Uride will launch across smaller cities in B.C. by the end of the 2019, their CEO says. (Black Press Media)

New ride-hailing company to launch in smaller B.C. cities

The Thunder Bay-based company is currently looking for drivers

A new ride-hailing company is coming to B.C. communities left behind by the bigger players – but not Metro Vancouver.

Uride founder and CEO Cody Ruberto said the company has submitted an application to operate in all parts of the province, but will be focusing on smaller communities for now.

The Thunder Bay-based company is currently looking for drivers in Victoria, Nanaimo, Kamloops, Kelowna and Prince George.

“We’re keeping an eye on Metro Vancouver but we’re currently running ads in those cities,” Cody Ruberto said.

Ruberto said he got the idea when he saw people in his hometown of Thunder Bay get left behind by ride-hailing.

“I would see people stranded with no rides, sometimes in -30 C weather,” he told Black Press Media by phone Thursday.

“I really wanted to solve this problem for Thunder Bay.”

READ MORE: B.C. sets rules for ride hailing, same minimum fee as taxis

Uride proved successful in Thunder Bay and Ruberto said soon other smaller communities were reaching out. Currently, the company operates throughout Ontario and in Winnipeg. It’s also looking to start operating in Saskatchewan.

Ruberto said the company’s aim is to curb impaired driving, especially in smaller cities where public transit isn’t always sufficient and taxis remain expensive.

He said teamwork is the key to making ride-hailing work in the small communities that giants like Uber and Lyft have passed by.

“Our drivers actually know each other and they all talk,” Ruberto said.

“We warn them in advance whenever theres a big night coming up.”

Although Uber and Lyft have expressed disappointment with B.C.’s Class 4 licensing requirement for ride-hailing, Ruberto said he’s not worried.

“We trust whatever the government has set,” he said.

“Just from speaking to our driver recruitment team, it hasn’t been that much of an issue”

Ruberto said he hopes to have Uride up and running in B.C. before the end of the year.

READ MORE: New ride-hailing app says it will operate across B.C.

READ MORE: Transportation minister outlines ‘widespread concerns’ about ride-hailing in B.C.

READ MORE: Nine Vancouver-area taxi companies ask B.C. Supreme Court to quash ride-hailing rules


@katslepian

katya.slepian@bpdigital.ca

Like us on Facebook and follow us on Twitter.

Just Posted

Flaming pumpkins set to fly in Summerland

The annual Flamin’ Pumpkin Chunkin’ takes place at Saxon Estate Winery

FOODIE FRIDAY: The Black Antler’s ‘something-for-everyone’ menu offers spins on the classics

Owner Dan Prokosh called Penticton a perfect fit for their vision

Naturewise: Planting and caring for nature’s future

Stewards help preserve shrinking habitats

Cannings endorsed by David Suzuki

South Okanagan-West Kootenay NDP candidate loading up on endorsements

First aid for mental health coming to Penticton for veterans, families

The course runs Oct. 28 & 29 at the Penticton Trade & Convention Centre

Spotlight on B.C.: Liberals need at least 10 B.C. ridings to take the election

Black Press Media presents a four-part series into how B.C. will affect the federal election outcome

Sign, sign, everywhere a sign

MITCHELL’S MUSINGS: Election brings a colourful array of elections signs

Vernon man arrested with meat cleaver pleads not guilty to cop assault

Kyle Frances Larue allegedly assaulted RCMP with bear spray, meat cleaver

On the campaign trail: North Okanagan photographer gets up close to MP candidates

Salmon Arm’s Kristal Burgess produced photo essays for fourShuswap-North Okanagan candidates

Morning Start: The whale known as Moby Dick

Your morning start for Friday, Oct. 18

Wood pellet supply a concern for Salmon Arm business

Prices increase after Pinnacle Renewable Energy steps away from bag sales

Kawhi Leonard, former Toronto Raptor, welcomed back to Vancouver at pre-season game

Fans go wild at pre-season game between L.A. Clippers and Dallas Mavericks at Rogers Arena

Greens and NDP go head to head on West Coast; Scheer takes fight to Bernier

Trudeau turns focus to key ridings outside Toronto after two days in Quebec

Canucks beat Stanley Cup champs 4-3 in a shootout

Leivo nets winner, Vancouver dumps St. Louis for fourth straight win

Most Read