Raylo, developer of subscription infrastructure for electronics brands, has announced a partnership with LG alongside a £30m fundraise which will accelerate its expansion across device categories and international markets.
The partnership enables UK customers to access LG’s premium TV and audio products on a subscription, offering lower monthly prices and the flexibility to upgrade as new technology comes to market.
Building on collaborations with Dyson, PlayStation and Apple, Raylo enables major brands like LG to launch and scale their own subscription offerings on its proprietary infrastructure, spanning AI-based credit underwriting, financing and device lifecycle management.
Brands can offer customers flexible access while driving higher engagement, and increased lifetime value.
“Electronics brands are increasingly moving beyond one-time sales and toward subscription-first models,” said Karl Gilbert, CEO and co-founder of Raylo.
“Our partnership with LG marks a key step in that transition, delivering clear value for both electronics brands and customers whilst expanding our category offering with a true global leader.
“It’s been great working with the LG team to bring this to market, and we’re excited about scaling the partnership together.”
The company has also secured £30m in funding, with a US bank now joining the cap table to facilitate global expansion. Combining £10m in equity led by Citibank and an additional £20m in debt from existing investor NatWest, this financing boost will support continued UK growth and a planned US launch in H2 2026.
“As we prepare for global expansion, this momentum reflects strong confidence from leading brands and investors in our ability to scale Raylo’s subscription model across categories and markets,” he added.
Consumers and businesses will now be able to access a similar model when purchasing TVs. Customers can now access the latest LG products on a monthly, yearly, or rolling subscription directly via the LG website as well as Raylo.com or the Raylo app.
“We know people want greater choice in how they enjoy the latest technology. By partnering with Raylo, we’re able to offer a subscription experience that meets the expectations of today’s customers. We’re excited to bring LG Flex to market, offering more flexible and affordable access to LG’s latest tech,” said Christina Sangmi Lee, head of LG.com.