“Inclusion has nothing to do with charity – and it can absolutely be combined with successful business.”
- womeninmobility
- 31. März
- 4 Min. Lesezeit
Accessibility and inclusion are not charity cases – they are an entirely underestimated business opportunity. The British start-up LendoCare proves that. With their rental service for mobility aids, the company offers flexible solutions for people who rely on wheelchairs, walkers, or scooters. We met founder Solomia Boretska in London to talk about her motivation and LendoCare’s mission.
Solomia knows these challenges from personal experience. As a trained neurotechnologist and biomedical engineer, she volunteered for over eight years with the MND Association, supporting many people living with ALS – often from diagnosis to end-of-life. Out of these intense encounters, the idea to fundamentally rethink access to mobility aids was born. You want to spend your last months with your loved ones – not stuck in paperwork. “We want to create beautiful moments for people. If you only have a few months left, you don't have the time to wait for equipment to arrive,” says Solomia.
People want to live with dignity, of course. But they also want to enjoy life – without having to beg for it. And their families want to create beautiful memories with them. That’s what we make possible.
Solomia Boretska, Founder and CEO of LendoCare
While Solomia brought the vision, her brother Roman made it a reality. He is responsible for the technology. LendoCare is built on a fully digital approach: users can browse and book the equipment they need via the website and have it delivered directly to their chosen location – whether that’s home, a hotel at their destination, or anywhere else.
“Our system works like Amazon. We’ve combined e-commerce with mobility aids: choose online, order, pay with PayPal, credit card or Google/Apple Pay – and have it delivered to any address. Home, hotel, or holiday apartment – it makes no difference,” says Solomia.
The range includes manual and electric wheelchairs, scooters, walking aids, and specialised rehab equipment. Rental periods are flexible: from a few days to several months. And because LendoCare offers fast delivery, last-minute bookings are also possible – a crucial difference from traditional providers. “If you break your leg today and want to go on holiday tomorrow, you still can – thanks to us,” explains Solomia.
Breaking barriers – for more inclusion and self-determination
But LendoCare is about much more than providing equipment. It’s about participation. Many people still feel ashamed to use mobility aids. LendoCare wants to challenge this stigma – with better quality, more comfort, and better design.
“People are often uncomfortable about needing mobility aids. We want to change that by offering them high-quality products that are not only durable and functional but also cool,” says Solomia. She shares the story of a woman who needed a walker but was reluctant to use it – until her grandson saw it and said, “Wow, that’s cool.” “From that moment on, she looked at it completely differently,” Solomia recalls.
That’s why LendoCare’s products are not only functional but also aesthetically pleasing and long-lasting. “The equipment you get from the NHS or insurance companies is often neither nice nor sustainable because it doesn’t need to be reused. Our products are rented, so they need to be durable – and that’s why we are happy to invest more in quality,” says Solomia.
“You can absolutely combine inclusion and business. Inclusion has nothing to do with charity. And mobility aids don’t have to look boring. If I can make inclusion for people with mobility impairments ‘sexy’ by showing the business world the sector is worth investing in – I’m happy to do it.”
Solomia Boretska, Founder and CEO of LendoCare
The success proves her right: since its founding in 2022 and market launch in 2023, supported by EIT Urban Mobility, demand has been growing rapidly. “At first, people said we wouldn’t find customers. Now, we can hardly keep up,” says Solomia.
LendoCare also partners with major hotel chains and wants to make the travel industry more accessible. “Older people have money and the desire to travel. They have time to travel – and they want to. I really don’t understand why the travel industry is still ignoring them,” she adds.
LendoCare also takes social responsibility seriously: equipment that is no longer needed or donated is passed on to charitable projects – for example, supporting disability in Ukraine. At the same time, this reduces waste and keeps high-quality products in circulation, combining business success with social and environmental responsibility.
Looking ahead, LendoCare’s vision is clear: international growth. “An ageing society isn’t just a British issue. We can definitely imagine expanding to other countries,” says Solomia.
Comments