In the Helsinki metropolitan area, a taxi service has emerged that offers customers the option to choose drivers based on their Finnish heritage or gender, specifically providing 'native Finns'. This service, operated by Taxi Loiste, has nine drivers who are all described as having Finnish backgrounds. Company CEO Martti Tiainen reasons that this approach distinguishes them in an increasingly competitive taxi industry, with stringent criteria for drivers including fluency in Finnish, clean attire, and premium vehicles. The existence of such criteria highlights a growing trend of personalized services within the industry.

However, the introduction of these selection criteria has sparked controversy. The Equality Ombudsman, Robin Harms, has pointed out that requiring perfect fluency in Finnish could potentially constitute discrimination based on nationality or ethnic origin. His remarks underscore the sensitive nature of this initiative, which may alienate certain groups while trying to cater to specific customer preferences. As the debate unfolds, it becomes clear that such practices could have implications for employment and inclusivity within the transportation sector.

Taxi entrepreneur Pertti Jyrinoja, who drives for Taxi Loiste, mentions customer responses being generally positive, with clients expressing satisfaction with the personalized choice. This suggests there is a notable demand for tailored taxi services, which beg the question of how they align with principles of equality and fairness in the labor market. The tension between catering to customer preferences and adhering to equality laws could serve as a significant test case for the taxi services in Finland, and possibly influence broader discussions on discrimination in service industries.