Ride-hailing company inDrive is scaling its newer businesses beyond its core service, including advertising, delivery and financial services, after early signs of traction across its emerging-market user base.
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. It has served more than 2 billion impressions and attracted over 2,000 paying advertisers a month, with about two-thirds being repeat customers, inDrive told TechCrunch.
Andries Smit, inDrive's chief growth business officer, said the company sees an opportunity to help brands reach audiences that are harder to connect with through other platforms. “We’re in very clear emerging markets. Our segment is very different, and we can really help brands connect with a new audience in a different way,” he said.
inDrive is now promoting “Ride Media,” which targets passengers while they wait for a driver and during trips. The company can currently target users based on places they have visited over a specified period, with plans to add real-time targeting.
Early signs show users are branching out: 13% of monthly transacting users used both mobility and at least one delivery service in 2025. Driver loans through inDrive.Money in Latin America jumped 118% year-over-year in the first half of 2026.
The company has hired former Delivery Hero executive Raphael Zennou as vice president of Food and Groceries, and former Google executive Max Silin to lead inDrive.Ads. It is also testing prepared-food delivery with partners, though the effort remains in early stages.