# Gender-Targeted Ride Preferences Uber Launches the New Women Preferences Feature By Kanesa David | Written with AI assistance | Published 2026-04-22 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/women-preferences References: [retailcustomerexperience](https://www.retailcustomerexperience.com/news/uber-debuts-safety-ride-program-for-female-customers/)  [Uber](https://www.trendhunter.com/trends/safety-tools-1) introduced a rider option called Women Preferences that lets female riders request female drivers on-demand or by advance reservation, featuring an account setting to save the preference. The company expanded the capability after a pilot that began in summer 2025 and rolled it out to 26 U.S. cities in fall 2025, and later to riders in seven countries and drivers in 40+ countries. The feature allows customers to switch to a faster ride if wait times are long and gives drivers a way to opt into accepting [Women Preferences requests](https://www.trendhunter.com/trends/buick-envision-1). For consumers, the option adds a privacy- and comfort-focused layer to booking, reflecting broader mobility trends toward [personalized safety choices](https://www.trendhunter.com/trends/life360-apps) and control over who provides a service. Image Credit: antoniodiaz / Shutterstock ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 4% | Activity: 5% | Freshness: 71% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) ## Key Themes ### Key Themes Behind This Trend - **Personalized Safety Preferences:** A market for hyper-personalized safety settings in mobility apps that can redefine user trust metrics. - **Gender-targeted Service Matchmaking:** An emergence of algorithms matching riders and providers by demographic preference that can reshape platform matching economics. - **Advance Reservation for Preferred Providers:** Systems for scheduled pairing of preferred providers that could shift on-demand paradigms toward reservation-first models. ### Where This Applies - **Ridesharing and Mobility:** Demand for gender-specific options creating new product tiers and pricing strategies within urban transport services. - **Workforce Management and Driver Platforms:** Driver opt-in features prompting platforms to redesign incentive structures and labor segmentation. - **Privacy-focused Consumer Tech:** In-app privacy controls tied to identity preferences offering opportunities for differentiated trust signals and verification services. ## Related on Trend Hunter - [Teen-Safety Rideshare Accounts](https://www.trendhunter.com/trends/lyft-teen-accounts.md) - [Assistance Dog-Focused Rideshares](https://www.trendhunter.com/trends/accommodating-passangers.md) - [Winter Sport Rideshare Services](https://www.trendhunter.com/trends/uber-ski.md) - [Global Product Launch Events](https://www.trendhunter.com/trends/go-get.md) - [Senior Ridesharing Service Accounts](https://www.trendhunter.com/trends/uber-senior-accounts.md) - [Expanded Membership Benefits](https://www.trendhunter.com/trends/uber-one-family-sharing.md) - [Senior-Friendly Rideshare Services](https://www.trendhunter.com/trends/lyft-silver.md) - [Prepaid Rideshare Passes](https://www.trendhunter.com/trends/uber-prepaid-passes.md) - [Discounted Rideshare Partnerships](https://www.trendhunter.com/trends/discounted-rideshare.md)