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Alto is different from other car services because it's exclusive, for members only. Membership requires a monthly fee of $12.95. And customers set the mood by choosing the music, and whether or not they want to make small talk with their driver.
Alto is now offering on-demand rides in the Dallas area, and founding member Alex Halbardier says safety is their top priority.
"We did some research with consumers and found that women are actually half as likely to be active users of ridesharing platforms than men are," Halbardier said. "And the vast majority of those say it’s due to the safety concerns."
A new company called Alto just launched in Dallas, offering on-demand rides via a company-managed-and-operated fleet of SUVs. Unlike traditional ride-sharing services, Alto is a members-only subscription service that employs its own drivers.
A Dallas ridesharing startup thinks it has the formula — and now the funding — to disrupt the fast-growing on-demand market controlled by the likes of Uber and Lyft.