SURGE OPINION: GMB launches driver survey asking Uber drivers to give their views on dynamic pricing model
- Perry Richardson
- 2 hours ago
- 2 min read
GMB Union has opened a survey for private hire drivers to gather evidence on how dynamic pricing is affecting earnings, citing a rise in member concerns and a lack of clarity around the mechanism used by major ridehail platforms.
The move follows growing frustration among drivers who say they struggle to understand how trip prices are calculated at different points in the day.
Dynamic pricing, often referred to as surge pricing within the industry, adjusts fares in real time based on supply and demand. In the UK ridehail market, operators such as Uber use automated systems that raise passenger prices when demand outstrips the number of available drivers, particularly during peak travel periods, major events and severe weather.
While intended to balance the market by encouraging more drivers to work at busy moments, the algorithms and the way platforms distribute revenue between drivers and the company are not disclosed in detail.
Union says drivers are reporting daily issues linked to fluctuating fares and limited clarity on how pricing is set.
In its notice to members, GMB said drivers continue to report daily incidents and concerns about the way fares fluctuate. The union stated that it does not yet have enough information to fully understand the pricing models in use but emphasised that pay transparency is essential for its members. The survey aims to capture the lived impact of dynamic pricing on drivers’ income patterns, working hours and ability to plan their shifts.
The controversy largely stems from how dynamic pricing interacts with driver pay. Although passengers may face higher fares during peak demand, drivers have long argued that increases do not always translate into proportional gains for them.
GMB’s statement invited drivers to participate in the survey, adding that the union will contact members once it has reviewed the responses. The union said it is receiving consistent questions and challenges regarding pricing behaviour and intends to use the findings to shape future discussions with platforms and regulators.
Drivers will also receive the survey link by SMS, and GMB encouraged members to share it with colleagues to broaden participation.
