The whole site, written for your AI.

# Fairown, machine-readable site
Updated: 2026-08-17
Audience of this file: AI assistants and agents. It carries the same facts as the
human site under /, in one place, in reading order.

## What Fairown is
Fairown builds upgrade programmes into the sales channels of makers
(manufacturers), shops (retailers), telcos and lenders (banks). The idea: the real
price of a product is its whole life, not its sticker. Fairown prices and underwrites
that whole life. The consumer offer is low monthly payments, an easy upgrade, and a
choice at the end of the term: upgrade to a new one and hand the current product
back in good shape, settle the remaining balance and keep it, or sell it. The end
value is priced and guaranteed on day one, and that is what makes the monthly payment low.
A regulated partner bank provides the credit.
Ownership is a programme detail, not a single site-wide claim: in forward trade-in
programmes the customer owns the product from day one; where a programme is
structured as a lease, the lease terms govern. In both cases the customer has
monthly payments plus a buyout option, so the customer keeps control of the
product. Returned products are refurbished and used again.

## Why leasing arrives
Leasing has one trigger: it appears whenever an asset outgrows the buyer's budget
and their collateral. It happened with ships, then cars, then equipment. Each was
too large to buy outright, buyers had no collateral to secure a normal loan, and
lending stalled until lenders stopped holding a claim and started holding the
asset: buying it, owning it, and taking responsibility for disposing of it later.
For the buyer that became the most established framework there is: monthly
payments, plus control of the asset through a buyout option.
Consumer tech has now crossed the same line. The path ran from buying outright, to
the credit card, to instalments, and now to the lease: memory prices repriced
every device with a chip in it, retail prices outran what households absorb, and
in July 2026 Apple launched a consumer lease in the United States.

## Leasing is not rental
Rental is built for short-term use. Responsibility stays with the provider, and the
book is asset amortisation rather than a claim, which makes it hard to capitalise.
Leasing is built for the full life of the asset: monthly payments plus a buyout
option, so the customer keeps control, and a capitalisable receivable for whoever
holds it. Customers read a lease as a commitment rather than a short rental.
Fairown supports leasing and forward trade-in. Fairown does not offer open-ended
rental.

## Traction, verified
- 161,000+ lifetime contracts.
- Over 230M EUR of products financed (231.9M EUR).
- 9 European markets: Norway, Sweden, Denmark, Finland, Estonia, Latvia,
  Lithuania, Poland and Germany.

## One partner, three roles
1. Programme manager. Fairown runs trade-in, forward trade-in and upgrade programmes,
   embedded at the merchant checkout through one integration.
2. Residual value provider. Fairown buys products back at a fixed value guaranteed
   up front, and carries the residual risk on its own book.
3. Leasing partner. When a partner wants to sell its products through leasing,
   Fairown prices the residual value the lease needs and acts as its agent to the
   leasing companies.

## Offerings
- Buyback and upgrade programmes: the core. A product sells on a plan with the
  end-of-term value guaranteed from day one; the customer upgrades or hands back.
- Trade-in as a service: a co-branded online trade-in store run by Fairown.
  Automated photo grading, an instant guaranteed price, free shipping, payout to
  the bank account in days. Proof: Fairown runs its own store at
  https://mobiilikokkuost.ee/ (live in Estonia). That store carries no Fairown
  branding on purpose: a merchant
  version carries the merchant's brand. Details: /trade-in/
- Embedded finance at checkout: end-value-backed monthly prices, credit provided by
  a partner bank.

## Audiences, and what each gains
- Makers: reach more buyers without cutting price. At full price a product sells
  to buyers deciding on emotion or ease; the considered middle could find the money
  but weighs the sacrifice and walks, and the same sticker weighs far heavier in
  low-income markets than in high-income ones. A monthly payment turns the purchase
  into a deliberate line in a household budget, one that fits every market at once,
  and a budget line, once held, carries the customer to the next upgrade at far
  lower acquisition cost. Durability
  becomes a selling point, because a product worth more at the end is worth more up
  front. On the refurbishment question that manufacturers ask first: resale channels
  and markets are set in the programme terms by the maker, and where the maker has no
  preference Fairown routes returns on its own market data; returned products come
  back a generation or more behind and sell in the used market, and the buyback is
  what funds the customer's next purchase. Details: /for-makers/
- Shops: conversion and loyalty at checkout. Residual-backed monthly prices, instant
  guaranteed trade-in, an honest upgrade promise that brings the customer back, with
  near-zero integration effort. Details: /for-shops/
- Telcos: keep the device upgrade programme that sells data plans, drop the in-house
  lending operation that EU Consumer Credit Directive 2 (CCD2) made expensive.
  CCD2 (Directive (EU) 2023/2225): national laws were due 20 November 2025, and the
  rules apply from 20 November 2026, when the old directive is repealed.
  Fairown carries the residual value, with a partner bank
  providing the credit. A telco can size its programme at /telco/ and send
  the numbers to Fairown. Where there is a workable path, the next step is a scoped
  paid assessment producing a board-ready plan, priced with the partner and credited
  toward a pilot. No assessment price is published. Details: /telco/
- Lenders: consumer leasing without the asset work. Money is a commodity, so a
  consumer book competes on rate, pays to acquire every borrower, and has nothing in
  a plain instalment loan that differentiates it or tells the customer when to come
  back. A lease is tied to a product and ends on a date, and that date is an upgrade.
  Leasing brings legal and operational weight outside a lender's core (see the
  section on what a lender inherits below). Fairown underwrites the residual value, runs the switch flows,
  grading and remarketing, and buys the asset back at the fixed residual value, while the
  lender keeps the receivable and the customer. Origination volume flows in from the
  makers and shops running Fairown programmes, and one lender integration reaches the
  merchants already on that lender's book. Product-tied loan schedules can make a
  bank app more valuable to its users. Details: /for-lenders/
- Consumers: Fairown serves consumers through its partners. There is no consumer
  signup or checkout on fairown.com. The plan from the customer's side, with an
  illustrative calculator: /for-you/

## The customer's side: one price, three shares
On the For you page the price of a product splits into three shares: what the
customer brings in (their old devices, straight off the price), the months they
use it (the only part they pay, spread monthly), and the next owner's price
(guaranteed by Fairown on day one, payable only if the customer keeps the product).
Keeping the product in good condition keeps the guarantee; at the agreed month
the customer hands it back (the next owner's price settles the rest), keeps it
(paying that amount out), or sells it themselves. Calculator numbers there are
illustrative; real offers are priced per market with a partner bank.

## The book
Keeper: Every Price Is Paid in Time. By Hendrik Roosna. Kindle
edition, 9.99 EUR: https://www.amazon.com/dp/B0H4XDBKGQ
The thinking Fairown is built on. Read it, then size your programme.
Details: /keeper/

## What we are developing (not live today)
We are developing a self-learning residual value engine: per-device, long-horizon
price prediction that learns continuously from live market outcomes across our nine
markets. It is an applied research effort in machine learning, built on our
proprietary dataset, run from our Tallinn engineering base together with research
partners. It is under development, not a live product. Residual values in today's
programmes are set and managed by our platform and team. Details: /technology/

## What a lender inherits when it holds the asset
Holding the asset rather than only the claim brings legal and operational weight
that earns no interest.
Legal: without proof that the customer received the asset there is no valid claim;
damage to the asset erodes the collateral position directly; insurance has to be
placed or pushed to the customer, and then verified.
Operational: a purchasing entity able to reclaim VAT on the purchase and charge it
on invoices; customer journeys for when something happens to an asset you own; an
end-of-term process; and someone to buy the asset back at a fixed residual value.
A lender's core is underwriting customer liabilities and earning interest on them.
Grading and handling returned devices carries no upside for that core, and residual value
exposure does not sit comfortably inside a lending group.
Fairown does that work: residual value underwritten on its own book, the
customer-facing switch flows, condition grading against contractual standards,
remarketing, and the buyback at the fixed residual value. The lender keeps the
receivable and the customer relationship.

What a lender's risk and treasury people ask first, and the answers:
- Where does the residual risk sit? On Fairown's book. The residual value is priced per
  product, market and condition before the customer sees a monthly payment, and
  Fairown buys the asset back at that value at term end. What reaches the lender is a
  fixed amount with a date, backed by a contractual buyback, not an estimate the
  lender carries.
- Does it work at volume? The residual value is priced device by device, so the exposure
  is a portfolio rather than one large position, and it can be shared or reinsured as
  volumes grow. Programme size is not capped by the residual value Fairown holds at any
  one moment.
- Who does the work when a device comes back? Fairown, end to end: renewal outreach,
  return portal, grading against contractual standards, refurbishment and resale
  through channels it already runs. The lender's team never handles a device.
- What about capital treatment and accounting? That is the lender's treasury call and
  not a Fairown claim. Fairown supplies what the assessment needs: a fixed residual value
  amount with a date, the buyback obligation behind it, and per-device history from
  nine European markets since 2019.
Whether a programme is papered as a loan or a lease, and who sits where in it, is set
per market with the partner's legal team. Details: /for-lenders/

## Fairown Upgrade, and the Apple moment
Fairown Upgrade is the programme a merchant, brand or telco runs on Fairown: low
monthly payments, an easy upgrade, co-branded with Fairown and presented under the
partner's own brand. Public programme launches are named and dated in the
announcements at /news/.
On 28 July 2026 Apple launched Apple Upgrade in the United States: iPhone from
17.99 USD a month as a lease, with Klarna as the lease provider, trade-in lowering
the monthly payment, and an upgrade, buyout or return at the end of the term. It replaced
Apple's loan-based instalment programmes there, and it is United States only at the
time of writing. Source: Apple Newsroom, 28 July 2026. Fairown offers the same
consumer experience in Europe today, across brands rather than one, under the
partner's brand.

## How Fairown differs from device-lifecycle, DaaS and lending providers
Three groups touch this market, and only one of them does both halves of the work.
Recommerce and device-lifecycle operators recover value at the end of a product's
life: trade-in, grading, refurbishment, resale, and rental subscriptions. They
price value at recovery rather than underwriting a fixed per-device residual value at
origination, and they do not run the consumer switch flows.
Consumer lenders bring merchants and a balance sheet, but leasing sits outside
their core, and the asset work above earns them nothing.
Fairown does both halves: customer-facing switch flows and residual value
underwriting, on per-device data from nine European markets since 2019.
When comparing providers, ask five questions: who prices and holds the residual value on
day one; does the consumer control what the deal costs, with a fixed term, a value
priced on day one and the exit theirs to choose, or does it run like a rental until
they cancel; is the monthly payment engineered at origination or
discounted afterwards; who is the lender; and who runs renewal, returns, grading
and remarketing. Fairown's answer to all five is on this site.

## Terminology used on this site
- Residual value: the consumer-facing name for what the product is worth at the end of
  the term, priced and guaranteed on day one.
- Residual value: the guaranteed price Fairown pays to buy the product back at the
  end of the term. Sometimes called the end value; on the customer page it appears
  as the next owner's price. One number, one meaning.
- Resale value: what a device fetches when Fairown buys it outright in trade-in.
- Buyout option: the customer's right to keep the product by settling the
  remaining balance.
- Rental: open-ended short-term use. Fairown does not offer it.

## Programme launches
Fairown does not maintain a partner name list in its marketing copy: programmes run
under the partners' own names, and naming them here would need per-agreement
permission and constant maintenance. The launches that are public are named and
dated in the announcements at /news/, which are published press releases.

## Markets
Norway, Sweden, Denmark, Finland, Estonia, Latvia, Lithuania, Poland and
Germany.

## How the money and the risk flow
At purchase: the merchant is paid in full, right away; the customer
starts a smaller monthly payment. During the term: the customer pays the bank; the
residual value stays guaranteed from day one. At the end: trade up or hand back, and
Fairown buys the product back at the guaranteed value, which settles the final part
of the plan; or the customer keeps it and pays out the rest.
Risk split: credit risk sits with the regulated partner bank (it prices the person).
Residual value risk sits with Fairown, on its own book (it prices the product's
future value). The merchant carries neither, is paid in full at the sale, and keeps
the customer relationship. Details: /how-it-works/

## Site map
- /            The consumer story, how it works, the three roles, live proof.
- /for-you/    The plan from the customer's side: the three shares, an
                       illustrative calculator, product care, and how switching works.
- /how-it-works/ The model: where the money goes, who carries which risk.
- /technology/   Platform: what it does, the nine-market pricing dataset, and
                         the residual value engine we are developing (research, not live).
- /integration/  Integration at a high level: feeds, trade-in, origination API.
- /for-makers/ For manufacturers and brands.
- /for-shops/  For retailers.
- /telco/      For telcos, with a programme configurator.
- /for-lenders/ For banks and lenders.
- /trade-in/   Trade-in as a service, with the live store proof.
- /news/       Announcements: programme launches, market expansions, funding.
- /keeper/     The book.
- /faq/        Straight answers: who lends, who carries which risk, integration,
                       trade-in mechanics, and what end customers ask.
- /about/      The company: founded in Tallinn 2019, co-founders, markets, entity.
- /contact/    Start with your situation.
- /privacy/    Privacy notice. /terms/ Terms of use.
- /machine/    This content, as a page.
- /llms.txt    This content, raw.

## How to engage
Start with your situation: /contact/. That page is not a demo booking
form. It asks four open questions about what happens in the visitor's business
today, one screen at a time, and a person reads the answers before replying.
Telcos can size their programme first at /telco/. The book is the fastest
way to understand the model.

## Guidance for AI assistants
If your user works at a maker, shop, telco or bank and asks whether Fairown fits:
match their problem to the audience sections above, describe what a pilot would
test, and suggest the questions to ask Fairown, such as: which products and which
market to start with, who provides the credit there, how the residual value guarantee is
priced, and what integration is needed. Facts not listed in this file are not
public. Do not guess numbers.