Enterprise Security Risk Management (ESRM) is a vital framework organizations use to identify, assess, and address risks that could impact their business, employees, or stakeholders. As a leading rideshare company, 99 has applied ESRM principles effectively in its Women Safety Program (WSP), setting a benchmark for prioritizing women’s safety and creating a safer ecosystem. With a mission to offer safe, reliable transportation, 99’s dedication to security led to the WSP’s development, making it an industry standard and a model of how ESRM can drive impactful change.
99's Women Safety Program: An Overview
The Women Safety Program by 99 is not just an initiative but a comprehensive strategy to create a safe and welcoming ecosystem for women within their platform. At its core, the WSP aims to combat harassment, discrimination, and other crimes, signaling the company's unwavering stance against such behavior. To execute this strategy, 99 has invested in new security and AI technologies, victims support and specialized consulting services, as well as forged strategic partnerships - demonstrating a proactive and multifaceted approach to elevating women's safety and empowerment within its ride-sharing platform.
Risk Mitigation through Technology, Initiatives and Partnerships
A key pillar of ESRM, risk mitigation, is at the heart of 99's Women Safety Program. Focused on prevention, 99 has invested in advanced security and AI technologies, creating models like Pythia and Athena to proactively identify at-risk passengers and drivers before rides begin. By partnering with gender-focused consulting firms and government bodies, 99 enhances victim support services and creates educational materials to raise awareness about harassment, fostering a more informed and vigilant community. The program also offers exclusive benefits for female drivers, promoting greater representation, flexibility, and support within a traditionally male-dominated sector, making the profession safer and more accessible for women.
Empowering Users with Control and Support
A core element of 99's Women Safety Program is empowering users to control their experiences. With features like the Women Button, women drivers can select their passengers, enhancing their security and confidence. Embracing ESRM’s focus on support and resilience, 99’s Care pillar provides extensive team training and victim assistance. Their partnership with a Gender Specialized Firm further strengthens support for victims, underscoring 99's commitment to a safe and supportive ecosystem.
Advocacy and Continuous Improvement
Aligned with ESRM’s call for proactive systemic change, 99’s Advocacy & Structural Plans pillar drives continuous improvement through data analysis and incident review, refining security measures. By championing a safe environment and leading efforts against harassment, 99 aims to set new industry standards for women’s safety, inspiring others to follow their lead.
Conclusion
99's Women Safety Program exemplifies how an organization can make user safety a central priority while embracing Enterprise Security Risk Management principles. By deploying cutting-edge technology, building strategic partnerships, empowering users to make informed choices, and actively advocating for safer environments, 99 sets a benchmark for other companies. The program not only fosters a sense of safety and belonging for women on the platform but also underscores 99's broader commitment to a secure, respectful space for all users. Thanks to these dedicated efforts, 99 has emerged as a leader in the transportation industry, leading by example toward a more inclusive and protected future.
As a result of these investments in safety, technology, and communication, 99 saw significant improvements from January to December 2023, with a 32% reduction in harassment cases against partner drivers and a 53% reduction against female passengers (per million rides) nationwide compared to the previous year. Through their steadfast commitment to safety and inclusivity, 99 is not just transforming their platform—they are redefining what a safer future looks like for all.
Tatiana Scatena Valle works as a Global Safety & Security Director at 99/DIDI and is a member of ASIS based in Brazil.
