Obi Appoints Ashwini Anburajan as CEO to Lead Next Phase of Growth

Transition marks new chapter for Obi as founder Payam Safa becomes Chairman and President

NEW YORK, Aug. 11, 2025 /PRNewswire/ -- Obi, the global real-time aggregator for rideshare prices, today announced that Ashwini Anburajan has been named Chief Executive Officer. Anburajan succeeds Obi founder Payam Safa, who will transition into a new role as Chairman of the Board and President.

Anburajan joined Obi as Chief Revenue Officer in October 2023 and brings a unique combination of entrepreneurial drive, startup experience, and strategic expertise across transportation, technology and consumer applications. At Obi, she has led revenue and international expansion efforts while helping position the company as the authoritative voice in rideshare data and analytics. Previously, she spearheaded business development at Upside, where she was credited with crafting category-defining partnerships to improve driver incentives and reduce costs. She is also a venture investor with SideDoor Ventures, where she backs early-stage founders, and actively supports arts and Broadway projects through angel investments.

"This is an exciting time for Obi. Under Payam's leadership, we have built a powerful platform that makes it easier for consumers to compare and book rides, and generates proprietary data on pricing, access, and consumer behavior in a fast-evolving industry," said Anburajan. "I'm looking forward to leading the team as we continue to scale our data capabilities and expand into new verticals."

Obi's recent release of the industry's first comprehensive, real-world pricing analysis comparing autonomous rideshare services to traditional providers cemented its role as a trusted source for transportation pricing intelligence. Under Anburajan's leadership, the company will continue investing in research and strategic partnerships, as well as exploring expansion opportunities.

Safa, who founded Obi in 2014, has served as CEO since its inception. Under his leadership, Obi has grown into a globally recognized platform used by over one million riders in 175 countries. He will transition into the role of Chairman of the Board and President, where he will continue to guide the company's long-term strategy and vision. "Ashwini has already made a major impact at Obi, and I'm confident she's the right leader for this next phase," said Safa. "She brings deep industry expertise, sharp judgment, and a clear vision for Obi's future."

About Obi
Obi (www.rideobi.com) is a global real-time aggregator that compares millions of pricing and pick-up (ETA) data points, providing consumers and businesses with actionable insights. The free Obi app allows riders to compare taxis, black cars, and major rideshare providers instantly. With over 1,000,000 users, Obi partners with numerous rideshare and taxi providers worldwide to ensure transparency in ride fares. The app is available for free download on iOS and Android.

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SOURCE Obi