We caught up with the brilliant and insightful Murid Amini a few weeks ago and have shared our conversation below.
Hi Murid, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
At MOOV, our mission is at the heart of everything we do: to give communities a better choice for moving around. This mission is deeply personal to us and stems from experiences that directly shaped our perspective on the rideshare industry.
The founding team has close family members who work as rideshare drivers and have faced unfair treatment from the two dominant companies in this space. Seeing this firsthand revealed the urgent need for change. Beyond our personal experiences, the community was demanding better pay and working conditions for drivers—a cause we passionately embraced. In fact, when we started, hundreds of drivers signed up with MOOV, which reinforced how critical this mission was to the people we wanted to serve.
As we delved deeper, we witnessed a critical situation. The two largest rideshare companies both threatened to leave our community when faced with local demands for fairness. They presented a stark ultimatum: either accept unfair pay for drivers and inflated prices for riders or lose access to the only available non-public transport options. To us, that was a clear call to action. These companies were essentially saying, “You have no choice.” But we believed otherwise.
Building an app is doable. Building a company that truly values its drivers, riders, and the broader community? That’s what MOOV set out to achieve. We wanted to give people a third option—one that doesn’t exploit but uplifts everyone involved.
As founders who grew up in the Twin Cities, this is more than a business mission for us; it’s a personal one. We are committed to protecting this community and other communities from being held hostage by unfair practices. MOOV is here to prove that there’s a better way forward—one that puts people and principles first.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I’m Murid Amini, an entrepreneur, consultant, and innovator passionate about creating solutions that serve both businesses and communities. Currently, I lead MOOV, a dynamic and rapidly evolving platform that started as a rideshare service but is quickly expanding to offer a broader suite of transportation and delivery solutions. MOOV’s core focus is on empowering communities by providing better options—whether it’s for rides, package deliveries, or even larger-scale moving services.
What sets MOOV apart is our commitment to fairness, transparency, and adaptability. While many companies focus solely on profits, we prioritize people—our drivers, our customers, and the communities we serve. We’re not just here to meet the status quo; we’re here to exceed it by adding services that make life easier and more connected for everyone involved.
Before founding MOOV, I spent time as a senior consultant at McKinsey & Company, where I worked on corporate turnarounds, restructuring, AI implementation, and also led the creation of the firm’s expert knowledge on culture at startups and corporate ventures. This work gave me unique insights into what it takes to build organizations that are not only successful but also deeply rooted in values and purpose.
In addition to MOOV, I run my own consulting firm, where I advise Fortune 500 clients and small business startups alike. Whether helping established corporations refine their strategies or guiding startups through the challenges of growth, I’m committed to delivering practical, high-impact solutions.
At MOOV, we’re not just building a company—we’re building a movement that’s reshaping how people and goods move through our cities. Our mission is rooted in creating meaningful change, and with every new service we introduce, we’re redefining what’s possible for transportation and logistics.
If you’re looking for a company that combines innovation with community care into what we call, “Conscious Capitalism,” MOOV is here to lead the way.
Can you talk to us about how you funded your business?
Funding a business is never a straightforward journey, and as a founder, I quickly realized how much effort it takes to raise capital while also leading all the other critical functions of the company. I knew I couldn’t do it alone, so I was very intentional about bringing in Tom, our current Head of Partnerships and CFO. Tom is deeply connected to the startup and investor community in Minnesota, and I knew his network and skills would help get me in the room with the right investors so I could focus on telling our story.
Initially, we had paired with a private equity firm that promised us capital. Things seemed promising until the day we returned to demonstrate our technology and answer follow-up questions. That’s when everything fell apart. The firm’s leader not only pulled the rug out from under us but also announced that he planned to compete directly with us. He even offered to buy me out for a few thousand dollars a month in pay and bragged that he had a million dollars to throw at the city to secure preferential treatment. It was a tough moment, but ultimately, it was a blessing in disguise.
Shortly after, we partnered with Brown Venture Group, a venture capital firm that specifically invests in minority-led businesses. Their commitment to fostering an inclusive entrepreneurial ecosystem was the perfect cultural fit for us. Beyond the funding itself, Brown Venture Group offered us an ecosystem of other portfolio companies that have become excellent partners for MOOV. They’ve given us the space to operate independently while providing support when we need it—something that was a stark contrast to the earlier PE firm, which had demanded a leadership role for the first year.
While we were thrilled to secure the investment, the process wasn’t without its challenges. We learned a lot about the complexities of negotiating contracts and navigating the legal side of fundraising. It was a valuable, albeit cumbersome, experience that taught us the importance of patience and persistence in these critical phases.
By the end of Q3 in 2024, we finally secured our funding, and in early Q4, we launched MOOV. Thanks to the support from Brown Venture Group, we’ve been able to grow steadily every day since. Their belief in our vision and their investment in our future have been game-changing, and we’re proud to have them as our partner.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
Throughout my career, I’ve been trained to pay close attention to risk. It’s a skill that served me well when advising businesses, as I could help them make decisions grounded in reality—accounting for challenges rather than painting overly rosy scenarios. Over time, I learned the importance of this balanced, pragmatic approach.
However, in entrepreneurship, I discovered a stark difference: every step is inherently risky. Beyond your own mind pointing out potential pitfalls, every person you seek feedback or advice from will likely highlight even more risks. This abundance of caution can quickly turn into a chorus of naysayers, making it easy to lose sight of your goals.
The lesson I had to unlearn was leading from a purely risk-focused perspective. As a founder, I realized that leadership is about conviction—being so confident in your mission and goals that you inspire others to share in that vision. If you as the leader are consumed by risks, it’s impossible to instill confidence in your team or rally them around a shared purpose.
Instead, I shifted from a mindset of focusing on risks to one of managing them. This meant surrounding myself with smart, capable people who each bring expertise to the table. I’ve learned to give them the space to identify and address risks in their areas, empowering them to manage challenges effectively. This approach allows me to keep my focus on driving the business forward—keeping my eyes on the bigger picture rather than getting stuck at every potential roadblock.
This shift in mindset has been transformative. It’s taught me that while risk is a constant in entrepreneurship, it doesn’t have to be paralyzing. By trusting your team to manage risks and staying committed to your vision, you can maintain the momentum needed to turn big goals into reality.
Contact Info:
- Website: https://www.makethemoov.com
- Instagram: @makethemoov
- Linkedin: https://www.linkedin.com/company/the-moov-app/
Image Credits
Roman Amini