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Startup Mx: Drivana
Drivana is a car-sharing platform that aims to transform car rentals in Mexico by providing a seamless and reliable solution for individuals who need temporary access to a vehicle.
Mack Meyer
February 18, 2025
In partnership with
Drivana is a car-sharing platform that aims to transform car rentals in Mexico by providing a seamless and reliable solution for individuals who need temporary access to a vehicle.
Edson Arteaga, founder of Drivana, describes the platform as "a community-driven solution to the challenges of car rentals in Mexico."
After experiencing firsthand the inefficiencies of traditional car rental companies, I knew there had to be a better way. The moment I prepaid for a reservation only to arrive and be told there were no cars available, I thought, There’s no way this is the only option for people who need a car.
Drivana sets itself apart with a tailored insurance model designed for peer-to-peer car rentals. "Personal insurance doesn’t cover situations where you voluntarily hand over your keys to another driver(renter)," Edson shares. "So we built complementary insurance that activates during the reservation period to protect both the car owner and the renter."
Drivanas’ Inception Story
Drivana’s story began with Edson’s frustration during a planned trip to La Huasteca Potosina. Despite booking in advance with a major rental company, he faced long lines, car unavailability, and unexpected charges. He explained it to VC Mexico: “I prepaid, stood in line, and still ended up with a different car than I reserved—at three times the cost I expected. It was clear that the current system was broken.”
Edson’s diverse professional background also played a role in shaping Drivana. He spent time at KPMG, IGNIA, and a British wealth management firm, gaining expertise in structured project planning and entrepreneurial diligence. His experience with startups further fueled his drive: “My time with IGNIA taught me the importance of understanding company structures and financial reporting—all essential when building Drivana from scratch.”
Returning to Mexico after working in Europe, Edson leveraged lessons from previous ventures.
I attempted a startup similar to Venmo but for peer-to-peer payments in Mexico. The regulatory environment and market timing weren’t favorable, but that experience taught me about market adaptation.
Founder
How does Drivana Work?
Drivana’s process is simple yet comprehensive, consisting of several well-defined steps:
Listing Vehicles: Car owners begin by listing their vehicles on the platform, specifying availability and pricing.
Vetting Process: Owners undergo a rigorous vetting process to ensure their cars meet safety and maintenance standards.
Selecting a Vehicle: Renters browse available listings, select a vehicle, and make a reservation.
Verification: Renters go through thorough background checks and driving history reviews to ensure they are responsible drivers.
Insurance Activation: Custom insurance coverage automatically activates for the duration of the rental, providing peace of mind.
Vehicle Pickup: Renters collect the vehicle from a pre-agreed location.
Return & Rating: At the end of the rental, vehicles are returned to the designated location, and both parties rate their experience to build trust.
One of the key elements we prioritized was building trust between owners and renters. To achieve this, we implemented a thorough verification system for renters, including background checks and driving history reviews. Car owners feel secure knowing that they are lending their vehicle to responsible drivers.
Once a booking is confirmed, Drivana's custom insurance coverage automatically activates for the duration of the rental, providing peace of mind for both parties. "Traditional car insurance policies don't cover voluntary rentals, which leaves owners exposed to significant risk," Edson notes. "We created a tailored insurance solution that activates only during the reservation, ensuring complete protection."
Funding
2025, $1M (Seed) led by Grupo Felni (investors in Turo) including Movtech Capital, Nut VC, Ferter VC, RC Ventures, Arkangeles, and several other angel investors.
Traction
Operating in main cities: CDMX, Monterrey, Guadalajara, Mérida and Cancún and planning to expand to 7 new cities this year
+17,000 users registered
+2,000 vehicles and +200 different models
35% MoM growth
Drivanas’ Team
Drivanas’ Roadmap
Looking ahead, Drivana aims to expand its presence across Mexico and potentially venture into other Latin American markets.
“We’re not just building a car-sharing platform; we’re creating a community where users can access vehicles without the headaches of traditional rentals.” - Edson Arteaga
Insurance innovation is a core part of Drivana’s future strategy. Edson told VC Mexico “We’re essentially becoming an insurance company as well. Our coverage model is designed to protect both the car owner and the renter, which gives us a significant edge.”
As part of its growth strategy, Drivana continues refining its technology platform and onboarding new partners. "Customer feedback has been invaluable in shaping the user experience," Edson says. "We want to ensure that every aspect of our service is smooth, reliable, and transparent."
Drivana also plans to integrate data-driven insights to optimize customer experiences and facilitate better vehicle matching.
Our technology is evolving to anticipate user preferences, helping both renters and owners have a frictionless experience. We believe that personalized experiences will be key to driving growth.
Strategic partnerships are another pillar of Drivana's future roadmap. "We're in discussions with several mobility and fintech partners to expand our ecosystem," Edson shares. "This isn't just about car rentals anymore; it's about being at the forefront of innovation in transportation and finance… Edson noted, “our value proposition lies in our technology, which is why we continue to improve and strengthen our algorithm to incorporate AI and make the rental process even smoother and safer.”
Challenges and Misconceptions
Like many startups, Edson shares: “Our MVP was literally a horrible webpage with fake listings. We just wanted to see if anyone was willing to rent a car this way. When we started getting reservations, we knew we had something.”
One major challenge was securing insurance partnerships.
I met with all the major insurance companies in Mexico to design a policy specifically for our platform. Personal insurance doesn’t cover scenarios where you lend your car and it’s not returned, so we had to create a unique solution.
Misconceptions about the viability of peer-to-peer car rentals also posed hurdles. “Many people thought it was crazy to let someone else drive their car,” Edson explains. “But once we showed them the security measures and insurance coverage we had in place, the conversation shifted.”
Despite these challenges, Edson’s persistence paid off.
“From securing the right partners to building trust with users, every step was a learning experience. We’re proud of where we are today and excited for what’s next.” - Edson Arteaga
Market Opportunity
The car-sharing market in Mexico is experiencing notable growth, reflecting a broader trend across Latin America. In 2024, Mexico's car-sharing sector is projected to generate approximately US$ 21 million in revenue, with an anticipated annual growth rate of 2.76% leading to a market volume of US$25 million by 2029.
On a regional scale, the Latin American car-sharing market is valued at $93 million in 2023 and is expected to grow at a compound annual growth rate (CAGR) of around 22.7% from 2024 to 2030.
This upward trajectory is driven by factors such as increasing urbanization, rising vehicle ownership costs, and a growing demand for flexible transportation solutions. As urban populations expand and environmental concerns intensify, car-sharing platforms like Drivana are well-positioned to offer sustainable and convenient alternatives to traditional car ownership.
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