inDrive Expands Ads, Delivery and Financial Services Beyond Ride-Hailing

inDrive is expanding beyond ride-hailing as it scales advertising, delivery and financial services across its largely emerging-market customer base.

The Mountain View, California-based company, known for letting riders and drivers negotiate fares, has spent the past year adding businesses designed to generate more revenue from users already on its platform. It now operates in more than 1,200 cities across 48 countries.

Advertising business expands to 25 markets

inDrive piloted its advertising business in July 2025 and rolled it out across its top 20 markets in January. The business has since expanded to 25 markets, delivered more than 2 billion impressions and attracted over 2,000 paying advertisers a month, the company said.

About two-thirds of those advertisers are repeat customers. Andries Smit, inDrive’s chief growth business officer, said the company sees an opportunity to help brands reach consumers in emerging markets that may be harder to target 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 differently,” Smit said.

inDrive is also expanding a product called Ride Media, which targets passengers while they wait for drivers and during trips. The platform can currently target users based on places they have visited over a set period and plans to add real-time targeting.

Delivery and lending show early traction

inDrive said 13% of its monthly transacting users used both mobility and at least one delivery service in 2025, suggesting that some customers are already moving beyond rides into other parts of the platform.

Its financial-services business is also growing. Loans issued to drivers through inDrive.money in Latin America increased 118% year over year during the first half of 2026. The short-term credit service is available in Mexico, Colombia, Peru, Brazil and Indonesia.

Smit said advertising, financial services and delivery require relatively little capital to scale, while groceries and prepared food will account for most of the company’s investment in newer businesses.

inDrive is also testing prepared-food delivery with partners, according to a person familiar with the plans. However, the effort remains in its early stages. The company declined to provide additional details.

New executives join expansion effort

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. Valentin Laykov has been promoted to oversee delivery, while Alexander Kurchin continues to lead inDrive.money.

Zennou previously worked on quick-commerce operations serving 21 million monthly customers at Delivery Hero. Silin spent more than 11 years at Google in roles involving digital media, monetisation and programmatic advertising.

inDrive has not disclosed how much revenue its advertising business generates or when it expects ads to become a material contributor. Smit said growth will depend on expanding both advertising inventory and other businesses such as groceries and food, which can create additional opportunities for advertisers.

“You’ll see a nice multiplier effect,” he said.