In the ever-evolving landscape of mobility and digital transformation, few entrepreneurs are as pioneering as Omar Al Ashi. As the Founder and CEO of Urent, Omar has taken a bold step in reshaping the future of transportation in the Middle East. Urent isn’t just another car rental app – it’s a dynamic, peer-to-peer mobility platform often referred to as the “Airbnb of Mobility.” From exotic cars to electric scooters, jet skis and even yachts, Urent empowers both individuals and businesses to rent, share and earn from their assets in ways never imagined before.

Omar’s journey from a young auto-parts hustler to a globally minded startup founder is both inspiring and instructive. A passionate innovator with a strong background in software engineering and an intuitive grasp of market needs, he has built Urent as a bridge between traditional rental businesses and the future of smart mobility.

Today, we sit down with Omar Al Ashi to learn more about his startup journey, the story behind Urent and how he’s revolutionizing access to vehicles across the region.

TFS: Omar, welcome and thank you for joining us. It’s a pleasure to have you here today. Urent is making waves in the mobility space and we’re thrilled to dive deeper into your founder story.

Omar Al Ashi: Thank you for having me. I’m really excited to be here and share the story of Urent. It’s been a wild, transformative journey and I hope it inspires other entrepreneurs to trust their vision and stay committed to innovation.

TFS: Let’s start with your journey—what inspired you to launch Urent and how did the idea take shape?

Omar Al Ashi: The spark behind Urent came from a personal passion for automobiles and a deep curiosity about how technology can reinvent traditional models. While studying Software Engineering in Toronto from 2011 to 2017, I was introduced to a platform called Turo, a peer-to-peer car-sharing app that was pioneering in North America.

Using Turo wasn’t just about convenience, it felt like a glimpse into the future. I saw how access could be redefined through technology, eliminating the rigidity of traditional car rental processes. It planted a seed in my mind: What if we brought this revolutionary model to the Middle East? A region with a strong car culture and a rising digital-savvy population, yet one where the concept of peer-to-peer vehicle sharing was practically non-existent.

So, the idea evolved into something bigger than just a business, it became a mission. Urent was born as a mobility startup designed to empower individuals, provide flexible access to various vehicles and build a sharing economy that reimagines transportation. The entrepreneurial journey started with inspiration but matured through vision, persistence and a clear understanding of the market’s untapped potential.

TFS: Before Urent, what were some of the pivotal experiences that shaped your entrepreneurial mindset?

Omar Al Ashi: My entrepreneurial instincts kicked in very early. At just 15 years old, while most teenagers were focused on school and hobbies, I was diving into the used auto spare parts business. I juggled classes by day and business calls by night. Within a year, that side hustle grew into a six-figure monthly operation.

This wasn’t just about making money, it was about understanding value creation, logistics, customer satisfaction and negotiation. By the time I turned 21, I had expanded into buying and selling used cars, exploring different aspects of the automotive value chain.

These early ventures taught me how to manage operations, assess market needs and most importantly – how to fail, learn and iterate. These weren’t just business experiments; they were my entrepreneurial training ground. They laid the foundation for my mindset as a founder: resilient, curious and always ready to solve a problem.

TFS: What was the most challenging moment in Urent’s early days and how did you navigate through it?

Omar Al Ashi: One of the most significant hurdles came right at the beginning. When I tried to register Urent, I discovered that the licensing authority didn’t even have a category for what I wanted to build. In other words, the business model wasn’t recognized. For two years, I knocked on doors, spoke to regulators and pushed to create awareness around this new model.

It wasn’t easy convincing authorities to approve something that hadn’t been done before. But I stayed committed to the mission and patiently navigated the bureaucratic maze. Once the license was approved, I thought the hard part was over, but entrepreneurship had more lessons in store.

Every step after that – from tech development to customer acquisition, came with its own challenges. But that initial phase taught me that disruptive startups don’t just solve customer problems, they often have to change the system itself to make their solutions viable.

TFS: Being a founder often requires wearing multiple hats. How has your role evolved as Urent grew from an idea to a functioning platform?

Omar Al Ashi: In the early stages of Urent, I was quite literally doing everything. I acted as the product manager, developer, marketer, accountant and even customer support. Every founder knows this grind, it’s all hands on deck, all the time.

As Urent grew and scaled, my role transitioned from execution to leadership. I began to shift focus towards building a strong team, nurturing a company culture and setting a long-term vision. I had to learn how to delegate, how to hire and how to manage not just tasks, but people, partnerships and priorities.

Being a startup founder means constant evolution. You must always stay connected to the mission, yet flexible enough to adapt your role as the company matures. Today, I focus more on strategy, growth and building the right relationships to take Urent to the next level globally.

TFS: What personal habits or routines have kept you grounded and focused through your startup journey?

Omar Al Ashi: Discipline is everything. Entrepreneurship isn’t a sprint, it’s a marathon and often a spiritual journey. The results don’t show up immediately and that’s when most people quit. I believe in delayed gratification and I’ve built my daily routine around consistency, persistence and self-belief.

Every day, I wake up with the mindset that I have to start all over again. Success is not permanent and neither is failure. This mentality keeps me humble, focused and always in learning mode. When things get tough and they often do, it’s this internal discipline that pulls me through.

TFS: Urent positions itself as the ‘Airbnb of Mobility’. How do you define mobility in today’s tech-driven world and where is it heading?

Omar Al Ashi: In today’s world, mobility is about seamless access – moving from Point A to Point B with maximum efficiency and minimal friction. It’s not just about having a car; it’s about having choices, convenience and control at your fingertips.

At Urent, we view mobility as a user-centric experience. From an intuitive UI/UX to real-time booking, we’ve built the platform to make transportation feel effortless and even enjoyable. The future of mobility is shared, smart and sustainable and technology is the engine driving that future.

TFS: How do you balance being a tech innovator while also transforming traditional rental businesses into digital-first platforms?

Omar Al Ashi: The key lies in understanding both worlds. Traditional rental businesses have deep roots – they understand operations, customer service and inventory management. But they often lack the digital tools needed to scale efficiently in today’s market.

At Urent, we act as an enabler. Our platform helps these businesses digitize their entire workflow, without changing the essence of what they do. Through tools like our fleet dashboard, in-app bookings and wallet systems, we turn analog operations into scalable digital systems.

This isn’t disruption for disruption’s sake, it’s evolution with empathy.

TFS: What key problem in the vehicle rental industry are you most passionate about solving through Urent?

Omar Al Ashi: We’re solving two major problems: access and monetization. First, we empower individuals and small businesses to list their vehicles and earn passive income. Second, we offer consumers more flexible, cost-effective alternatives to rigid rental systems.

Our platform is designed to be a one-stop shop. Whether you’re renting a car, a yacht or an electric scooter, you can do it all in one place. This community-focused model fosters trust, convenience and inclusivity – all while unlocking new revenue streams.

TFS: Trust is a big part of peer-to-peer platforms. What systems or philosophies have you built into Urent to establish that trust between hosts and renters?

Omar Al Ashi: Trust is our backbone. We’ve implemented rigorous KYC processes to verify all users. Both renters and hosts undergo thorough checks. Ratings and reviews create a transparent ecosystem where behavior is visible and accountability is built-in.

We also use secure payment systems and encrypted communications to ensure that every transaction is safe. But beyond tech, we’ve nurtured a community culture that values honesty, responsibility and mutual respect.

Trust isn’t just a feature, it’s the foundation of our brand.

TFS: Many startups pivot at some point. Has Urent had to shift directions or strategies and if so, what prompted those decisions?

Omar Al Ashi: Absolutely. Most platforms in the P2P rental space focus on just one vertical – cars. At Urent, we decided to think bigger. We launched with eight vehicle categories, including yachts, jet skis, scooters and more.

This wasn’t just a strategic move, it was based on deep market research. People don’t just want one type of mobility; they want choice. By diversifying early, we opened doors to new customer segments and revenue streams.

That pivot became one of our greatest strengths.

TFS: Urent offers rentals beyond cars – like yachts, jet skis, ATVs and scooters. How do you prioritize features and categories in such a diverse platform?

Omar Al Ashi: The beauty of our tech stack is that we built it in-house, which keeps our cost structure lean. This allows us to add new categories with little to no financial strain. While cars remain our primary focus, we’ve learned that once users enter the app, they often explore and rent other options too.

So we prioritize based on market demand, user behavior and scalability. It’s a balance between focus and flexibility and so far, it’s been a winning strategy.

TFS: Tell us about some of the key in-app features like ‘My Garage’ or the in-app wallet—what kind of user experience are you aiming to deliver?

Omar Al Ashi: We designed Urent to empower small business owners as much as end users. Our in-app ‘My Garage’ lets businesses manage their fleet digitally. They can list vehicles, set pricing, communicate with renters and collect payments – all within the app.

The in-app wallet simplifies transactions and builds trust. With tools like live chat, booking management and real-time tracking, we’ve created a frictionless experience that transforms how people rent and how businesses operate.

TFS: How do you see Urent adapting to or integrating with trends like electric mobility, autonomous vehicles or shared economy regulation?

Omar Al Ashi: We’ve already created a dedicated Electric Vehicle (EV) category. Our next step is to partner with EV manufacturers and fleets for B2B rentals. As autonomous vehicles and stricter regulations emerge, we’re preparing to stay compliant and ahead of the curve.

Our approach is to remain agile, tech-forward and regulation-aware, so we can scale responsibly as the industry evolves.

TFS: With the app now live on both App Store and Google Play, what kind of feedback have you received from early adopters?

Omar Al Ashi: The feedback has been overwhelmingly insightful. I’ve realized that while I may build the product, it’s the customers who shape it. Renters and hosts alike have contributed invaluable feedback that’s helped us refine features, improve UI and fix bugs fast.

Their engagement is what keeps us growing. We treat our users as partners in innovation and that mindset has made all the difference.

TFS: Looking 3 to 5 years ahead, what does success look like for Urent and what role do you see it playing in the global mobility ecosystem?

Omar Al Ashi: Success could look like many things: a strategic acquisition, a global expansion or even a public listing. But at its core, success for Urent means becoming a global player in shared mobility, setting the standard for trust, access and digital empowerment.

We want Urent to be the go-to platform for mobility, no matter where you are or what you want to rent.

TFS: Omar, thank you for sharing such a powerful, transparent and inspiring story. Your journey as a founder truly showcases what it means to build with passion and purpose.

Omar Al Ashi: Thank you so much. I appreciate the thoughtful questions and the opportunity to reflect on the journey. My hope is that Urent continues to push the boundaries of what’s possible in mobility, not just in the Middle East, but globally.

TFS: We’re excited to watch Urent grow and wish you continued success on this entrepreneurial journey!