Brooklyn Rideshare Startup Launches as BLOC, Taking Aim at Uber and Lyft With a Driver-First Model

NEW YORK - EntSun -- A Brooklyn-based rideshare startup is stepping into the spotlight under a new name. The company began building and gathering early waitlist signups in January 2026 under the name Rivo, and today announced it is rebranding to BLOC — a name its founders say better captures their mission: a rideshare platform rooted in neighborhood identity, driver fairness, and community.

The decision to rebrand came early and deliberately. As the company developed its product, it became clear the original name wasn't built to scale alongside the vision BLOC represents.

"We knew within the first few weeks that the name needed to match the mission," said Samuel Furman, CEO and Co-Founder. "BLOC isn't just a rebrand — it's a declaration. Every neighborhood deserves a rideshare that works for the people who live there. That's what we're building, starting in New York and taking everywhere."

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TAKING ON A BROKEN MODEL

BLOC enters a rideshare market that has left both sides frustrated. Riders face unpredictable surge pricing. Drivers face commission structures that erode their earnings and offer little stability.

BLOC's answer is a driver subscription model — a flat, predictable fee that replaces the commission-based system used by Uber and Lyft. Drivers keep more of what they earn. Riders get more consistent service from drivers invested in their communities.

"The subscription model changes everything," said Daniel Perkelvald, CMO and Co-Founder. "When drivers aren't bleeding out on commission, they show up differently — for their riders, for their neighborhoods, for the platform. New York is just the beginning."

BUILT ON THE BLOCK. BUILT TO SCALE.

BLOC's launch strategy is neighborhood-first — not because the ambition is small, but because the founders believe legacy platforms got the playbook backwards. Scale without community trust produces exactly what Uber and Lyft have become: a commodity with a surge problem.

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The company is currently in pre-launch with a growing waitlist across the New York metro area and plans to announce its official launch date in the coming months.

Early access signups are open now at https://www.ridewithbloc.com. Follow BLOC on Instagram at @ridewithbloc.

ABOUT BLOC

BLOC is a Brooklyn-based rideshare startup founded in January 2026 by Samuel Furman (CEO) and Daniel Perkelvald (CMO). Built on a driver subscription model that eliminates commission fees, BLOC connects riders and drivers within their communities — prioritizing transparency, reliability, and neighborhood identity at every stage of its growth. Waitlist open at https://www.ridewithbloc.com

Your Block. Your Ride.