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(Bloomberg) -- Lyft Inc. will launch a simplified version of its app for elderly riders later this year, part of an effort to further distinguish itself from rival Uber Technologies Inc.
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Dubbed “Lyft Silver,” the new mode would include a user experience “designed for seniors with a simple new look” and “easy access to support,” according to a Bloomberg News review of the app’s publicly available iOS code. The offering, which hasn’t been previously reported, would also let older users share ride details with a contact and use digital gift cards sent by people they know.
The feature will be introduced later this year, a Lyft spokesperson said after Bloomberg published its findings. The company also set up a waitlist for interested users to get updates on when Lyft Silver will launch in their markets.
“We’re not one to spoil surprises, but you can bet we’re always working on ways to connect and serve more audiences better — especially underserved communities that help grow rideshare,” the Lyft spokesperson said earlier Tuesday.
The marketing language in the code indicates Lyft wants to promote the feature as one that “empowers older adults” to be independent, while giving their relatives “peace of mind.”
Lyft has been seeking new ways to deepen user loyalty and win over customers from Uber. The two companies, both based in San Francisco, have a long history of trying to undercut each other on price while also introducing similar features. Uber recently began working on “price lock pass,” Bloomberg reported, months after Lyft launched a feature by the same name that guarantees a certain rate for a regular route. Lyft has said that its product has been popular with riders.
Uber has similarly been adapting its ride-hailing service for specific uses. Last May, Uber introduced a caregiver offering, letting caretakers pay for, reserve and track Uber rides for their loved ones. That product is similar to Uber Teens, an account type introduced in 2023 that allows children under 18 to order their own rides with highly rated drivers. Parents can supervise those rides remotely.
Uber also has a Family Profile feature that lets adult users manage accounts and payment for other members of their family. Chief Executive Officer Dara Khosrowshahi recently said in a post on X that his team would also consider the option of allowing one user to order multiple rides for relatives to get them home. His public remark followed an exchange with investor and billionaire hedge fund manager Bill Ackman, who disclosed a $2 billion stake in Uber last month and soon after offered a series of product suggestions to Khosrowshahi in a post on X.