The introduction of women-only taxis has sparked considerable debate in Finland, particularly in the wake of Club WOWO Oy's launch, a new taxi service catering exclusively to women and children. The Finnish Taxi Union has responded to the discussion by defending the idea, asserting that the evolving, market-driven sector can accommodate various service models that contribute to the industry's development. They emphasize the importance of such models in meeting diverse customer needs while maintaining business viability.

Since the 2018 reform that deregulated the industry, entrepreneurs in Finland have enjoyed more diverse opportunities to differentiate their services. This shift allows for targeted services that can cater specifically to certain customer demographics, such as women and families, offering a unique selling point in a competitive market. Annukka Mickelsson, CEO of the Taxi Union, highlighted that understanding customer requirements is crucial for success in the industry.

The Taxi Union also notes that the concept of women-only transportation is not unique to Finland, as similar services exist in various countries, including those within public transportation systems. This broader context indicates a growing acceptance of niche services aimed at providing safety and comfort for specific groups, suggesting a trend towards more specialized service models in the transport sector based on client needs and societal trends.