Igor Dobrianskyi views car dealership lots as untapped potential.
“Countless used vehicles are parked and losing value,” Dobrianskyi remarked during a recent discussion, highlighting that the U.S. is home to 76,000 dealerships. He noted that many individuals need a vehicle for a limited time, yet the available options are often both scarce and costly.
To address this issue, Dobrianskyi has launched a startup called MyMonthlyCar. This online platform connects local dealerships with consumers looking for flexible month-to-month car rentals. MyMonthlyCar has been chosen for the 2026 Startup Battlefield 200, showcasing innovative early-stage startups at this year’s TechCrunch Disrupt event, scheduled for October 13-15 in San Francisco.
Registered in Delaware and operating from Florida, MyMonthlyCar was co-founded by Dobrianskyi, Kostiantyn Gitko (chief product officer), and Vadym Zotov (CTO). All three founders hail from Ukraine; Dobrianskyi relocated to the U.S. with his family following the onset of the Russia-Ukraine conflict.
As implied by its name, MyMonthlyCar focuses on month-to-month rentals of used vehicles, foregoing short-term rental options. However, it provides dealerships with the possibility to offer customers a rent-to-own arrangement.
“We don’t just bring rental customers; we also introduce potential buyers,” Dobrianskyi explained.
MyMonthlyCar has a unique business model as it does not charge dealerships to list their vehicles on its site. Instead, it takes a 10% fee from each transaction, plus another 10% fee from customers.
The concept behind MyMonthlyCar stems from Dobrianskyi’s prior experience in the automotive sector. He once operated a rental business in Ukraine, but faced limitations in scaling due to financing challenges. In 2016, he launched SizeCar, a peer-to-peer car rental marketplace that allowed vehicle owners to rent to others, similar to Turo, which later expanded to 40 cities in Europe.
Currently, MyMonthlyCar has partnered with seven dealerships for service trials and is collaborating with an insurance broker to establish its own insurance program, offering varied coverage options for customers.
“Insurance is pivotal for our business, and having our own coverage is essential,” Dobrianskyi stated, emphasizing that inquiries about insurance and liability were the most common from dealerships.
Despite being in its initial phase, the team holds optimistic forecasts for the future. They aim to onboard 100 dealerships with 2,000 monthly rentals, targeting $300,000 in revenue within the first operational year, set to begin after the launch of the insurance program. In five years, the aspiration is to reach $42 million in revenue, according to Dobrianskyi.
The startup has not yet sought venture capital and is currently self-funded. However, Dobrianskyi indicated plans to initiate a seed funding round, which would facilitate hiring additional developers to enhance the platform, including an AI tool to help dealerships optimize their rental offerings.
To learn more about MyMonthlyCar and other startups participating in TechCrunch’s Battlefield competition, consider attending Disrupt next month to connect with key industry players.
