As South Africa celebrates Women’s Month and honours the resilience, determination and achievements of women across every industry, Maxim is recognising the growing number of women choosing to build careers and earn an income in the e-hailing sector. The company has recorded a 2.5-fold increase in female drivers compared to the same period last year, highlighting a significant shift in an industry that has traditionally been dominated by men.
The increase reflects more than just growth in driver numbers. It represents a changing transport landscape where more women are embracing flexible earning opportunities, becoming financially independent and helping reshape mobility in South Africa.
As a licensed e-hailing company operating across the country, Maxim provides drivers with the flexibility to choose when and how often they work, allowing them to balance earning opportunities with family responsibilities, studies, entrepreneurship and other commitments. This flexibility has made the platform increasingly attractive to women seeking work that adapts to their lifestyles rather than requiring them to adapt to fixed working hours.
The strongest growth in female driver registrations has been recorded in Cape Town, Bloemfontein, Emalahleni and Kimberley, demonstrating that women are increasingly embracing opportunities in the country’s growing digital economy.
Recognising that inclusion extends beyond creating earning opportunities, Maxim has also introduced solutions that respond directly to the needs of women using the platform. Following feedback from women drivers, the company introduced the Female Driver rate, giving women passengers the option to request rides performed exclusively by women drivers.
The Female Driver rate is currently available in Cape Town, Bloemfontein, Welkom, Gqeberha, Newcastle and Emalahleni and other cities. Ride requests made through this rate are visible only to women drivers, creating an additional opportunity for female driver-partners while giving women passengers greater choice over who they travel with. The rate has become particularly valuable for women travelling alone, families with young children and passengers who simply feel more comfortable riding with a female driver. Importantly, passengers do not pay anything extra when selecting the Female Driver rate, with fares remaining the same as standard trips.
The introduction and continued expansion of the Female Driver rate reflects Maxim’s commitment to listening to the people who use its platform. By responding to feedback from women drivers and passengers, the company has developed a feature that supports both greater participation by women in the e-hailing industry and increased comfort for those choosing to travel with a female driver.
“We’re proud to see more women joining the Maxim platform and helping shape the future of mobility in South Africa. The 2.5-fold growth in female drivers shows that more women are recognising the value of flexible earning opportunities that fit around their lifestyles and ambitions. Listening to our users has always been important to us, which is why we introduced the Female Driver rate in response to feedback from women drivers. We remain committed to creating a platform that offers greater opportunity, flexibility and choice for both drivers and passengers,” said Lesoli Lemphane, Head of Development at Maxim South Africa.
As more women enter the transport sector, they are helping redefine perceptions of an industry that has long been regarded as male dominated. Their growing presence behind the wheel is contributing to a more representative, diverse and inclusive transport environment while demonstrating that mobility can be a powerful tool for economic empowerment.
Maxim believes that creating opportunities for women goes hand in hand with listening to their needs. By combining flexible earning opportunities with services such as the Female Driver rate, the company aims to foster an environment where women can participate with greater confidence whether they are driving or travelling.
As Maxim continues expanding across South Africa, the company remains committed to developing services that reflect the evolving needs of its users while creating more opportunities for women to participate in the country’s growing digital economy.
Maxim is an e-hailing service that connects passengers with drivers through its mobile app while also offering delivery services in selected cities. Operating in South Africa as a licensed e-hailing company, Maxim is committed to providing safe, reliable and affordable transport while creating flexible earning opportunities for driver-partners across the country.
