It's confusing in English because to rent and to hire can refer both to the actions of the servce provider and the borrower.
I rent a flat from the town corporation.
The town corporation rents flats to students.
Hertz® hires cars.
I hire my cars from Hertz®
The context will usually show what is meant.
Usage Note: lend and borrow in English are however NOT interchangeable. The person who lends gives. The person who borrows receives.
In other languages such as German, for example, the verbs leihen, ausleihen, borgen, verborgen, are used differently, leading often to the wrong use of the English translation by English learners.