In a market dominated by global giants, a new Filipino-owned ride-hailing app is making its debut, offering an alternative that prioritizes fairness, community, and sustainability. On February 14, 2025, Pure Ride officially launched at the SM Mall of Asia Music Hall, bringing a fresh take on mobility with its commitment to transparent pricing, reliable services, and deep-rooted Filipino values.
Backed by the Pure Group of Companies, Pure Ride aims to improve transportation by focusing on both drivers and passengers. “This is not just about launching a company,” said Edison Go Tan, Chief Operating Officer. “It’s about giving Filipinos a better and more trustworthy way to get around.”
When it comes to surge pricing, Pure Ride has taken a firm stance against excessive fare hikes. “We won’t be overcharging,” said Tan. “We would be truthful to everyone. Magiging tapat kami sa bawat Pilipino.”
“We designed this app with drivers in mind,” said Jomerito “Jojo” Soliman, President and Owner of Pure Ride. “It’s easy to use, secure, and responsive to their needs. We want to empower them with better earnings and safer working conditions.”
Expanding beyond ride-hailing
Pure Ride is a platform designed to serve various Filipino needs. The app will soon introduce Pure Meals for food delivery, Pure Mart for online shopping, and even luxury transport options like Pure Heli for urban air travel and Pure Yacht for exclusive sailing experiences.
“Target is March,” Tan shared. “We’ll start with Metro Manila first, then we’ll be expanding on a per-city basis.” Cities like Pampanga, Cebu, Davao, Baguio, Iloilo, Palawan, and Bacolod are next in line.
Pure Ride’s brand is proudly Filipino, down to its mascot, Primo, a character inspired by the Philippine tarsier. “Primo means prime,” Soliman said. “Since the app was developed in the Philippines, it truly represents our culture.”
More than business, Pure Ride is also continuing the Pure Group’s legacy of corporate social responsibility. The company has donated 45 school buildings nationwide and provided life-changing medical assistance, including free reconstructive surgeries. “Part of our income will go toward helping people,” Soliman said. “That’s always been part of our mission.”
With sustainability in mind, Pure Ride plans to integrate electric vehicles into its fleet, reducing the country’s carbon footprint. The app also promises a 24/7 customer support hotline to ensure a seamless experience for all users.
Pure Ride enters the market with a clear mission: to make transportation fast, fair, and rooted in Filipino culture. With its rallying slogan, “Get kita!,” the app is now available for download on Android and iOS, ushering in a new era of ride-hailing and delivery services for the modern Filipino.
