About the company
Ray began as a project in 2017 and launched publicly in 2018. In 2023, the company reached a gross booking value of $1 million. Since then, Ray has maintained an impressive AAGR (Average Annual Growth Rate) of 15%.
It is now positioned as the safest and the most popular ride-hailing app in Managua, the capital of Nicaragua.
Seizing the opportunity: the untapped market in Nicaragua
Today, Nicaragua has a very high penetration rate of ride-hailing services. But back in 2017, when Ray was in its infancy, this was not the case.
Before moving forward, the Ray team conducted a formal market study to assess demand and feasibility. This study was validated by the National University of Engineering of Nicaragua (UNI) and provided a data-driven foundation for the decision to launch.
Based on its findings, Ray identified a clear gap in the local transportation market, untouched by international giants like Uber.
Choosing the right technology
With the strategy laid out, the founders of Ray started looking for a technology provider. Among all the companies to respond to their request, it was Onde’s proposal that stood out as the most robust and reliable.
According to the CEO Minor Castillo, Onde's approach inspired confidence from the start: the team was laser-focused on providing the best ride-hailing solution for Ray App as a new partner.
Differentiated services for every customer need
Core service types
Onde's multiple service type functionality allowed Ray App to launch with three services: Classic, Premium, and Deluxe, designed around market segmentation.
The Classic service uses lower-engine vehicles and allows up to three passengers. The Premium service uses higher-engine sedans and accommodates up to four passengers for the price of one. This group-based pricing model is a key part of Ray App’s value proposition: by contrast, traditional taxi services in Nicaragua typically calculate fares per passenger.
Over time, Ray App has expanded its offering to support intercity trips as well.
The importance of driver relationships
When it comes to the quality of service, Ray App has some impressive figures to share. 80% of orders are accepted within 20 seconds, and 50% within 5 seconds; the platform is used by over 1,000 drivers who complete approximately 14,000 trips a month.
All of this is made possible by Ray App’s careful approach to driver engagement, focused on attracting high-quality drivers and keeping them committed.
Key strategies include:
- Carrera Ray: In this loyalty program, all drivers are categorized and receive tailored incentives. A thoughtful bonus system rewards them for keeping rides within the app.
- Personal engagement: The company’s CEO maintains direct contact with drivers and organizes monthly activities to strengthen relationships and learn about any concerns firsthand.
As a result of these measures, driver churn remains low and retention is not an issue. Drivers are strongly aligned with Ray’s standards, which translates into short waiting times and allows Ray to uphold its brand promise: a ride within three minutes.
Investing in customer loyalty
The effort to acquire and keep users does not stop with the drivers—Ray pays close attention to fostering a satisfied and loyal customer base.
Safety measures
The core of Ray App's market value is its position as the safest transportation app in Nicaragua. All trips follow established protocols and are monitored in real time through a dedicated call center. Ray also makes use of Onde's in-built safety features, such as Share my ride and SOS button.
Customer engagement
With Ray App, customers know there is a real person behind the brand. The company’s leadership personally responds to emails and calls about incidents. This approach is made possible by the relatively small size of Managua, where Ray is based (just over 1 million people), within a country of about seven million.
Reputation and frequent use
Active and varied media presence, awareness campaigns, and online reviews further reinforce Ray App's credibility. Users see and hear that Ray is reliable, cost-effective, and practical as a means of transportation. The average customer takes four trips per month—a higher-than-average figure that points to high customer satisfaction.
Key points of success
- Brand presence: Ray invests consistently in marketing and experiments with different channels to identify what works best locally, including digital campaigns, urban advertising, and local media coverage.
- Regulatory compliance: Ray is the only company in Nicaragua with an operational permit, ensuring full compliance with legal frameworks.
- Human relationships: Close engagement with both customers and drivers builds trust and ensures high-quality service.
- Reliable technology: The constantly updated Onde platform enables Ray's service differentiation, analytics, multiple payment methods, and stable day-to-day performance.
