Entrepreneur in driver’s seat on data-infused advertising business

St. Pete businessman Judah Longgrear was not truly going out of business when he closed his ride-hailing business in 2019. Instead, he was shifting toward another form of advertising on wheels.

His old business model was known as Nickel Rides, and it provided free rides within various areas in St. Pete, Fort Myers, Punta Gorda, Naples and Cape Coral. The free rides were paid for by advertisers, but Longgrear paid for the small vehicles and had to manage the drivers.