America's Most Trusted D2C Brands 2026 › Lime
#59 of 100 – Mobility & Auto

Lime

App-based shared e-scooters and e-bikes rented by the minute in more than 230 cities.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 72/100
Lime ranked #59 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score75.26out of 100
US D2C rank#59 of 100
HeadquartersSan Francisco, CA
Founded2017
Latest revenue$886.7M revenue (FY2025; net loss $59.3M)
Trust pillar72/100

The Lime story

Lime was founded in 2017 by Toby Sun, Brad Bao and is owned today by Lime (Neutron Holdings, public, Nasdaq: LIME since July 1, 2026; Uber is a major shareholder). It is one of 8 Mobility & Auto brands in this year's ranking, where it places #6.

Why people trust Lime

It runs its own fleet in more than 230 cities, and rides can also be booked in the Uber app.

The watch-out

Still loss-making, and city permits and rider safety incidents can shut markets quickly.

Why Lime ranks #59

Strongest of the four trust-led pillars

Brand Recall, scored 82 out of 100.

Room to grow

Consumer Trust & Sentiment, scored 72 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Lime scores 75.26 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
72
Brand Recall (18%)
82
Brand Positioning (15%)
82
Brand Love (15%)
72
Product, Innovation & Delivery (10%)
76
Digital & Financial Soundness (6%)
66
Governance & ESG (4%)
70

Versus its nearest rivals

57Stitch FixFashion · 75.5658NuulyFashion · 75.5059LimeMobility · 75.2660FableticsFashion · 75.2461CookUnityFood · 74.92

Questions people ask

What rank is Lime in WCRC's America's Most Trusted D2C Brands 2026?

Lime ranks #59 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 75.26 out of 100.

Why is Lime trusted?

It runs its own fleet in more than 230 cities, and rides can also be booked in the Uber app.

What is Lime's revenue?

$886.7M revenue (FY2025; net loss $59.3M), as per the company's filed accounts or published results.

Who owns Lime?

Lime is owned by Lime (Neutron Holdings, public, Nasdaq: LIME since July 1, 2026; Uber is a major shareholder). It was founded in 2017 and is based in San Francisco, CA.

What is Lime's biggest challenge?

Still loss-making, and city permits and rider safety incidents can shut markets quickly.

Key facts

BrandLime
Company / ownerLime (Neutron Holdings, public, Nasdaq: LIME since July 1, 2026; Uber is a major shareholder)
HeadquartersSan Francisco, CA
Founded2017
Founder(s)Toby Sun, Brad Bao
Latest revenue$886.7M revenue (FY2025; net loss $59.3M), as per company filings
SectorMobility & Auto
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.