When Hala rolled into Dubai’s bustling streets five years ago, it wasn’t just another e-hailing service—it was a blueprint for the future of urban mobility. Now, the joint venture between Careem and the Roads and Transport Authority (RTA) is at the forefront of transforming how the region moves. And with an impressive 21% growth in monthly active users and a fleet expansion of 850 new cars in 2024 alone, Hala isn’t just growing; it’s reshaping the urban mobility game.
This isn’t about a company catching up to the competition—it’s about setting the standard.
Redefining What It Means to Move
The secret to Hala’s meteoric rise? A razor-sharp focus on blending cutting-edge tech with local expertise. Unlike its competitors, Hala has tapped into the soul of Dubai’s transportation network. Seamlessly integrating with the RTA, the company leverages real-time availability, digital payment systems, and tailored solutions like the “Hala Rides for Metro” subscription plan to keep Dubai moving—quite literally.
The “ability to adapt to customer needs”, whether it’s booking through WhatsApp or optimizing peak-time availability, has been a “game-changer,” notes Khaled Nuseibeh, Hala’s CEO.
But this isn’t just about convenience. It’s about making mobility accessible, efficient, and personalized, and Hala’s approach is already proving to be a benchmark for urban mobility innovation.
The Challenge of Reinvention
Transforming a city’s taxi fleet into a tech-forward, e-hail powerhouse wasn’t without hurdles. For starters, integrating advanced digital systems into a legacy taxi operation demanded more than just software—it required a cultural shift.
“Educating captains, rolling out scalable tech solutions, and building trust among users [who were] accustomed to traditional taxis were some of our biggest challenges,” Nuseibeh admits.
Hala overcame these barriers by putting people first, investing in driver (or “captain”) training, and constantly iterating based on user feedback. This human-centered approach has paid off: Hala now boasts a reliability score improvement of 11% and a stellar 4.9 out of 5 average customer rating.
Newsworthy Pivot: Scaling Beyond Dubai
If you think Hala’s dominance is confined to Dubai, think again. With a vision that’s as ambitious as the city it operates in, Hala is gearing up to expand its operations across the UAE and beyond. This year’s addition of 850 cars is just the tip of the iceberg.
Hala is currently testing high-density location (HDL) solutions to forecast demand and ensure the right number of cars are in the right places at the right times. The strategy is part of a broader push to replicate Dubai’s success in other high-growth markets.
“We’re actively exploring opportunities in new emirates and even broader regions,” Nuseibeh shares.
“Our model is built to scale, and the technology we’re deploying ensures we can meet demand wherever it takes us,” he adds.
Is The Future Of Mobility Here?
Hala isn’t resting on its laurels. With plans to expand its fleet, optimize peak-time availability, and roll out more user-centric features, the company is doubling down on its mission to simplify journeys and make mobility smarter.
But for Nuseibeh, the journey isn’t just about technology or growth—it’s about impact.
“Our proudest achievement isn’t just our growth metrics; it’s the lives we’ve touched,” he says.
“Empowering captains, improving customer experiences, and delivering real value to the community—that’s what drives us.”
As Hala eyes the next frontier, it’s clear the company isn’t just leading the pack; it’s redefining the race.
