Avenue Managed Services and Findustrial Partner to Advance Equipment-as-a-Service in the U.S. Market

Avenue Managed Services LLC and Findustrial announced a collaboration that gives OEMs and system integrators one route to offering their equipment as a service in the United States: from the first commercial concept, through the financing, to a program that runs.

A manufacturer who wants to sell uptime instead of machines needs three things at the same time. A commercial model that holds up. Capital that will fund it. And a system that keeps it running once the first contract is signed. Missing one of the three is why most as-a-service plans stall before they reach a customer. The two firms cover all three together.

Where as-a-service offers usually stall

Financing itself is not the obstacle. In the U.S., around 58 percent of equipment and software investment is financed rather than bought outright, 64 percent in the private sector alone (Equipment Leasing and Finance Association, 2026). Customers are used to paying over time.

The obstacle is the kind of financing an as-a-service offer needs. Few capital providers will fund usage-based payments, service level agreements, equipment performance and residual value instead of a straightforward asset. Avenue knows the ones who do, and how a transaction has to be built for them to say yes.

The other obstacle sits earlier, in the offer itself: which usage metric gets billed, how risk is priced, what belongs in the contract, how the asset is refinanced. Findustrial designs that model with the manufacturer and its Equipment-as-a-Service operating system runs it afterwards, from contracts and usage data to billing and portfolio management. Offers built this way are live today with manufacturers in robotics, recycling and waste equipment, commercial vehicles, charging infrastructure, renewables and specialist machinery.

What that means for a manufacturer

An offer that can be put in front of a customer, priced per hour, per ton or per cycle instead of as a purchase price. Capital behind it that has already been arranged. And no need to build contract, billing and refinancing infrastructure in-house before the first deal is signed.

Instead of starting with a blank sheet of paper, a manufacturer starts from models that already run. Instead of one team learning everything at once, two partners cover the path: strategy, program design, financing, implementation, usage data, billing, portfolio management, scale.

A Bridge for European OEMs into the U.S. Market

The collaboration also offers a bridge for European OEMs seeking to enter or expand in the U.S. market. European manufacturers may have proven technology, strong customer relationships and a working business model at home, but entering the United States can require a different approach to financing, commercial structures, customer expectations, contracts, risk allocation and access to capital.

Together the two firms can help a European OEM adapt its commercial model for the U.S. and offer its technology as a service without building an entire U.S. financing and servitization infrastructure of its own, drawing on Findustrial’s European relationships on one side and Avenue’s network of U.S. capital partners on the other.

For European manufacturers, this is more than exporting equipment to America. It is a way to enter the U.S. with a differentiated commercial offer built around usage, performance and outcomes, and for those already selling equipment there, an as-a-service offering runs alongside traditional equipment sales rather than replacing them.

We see a tremendous opportunity for this partnership to provide a bridge between European technology and the U.S. market. European OEMs should be able to focus on what they do best, their technology and their customers. Together, Findustrial and Avenue can provide much of the servitization, operating infrastructure and financing capabilities needed to bring an as-a-service offering to the U.S.

Peter Lobin

Co-Founder & Partner | Avenue Managed Services

Why the model pays off over time

In a traditional equipment sale, the transaction ends once the machine is delivered, commissioned and paid for. In an as-a-service model, that is where the relationship starts. Manufacturer, end user, service team and capital provider are then measured on the same things: performance, uptime, utilization and the outcome the customer bought. For the manufacturer, a one-time sale becomes recurring revenue, and staying close to the installed base becomes the business rather than an extra service.

Our customers in Europe have taken as-a-service models from concept into daily operation, and we know what it takes to keep them running once they are signed. Peter knows the U.S. market and the capital providers who will underwrite these programs. Together we can make sure a manufacturer arrives with an offer instead of a promise, whether they build their model in the U.S. or bring it over from Europe.

Günter Hehenfelder

Co-Founder & CEO | Findustrial

Next steps

Both partners are working on live cases; the first joint references will follow as they go into operation. Manufacturers on either side of the Atlantic who are considering an as-a-service offer for the U.S. market can reach both partners: through Findustrial in Europe, through Avenue in the U.S.

About Avenue Managed Services

Avenue Managed Services specializes in servitization. Avenue originates, advises, structures and finances programs for OEMs and system integrators that want to offer their technology as a service, connecting technology, support services, customers and capital around one objective: delivering and monetizing measurable outcomes over the life of the technology.

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