A Johannesburg-based company, Secure Express, is taking on ride-hailing giant Uber with a focus on enhanced security, comfort, and customer service. As part of the protective services specialist Arcfyre International, Secure Express aims to set itself apart by prioritizing rider safety and experience in an increasingly competitive market.
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In an, Secure Express head Glenn Howell explained that the company operates differently from traditional ride-hailing platforms. Unlike Uber and other competitors, Secure Express owns its fleet of vehicles and directly employs its drivers. This eliminates common issues such as drivers declining rides based on profitability, which can often frustrate users, particularly on short trips. Secure Express drivers are paid a salary rather than earning per trip, ensuring they accept all rides without hesitation.
The company is also selective when hiring drivers, rejecting 90% of applicants. Those who are hired undergo rigorous training, including first aid, advanced driving, and customer service. Once trained, drivers are assigned a Toyota Corolla from the Secure Express fleet, which Howell emphasizes are consistently clean and well-maintained.
A standout feature of Secure Express is its comprehensive approach to safety. Every ride is monitored in real time from a command centre in Johannesburg. The system tracks vehicle locations and can adjust routes to avoid high-risk areas. If a vehicle deviates from its pre-assigned route, the command centre is alerted immediately. They can then activate in-vehicle cameras facing the driver (while maintaining passenger privacy) to assess any potential issues. In case of an emergency, Secure Express can notify the police and deploy its own reaction team if needed.
Customers can also use an SOS button within the Secure Express app for emergency situations. Howell highlights that the service’s focus on safety has attracted a loyal customer base, particularly women and business professionals who value secure transport. Many parents also use Secure Express to transport their children safely, offering more peace of mind than other ride-hailing services.
In addition to security, Secure Express places a strong emphasis on rider comfort. Drivers are trained to enhance the passenger experience, from offering a choice of radio stations to providing free Wi-Fi in every vehicle. Howell adds that drivers go the extra mile, especially with airport pickups, where they personally meet passengers at arrivals and escort them to the car, rather than waiting in the standard e-hailing zones.
Drivers are also trained to handle high-risk situations, such as carjackings, by de-escalating the situation and prioritizing the safety of the passenger. Regular simulations of such incidents are conducted to keep drivers prepared.
Currently available only in Johannesburg, Secure Express plans to expand to Cape Town soon, followed by other cities. The service charges a flat rate of R15 per kilometre, with no additional fees for waiting times. Interestingly, the company does not use surge pricing, even during high-demand periods. Instead, they plan to implement “ride stacking,” where customers may have a longer wait time but are guaranteed a ride.
Secure Express aims to carve out a niche in the ride-hailing market by offering superior vehicle quality, safety, and service, distinguishing itself from competitors that often focus on cutting costs at the expense of these factors.
