Redefinindo a mobilidade urbana no Brasil: O modelo inovador de taxa fixa do Livre App

This article analyzes Livre App as a case of innovative entrepreneurship in Brazil, highlighting the fixed rate model adopted by the startup and the trajectory of its founder. The study begins with the context of national urban mobility, marked by unequal access, high transportation costs, and market concentration in large international corporations. The main objective was to understand how the entrepreneurial strategy and disruptive business model of Livre App are redefining urban mobility in the country. The methodology adopted is applied in nature, with a qualitative, descriptive, and exploratory approach, structured through bibliographic review, documentary analysis, and case study. The results highlight three main aspects: the importance of the founder’s multidisciplinary trajectory as a strategic factor; the innovation of the fixed rate model as a competitive differential compared to dynamic pricing; and the exponential growth of the startup without external funding, which reached 23 million rides in five Brazilian cities. It is concluded that Livre App represents more than an alternative means of transportation: it is an inspiring example of resilient entrepreneurship, capable of creating solutions adapted to the Brazilian context and positively impacting both users and drivers. The study contributes to the literature by demonstrating the applicability of classical entrepreneurship theories to the national context and, in practice, offers insights for public managers, entrepreneurs, and innovation policy makers.