Uber is set to pilot a new feature that matches women drivers and riders in select US cities, expanding its efforts to tackle persistent safety concerns on its platform.
The ride-hailing company said on Wednesday it will begin testing the women-rider preference tool in Los Angeles, San Francisco, and Detroit next month.
The tool allows women drivers and riders to opt for same-gender matches via their app settings. While this preference is not guaranteed, Uber says it significantly increases the likelihood of women being paired during trips.
This marks a notable development in the US market, where Uber has long faced scrutiny over rider and driver safety, particularly in relation to sexual harassment and assault cases.
By offering greater control to women on both sides of the platform, Uber aims to address a key deterrent affecting female participation in ride-hailing services.
Gender tool already in 40+ countries
Uber’s new pilot builds on its previous global implementations of similar features. The company first introduced a gender preference tool in Saudi Arabia in 2019, shortly after the country lifted its ban on women drivers.
The success of that initiative prompted Uber to roll out the feature to around 40 other countries, including France, Germany, and Argentina.
The decision to test the feature in the US comes after feedback from female drivers who expressed a desire for greater control over who they pick up.
Uber stated that women can now set their preferences to drive other women, with an update rolling out that reflects their choice. Riders can also pre-book rides and select their gender preference, offering added flexibility and peace of mind.
Lyft adds pressure with rival feature
Uber’s latest pilot follows a similar move by competitor Lyft, which introduced a “Women+ Connect” feature in late 2023.
That option matches women and nonbinary riders and drivers, aiming to improve comfort and safety during rides.
The development of such tools signals a broader shift in the ride-hailing industry towards tackling gender-based safety risks through app design.
Safety remains a major area of concern for both Uber and Lyft. A 2015 internal survey from Uber found that only 20% of its US driver base was made up of women.
Many have cited safety concerns as a barrier to entry, both for joining the platform and for continuing to drive during late hours.
Uber hopes that giving women more autonomy over who they drive and ride with will help increase female participation.
Safety upgrades target rider trust
The new gender preference tool is part of a broader set of safety updates Uber has launched in recent years.
The company has rolled out features such as teen-specific accounts, rider PIN verification, and live trip tracking to help reassure users and reduce the risk of misconduct.
Uber clarified that while rider preferences cannot always be fulfilled due to availability and logistics, the app will prioritise matching women with other women when possible.
The tool is opt-in and does not affect users who choose not to activate it.
As the pilot begins across three US cities, Uber will be monitoring feedback from drivers and riders to determine the success of the feature and its potential expansion to more regions.
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