Alto is the New Rideshare Company in Town

My latest article for L.A. Taco is now available! It’s an interview with Will Coleman, co-founder of Alto, a new rideshare company that is operating differently than its competition (y’know, like Uber and Lyft).

An excerpt:

A critical aspect of Alto’s brand is that it hires drivers as employees as opposed to its competitors, who work with drivers as independent contractors. In addition, the company provides them with a uniform, including PPE, hours of training in defensive driving, and training in the “culture of the service model,” as Coleman describes it.

Employment also provides peace of mind to drivers who continue to contend with the efforts of many rideshare and gig economy companies to limit their pay and benefits. The fallout from the passage of Prop. 22 last year in California hasn’t been pretty, as noted in The Guardian (“‘A slap in the face’: California Uber and Lyft drivers criticize pay cuts under Prop 22”), Protocol (“California gig workers say Prop. 22 isn’t delivering promised benefits”), VICE (“Uber Shuts Down App That Told Drivers If Uber Underpaid Them”), and Business Insider (“Uber, Lyft, DoorDash and other gig companies said California’s Prop 22 would create opportunity for workers of color. A new study says it ‘legalized racial subordination.’”).

Read my full story at L.A. Taco: https://www.lataco.com/alto-rideshare-new-app-will-coleman/

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