Cars, clothes, carrots … why buy them when you can subscribe?

Pay-monthly models are catching on across a wide range of businesses - including food and even home insulation

Hollie Wright spotted an opportunity. Working in property management, she came across a company that needed to furnish a home for an employee moving in for a few months. What if they could rent everything from one place and pay a subscription?

Two decades later, her business, Instant Home, allows people to pay a monthly rent starting at 220 for the basics for a one-bed flat (or 500 for more premium versions). When the rental ends, her company takes everything back.