For Will Coleman, frustration with ride-hailing turned into a vision for something better. As co-founder and CEO of Alto, he set out to create a new kind of mobility company—one built on consistency, safety, and hospitality.

In this episode of Decision Points, Will shares how a decade at McKinsey prepared him for the leap into entrepreneurship, and how a dinner-table conversation with his wife sparked the idea for Alto. Launched in 2018, Alto took a radically different path than its competitors: a vertically integrated model where drivers are employees, vehicles are company-owned, and every ride is designed to deliver the same trusted experience.

Will opens up about the turbulence of building a company in a volatile industry. When COVID-19 hit, Alto saw revenues fall 96% overnight. Instead of folding, they doubled down on their strengths—cleanliness, safety, and service—emerging stronger with expansions into Houston, Los Angeles, and beyond. Strategic partnerships, including a recent deal with Uber, further demonstrate Alto’s ability to adapt and scale.

Looking ahead, Will shares his vision for the autonomous future. With infrastructure already in place, Alto is positioning itself to integrate self-driving technology seamlessly into its service—bridging human-driven and autonomous rides under one consistent brand. More than just a tech story, Alto is also an employer story: offering benefits, stability, and culture in a gig economy defined by uncertainty.