Despite these early successes, FINN faces stiff competition. On the one hand, a number of car manufacturers have launched similar subscription services powered by various providers, such as Drover, LeasePlan and Wagonex. On the other hand, some manufacturers already offer such services direct to consumer, with examples including "Audi On Demand" and "Care" by Volvo. Establishing itself in a market which is becoming more crowded will thus be a key challenge for FINN.

Two key features help FINN set itself apart from competitors. Firstly, FINN's model appeals to environmentally-minded consumers, with the company offsetting the CO2 emissions of its vehicles. Secondly, FINN's automation of fleet management and customer interactions make its business much cheaper and easier to run, allowing the company to focus on growth.

Having trialled its service in Germany and attracted a large tranche of additional funding, it has expanded to the northeastern United States with the aim of moving into other states soon. It is currently targeting the small and medium business sector there and is working towards adding additional EVs to its fleet, a requirement for remaining competitive in this sector as environmental regulations mount.