Miami couple turned Turo side gig into six-figure family rental business

Gerardo Aletti and Sofia Escarra bought a Nissan Infiniti in 2020 intending to rent it and see how it went. Six years later the experiment had become a full-time, family-run car rental business with 63 cars and earnings of half a million dollars in 2025. They rent exclusively on Turo and have brought in their son, daughter, and niece to help run the operation.

Aletti relied on years in the transportation industry and the family's ability to serve Spanish-speaking travelers to grow the fleet. Spanish-language service helps with airport pickup instructions and restaurant recommendations and makes up about 30% of their customers.

They also saw a surge in bookings related to the 2026 FIFA World Cup, which has seven matches in Miami, and said Turo adding Spanish to its app earlier this year made it easier for travelers to find them. They chose Turo because it felt low-risk: after the first rental worked out they bought more cars and reached 15 vehicles by 2023, the year they first rented space to park the fleet and opened an office.

United States, Miami

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