AltaA fairer ride platform for Liverpool drivers.
Alta is focused on local plates and local drivers. It is being built with local drivers, for local drivers, designed to improve earnings, reduce waiting time, and create a safer, more transparent ride-hailing network.
One simple commission. Smarter supply. Better shifts.
Alta is currently in development. Registering interest does not create any employment, partnership, or contractual relationship.
Driver Earnings · Live
John Smith
Last trip · Liverpool city centre
£9.00
Driver take-home
Today
£142
Per hour
£21
Trips
11
Why Alta exists
Ride-hailing should work better for drivers.
Many drivers feel that existing ride-hailing platforms take too much from each fare, while driver earnings remain unpredictable.
Alta was created after speaking directly with drivers in Liverpool. The message was clear: the problem is not only commission. It is how much drivers actually earn per hour.
- High commission
- Lower earnings
- Driver churn
- Weaker network
- Fairer commission
- Better earnings
- Stronger supply
- Faster rides
Alta is designed around one core metric: driver earnings per hour.
Driver voices
What Liverpool drivers told us.
Alta is being shaped by real conversations with drivers across Liverpool. Before building Alta, we spoke directly with drivers in the city to understand what is really happening on the ground.
High commissions
Drivers told us that large platform fees can take too much from each fare, making it harder to build a strong weekly income.
Too much waiting
Drivers said one of the biggest issues is not just the fare. It is the time spent waiting around between jobs.
Oversupply in Liverpool
Drivers raised concerns that too many drivers can flood the city at busy times, leaving fewer jobs and reducing earnings per hour.
Out-of-area pressure
Local drivers feel pressure when drivers from outside the Liverpool City Region come in to work, then leave, while local drivers lose opportunities.
Lack of transparency
Drivers want clearer breakdowns of what passengers pay, what the platform takes, and what the driver actually keeps.
Rising costs
Fuel, insurance, licensing, maintenance, cleaning and finance costs all affect what drivers really take home.
Unpredictable earnings
Drivers said it can be hard to plan financially when earnings change so much from week to week.
Local knowledge undervalued
Liverpool drivers know the city, the roads, the hotspots and the nightlife. Alta should value that.
Late-night challenges
Night drivers deal with cancellations, difficult passengers, cleaning issues, safety concerns and long hours.
Feeling unheard
Many drivers feel that when they raise concerns, large platforms rarely listen or make meaningful changes.
Alta is being built to listen first, then build.
The mission
This is bigger than another taxi app.
Alta is being built because the people who keep cities moving deserve a better deal.
Drivers are the ones out late at night. They pay for the car, the insurance, the fuel, the licence, the cleaning, the maintenance, and the long hours. Yet too often, the biggest platforms control the customer, the pricing, the data, and the earnings breakdown.
Alta exists to create a fairer relationship between the platform and the driver. Not by making unrealistic promises. But by building a more transparent, more balanced, more local-first network.
Mission statement
To help local drivers earn more, work smarter, and operate in a marketplace that is fair, transparent, and built around them.
Alta is not here to tear down the industry. Alta is here to rebuild it around the people doing the work.
- Built with drivers, not just for drivers.
- Liverpool first. Local drivers first.
- Fairer earnings. Clearer breakdowns. Better shifts.
- Helping drivers spend more time earning and less time waiting.
- The city moves because drivers move it.
The model
A fairer model for drivers.
Alta plans to cap standard commission at around 10%, allowing drivers to keep more of each fare. But Alta is not just about lower commission.
The real goal is to help drivers earn more per hour by improving the efficiency of the whole marketplace. Instead of flooding areas with too many drivers, Alta is designed to balance active driver supply with real-time demand.
One Simple 10% Commission
Alta plans to cap commission at around 10% across every driver tier, helping drivers keep more of what they earn.
Smarter Supply
Alta aims to reduce oversupply by matching the number of active drivers to real demand in each area.
More Productive Shifts
The goal is fewer dead hours, more trips per shift, and stronger weekly earnings.
Transparent Earnings
Drivers see what they earn, what Alta takes, and how each trip contributes to their income.
Alta does not aim to have the most drivers online.
Alta aims to have the most productive drivers online.
One simple commission: 10%. More tools if you want them.
Local-first policy
Protecting local drivers and local earnings.
One of the biggest issues raised by drivers in Liverpool was oversupply. When too many drivers enter the city from outside the local area, there can be fewer jobs available for those who are locally licensed and regularly working in the Liverpool City Region.
For the Liverpool launch, Alta will operate a local-first driver model. Subject to final legal, licensing, and regulatory approval, the platform will prioritise drivers licensed within Liverpool and the surrounding local authorities.
Drivers from other licensing authorities may still register interest, but launch access will be focused on the local driver base. This same principle should apply in every city Alta expands into.
Alta is not trying to flood cities with drivers. Alta is trying to build balanced, productive local networks where drivers can actually earn.
Driver eligibility and operating rules will be subject to final legal, regulatory, licensing, and compliance review before launch.
Liverpool launch · priority plates
Drivers from other authorities can still register interest. Launch access is focused on local plates.
Driver benefits
Built to make driving more worthwhile.
Alta is being designed to help drivers earn more by improving efficiency, not just lowering fees.
Keep more per fare
A 10% commission structure means more money from each completed ride stays with the driver.
Earn more per hour
Alta focuses on driver productivity, helping drivers spend more time earning and less time waiting.
Clear trip breakdowns
See fare, commission, estimated earnings, tips and weekly performance clearly.
Demand heatmaps
Future driver tools will show where demand is building across Liverpool.
Instant payout options
Drivers should be able to access earnings quickly and easily.
Driver-first support
Alta is built to treat drivers as the foundation of the platform, not an afterthought.
Local-first approach
Alta is focused on local plates and local drivers, supporting the people who know the area best.
Better working conditions
A more balanced network means fewer wasted hours and more productive shifts.
Transparent earnings
No hidden earnings.
No confusing breakdowns.
Drivers should know exactly what they are earning. Alta will be designed to show clear earnings breakdowns after every trip.
- Total fare
- Alta commission: 10%
- Driver earnings
- Tips
- Weekly earnings
- Average earnings per hour
- Time spent waiting
- Trips completed
- Subscription tier
Drivers should never have to guess where their money has gone.
Weekly summary
John Smith · Alta Pro
Total weekly earnings
£842.00
Trips completed
38
Alta commission
10%
Driver take-home
£758
Time active
38h 12m
Time waiting
3h 40m
Tips
£42.50
Subscription tier: Alta Pro. Priority dispatch active
Driver voice
Built from driver feedback.
Drivers are not just worried about commission. They are worried about how much they actually make after a full shift.
When too many cars are waiting in the same area, everyone earns less.
Drivers want clear earnings, less waiting, and a platform that actually listens.
Local drivers want a fair chance to work in their own city.
Fuel, insurance, cleaning, and car costs keep rising, so every fare matters.
The numbers
The Alta difference.
10%
Planned commission cap across every driver tier
0%
Proposed commission on 22nd–24th December campaign
4
Local areas: Liverpool, Knowsley, Sefton, Wirral
1
Key metric: driver earnings per hour
City-first
Prove Liverpool, then scale
Subscriptions
Optional subscriptions designed to help drivers earn more per hour.
Alta's commission stays simple: 10% across every tier. Driver subscriptions do not reduce commission. Instead, they help drivers earn more by improving access, reducing friction, and giving better tools.
Drivers only subscribe if Alta helps them make more money overall.
Free
- 10% commission
- Standard ride access
- Basic earnings dashboard
- Standard payouts
- Standard support
Best for: Drivers who want fair commission without paying a subscription.
Register Driver InterestAlta Pro
- 10% commission
- Priority dispatch
- Free instant payouts
- Advanced demand heatmaps
- Earnings optimisation insights
- Pro driver badge
- Better visibility during busy periods
Best for: Regular drivers who want more productive shifts, better tools, and faster access to earnings.
Register Driver InterestAlta Elite
- 10% commission
- Top-priority dispatch
- Access to premium rides
- Event and airport opportunities
- Corporate ride opportunities
- Priority support
- Peak earning windows
- Elite driver badge
Best for: Full-time drivers who want higher-value opportunities, stronger support, and maximum earning potential through better access.
Register Driver InterestSubscription features and pricing are proposed and may be refined before launch based on driver feedback. Commission remains planned at 10% across all tiers. There are no separate subscription waitlists.
Safety & trust
Safer journeys start with better design.
Alta is not only being built for driver earnings. It is also being designed to create a safer and more trusted experience for riders and drivers, especially at night.
Safety is not an add-on. It is part of the system.
More choice
More choice. More control.
Alta is exploring optional rider preferences designed to give passengers greater confidence and control over their journey. One feature being explored is the ability for women to request a female driver when one is available, particularly during late-night journeys.
If a female driver is available nearby, Alta will try to match the rider with that driver. If one is not available, the rider can choose to continue with the highest-rated available driver.
This is not about exclusion. It is about giving riders more choice, more comfort, and more control.
Liverpool launch
Launching in Liverpool first.
Alta is starting in Liverpool because it is the perfect city to prove the model.
- A large student population
- A strong nightlife economy
- Dense city-centre demand
- A clear driver community
- High demand for late-night transport
- A strong local identity
Become the best ride platform for Liverpool nights out, then scale city by city.
Initial focus areas
The Alta Christmas Driver Boost.
22nd, 23rd and 24th December: drivers keep 100% of fares.
As part of the launch strategy, Alta is exploring high-impact driver incentives during peak demand periods. Christmas is one of the busiest periods of the year. Drivers deserve to benefit from it.
This is not just a promotion. It is a driver acquisition strategy.
Campaign subject to final launch timing, licensing, legal approval, and operational readiness.
Scalability
Built locally.
Designed to scale.
Alta's launch strategy is city-first. The aim is not to launch everywhere at once, but to prove the model in one concentrated market, then repeat it.
- 1Prove Liverpool
- 2Expand to Manchester
- 3Expand to Leeds
- 4Newcastle, Sheffield, Birmingham & beyond
- 5Corporate, airport, event, student partnerships
- 6Explore future logistics & delivery opportunities
Once it works in one city, it can be replicated across others.
UK expansion path
Help shape Alta before launch.
If you drive in Liverpool, Knowsley, Sefton, or Wirral, we want to hear from you. Register your interest and tell us what would make driving better.
We're listening to drivers before we launch.
FAQ
Questions, answered.
No. Alta is currently in development and registering driver interest ahead of launch.