Pocket Storage CEO Max Wilson argues the $50B self-storage industry is stuck in the pre-digital age, forcing customers through byzantine booking processes while newer sectors embrace automation.
“It was easier for me to book a flight to halfway across the world on my phone than it was to access a bike parking facility in the middle of town,” Wilson says, highlighting the stark contrast between self-storage and other consumer services. “You can get anywhere in the world really at the click of a button now, but if you want to drop a sofa off at a self-storage facility 30 minutes down the road, you probably got to wait a couple days.”
According to Wilson, this technology gap isn’t just inconvenient, it’s costing the industry in operational efficiency and customer acquisition. “The self-storage industry hasn’t really evolved over the last 25 years,” Wilson notes. “Operating costs for staff are really high and getting higher. It’s a very commoditized product, yet most operators still require physical form signing and use padlocks and keys.”
The Hidden Cost of Manual Operations
Wilson points out that staffing costs alone consume about 30% of facility operating budgets, an increasingly unsustainable model as labor costs rise. With industry churn rates between 85-90% and typical occupancy around 75-85%, operators face a constant battle of customer acquisition and retention.
“If you can decrease the amount of money you’re spending to gain customers, then you’re at a competitive advantage,” Wilson explains. Yet most facilities still rely on manual processes and in-person interactions for everything from initial bookings to unit access.
The Path Forward
Wilson’s company is developing a fully automated solution that allows customers to book, pay for, and access units entirely through their phones, no staff interaction required. The system uses digital locks rather than physical keys and can be accessed 24/7.
“The whole point is you can sign up as a user, go through all the ID verifications, takes about two minutes from start to finish, choose your unit, book and pay for it. That whole process should take no longer than three to four minutes,” Wilson explains.
This automation-first approach allows facilities to operate in smaller, more central urban locations where traditional staffed operations would be unprofitable. “By removing staffing costs, which is about 30% of operating costs, we can target areas where other operators can’t really afford to trade,” Wilson notes.
The Industry Impact
While Wilson’s company is still in early stages, with their first location opening in London’s Bermondsey neighborhood this fall, he sees the technology gap as an industry-wide opportunity. With over 3,500 individual self-storage brands in the UK alone but very low brand awareness, Wilson argues the sector is primed for operators who can deliver a modern, digital-first experience.
“The footfall is online, not in real life,” Wilson says of today’s storage customers. As younger, urban-dwelling consumers increasingly expect digital solutions, operators who fail to modernize risk being left behind.
