Peer-to-peer parking marketplace Rover tests monthly subscriptions

In today’s installment of “the future is 100% subscription-based,” Toronto-based startup Rover is testing out subscriptions for its parking marketplace. Rover lets users list their unused parking spots for on-demand rental by others on the service, giving them a passive way to earn some income while hopefully increasing the utilization rate of parking spaces at the same time.

Rover has offered the spots on their platform on a per-use, on-demand basis before now, but it’s going to pilot a monthly subscription starting this summer, with a planned test phase extending into early fall. The company says it’s going to try out a few different versions of a monthly sub, including potential perks like a percentage discount versus individual on-demand parking charges, advanced booking and premium customer service.

Pricing should be in the ballpark of between $5 and $15 Canadian depending on the features you’re willing to pay for, and this should inform eventual subscription price points for the startup’s services should they move beyond this pilot phase. Rover currently offers spots in Toronto, Montreal and Ottawa, with plans to expand to Canada’s west coast and eventually California in the future.

Uber recently debuted a subscription pilot that rolls in its ride-hailing, Eats, bikes and scooter rental services, and Rover cites this move as an example of the move to subscriptions generally in the on-demand space. Subscriptions are a great way for consumers to easily take care of known recurring costs, but the rise of this business model across a range of industries will definitely test the limits of consumer willingness to trade cost for convenience.