Exploring Circular Tech: Rental - Mid-Season Reflections: Technology, Rental Models and the Circular Economy

What have we learned so far this season about the realities of rental and product-as-a-service models, and where does technology really make the difference?

In this special mid-season reflection of HappyPorch Radio, hosts Barry O’Kane, Jo Weston and Tandi Tuakli look back at the conversations so far, drawing out the common themes, challenges and opportunities from entrepreneurs, academics and technology providers working at the forefront of circularity.

We revisit highlights from:

• Refulfil – Danai Osmond explained how smart reverse logistics and return flows can unlock circular commerce, reduce waste, and make reuse systems viable at scale
• Baboodle – Katie Hanton-Parr explored rental models for children’s products and family life, showing how convenience and flexibility can drive adoption alongside sustainability goals
• Black Winch – Yann Toutant brought insights from circular business strategy and advisory work, highlighting the organisational and financial challenges of scaling circular models
• Supercycle – Ryan Atkins discussed tackling e-bike refurbishment and how service-based models can support both sustainable transport and profitable growth
• Circularity.fm – Patrick Hypscher highlighted product-as-a-service models and the importance of building flexible, modular tech stacks that enable iteration and long-term resilience
• Leah Pollen – emphasised that circularity alone doesn’t automatically solve issues like waste or planned obsolescence, but that models such as device leasing can align incentives and create meaningful opportunities for reuse and longer product life
• Lucy Wishart – explored how reducing “consumer work” through seamless services like delivery, setup, and return can make rental experiences more attractive, and how community engagement can amplify the reach and impact of circular models

✨ In this episode:

• We reflect on the wider context, including why global circularity has fallen to just 6.9%
• We explore insights from guests tackling logistics, finance, customer experience and design for durability
• We hear how service excellence and reducing “consumer work” are proving key to rental adoption
• We discuss the role of technology, from scrappy spreadsheets to IoT and APIs, and why flexibility matters
• We highlight the importance of ecosystems, partnerships and mindset shifts inside organisations
• We share our takeaways so far, and what we’re excited to explore in the rest of the season

📌 Mentioned in this episode:

Refulfil: https://refulfil.com | Danai Osmond on Linkedin: https://www.linkedin.com/in/danaiosmond/

Baboodle: https://www.baboodle.co.uk | Katie Hanton-Parr on LinkedIn: https://www.linkedin.com/in/katiehanton/

Black Winch: https://www.blackwinch.com | Yann Toutant on LinkedIn: https://www.linkedin.com/in/asaservicebyyanntoutant/

Supercycle: https://www.supercycle.shop | Ryan Atkins on...