In Finland's capital region, a novel taxi firm named Club WOWO Oy has emerged, allowing rides exclusively for women and children. The initiative was spearheaded by Pia Somervuo, who realized that she hadn’t felt safe hailing a taxi alone in over a decade. Motivated by personal safety worries and stories of negative experiences when using taxis, Somervuo expressed her frustrations to her husband, spurring the concept of a women-only taxi service.

The company is supported by Somervuo's friends, including Katariina Kainulainen-D'Ambrosio, Julia Normala, and Anni Uittamo, all sharing a common understanding of the need for safer transport options for women. They quickly embraced the idea, recognizing the importance of providing a secure environment where female passengers can travel without fear. Somervuo highlights that simply taking a licensed taxi is not sufficient; having female drivers is key for the comfort and safety of their clientele.

Recognizing the broader implications of gender safety in transportation, Somervuo took the initial step of consulting with Finland's equality commissioner to ensure that their venture aligns with local laws and standards. This innovative service underscores the ongoing conversation about safety and gender dynamics within the taxi industry, providing a viable solution for women seeking safer commuting options.