution.

Can you mention three reasons why Freetrailer is an interesting investment today?

First, Freetrailer has a proven business model with significant potential for further scaling across both markets and partnerships.

Second, the company combines technology, self-service solutions, and physical infrastructure in a way that creates a strong and scalable platform. At the same time, we operate within a space aligned with modern consumer behaviour, including increased demand for shared resources, convenience, and reduced friction in everyday transport. This provides both strong commercial relevance and a broader societal value proposition.

Third, the business benefits from multiple growth drivers which include continued expansion in both existing and new markets, improved commercial execution, and additional upside from initiatives such as outdoor advertising. But the fact that the majority of the revenue is generated from +1.6M rentals ensure a low-risk revenue and thereby company profile.