Well, one option would be to make it look like plain old taxi service, but with a common front end. The authority that issues taxi licenses (medallions) cares about not having outrageously bad drivers. (Not just poor driving, but also egregiously bad behaviour.) The various taxi companies care about not having egregious drivers driving for them. If the car is owned by the taxi company, the company cares even more. You don't get surge pricing, and you don't get J Rando trivially able to take up driving for pay, in the car they normally use for commuting - but that just might be a feature rather than a bug. Hmm - I wrote this and then saw I was saying much the same as several other commenters, and one even pointed out this was already being done, though his example might not work well for someone visiting from far away. At the risk of being redundant, I'll post this anyway.