Lyft opens up its youth marketing program

Lyft launched youth accounts on Monday, a feature that allows children as young as 13 to ride without an adult in 200 US cities, including Atlanta, Boston, Chicago, and New York.

The official launch comes two weeks after Lyft CEO David Risher announced on X They are planning to start a rally for young people.

Like its rival Uber, which also offers youth accounts, Lyft’s new service comes with several safeguards. Only a parent or guardian can create a youth account, according to Lyft. Drivers who are matched with these minor riders must meet certain requirements and undergo an annual check. Teens can also bring guests for rides, as long as a parent gives permission, according to Lyft.

Lyft has also baked in features like PIN verification, voice recording, and real-time tracking so parents can see where their child is during their ride. Parents who want to enroll their child can go to the app, select their profile at the bottom right of the screen, then click “Lyft Teen.” From here, parents can enter the teen’s phone number and add a shared payment method to ride with the teen. Once verified, the young person will receive a text message with a unique registration link.

Lyft is playing with Uber and even Waymowhich offers young accounts at its robotaxi locations in Phoenix. Uber tested youth accounts in early 2017 but didn’t roll out sales until spring 2024 in more than a dozen cities in the US and Canada. Uber has also added many other markets in the US, as well as many other countries. Last year, Uber began testing youth accounts internally several cities in Indiaalso.

Lyft’s new youth account is one of several new and expanded initiatives Risher has introduced at the company since taking over as CEO. Lyft has formed several independent partnerships, including with Ms. MobilityAustrian manufacturer Benteler, is HallTensor Auto, and autonomy provider Mobileye.

The company also pushed into Europe with its own Earning $ 197 million the German multi-travel app Freenow from BMW and Mercedes-Benz Mobility. The acquisition opened the European market to Lyft for the first time.