UPrides is positioning itself as Portugal’s “first 0% commission” ride-hailing app, with a mission to make driving more profitable and sustainable for professionals in the sector.
Born out of seven years of hands-on experience in ride-hailing across, the idea for UPrides came from a clear gap in the market: while the industry has grown rapidly, drivers and fleet owners often struggle to stay profitable due to high platform commissions and rising operational costs.
The company’s story began in Ukraine in 2019, when its founders managed a small but growing fleet under major platforms like Uber and Bolt. Their firsthand experience, both as drivers and fleet owners, gave them deep insight into the sector’s inefficiencies.
After losing their business during the war in Ukraine, they rebuilt from scratch in Portugal – starting again as fleet owners in Aveiro, now their headquarters, where they studied the local market closely and found that many of the same structural challenges still existed.
UPrides aims to change this model by replacing traditional commissions with a flat, performance-based subscription, allowing drivers to keep more of their income while maintaining predictable costs.
Fleet owners benefit from better cost control and tools that link fuel spending directly to driver earnings, reducing financial risks. For riders, the platform promises fair pricing, safety, and quality without compromise.
Beyond rides, UPrides introduces innovative features such as trending location recommendations, local business partnerships, event and ticketing integration, and a “request payment” option that lets users assign a ride payment to a friend or family member.
In its first three months, the platform attracted over 1,200 users and 300 drivers, which the company says shows strong demand for a driver-first, commission-free alternative.
Although services are temporarily paused to finalize operations, UPrides plans to relaunch in Lisbon before expanding to other major locations, including Porto, Braga, and the Algarve.
Founded by Ambrose Agu, Eric Prince, and Jorge Junior, UPrides is actively seeking investors who share its vision of building “a driver- and customer-focused ride-hailing ecosystem that sets a new standard in Portugal.”
In an interview with Portugal Startup News, Agu explained their motivation, the challenges that shaped UPrides, and the company’s plans for relaunch and expansion.
What motivated you and your team to launch UPrides, and how did your previous seven years of experience in ride-hailing shape the idea?
The motivation behind UPrides came from a clear gap we observed in the ride-hailing industry: despite the sector’s growth, drivers and fleet owners often struggle to remain profitable and face persistent operational challenges. Our mission is to build a platform that not only improves profitability for these stakeholders but also solves the pain points we experienced firsthand during our journey in this space.
Our story began in 2019 in Ukraine, where I was studying computer engineering. Looking for an additional source of income, I entered the ride-hailing business and later partnered with my friends, Prince, and Jorge. We started small with one car but within three years we expanded to a fleet of around 10 vehicles, operating on platforms such as Uber, Bolt, Uklon, and Yandex. I personally drove part-time in those early days, gaining real, on-the-ground experience, while Prince handled operations and Jorge contributed as we scaled.
This exposure across multiple platforms gave us deep insight into the industry’s strengths and weaknesses, from driver earnings to fleet sustainability. It also sparked our early ambition to one day build our own ride-hailing solution tailored to these gaps. Unfortunately, when the war in Ukraine began, we lost nearly everything, including our fleet, and had to relocate to Europe.
In Portugal, we rebuilt from scratch this time as fleet owners under Uber and Bolt. We grew from two vehicles to nine (partly funded through bank financing), and more importantly, we dedicated two years to studying the European market. Through close interaction with drivers, we confirmed that profitability was significantly lower compared to Ukraine, and the structural problems were even clearer.
This journey gave us both the experience and conviction to launch UPrides: a platform designed from the ground up to address these inefficiencies, improve profitability, and reshape the ride-hailing ecosystem for all stakeholders.
Why did you choose Aveiro as the starting point for UPrides?
Our choice of Aveiro was influenced by both circumstance and strategy. When the war in Ukraine forced us to abandon our operations and relocate to Europe, we had to rebuild from scratch. At that time, Jorge was already in Portugal pursuing his master’s degree, and he encouraged us to explore the Portuguese market as a base for restarting our journey.
As newly arrived immigrants, Aveiro became our starting point simply because it was the only place where we could find housing and stability. From there, we established a company and registered as fleet owners under Uber and Bolt. What began as a necessity quickly became a strategic advantage: Aveiro offered us a manageable entry point into the Portuguese ride-hailing ecosystem, where we could test operations and build close relationships with drivers.
Importantly, starting in Aveiro did not limit us geographically. Very soon, we were working with drivers from across the country including Lisbon, Porto, Braga, and the Algarve. This confirmed that demand and opportunities extended far beyond our initial base, and it gave us valuable insights into regional market dynamics as we built the foundation for UPrides.
UPrides is described as “Portugal’s first 0% commission ride-hailing platform.” If you don’t charge drivers commission, how does your business model work?
Traditional ride-hailing platforms in Portugal charge drivers up to 20-25% commission on their earnings. For example, if a driver earns €1,300 in a month, the platform takes around €325. After paying €250 to the fleet owner and covering fuel costs that can exceed €300 per week, the driver often takes home a significantly low amount. This unsustainable model has led to multiple driver protests across Portugal.
UPrides was designed to change this equation. Instead of taking a percentage of every trip, we operate on a flat, performance-based subscription model. Drivers pay a weekly fee to use the platform, structured in a way that protects them during low-earning weeks:
- Earnings under €100 → €0 fee
- €100-199 → €15 fee
- €200-299 → €20 fee
- €300+ → €35 flat fee
This means that drivers keep the majority of their income while still contributing to the platform in a predictable, fair way. Our model ensures that UPrides generates consistent revenue while aligning our success with the drivers’ success.
By removing commission and replacing it with a transparent subscription, we solve the profitability challenge for drivers, reduce friction with fleet owners, and create a more sustainable ecosystem for all parties involved.
What makes you confident that a commission-free model can be sustainable long-term?
We believe sustainability comes from aligning our business model with the success of both drivers and customers. By removing commissions, we ensure that drivers remain profitable and motivated, while customers benefit from stable and competitive prices. This creates loyalty and long-term adoption, which is the foundation for sustainability.
Of course, we recognize that a commission-free model means the company itself must innovate to generate additional revenue streams. That’s why we’ve designed UPrides not just as a ride-hailing platform, but as a mobility and lifestyle ecosystem with multiple monetization avenues:
Driver subscription model – our primary revenue stream, offering predictable, performance-based fees that scale with driver earnings.
Trending locations and local partnerships – given that tourism represents around 16% of Portugal’s GDP, we’ve built a feature that highlights attractions, nightlife, restaurants, cafés, and shops within the app. Local businesses can advertise directly to riders, creating an additional revenue channel.
Events and ticketing integration – we collaborate with event promoters and ticketing platforms, allowing users to discover and purchase event tickets directly through UPrides. After purchase, the app automatically suggests rides to the venue. We generate revenue both through ticket commissions and advertising partnerships.
Future features – leveraging our experience with multiple platforms in Ukraine, we have identified further services such as fleet management tools and premium in-app services that will diversify our income streams over time.
In short, we’re confident in the sustainability of UPrides because our model doesn’t just rely on rides. It creates a multi-layered ecosystem where ride-hailing is the entry point, but additional services and partnerships drive long-term profitability and scalability.
In three months, you’ve attracted over 1,200 users and 300 drivers. What do these early numbers tell you about market demand?
These early results, achieved without heavy marketing spend, show both sides of the marketplace are eager for an alternative to the traditional commission-based model.
On the driver side, our zero-commission approach immediately resonated. We held direct conversations with fleets and drivers before launch, and their feedback was overwhelmingly supportive because our model addresses their most pressing challenges: profitability, transparency, and fairness. This early traction proves we’ve built something drivers were waiting for.
On the customer side, demand was equally clear. Even before going live, we were receiving messages through our support portal and social media channels from users asking when we would launch. This shows not just curiosity, but pent-up demand for choice in a market dominated by a few large players.
In short, these early adoption numbers confirm that there is a strong appetite for a more driver-friendly and customer-focused platform in Portugal, and that UPrides is well-positioned to capture this opportunity.
What stage of development is UPrides in today?
UPrides has already officially launched and is available in app stores for users to download and register. We’ve opened early access to riders, drivers, and fleet owners, which allowed us to build the initial base mentioned earlier within just a few months.
At the moment, our services are temporarily on hold as we finalize key operational elements to ensure a smooth and scalable rollout. This pause is intentional: it allows us to incorporate early feedback, strengthen driver-fleet partnerships, and prepare for sustainable growth rather than rushing into the market prematurely.
Our relaunch will begin in Lisbon, Portugal’s largest urban and tourism market, before expanding to other key cities and regions such as Porto, Braga, and the Algarve.
How do you plan to scale across Portugal, and which cities are next on your roadmap?
Given that the ride-hailing market in Portugal is already dominated by established platforms, our strategy is to scale thoughtfully and deliberately. We plan to start small in each city to ensure high-quality service and profitability for drivers and riders. Our first city is Lisbon, which offers a dense driver and customer base and the best opportunity for initial traction.
As of March 6, 2025, Portugal had 77,441 registered TVDE driver certificates. Our plan is to initially capture a small share of this market, generating healthy revenue from the start. From there, we will gradually expand our penetration, always prioritizing service quality and driver profitability.
Once we achieve nationwide coverage, we intend to study neighboring European markets to identify their ride-hailing challenges and opportunities. This approach ensures that when we launch in these countries, we bring a solution that addresses real pain points, rather than simply replicating a model from Portugal.
Our scaling strategy balances measured growth, operational excellence, and long-term market expansion, positioning UPrides to become a leading ride-hailing platform across Portugal and eventually in Europe.
With lower costs for riders, how do you ensure that safety and quality are never compromised?
At UPrides, affordability does not mean compromising on safety or quality. From the start, we designed our platform to prioritize both drivers and riders through structured processes, technology, and incentives.
Driver vetting and training: Every driver on UPrides goes through a thorough background check, vehicle inspection, and platform-specific training. This ensures that all drivers meet high safety and service standards before they can start accepting rides.
Continuous monitoring: Our platform integrates real-time tracking, ride feedback, and rating systems. Drivers are regularly assessed based on rider feedback, driving behavior, and adherence to safety protocols.
Incentivized performance: Because our revenue model is subscription-based rather than commission-based, drivers are not pressured to chase rides to meet commission quotas. This reduces risky driving behavior and allows drivers to focus on quality service.
Customer support and emergency features: Riders and drivers have access to responsive in-app support, emergency contacts, and safety features such as ride sharing with friends or family.
Fleet collaboration: We work closely with fleet owners to maintain vehicle quality, monitor insurance compliance, and ensure all operational standards are met.
By combining technology, training, and aligned incentives, we ensure that lower costs for riders do not come at the expense of safety or quality. In fact, our model empowers drivers to provide better service, which benefits the entire ecosystem.
What features or technologies set your platform apart?
UPrides is designed to stand out by combining a driver-first business model with innovative features that enhance both rider and driver experiences. Key differentiators include:
0% commission model with flexible subscription: Drivers pay a predictable weekly fee instead of high commissions, ensuring higher earnings and satisfaction.
Trending locations and local business integration: Leveraging Portugal’s strong tourism sector, our app highlights attractions, restaurants, cafés, shops, and nightlife based on the user’s location. Local businesses can advertise directly, creating a new revenue stream and connecting riders to experiences.
Event and ticketing integration: UPrides partners with event promoters and ticketing platforms, allowing users to discover and purchase event tickets within the app. After purchase, the platform automatically suggests rides to the event, generating revenue through ticket commissions and ride bookings.
Request payment feature: Customers can book a ride without money in their bank account or card by assigning the payment to another user such as a friend or family member via their username. The assigned user receives an alert with ride details and can choose whether to pay, offering flexibility while ensuring drivers receive payment once approved.
Smart ride matching and multi-city expansion: Our technology efficiently matches riders with drivers and supports scalability across multiple cities, ensuring fast pickups and consistent quality.
Safety and quality monitoring: Real-time ride tracking, driver ratings, and emergency support features ensure the highest safety standards, even with a lower-cost model.
Ecosystem-driven monetization: Beyond rides, our platform acts as a mobility and lifestyle ecosystem with advertising, premium features, and partnerships all informed by insights we gained from our previous ride-hailing experience in Ukraine.
By combining driver-first incentives, integrated lifestyle features, and scalable technology, UPrides stands out as more than a ride-hailing app. It’s a platform that boosts driver profitability, enhances rider convenience, and supports local business engagement.
What makes you confident that UPrides can compete with well-established players in the ride-hailing market?
Many of the established ride-hailing platforms in the market were built years ago with a single, narrow focus: transporting passengers from point A to point B. While they achieved scale, their platforms often lack flexibility, driver-first incentives, and integrated services that meet the evolving needs of today’s customers.
UPrides competes effectively because we’ve designed our platform for the modern market:
Driver-first model: Unlike commission-heavy competitors, our zero-commission, subscription-based approach ensures drivers are profitable, motivated, and loyal, which improves service quality and retention.
Enhanced customer experience: Features like Trending Locations, Event Ticketing, and Request Payment go beyond simple point-to-point rides, creating a more engaging and convenient experience for users.
Multi-layered ecosystem: UPrides is not just a ride-hailing app it’s a mobility and lifestyle platform that connects riders, drivers, local businesses, and events, generating diversified revenue streams.
Agility and innovation: As a newer platform, we can adapt quickly, implement features based on real-time feedback, and continuously improve both driver and rider experiences, something legacy platforms often struggle to do.
Strategic growth: By starting in high-demand urban hubs like Lisbon and gradually expanding while maintaining quality and profitability, we can capture market share without compromising service standards.
In short, UPrides competes not by replicating the old model, but by reinventing ride-hailing with a modern, driver-friendly, and revenue-diverse approach that addresses the shortcomings of legacy platforms.
Are there plans to expand UPrides’ services beyond ride-sharing, for example into delivery or other mobility solutions?
Yes, absolutely. UPrides is designed as a mobility and lifestyle ecosystem, not just a ride-hailing platform. We plan to expand into delivery and other mobility solutions, ensuring that we address real problems across the transportation and logistics sectors.
While some features like Trending Locations have already been released in the current app version, many other innovative services remain in our pipeline. These will be rolled out strategically, guided by user feedback and actual usage patterns, to make sure each addition delivers maximum value and aligns with our core mission of improving driver profitability and user convenience.
By approaching expansion thoughtfully, we aim to create a comprehensive platform that meets multiple mobility needs, strengthens engagement, and diversifies revenue streams over time.
You’ve mentioned opportunities for fleet owners – how does UPrides support them in maximizing profitability?
Fleet owners often face significant financial risks in the ride-hailing business. One common challenge is fuel management: many drivers use fleet-provided fuel credit cards, sometimes purchasing more fuel than needed or even misusing the card, which can leave the fleet owner in debt.
In Portugal, most fleet owners operate as companies, and many of their vehicles are financed by banks – meaning these debts can quickly escalate and, in some cases, lead to bankruptcy. We experienced these challenges firsthand, so we built a solution within UPrides to address them.
Our platform includes a virtual credit card feature that can be assigned to individual drivers and is directly linked to their earnings. Fleet owners can control what percentage of a driver’s income can be used for fuel, ensuring that:
- Drivers can only spend within the limits of their actual earnings.
- Misuse of fleet resources is prevented.
- Fleet owners maintain control over operational costs while supporting driver efficiency.
This innovation allows fleet owners to maximize profitability, reduce financial risk, and maintain operational control, all while enabling drivers to work productively and fairly protecting the business and ensuring long-term sustainability.
What does your roadmap look like for the next 12-18 months?
Over the next 12-18 months, UPrides will focus on scaling operations, enhancing the platform, and expanding strategically across Portugal and beyond. Key milestones include:
City launches and market penetration:
- Begin full ride-hailing operations in Lisbon, targeting 2% of active drivers (~800) to establish a strong foothold.
- Gradually expand to Porto, Braga, the Algarve, and other major locations, maintaining quality and driver profitability while increasing market share.
Feature rollouts and platform enhancements:
- Introduce unreleased features such as delivery services, additional mobility solutions, and advanced driver and fleet management tools.
- Expand existing features like Trending Locations, Event Ticketing, and Request Payment, guided by user feedback and engagement metrics.
Fleet owner support and driver experience:
- Implement the virtual credit card linked to driver earnings to prevent misuse and reduce fleet owner risk.
- Continuously enhance driver support, onboarding, and training programs to ensure safety, service quality, and retention.
Revenue diversification and ecosystem growth:
- Develop additional monetization channels through partnerships with local businesses, event promoters, and tourism operators.
- Strengthen the platform as a mobility and lifestyle ecosystem, not just a ride-hailing app.
Preparation for international expansion:
- Begin market research and feasibility studies in neighboring European countries, identifying ride-hailing challenges and opportunities.
- Develop a strategy for entering new markets with lessons learned from Portugal, ensuring a problem-solving approach from day one.
Are you currently in talks with potential mentors, partners, or investors? If so, what kind of support are you seeking to grow UPrides?
Yes, we are actively engaging with potential mentors, partners, and investors. While mentorship and strategic partnerships are valuable, our primary focus is on securing investors who share our vision for UPrides and can help us scale effectively.
We are seeking funding to support several key growth initiatives:
Driver and customer acquisition: Enable more aggressive marketing campaigns to rapidly grow both sides of the marketplace.
Platform maintenance and enhancement: Ensure continuous improvement, feature rollouts, and technical stability.
Team expansion: Reduce operational load on founders by bringing in specialized talent across product, operations, and marketing.
Regional hubs: Establish physical presence in key cities to address user needs directly and maintain high service quality and accessibility.
With the right investment and support, we are confident that UPrides can accelerate its growth, strengthen its platform, and build a driver- and customer-focused ride-hailing ecosystem that sets a new standard in Portugal.
Featured image: UPrides’ mission is to build a fair, sustainable ride-hailing ecosystem that increases driver profitability while enhancing the experience for riders and fleet owners. (Photo courtesy of UPrides)
Portugal Startup News 