Ride-hailing service Lyft is adding a payment option that allows passengers to round up their fare to the nearest dollar and donate the difference to charity.
Citing company executives, CNN Money reported Monday that Lyft plans to roll out its initiative, called Round up & Donate, in the coming weeks. Expected to start with a single recipient, Lyft plans to expand its charity base over time to include organizations relevant to the local community.
Lyft’s donation scheme is the company’s latest bid to differentiate itself from fellow San Franciscan start-up Uber, its main competitor. Past initiatives have ranged from encouraging drivers to dispense fist bumps and affix pink mustaches to their car grills, to giving passengers the option to tip.
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The larger ride-hailing company Uber, which is valued at $60 billion, has endured a difficult 2017. The #DeleteUber hashtag has trended multiple times on social media: over CEO Travis Kalanick’s perceived support for Trump, and then later amid public allegations of sexual harassment of women at the company’s San Francisco headquarters.
In January, Lyft—which unlike its rival is focused solely on the domestic market—announced that it would grow its operations across 100 more U.S. cities this year.