Gett introduces private hire option as Freenow by Lyft integration moves closer

Gett by Lyft is introducing a private hire vehicle option to its app this week as the taxi platform prepares for its future integration with Freenow by Lyft.

In a message sent to drivers, the Gett UK team said London’s licensed black cabs would remain its priority and continue to appear as the primary option presented to app users.

Access to the new PHV service will initially be restricted to a limited group of customers. Gett said the controlled rollout would allow it to monitor the effect on existing black cab bookings.

Private hire journeys selected through the Gett app will be fulfilled by drivers operating on the Freenow platform. Gett drivers will therefore not be expected to undertake the PHV bookings introduced through the arrangement.

The company said the decision was intended to protect daily ride volumes, keep the platform competitive and prepare its systems for closer integration with Freenow.

Gett told drivers that corporate customers were increasingly using their business travel accounts for personal journeys and asking for access to more than one vehicle type. It warned that customers who could not find the required option on Gett were moving to rival booking platforms.

The company’s position is that retaining those passengers within its app should also preserve future taxi demand, with customers continuing to book black cabs for journeys where that vehicle type remains their preferred option.

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The addition represents a notable change for a platform strongly associated with London’s licensed taxi trade. Although black cabs will retain priority, Gett users included in the trial will now be able to compare or select a PHV service without leaving the app.

For taxi drivers, the commercial impact will depend on how prominently each service is displayed, which journeys are offered to PHVs and whether customers who previously chose a black cab move towards the alternative. Gett has not disclosed the size of the restricted user group or how long the initial rollout will run.

Addressing those concerns, the company told drivers: “Black Taxis will be the primary option to users on the app.” It added that the PHV service would be monitored to “protect your bookings”.

Gett said the move was designed to secure the high volume of work relied upon by its taxi drivers while keeping customers from switching to competing apps.