Final Rentals

Introduction

When Ammar Akhtar founded Final Rentals in 2019, his goal was simple: help independent car rental businesses compete with the industry's biggest players.

Today, the Cardiff-based technology company supports car rental businesses in more than 65 countries, providing specialist software that helps local operators improve customer experience, increase bookings and grow their businesses.

As Final Rentals has scaled internationally, it has also looked for a financial partner that understand the needs of ambitious businesses. That's why it recently moved its banking to Allica Bank, putting its surplus cash to work while gaining the support of a bank focused on established SMEs with growth ambitions.

What started as a solution to a problem Ammar had witnessed first-hand has grown into one of Wales' most successful cloud-exporting businesses, with plans to continue expanding from its Cardiff headquarters.

Final Rentals’ mission

Final Rentals is a Cardiff-based software company that develops technology specifically for the car rental sector.

The business provides a suite of tools designed to help independent rental companies compete more effectively, including a specialist CRM platform, distribution and sales integrations, and AI-powered tools that improve both customer service and operational efficiency.

Today, the company's technology is used by car rental businesses across more than 65 countries, connecting local operators with customers around the world. For Ammar, however, the journey began long before Final Rentals.

Having started his career as a software developer, he initially built websites for businesses, including a project for a car rental company. As he developed deeper expertise in the sector and later became Chief Technology Officer for a group of automotive brands, he noticed a challenge facing the industry.

"One thing that was flashing in front of me constantly was that this was all about local guys," he said.

Independent car rental businesses often provided excellent service and strong local knowledge, but many were struggling to compete against larger international players.

"The problem was that these businesses weren't appearing on platforms like Kayak and Skyscanner. The big brands were becoming more visible, while local businesses were being crowded out."

Seeing an opportunity to level the playing field, Ammar launched Final Rentals in 2019.

As the business has grown, that original mission has remained the same, but the scale of the opportunity has changed. What began as a way to help local operators compete has become a global technology business, and with that growth has come a need to make sure every part of the business is working as hard as possible - from its technology through to the financial foundations supporting it, including its decision to partner with Allica Bank to help ensure its banking keeps pace with its ambitions.

The story

Like many businesses founded shortly before the pandemic, Final Rentals faced an unexpected test almost immediately.

The business had started strongly, gaining traction with customers around the world. Then Covid-19 brought global travel to a standstill.

"It was a slap-in-the-face moment," Ammar said – however, it soon turned into a learning opportunity. "It made me realise that this wasn't a local business I was building. It was a global business."

As international travel recovered, Final Rentals continued to grow, helping independent car rental businesses access sophisticated technology that would previously have been available only to much larger operators.

Today, the platform includes a specialist CRM designed specifically for the car rental market, automated integrations through its Magic API technology, and AI-powered tools that help businesses better manage customer relationships and improve the customer experience.

The company's growth has also coincided with Ammar's own journey to Wales.

While living and working in Poland, Ammar attended a meeting at the UK Embassy in Warsaw, where he was encouraged to consider relocating to the UK as a base for further growth. He explored several locations including London, Warwick, Coventry and Edinburgh. Cardiff was the final stop on his tour – and it felt different.

"The moment I got off the train at Cardiff Central, I felt like I’d found my home."

"The welcome I received here was incredibly warm."

Since relocating in 2022, Ammar has embedded both himself and the business within the local community. The majority of Final Rentals' suppliers are Welsh businesses, from consultants and designers through to PR specialists, and Ammar actively contributes to the local entrepreneurial ecosystem through mentoring programmes and free workshops covering topics such as SEO, finance, fundraising and pitching.

"I do my absolute best to make sure that everything that we do here is Welsh,” he said.

How Allica Bank helped

Final Rentals opened our Business Rewards Account after Ammar identified an opportunity to make the business's cash reserves work harder.

"We realised we had cash sitting in the bank that wasn't really doing anything for us" he explained.

By moving to Allica, Final Rentals has been able to earn a return on its surplus cash while benefiting from a more personal banking experience.

Ammar was particularly impressed by the speed and responsiveness of the team.

"One thing I've noticed is that Allica looks for ways to say yes."

What's next for Final Rentals?

For Ammar, the future is exciting and the pathway ahead is clear.

The business has developed a model that is scaling rapidly, with strong international demand and significant opportunities for further growth.

Today, Final Rentals employs around 30 people. Over the next three years, Ammar hopes to more than double that number as the company continues to expand.

His long-term ambition is even bigger.

"We want to build a £100 million valuation company in the heart of Cardiff."

That growth is about more than business success. Ammar is passionate about demonstrating what can be achieved by founders from diverse backgrounds and showcasing the opportunities available in Wales and across the UK.

"I want people to understand that the UK is still the best place in the world to build a business. This is the place."

For someone who travelled across Europe and the Middle East before finding a home in Cardiff, there is a fitting symmetry in that ambition. Final Rentals may help local car rental businesses reach customers around the globe, but its own future is firmly rooted in Wales. With Allica supporting the business as it enters its next chapter, Ammar is focused on building something special in Cardiff and beyond.

"I came here from somewhere else, but now I'm building here. Cardiff gave us a home, and I want to build something special here in return."