Launched in March 2010, Ecomodo is an online marketplace, helping users lend or borrow everyday items, skills and space. The service is primarily offered in London, but is available throughout the UK. As of today, the site has more than 740 items available to borrow, from power tools to costumes, and recreational equipment to electronics. The lender and borrower network is built around Trust Circles, or lending circles, "that use existing community connections to help feel more confident" about transactions. These circles could be based on church groups, neighborhoods, schools or office parks. Bridging the trust gap is a huge hurdle for the success of collaborative consumption models. Additionally, the company offers optional insurance or deposits for any item through Royal Sun Alliance.
Source: www.redpepper.org.uk
