IMAGINE renting a car from a local owner, skipping the hassle of traditional rental companies, and supporting the community. Veekle, a car rental platform, makes this a reality. Inspired by her own frustrating experiences renting cars locally, founder Cherie Williams created Veekle to revolutionise the car rental industry.

“I wanted to support local people and provide a better way to rent cars,” she explained in an interview with the Jamaica Observer.

As someone who actively supports local communities, Williams found the traditional process of renting from individuals to be outdated and often disappointing. She typically ended up with unsuitable vehicles due to a lack of connections. A turning point came in 2019 when Williams struggled to find a local rental, forcing her to resort to airport rentals — a rarity for her. This experience highlighted the need for a streamlined platform to connect travellers with trusted local car owners.

“When I went to the airport I had to spend like three hours just to get a rental. And again, I ended up with a car I didn’t like; and, I had to pay more money to the traditional airport provider. And so that really clicked for me, like, you know, ‘No man, I just need a better way for us to be able to rent cars from locals.’ And that’s how this idea kind of formed — to build a technology to be able to do so,” Williams told the
Sunday Finance.

Williams initially believed she was pioneering a new concept. However, research revealed that a US-based company was already operating on a similar platform. Undeterred, Williams saw this as validation, recognising that a proven model could be adapted and expanded. She closely examined the US company’s system, gaining valuable insights. This exploration sparked a broader vision, convincing Williams that Veekle’s potential extended far beyond Jamaica’s borders, with immense possibilities for growth across the Caribbean region. Veekle, formerly Rent Yuh Ride, launched in 2020 with founder Williams listing her own vehicles on the platform, initially investing just $7,000. The start-up showed promise, generating rentals and receiving positive user feedback. However, its momentum was abruptly halted just two weeks later by the COVID-19 pandemic, which forced a global shutdown. The pandemic significantly impacted Rent Yuh Ride’s progress, stifling growth for an extended period. Undeterred, the company reassessed its strategies in 2021, rebranded as Veekle, and persevered through subsequent challenges — including web and app developer transitions, part-time workforce fluctuations, and complex insurance negotiations. After overcoming these obstacles Veekle successfully structured its platform by 2023 and relaunched in 2024.

“We have a web version and an iOS and app version as well. So, it’s a tech platform where people on the back end would list their cars, and once everything looks good and we approve it, the car shows up on the front end, which is what travellers would see,” she explained.

On the Veekle platform users book their preferred rental cars through a seamless website or application. The booking process is streamlined, with secure payment processing and timely fund releases to car owners upon successful vehicle handovers. Although Veekle is still expanding, Williams recognises the competitive market landscape. Initially, her extended overseas presence sparked local concerns and scepticism, given her relatively unknown status. To address this, Williams strategically returned home, prioritising trust-building and establishing a robust foundation for Veekle’s long-term success.

“I wanted people to feel comfortable, and to build that trust amongst people to know that, ‘Yes, I am one of you. I was born and raised here, and my goal is to hopefully make you live a better life by making you financially secure.’ But, I cannot do that overseas, so that’s one of the things I learnt is that I needed to be on the ground to really get this thing off the ground,” Williams shared with the
Sunday Finance.

Veekle’s dedicated networking efforts have yielded substantial results, attracting nearly 400 sign-ups and a consistent flow of car listings, currently totalling around 30. However, these listings are pending completion of the onboarding process, which includes the installation of mandatory tracking devices.

To ensure platform integrity, Veekle emphasises rigorous verification protocols. As a result, many users remain in a partially onboarded state, awaiting device installation and final verification.

As Veekle drives growth, the company is actively seeking funding to fuel its expansion plans. The initial focus will be on solidifying a strong presence in Jamaica over the next 9-12 months, followed by strategic expansion to other Caribbean islands. Fortunately, Veekle’s insurance partner has an established footprint in eight additional islands, providing a solid foundation for future growth. However, Veekle is prioritising refinement of its services, technology, and operations in Jamaica before scaling up so as to ensure a seamless experience.

In the near term Veekle is focused on introducing luxury car rentals to its platform, offering travellers premium vehicles like BMW, Audi, and Mercedes-Benz at affordable rates.