“Can a DTC e-bike company become the full-stack urban mobility platform by owning the rider's digital and financial relationship end-to-end?”
Founded in 2017 as a design-led Belgian e-bike startup, Cowboy rapidly expanded across Europe by combining hardware (sleek, lightweight e-bikes) with a software layer (app-based ride management). The company embedded financial services — specifically theft and damage insurance via Qover — directly into its DTC checkout flow, turning insurance into a revenue-enhancing product feature rather than an afterthought. With $120M+ raised by 2022, Cowboy is pursuing the urban mobility platform angle, aiming to own the rider relationship from purchase through ongoing service.
Cowboy's embedded insurance is provided by Qover.
Cowboy was founded by Adrien Roose, Karim Slaoui and Tanguy Goretti and is founded in 2017, headquartered in Brussels, Belgium.
Cowboy has raised $120M+ in total (latest round: Series C, January 2022).
Get a read on where your own stack stands against Cowboy and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.