This Rideshare Company Grants Women An Extra Layer Of Safety During Travel

xoNecole: Let’s start at the beginning. Can you tell me a little bit about yourselves?

Jillian Anderson: From a young age, I've been deeply involved in sports, earning scholarships for basketball and volleyball at Albany State University. My passion for competition and resilience was further honed during my time playing professional basketball in Morocco, where, unfortunately, an injury brought me back to the U.S. Throughout my journey, I've always been drawn to technology and entrepreneurship. Starting with selling candy bars in grade school, I later founded a successful fashion brand called BEA$T during my college years.

My background in computer science and my entrepreneurial spirit laid the foundation for HERide. The challenges I faced as a tech founder are nothing compared to the determination and drive instilled in me through sports and entrepreneurship. These experiences have shaped me into the competitor I am today within the tech industry, where I continue to push boundaries and innovate for HERide's mission.

DeVynne Starks: Growing up around entrepreneurs, I quickly understood both the hard work that entrepreneurship requires and the freedom that it offers. After earning my Bachelor's degree in Mass Communications from Albany State University, where Jillian served as my RA and we first connected, I pursued a Master's Degree from USC Annenberg in Communication Management with a focus on Public Relations.

My career path led me to establish Cultiv8PR, a boutique agency specializing in PR, social media, and content creation. We've worked with diverse brands across various industries, always prioritizing diversity, equity, and inclusion in our strategies. I'm passionate about storytelling and have a knack for finding unique narratives that resonate and cut through the noise.

In 2022, Jillian approached me to co-found HERide, recognizing my dedication to client success and my commitment to driving impactful change. Together, we've grown HERide into what it is today, leveraging our combined strengths in technology, entrepreneurship, and communications to make transportation safer and more inclusive for everyone.

xoN: What made you start HerRide? 

Jillian: As the CTO and founder of HERide, my journey began from a deeply personal place. During my time as a rideshare driver for Uber and Lyft, I consistently heard from women about their concerns and fears surrounding safety when riding with male drivers. Women would share stories of relief when they saw a female driver approaching or even canceling rides until a woman arrived. Some would go as far as asking to be dropped off at a nearby location if a female driver was unavailable.

These experiences opened my eyes to a significant gap in the ridesharing industry—a lack of options that prioritized women's safety and comfort. In 2019, I founded HERide with a clear mission: to provide a safer and more inclusive ridesharing experience for women. We launched our app in 2020 on both Google PlayStore and the Apple App Store, and in 2022, with the addition of my co-founder DeVynne Starks as our CMCO, we began offering live rides.

HERide is about more than just providing convenient transportation. It's about challenging the status quo and advocating for meaningful changes in ridesharing safety regulations. Women's voices had been silenced, and their needs overlooked for far too long. We made it our priority to give women the option to choose a female driver if that makes them feel safer and more comfortable.

Our vision is to be disruptors in the industry, not only by offering convenience but also by integrating cutting-edge technology to enhance safety measures. We are committed to transforming the ridesharing landscape, ensuring that everyone, regardless of gender, feels secure during their journey. HERide is not just a service; it's a movement toward greater safety and equality in transportation.

xoN: Have you dealt with pressure to open the platform to men? How do you combat that? 

DeVynne: While our primary focus is on providing a safe and inclusive platform for women and non-binary individuals, we also welcome everyone to use our services. Our decision to prioritize these groups stems from a critical need to address long-standing issues of safety and comfort that have been overlooked in the ridesharing industry for far too long.

From the outset, we designed HERide to answer the urgent call from women and non-binary individuals who often felt unsafe or uncomfortable during ridesharing experiences. Our commitment to safety is evident in the technology we've implemented, such as piloting biometric features and our rigorous 1:1 driver onboarding process.

While many men have been supportive of our mission, we understand there may be questions about why we choose to prioritize specific demographics. We ask those who question this decision to consider the urgency and importance of feeling safe during transportation. If you were in a situation where your safety felt compromised, wouldn't you want a service that prioritizes your well-being?

It's important to note that by prioritizing women and non-binary individuals, we aim to improve safety standards for everyone. Our ultimate goal is to transform the entire ridesharing landscape by advocating for better safety measures that benefit all passengers. We believe that everyone deserves safe and secure transportation, and HERide is committed to making that a reality for everyone who uses our platform.

It's important to note that by prioritizing women and non-binary individuals, we aim to improve safety standards for everyone. Our ultimate goal is to transform the entire ridesharing landscape by advocating for better safety measures that benefit all passengers. We believe that everyone deserves safe and secure transportation, and HERide is committed to making that a reality for everyone who uses our platform.

xoN: Do you have any plans to expand, can you walk me through your process to scale the business?

Jillian: Expanding HERide to other major cities is definitely part of our vision for growth. Currently, we are focused on scaling our operations in Atlanta, Georgia, where our goal is to onboard 1,000 drivers who each complete 10 rides per week. Achieving this milestone will ensure that we have a robust and reliable service in place before expanding further.

To support this expansion, we are actively raising funds with a target of $1.5 million. These funds will be crucial in enhancing our technology, expanding our marketing efforts, and establishing a strong operational base in Atlanta.

Once we've successfully met our driver and ride targets in Atlanta and secured the necessary funding, we plan to identify and evaluate potential new cities for expansion. Our expansion strategy will involve careful market analysis, assessing demand, regulatory considerations, and establishing local partnerships to ensure a smooth and successful launch.

Ultimately, our goal is to replicate the success we've achieved in Atlanta by offering safe, reliable, and inclusive ridesharing services to more cities across the country. We're excited about the future growth of HERide and the opportunity to make a positive impact on transportation safety and accessibility for all.

xoN: It's a big deal to be the first Black-owned rideshare company to partner with Hartsfield Jackson Airport in Atlanta. What does that mean to you, and how did you advocate for yourself – particularly when it came to the signage?

DeVynne: Being the first Black-owned rideshare company to partner with Hartsfield-Jackson International Airport in Atlanta is a monumental achievement for HERide, and it means everything to us. Jillian and I have always seen ourselves as disruptors, driven to challenge the status quo and create meaningful change. Our journey to secure this partnership was both challenging and rewarding.

Jillian: The process to become approved as a rideshare service at the airport was rigorous and took nearly a year. We had to ensure that our systems seamlessly integrated with the airport's infrastructure and diligently followed up on all required paperwork. On September 13, 2023, when the airport officially announced our partnership, it marked a significant milestone not only for HERide but also for our commitment to providing inclusive and secure travel experiences for all passengers.

DeVynne: One of the key challenges we faced was advocating for ourselves to receive directional signage within the airport. After months of persistent advocacy, in February 2024, we successfully secured signage that significantly increased visibility and traffic to the HERide app. This advocacy effort didn't just benefit us; it also paved the way for another emerging rideshare company to receive signage, demonstrating our commitment to opening doors for others in the tech industry.

Jillian: In a tech world where gatekeeping is prevalent, DeVynne and I believe in breaking down barriers and empowering other tech founders, especially those from underrepresented communities.

We are incredibly grateful for our partnership with the airport and excited about the future. Moving forward, we aim to replicate this success in other major cities that share our values of inclusivity and innovation in transportation. This partnership not only strengthens HERide's presence but also inspires us to continue pushing boundaries and creating opportunities for others in the tech particularly the ridesharing industry.

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