“Can a European privacy-first hardware + cloud company become the credible non-Big-Tech consumer alternative?”
Murena (operated by Murena Retail SAS in France and Murena Inc. in the US) is a privacy-first consumer technology company selling deGoogled smartphones, the /e/OS operating system, the Nextcloud-based Murena Workspace, and a US eSIM mobile plan. The company is a hardware + SaaS DTC business with subscription billing; embedded finance is limited to standard PSP checkout for orders and subscriptions, not embedded lending, banking, or card issuing.