Uber launches senior accounts to simplify rides for older adults

• "Transportation is one of the biggest barriers to independence as people age," Briana Gilmore, Uber head of public policy, accessibility and underserved communities, told Axios. "For most older adults, they really struggle with independent mobility."
• Competitor Lyft launched its Lyft Silver feature nationwide for seniors in May.

The big picture: A 2020 study by researchers with the CDC and the University of Chicago found ride-hailing apps could benefit older people, especially those facing cognitive decline that makes driving less safe.

• "Ride share services may offer a promising alternative to driving for older adults and may help to address negative health consequences associated with driving cessation," researchers wrote.

The intrigue: Uber's new features also help seniors' family members keep track of their loved ones and book rides for them more easily.

• "We wanted to create more options for families, especially for family organizers, who are often in that sandwich generation with teens on one end and older family members on the other," Gilmore said.

Uber senior accounts available Wednesday

Zoom in: Uber started researching senior accounts in summer 2024 when launching teen accounts, Gilmore said.

• Senior accounts are a simplified ride-hailing experience designed for older adults with larger text, easy-to-follow directions and fewer buttons.
• Users can save places for quick access to frequent destinations and pay with a personal card, a family member's card or a Medicare Flex card for eligible medical rides.
• Family organizers can help book rides for the senior account holder and contact the driver if needed. Family members can get trip updates and follow rides in real time.

Setting up senior accounts: A family member invites the older adult to join their Family profile from the Uber app.

• The senior receives a text to download the app and sign up.
• They can then request rides themselves or get help from family when needed.

Uber simple mode

State of play: For older adults who prefer to ride independently, Uber is also launching "simple mode," which offers the same streamlined experience as senior accounts without a Family profile.

• The Simple mode feature can be found in the account section of the app where there's the option to turn it on.
• The simplified app was piloted in Phoenix and Orlando in May.

What's next: The senior features launch Wednesday, June 4 in the U.S. and then will expand to other countries, including Taiwan, Hong Kong, Mexico, France and South Africa.

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