Juo, a Warsaw-based startup building technology for creating and scaling subscriptions based on physical products, has raised €4 million in seed funding. The round was led by Market One Capital and Peak, with participation from SMOK Ventures, BADideas, FJ Labs, and Lakestar. The company has raised around €5 million to date.
The evolution of the subscription economy
The subscription economy has reshaped how consumers buy and experience products, with physical goods already accounting for around 40% of a market projected to reach $3.5 trillion by 2030. Juo focuses on this rapidly expanding segment of physical and hybrid product subscriptions.
The market has grown quickly as brands discovered they can build the same retention and loyalty once reserved for digital businesses. The Juo team believes this growth could accelerate even further, which is why they are developing technology that simplifies today’s complex subscription workflows for merchants, e-commerce developers, and, soon, AI agents.
“Many businesses today don't realize they could be subscription-based, even though the model has expanded far beyond digital products.” says Leszek Zawadzki, co-founder and CEO of Juo. But the infrastructure and developer tools haven’t caught up. Physical-product subscriptions are far more complex – each with different products, pricing models, and ordering frequencies. Flexibility is crucial, and that’s what we provide. We’re building the backbone that powers these subscriptions as a core part of modern commerce.”
Setting a new standard for subscription infrastructure
Juo addresses the challenges of managing complex subscriptions for physical products at the infrastructure level. Its platform provides the full toolkit needed to design, launch, and manage subscription models for physical products of all kinds – from simple recurring models, like supplements, cosmetics, meal kits and pet food, to complex, high-value products like home appliances, or even medical equipment.
With separated work contexts, both operators and developers can work within the same environment while using the tools that best suit their needs. Juo's proprietary tech allows developers to use virtually any stack (e.g., React, Vue), while business managers can focus on operations without touching code.
Juo provides the core logic layer, API, SDK, CLI, and a collaborative editor. With API and prebuilt components, subscription integration takes days instead of months. The toolkit is compatible with modern e-commerce stacks such as Hydrogen (Shopify), Medusa, and commercetools, and also integrates with long-established platforms like PrestaShop or Shopware.
To complete the workflow, Juo supports recurring payments via credit cards, SEPA Direct Debit, and regional payment methods like iDEAL or BLIK. Through partnerships with providers including Adyen, Mollie, PayU, and Tpay, Juo ensures comprehensive coverage and seamless processing across multiple markets.
Turning subscription experience into growing product
Founded by Leszek Zawadzki (CEO), Alina Prelicz (COO), and Paweł Tatarczuk (CTO) — a team that has worked together for over a decade across multiple tech ventures — Juo was born out of firsthand experience building and scaling tech products, and also running their own subscription business.
Since its inception, Juo has built strong traction in the fast-growing subscription e-commerce market, supporting over 500,000 maintained subscriptions across hundreds of clients in Europe and North America. Clients include Pulse4all, Mother’s Earth, Meowbox, Impossibrew, Boerschappen, Guud, Yummygums, and Natulim.
“Subscribers order twice as often as returning customers,” says Alina Prelicz, co-founder and COO of Juo. “Across our clients, we’ve seen that once brands make subscriptions truly convenient – for example, by supporting local payment methods – checkout conversion increases significantly. These are not abstract numbers. We work directly with e-commerce teams who see the impact every week in their dashboards: higher retention, more predictable revenue, and stronger relationships with their customers. Convenience drives growth. Our job is to make it simple.”
Vision and next phase of growth
With the new funding, Juo is entering its next stage of growth. The team aims to expand the platform’s capabilities for developers, administrators, and AI agents – across custom implementations and e-commerce platforms, with support for modern front-end technologies and Model Context Protocols (MCPs) that enable AI systems to interact directly with subscription infrastructures.
“The technology we’re building will be essential for the next stage of commerce,” says Paweł Tatarczuk, co-founder and CTO of Juo. “AI agents like ChatGPT won’t integrate with every store individually — they’ll rely on standardized protocols such as MCP to communicate and transact. Our goal is to provide that missing layer for physical-product subscriptions, so the systems of the future can connect seamlessly with the commerce that already exists.”
“Juo is a textbook story of progress and founders-market fit,” says Jacek Łubiński, Partner at Market One Capital. “from experience in e-commerce to infrastructure that, based on a modern tech stack, truly delivers key value in increasing revenue for businesses. We see maturity in decision-making, speed of iteration, and a culture of the highest quality that combines product perfectionism with discipline in delivery, which clients love. It's a rare combination of long-term product vision and execution that builds a lasting advantage and enormous potential for Juo.”
“Juo team has achieved remarkable international momentum, particularly in the Netherlands, one of Europe's most competitive and innovative e-commerce markets,” says Thijs Dijkman, Partner at Peak. “Their ability to win over leading brands demonstrates clear product-market fit and shows they are ahead of the curve. We're thrilled to partner with them on building the platform and becoming the default infrastructure for physical-product subscriptions."