Alto, a Dallas, TX-based on-demand rides service focused on safety and hospitality, raised $14.5m from two rounds of funding.
Backers included Road Ventures and Frog Ventures.
Led by CEO Will Coleman, Alto manages and operates its dedicated fleet of SUVs. Alto’s features include in-app music, lighting, and conversation controls, as well as app-enabled vehicle identification, via exterior vehicle lighting.
The service is a members-only experience. Employee drivers are vetted, trained and performance-managed while the app enables:
- customers and drivers to control their experience,
- the lighting up for identification as a member approaches
- notification when their passenger is in range, so drivers can unlock their doors only for their customer.
The company plans to use these funds, and those coming from another round this spring, to expand to more cities in 2019 and reach the national level by 2020.