Alto aims to disrupt ridesharing industry and challenge Lyft, and Uber

Alto a ridesharing startup founded in 2018 in Dallas aims to disrupt the fast-growing on-demand market controlled by the likes of Uber and Lyft. Alto just raised $14.5 million from Road Ventures, a European fund that invests in the transportation sector, and Frog Ventures, the venture arm of global design firm Frog.

Alto’s business model differs from Uber and Lyft. Indeed, Alto employs its drivers, manages a dedicated fleet of SUVs, and gives riders in-app control over the in-car experience (like changing the music or signaling to their driver they don’t want to talk). This strategy aims to provide higher level of safety and hospitality to its customers than its competitors.

To ensure high level of safety for its customers, each Alto driver goes through rigorous training, which includes a defensive driving course, customer service training and in-car, on-the-job training. Additionally, each new driver has a supervisor shadowing them on rides with real customers before becoming an active driver.

With a members-only subscription model at $12.95 a month, Alto gives customers access to a 30 percent to 50 percent discount compared to Uber and Lyft. There also are subscription offerings where users can subscribe to 15, 30 or unlimited rides for $349, $549 and $899 a month, respectively.

So far, Alto has signed up more than 600 members that are served with 25 Alto cars.