Need more than an uber? This company wants to be your ride

Older passengers who might order a Lyft or Uber sometimes need more than a simple ride to their next appointment. They need the kind of door-through-door service that Silicon Valley start-up

Onward promises. Rather than take you from one curb to another, specially trained Onward companion drivers will enter a person’s home, help them put on shoes or coats and carry belongings

ranging from walkers or wheelchairs to a gurney. Among other requirements, they must pass background checks and know CPR. At a destination, the driver may walk a client through grocery store

aisles or into a health care facility. On the way home, a driver might stop at a pharmacy or pick up other essentials before safely bringing that and the passenger back into the house.

“Transportation is the No. 1 responsibility for caregivers in the United States,” says Kim Petty, Onward’s cofounder and chief executive. Onward beat four other start-ups at an

invitation-only pitch competition Jan. 6 featuring actor and comedian Ken Jeong. AARP’s AgeTech Collaborative hosted the contest at the CES trade show in Las Vegas. AARP has run pitch

competitions with start-ups since at least 2017 through what was then known as AARP Innovation Labs. As part of the AgeTech Collaborative, AARP hosts more than a dozen pitch events

throughout the year to identify innovative products and services to make aging easier.  Many of these competitions are focused around a particular theme, such as women’s health,

transportation and financial wellness. Others are general “open mic” style events. Some of the winners and start-ups selected to pitch have the opportunity to join an eight-week program with

AgeTech Collaborative experts to help them grow. AARP estimates that the 50-plus market contributes nearly 46 percent of the U.S. economic output, rising to more than half by 2050. More

than 56 cents of every dollar in consumer spending comes from this age group. Onward’s drivers help clients get to, into, out of and beyond the vehicle they schedule to pick them up. ONWARD

COST. Onward charges riders a flat fee of $45 plus $2.50 a mile in the San Francisco Bay Area where it operates. A one-hour minimum, any tolls and parking are required. Additional time is

prorated. Tipping is permitted. Onward has partners such as UCSF Health and the U.S. Department of Veterans Affairs that can help qualifying riders with fees. GROWTH. CEO Petty looks to

expand to other markets, first in California this year, then to other states with high populations of potential older riders. Though it caters to older folks, anyone can book a car through

Onward. Unlike traditional ride-share services, Onward is not on demand. Rides generally must be scheduled at least 24 hours in advance and can be booked online by calling a concierge team

or via an iOS or Android app.