I developed FURE because I saw a broken system in the rideshare industry, one where riders pay more than they should, drivers earn far less than they deserve, and advertisers are stuck paying for impressions that don’t lead to real engagement. FURE was born to change that—to unlock a new kind of value exchange that benefits everyone involved. At its core, FURE is not just a rideshare service. It’s a reimagining of mobility, media, and economic fairness.

For drivers, FURE is an opportunity to earn better, more predictably. Today’s rideshare platforms often extract high commissions while offering little stability or upward mobility. FURE shifts the revenue model by generating income from advertising, allowing more of the fare, up to 90%, to go directly to the driver. That means more take-home pay, more driver loyalty, and better service for everyone. We’re not just giving drivers a gig; we’re offering them a stake in something sustainable.

For riders, the benefit is simple: free or subsidized rides in exchange for something they already do—consume content. With FURE, a trip to work or home doesn’t have to cost a thing. Riders watch curated, short-form ads tailored to their interests and location, and in return, they unlock transportation at no cost. It’s a model that puts power and choice back into the hands of everyday people. No surge pricing, no mystery fees—just value for attention, transparently exchanged.

And for advertisers, FURE offers something the current ecosystem cannot: guaranteed attention in a captive, opt-in environment. While traditional digital ads compete for eyeballs and are often skipped, blocked, or ignored, FURE places branded content directly in front of riders during their rides—moments when they are seated, focused, and undistracted. The platform collects first-party, consent-driven data that provides advertisers with unmatched insight into rider behavior, emotional response, and real-world conversion patterns. It’s not just about impressions; it’s about measurable influence.

FURE is the intersection of transportation and transformation. It takes underutilized screen time, unused marketing potential, and undervalued labor and turns them into a powerful network of benefits and returns. It is a product built not just to compete with rideshare companies, but to challenge the way mobility and marketing function as systems. We’re building a future where movement itself is monetized—where every mile helps a driver earn more, gives a rider more freedom, and gives a brand more meaningful access to real people.

This is why I built FURE. Because I believe we deserve more from our cities, our rides, and our time.