In a bold move to challenge established ride-hailing giants in Canada, Estonia-based Bolt has launched its Hopp service in the Greater Toronto Area. This expansion marks a significant step in Bolt’s recent push into the North American market, as the company seeks to extend its global reach beyond its stronghold in Europe, Africa, Asia, and Latin America.
Hopp made its Canadian debut in key urban centers including Toronto, Mississauga, Markham, Vaughan, and Richmond Hill, adding to the 600 cities in 50 countries where Bolt already operates. Despite entering a market where Uber has been dominant since 2012 and Lyft since 2017, Hopp’s general manager for Canada, David Riggs, remains optimistic. “Ride hailing isn’t a winner-takes-all marketplace,” Riggs explained. “Monopolies get challenged in these marketplaces all the time, and regional players have successfully contested large competitors in recent years.”
Riggs believes that Hopp can carve out its niche by addressing issues that many drivers and riders face. The company promises more attractive pricing for riders and higher earnings for drivers by taking a 15 percent commission—the lowest in the industry. By positioning itself as a better partner for drivers and offering cost-effective solutions to passengers, Hopp aims to tap into the growing demand for improved ride-hailing services.
In addition to its competitive pricing, Hopp is actively recruiting drivers ahead of its wider launch across major Canadian cities. The company’s website invites potential drivers to “Become a Hopp partner driver, set your own schedule, and earn money by driving!” Like Uber and Lyft, Hopp requires drivers to hold a private transportation company license in Toronto and Mississauga, while allowing the use of personal vehicles that meet specific requirements. These include options for four-seater, seven-seater, pet-friendly, or extra legroom vehicles—catering to diverse rider preferences.
Recent reports have highlighted concerns over driver earnings in the Canadian ride-hailing sector. A study conducted in early 2024 revealed that drivers in Toronto, when accounting for waiting time and vehicle expenses, earned significantly less than the regional minimum wage. Uber has criticized these findings, noting that some methodologies do not account for multiple platform work and tax deductions. Riggs, however, refrained from specifying average earnings for Hopp drivers, emphasizing that outcomes vary depending on factors such as working hours and peak demand periods.
Bolt’s foray into Canada is part of a broader strategy to boost its presence in North America. Last year, the company recruited general and operations managers to prepare for launches in cities like Los Angeles, Seattle, and Austin. With a valuation of €7.4 billion (approximately US$8 billion) following a funding round led by Sequoia Capital and Fidelity Management, Bolt is well-positioned to challenge established players by leveraging its global expertise.
While the Canadian market remains competitive, Bolt is banking on its ability to offer enhanced driver benefits and cost savings to riders. Riggs expressed confidence in the platform’s potential to meet the dual needs of drivers and passengers, signaling a promising future for Hopp in one of North America’s most dynamic urban landscapes.
