“No Men Allowed”: New Women-Only Taxi Service Launched in Helsinki Region

A new taxi company, Club WOWO, has begun operations in the Helsinki metropolitan area, offering rides solely to women and children, fueling conversation about safety, equality, and the evolving transport market in Finland.

The firm, founded by Pia Somervuo of Espoo, was born out of her personal experience: she had not dared to travel by taxi alone for a decade due to safety concerns.

After hearing worrying stories and reports, she envisioned a women-to-women taxi club, where only women and children can ride, and only women can drive.

Somervuo and her three longtime friends launched the project, sensing a clear demand among women who want to feel more secure when booking a ride.

Somervuo told the Finnish-language tabloid Ilta-Sanomat that she first consulted the Finnish Ombudsman for Equality, who did not reject the idea, as WOWO functions as a membership club.

The company states that only women may become members and access rides, and boys up to 14 can accompany mothers.

While many women and potential riders welcomed the idea, the reaction from the broader taxi community has been mixed.

Some male drivers have criticized the company’s policy of hiring only women. In Facebook groups popular with professional drivers, discussions have focused on the legality of the policy and issues regarding gender equality.

The service is currently in a pilot phase: rides must be booked a day in advance via the website, but an on-demand app is in progress and expected to launch within three months.

For now, service is available in Helsinki and surrounding towns, but the goal is nationwide coverage.

Ridesharing and taxi safety have been hot topics across Europe. In Finland, taxi deregulation in 2018 increased the number of operators but also raised safety concerns, especially among vulnerable passengers.

Meanwhile, women-only transport services have been launched in several countries in response to similar safety fears.