Kiwitaxi’s women driving women is the largest introduction of female drivers in the history of private transport | News
In July 2026, Kiwitaxi launched the largest simultaneous deployment of a female driver in the history of private transport: Women Driving Women, now available in 25 countries on four continents: 13 in Europe (Poland, Turkey, Portugal, Cyprus, Czech Republic, Slovakia, Greece, France, Italy, Germany, Spain, Montenegro and Albania), seven in Asia (South Korea, Japan, China, Indonesia, Thailand, Vietnam and Sri Lanka), three in Latin America (Brazil, the Dominican Republic). Republic and Mexico), plus Australia. The rollout follows a test launch in November 2025.
The market context makes the scale of the launch legible. According to research by Grand View Research and Condor Ferries, women account for between 71% and 84% of all solo travelers worldwide. The number of solo bookings has increased by 42% in the past two years. According to Skift Research, women make 82% of all travel decisions worldwide, a figure that has not historically been reflected in the way the private transfer industry has designed its products or its default settings. Built in direct response to that gap, Women Driving Women gives female travelers a choice that the industry had not previously offered at scale.
At the time of booking, travelers can select a female driver for their transfer at no additional cost through the usual booking flow, without a separate platform or process.
CEO Marie Borisova, who rose through the customer side of the business, saw the demand before the data confirmed it: “Women were already making every other decision about how they travel. Expanding that to who drives them felt like the obvious next step.”
The program is also structured to increase economic opportunities for women in the transportation sector. By actively involving female drivers within its partner network – including markets where women represent a small minority of professional drivers – Kiwitaxi builds the supply side of the service as a purposeful outcome and not a by-product. In markets where female driver representation has historically been low, the program creates a new category of professional opportunities in addition to the passenger-focused choices it offers.
The private conveyancing industry has not historically been defined by product differentiation. The core proposition – confirmed driver, vehicle and pickup – has remained largely unchanged for decades, and attempts by ride-hailing platforms to create similar female-oriented features have been largely limited to internal markets and individual bikes, without the sustainability or geographic scope that would give them structural significance. Kiwitaxi built Women Driving Women from the ground up as an ongoing program, alongside a broader product cycle that reflects a consistent organizational commitment: that the travelers the industry has historically underserved represent the key growth opportunities.
The commercial results support this statement. In 2025, Kiwitaxi recorded the strongest year in the company’s history, with 30% year-on-year growth in journeys and revenue growth across all twelve months. In the first four months of 2026, net sales grew by 29% on a comparable basis. Seven new markets came into use: Saudi Arabia, New Zealand, Australia, Rwanda, Zimbabwe, Ghana and Saint Lucia. During this expansion, the customer claim rate averaged 0.75% over 29 months, below the 1.0% threshold commonly used as an industry benchmark. The quality figure becomes more important when compared to the volume and complexity of the growth that comes with it.
What the June 2026 rollout makes clear is that a global option for female drivers, implemented as a default booking choice rather than a regional pilot, is operationally feasible at the scale of a large private transfer platform. That is the new baseline that the sector must now take into account.
