Who Founded Gett? The Visionaries Behind the App

In an age where a few taps on a smartphone can summon a ride to your doorstep, it’s easy to overlook the pioneering spirit that first brought this convenience to life. Before the ubiquitous presence of ride-hailing apps, the process of finding a taxi, particularly in bustling urban centres like London, could often be a frustrating ordeal. Long waits, uncertainty about fares, and the occasional scramble for cash were common grievances. It was into this landscape that a new vision emerged, one that sought to bring efficiency, transparency, and a touch of modern technology to the venerable taxi industry. At the heart of this revolution was GetTaxi, a company that would eventually rebrand as Gett, and its audacious founders.

The question of who founded GetTaxi takes us back to a pivotal moment in the early 21st century when mobile technology was beginning to transform everyday services. The individuals credited with establishing this groundbreaking platform are Shahar Waiser and Roi More. Their collaboration laid the groundwork for what would become a significant player in the global ride-hailing market, particularly in its strategic focus on professional, licensed drivers and its strong presence in the United Kingdom.

The Genesis of a Vision: Shahar Waiser's Entrepreneurial Drive

Shahar Waiser, a serial entrepreneur with a background steeped in technology and innovation, was the primary driving force behind GetTaxi. His journey into the world of ride-hailing was not accidental but rather a culmination of his experience in identifying market inefficiencies and leveraging technology to solve them. Waiser had a keen eye for disruption, having previously founded and led several successful ventures, including a mobile software company and a digital media firm. This extensive experience provided him with the strategic acumen and technical understanding necessary to embark on such an ambitious project.

Waiser’s vision for GetTaxi stemmed from a deeply personal frustration with the existing taxi system. He recognised the glaring disconnect between passengers needing rides and available drivers, often exacerbated by a lack of real-time information and inefficient dispatch methods. He envisioned a seamless, on-demand service that would connect passengers directly with licensed taxis via a mobile application, promising transparency in pricing, cashless payments, and a significantly improved user experience. This was a radical concept at a time when most taxi bookings were still made via phone calls to dispatch centres or by hailing cabs on the street.

Roi More: The Co-Founder's Contribution

While Shahar Waiser is often cited as the public face and primary visionary, Roi More played a crucial role as a co-founder, contributing significantly to the operational and technological development of GetTaxi. More’s expertise complemented Waiser’s entrepreneurial drive, helping to translate the grand vision into a functional and scalable platform. The synergy between their skills was essential in the early stages, as they navigated the complexities of building a tech company from the ground up, dealing with software development, driver recruitment, and market penetration.

The collaborative effort of Waiser and More was instrumental in establishing GetTaxi’s initial foothold. They shared a common goal: to modernise an antiquated industry and empower both drivers and passengers with cutting-edge technology. Their partnership embodied the innovative spirit required to challenge established norms and carve out a new niche in the competitive urban transport sector.

Launching GetTaxi: Addressing Market Needs

GetTaxi was officially launched in 2010, initially in Israel, before rapidly expanding into major international markets. The United Kingdom, particularly London, quickly became a key focus for the company. The choice of London was strategic; it is a global financial hub with a dense population, a high demand for transport, and a deeply ingrained, albeit traditional, taxi culture. The iconic black cabs of London presented both an opportunity and a challenge.

The core proposition of GetTaxi was simple yet revolutionary for its time: a mobile app that allowed users to order a licensed taxi with a few taps, track its arrival in real-time, and pay seamlessly through the app. This addressed several critical pain points:

• Convenience: No more standing in the rain or endless phone calls to dispatchers.
• Transparency: Users could see the estimated fare and the driver’s details before the ride.
• Efficiency: Drivers could receive more bookings, reducing idle time and optimising their routes.
• Safety and Trust: By focusing exclusively on licensed drivers, GetTaxi offered a level of assurance that resonated with passengers concerned about safety and professional standards.

This focus on licensed, professional drivers, particularly London’s black cabs, became a significant differentiator for GetTaxi, setting it apart from other emerging ride-hailing services that often employed private drivers. This strategic decision earned GetTaxi considerable favour with regulators and local authorities, who were often wary of new models that bypassed traditional licensing frameworks.

The Evolution to Gett: A Broader Vision

As the company matured and expanded its services, GetTaxi underwent a significant rebranding, officially becoming Gett in 2013. This change reflected a broader strategic vision that extended beyond just traditional taxi services. The new name was sleeker, more modern, and indicative of a company that aimed to offer a wider range of on-demand mobility solutions, including corporate travel and business-to-business (B2B) services.

Gett continued to innovate, introducing features like fixed pricing for popular routes, pre-booking options, and advanced corporate accounts that allowed businesses to manage their employees' travel efficiently. This pivot towards the corporate sector proved to be a highly successful move, securing Gett's position as a preferred transport partner for numerous companies.

Key Milestones in Gett's Journey:

• 2010: Founded as GetTaxi by Shahar Waiser and Roi More.
• 2011: Launched in London, quickly establishing a strong presence with black cabs.
• 2013: Rebranded as Gett, signalling a broader ambition beyond just taxis.
• 2014-2016: Significant international expansion, reaching over 100 cities globally, including major US markets.
• 2016: Volkswagen Group invests $300 million in Gett, solidifying its position and providing substantial capital for further growth and technological development.
• Ongoing: Continued focus on corporate travel solutions and partnerships with traditional taxi fleets to offer a premium, reliable service.

Gett's Impact on the UK Ride-Hailing Landscape

Gett's entry into the UK market, spearheaded by its founders, had a profound impact. It forced traditional taxi operators to rethink their models and embrace technology. More importantly, it provided a viable, regulated alternative in a rapidly evolving sector. While other ride-hailing apps faced regulatory hurdles and public backlash, Gett’s strategy of collaborating with licensed drivers and adhering to local regulations often smoothed its path.

For London's black cab drivers, Gett offered a lifeline, providing a modern dispatch system that allowed them to compete with new entrants. The app helped reduce dead mileage, increase earnings, and streamline the booking process, all while preserving the integrity and professionalism of the iconic London taxi service.

Comparative Table: Early Ride-Hailing Models

This table highlights Gett's unique position, bridging the gap between traditional reliability and modern convenience. The founders understood that for many, especially in the corporate world, the assurance of a licensed, professional driver was paramount, a factor that distinguished Gett significantly.

The Legacy of the Founders

Shahar Waiser and Roi More's legacy lies not just in founding a successful company but in demonstrating how innovation can revitalise established industries. They proved that technology could enhance, rather than entirely replace, traditional services, particularly when a strong emphasis is placed on quality, regulation, and customer experience. Their foresight in focusing on licensed drivers and building strong relationships with the taxi community allowed Gett to navigate the often turbulent waters of the ride-hailing revolution with greater stability than some of its counterparts.

Today, Gett continues to operate as a leading B2B ground travel platform, connecting businesses with a network of licensed taxi and private hire operators globally. While the individual roles of founders often evolve as companies grow, their initial vision and leadership remain the bedrock upon which the enterprise was built. The convenience we now take for granted, the ability to summon a reliable ride with a tap, owes a significant debt to the pioneering efforts of Waiser and More.

Frequently Asked Questions About Gett's Founders

As Gett has grown and become a familiar name in urban transport, many often wonder about its origins. Here are some common questions answered:

Who founded GetTaxi?

GetTaxi, which later rebranded as Gett, was founded by Shahar Waiser and Roi More.

When was GetTaxi founded?

GetTaxi was founded in 2010.

What was GetTaxi's initial goal?

Its initial goal was to revolutionise the traditional taxi industry by connecting passengers directly with licensed drivers via a mobile application, offering convenience, transparency, and cashless payments.

Why did GetTaxi change its name to Gett?

The company rebranded to Gett in 2013 to reflect a broader strategic vision that extended beyond just traditional taxi services, encompassing a wider range of on-demand mobility solutions, particularly for corporate clients.

Where did Gett first launch its services?

Gett (then GetTaxi) first launched in Israel, quickly expanding to major international cities, with London becoming a key market early on.

How did Gett differentiate itself from other ride-hailing competitors?

Gett primarily differentiated itself by focusing on licensed, professional drivers (like London's black cabs) and adhering closely to local regulations, offering a premium, reliable service, especially appealing to the corporate sector.

The journey of Gett, from its inception as GetTaxi under the leadership of Shahar Waiser and Roi More, serves as a compelling case study in modern entrepreneurship. It highlights the power of identifying a clear market need, leveraging technology to address it, and adapting strategically to an ever-changing competitive landscape. Their contribution has undeniably shaped how millions of people experience urban transport today, making the simple act of getting a ride more efficient, transparent, and ultimately, more enjoyable.

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