Atlanta, October 12, 2025
News Summary
Anja Holthoff, a rideshare driver in Atlanta, faces a dramatic drop in her earnings from $4,549 last September to $1,166 this year. Factors like decreased demand due to lowered international tourism and competition from automated services are impacting many drivers in the gig economy, showcasing the precarious nature of their work. As operational costs rise, Holthoff’s experience reflects broader trends affecting drivers nationwide.
Atlanta rideshare driver Anja Holthoff is experiencing a significant decline in her income, despite having spent ten years adapting to the gig economy after losing her corporate job in customer service. Once able to make a comfortable living through ride-hailing services like Uber and Lyft, Holthoff’s earnings have sharply declined from a reported $4,549 in September of last year to just $1,166 this September. This drop is reflective of broader trends affecting many drivers in the gig economy.
Holthoff’s transition from a standard Hyundai Sonata to driving black car services allowed her to capitalize on higher earning potential. At her peak, she managed to own a fleet of three cars due to her experience in the industry. Initially, her first black car ride on Lyft netted her $21 for a mile, showcasing the lucrative opportunities available in the market back then.
However, the changing landscape of ridesharing has left Holthoff grappling with reduced demand for her services. Factors contributing to this decline include a drop in international tourism and lower business travel, which is evidenced by reports of decreased hotel occupancy in the area. Attendance at various conferences in Atlanta has also decreased this year, contributing to the overall reduction in demand for rides.
Moreover, Holthoff has found herself increasingly accepting rides with lower fare tiers than Uber Black as higher-paying opportunities become scarce. This change in demand has severely impacted her earnings, which now require her to drive significantly more miles than before. Previously, she could make a minimum of $300 a day, but now it may take her two days to reach that amount.
The introduction of Waymo’s driverless cars, which offer cheaper rides through Uber, has further intensified competition among drivers, driving fare rates down and reducing the overall income potential for human drivers like Holthoff. This automation trend highlights a critical challenge faced by individuals working in the gig economy.
As Holthoff faces the relentless pressure of financial instability, she has expressed feelings of despair and uncertainty regarding her future. Being a 60-year-old black female in this competitive environment adds to her challenges. Many corporate workers have advised her against returning to traditional jobs, citing similar struggles in the current job market.
Holthoff’s experience is emblematic of a broader trend impacting rideshare drivers nationwide, as decreased pay and increasing operational costs continue to strain individuals in this sector. Her situation sheds light on the precarious nature of gig work amid rising costs and competition from automated services.
The insights provided by Holthoff were part of an essay that was verified for authenticity, including screenshots of her earnings, to capture the stark reality faced by many in the industry.
FAQ
What has contributed to Anja Holthoff’s decline in income?
The decline in income is attributed to decreased demand for rides in her area and increased competition from automated services like Waymo offering cheaper rides through Uber.
How have Holthoff’s earnings changed from last year to this year?
Holthoff’s earnings decreased from $4,549 in September of last year to just $1,166 this September.
What operational changes has Holthoff had to make in response to reduced ride demand?
Holthoff has started accepting rides with lower tiers than Uber Black due to the decreased availability of higher-paying rides.
What does Holthoff’s situation reveal about the gig economy?
Her situation highlights a broader trend impacting rideshare drivers, as decreased pay and increased operational costs create financial strains for many in the gig economy sector.
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HERE Resources
Additional Resources
- Business Insider: Driven for Uber for a Decade
- Wikipedia: Gig Economy
- Axios: Uber’s Atlanta Airport Shuttle
- Google Search: Uber earnings
- New York Times: Uber Earnings
- Google Scholar: Gig Economy trends
- Atlanta Voice: May Day Protest
- Encyclopedia Britannica: Ridesharing
- The Daily Upside: Uber CEO on Robotaxi Expansion
- Google News: Uber drivers
Author: STAFF HERE ATLANTA WRITER
The ATLANTA STAFF WRITER represents the experienced team at HEREAtlanta.com, your go-to source for actionable local news and information in Atlanta, Fulton County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as vibrant music festivals like Shaky Knees and Music Midtown, major cultural celebrations including Dragon Con and the Atlanta Film Festival, and iconic sporting events like the Peachtree Road Race. Our coverage extends to key organizations like the Metro Atlanta Chamber of Commerce and the Atlanta Convention & Visitors Bureau, plus leading businesses in logistics, beverages, and retail that power the local economy such as Delta Air Lines, The Coca-Cola Company, and The Home Depot. As part of the broader HERE network, including HEREAugusta.com and HERESavannah.com, we provide comprehensive, credible insights into Georgia's dynamic landscape.
