inDrive, a competitor to Uber, has expanded its business model beyond ride-hailing by introducing advertising, delivery, and financial services to capture more consumer spending. The company’s advertising business, piloted in July 2025 and rolled out to its top 20 markets in January, has since expanded to 25 markets, serving over 2 billion impressions and attracting more than 2,000 paying advertisers monthly, with about two-thirds being repeat customers. inDrive’s chief growth business officer, Andries Smit, highlighted the opportunity to build an advertising business around an audience that can be harder for brands to reach through other platforms, particularly in emerging markets where inDrive operates.

The company is pushing “Ride Media,” designed to capture passengers’ attention while they wait for a driver and during a trip, with current targeting based on places users have visited and plans to add real-time targeting capabilities. Early signs indicate that inDrive is successfully cross-selling services, with 13% of its monthly transacting users utilizing both mobility and at least one delivery service in 2025. Additionally, the number of loans taken out by drivers through inDrive.money in Latin America jumped 118% year-over-year in the first half of 2026. inDrive has also made strategic hires to lead its ads, food and groceries, and delivery businesses, signaling its commitment to scaling these new ventures. However, the company has not disclosed the financial significance of these newer businesses or when advertising is expected to become a material contributor to its overall revenue. Read the full article here

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