Saudi Arabia’s journey toward empowering women and increasing their participation in various sectors of society reached a significant milestone in June 2018 when the ban on women driving was lifted. As Saudi women eagerly got behind the wheel, it marked a transformative moment for the Kingdom’s Vision 2030 program. This historic event paved the way for various initiatives aimed at providing women with greater mobility and independence.One of the remarkable outcomes of this societal shift was the emergence of female-only car showrooms, a surge in women obtaining driving licenses, Saudi women competing in professional racing competitions, and a notable increase in female car buyers. Among the initiatives born out of this transformative period is Leena, a female-only rideshare service that provides a comfortable and secure alternative for women while contributing to reducing female unemployment.Leena officially obtained a license from the Saudi government in April 2019 and commenced operations in June of the same year. Unlike traditional rideshare platforms, Leena’s distinctive feature is that it exclusively employs female drivers, known as “Captainahs,” who cater exclusively to female passengers.
This unique approach aims to address the concerns of women regarding harassment, privacy, and safety during regular taxi rides.Despite launching amid the challenges posed by the COVID-19 pandemic, Leena experienced a surge in demand, reporting an average month-on-month growth rate exceeding 25%. This remarkable success can be attributed to several factors, including the company’s commitment to ensuring the safety and well-being of both drivers and passengers.The founders of Leena, a group of young colleagues, conceived the idea in 2018 when discussions were taking place about the potential benefits of creating an organization centered around women and driving. Their primary objective was to offer Saudi women a convenient and secure transportation option while contributing to the reduction of female unemployment in the Kingdom.
While women’s right to drive was celebrated, concerns about harassment and safety during regular taxi rides remained a prevalent issue. Leena aimed to address these concerns by providing a rideshare service exclusively for women, where both drivers and passengers would be female.The initial launch in 2019 faced some challenges, primarily related to the COVID-19 pandemic. However, Leena adapted swiftly to the new circumstances. Every registered “Captainah” was promptly informed of the COVID-19 regulations and terms they needed to follow. Although vaccination was not mandatory for drivers, Leena encouraged all its “Captainahs” to get vaccinated, and the majority willingly received their vaccinations.One of the unique aspects of Leena’s operation is the flexibility it offers to its drivers.
Recognizing that many female drivers have family responsibilities, Leena allows its “Captainahs” to choose their working hours, accommodating their personal lives. This approach, while ensuring drivers can prioritize their families, has occasionally resulted in a shortage of drivers to meet the high demand for rides. However, Leena is actively working to address this issue by expediting the licensing and onboarding process for new drivers.Leena’s success and its alignment with the aspirations of Saudi women have attracted considerable interest. While the company has been self-financed to date, the founders are considering an investment round to seek external investors and expand the business further.
While open to discussions and potential partnerships, Leena’s CEO and co-founder, Mohammed Al-Aqeel, emphasizes the importance of preserving Leena’s core mission and commitment to serving exclusively women.As Leena looks ahead to the future, it remains true to its mission of empowering women by providing them with safe and convenient transportation options. The platform’s success story demonstrates the potential for innovative solutions that cater to the unique needs and aspirations of women in Saudi Arabia. By offering a female-only rideshare service, Leena is not only contributing to reducing unemployment among women but also facilitating greater mobility and independence for Saudi women in the evolving landscape of the Kingdom.
