Dive Brief:
- Lyft launched an early access version of a new loyalty program, Lyft Cash Rewards, Wednesday to encourage loyalty among riders that don’t want to pay for access to perks, CEO David Risher said in a LinkedIn post.
- However, to be eligible, customers need to add at least $25 in Lyft Cash to their account and activate the auto-refill option. Auto-refill adds funds up to the selected amount whenever the account drops to $15 or below.
- Members receive extra perks based on their auto-refill size. Customers who set their auto-refill to $50 earn 4% back and get two free cancellation fee credits each month, and those who choose $100 earn 5% back and add two free Extra Comfort upgrades.
Dive Insight:
Lyft Cash Rewards joins the rideshare service’s subscription lineup, which includes Lyft Pink and Price Lock, as the only option without an additional cost.
Lyft Pink, which costs $9.99 per month or $99.99 annually, includes perks like free priority pickup upgrades, 5% off certain kinds of rides, and up to three cancellation credits per month. Lyft Pink All Access, which costs $199.999 annually, adds a 10% discount on certain premium ride options as well as additional benefits on bikeshare services.
The Price Lock program, which carries a $2.99 monthly fee, caps the cost of rides at a certain amount even during peak hours and is meant to address some customers’ frustrations around surge pricing. Customers can save up to $40 each month, after which they pay normal market rates.
Lyft Cash Rewards primary competition may be Uber’s Uber One loyalty program, which offers 6% back on rides but carries a $9.99 monthly fee. Uber One membership also comes with discounts on delivery orders, access to members-only promotions and other benefits.
Every consumer company is faced with the challenge of designing loyalty programs that reward customers in financially sustainable ways, Risher said in his LinkedIn post. Programs like Pink can work well, but they leave out customers who don’t want to pay extra for loyalty perks.
Risher previously discussed his approach to crafting the Lyft’s rider experience at a digital event in May. He emphasizes the power of lived experiences by having managers, including himself, take on regular shifts as drivers to learn about their customers.
This approach was part of the catalyst for launching Price Lock. The subscription service continues to have “incredible retention rates,” Risher said on a Q2 2025 earnings call in August.
Lyft Cash Rewards is still in its early rollout, so it remains to be seen if it will garner the same loyalty. The program is currently available for customers in certain regions of the U.S. outside of Puerto Rico, and ineligible customers can join a waiting list for early access.
