Turo operates a peer-to-peer car sharing marketplace, connecting private vehicle owners - referred to as hosts - with people seeking to rent cars, known as guests. The platform positions itself as an alternative to traditional car rental companies, offering access to a wider variety of vehicles, often at lower prices. Turo describes itself as the world's largest car sharing marketplace and operates across five countries: the United States, Canada, the United Kingdom, Australia, and France.
The core of Turo's model is the marketplace platform itself, which allows individuals to list their personal vehicles for short-term rental. Hosts generate income from otherwise underutilised cars, while guests gain access to a broader selection of vehicles than typically available through conventional rental agencies. To support both sides of the transaction, Turo offers comprehensive insurance and protection plans as well as 24/7 roadside assistance.
Turo operates across several technical domains relevant to running a two-sided marketplace at scale, including platform and marketplace operations, insurance and protection plan management, and round-the-clock customer support and roadside assistance. The company targets a market it characterises as the traditional car rental industry, which it estimates at over $100 billion in addressable value.
Internally, the company frames its mission around enabling what it calls "car entrepreneurship" - giving vehicle owners a means to build income from their assets - while providing guests with greater flexibility and choice in how they travel. The company emphasises building a trusted community of hosts and guests as central to how the platform functions.