Home › Guides › Fixed Fare vs Surge
You open a ride-hailing app after a gig, in the rain, at 11:40pm. The journey that cost £22 on the way in is now £54. Nothing about the route changed — only the demand did. That's surge pricing, and in London it quietly adds hundreds of pounds a year to the travel costs of anyone who moves at busy times. This guide explains exactly how dynamic pricing works, when it hits hardest, and what the same journeys look like on a pre-agreed fixed fare.
Ride apps constantly balance two numbers: riders requesting cars and drivers available nearby. When requests outpace drivers, the algorithm applies a multiplier to the base fare — 1.3x, 1.8x, sometimes 2.5x or more. The logic is that higher prices pull more drivers into the area and price some riders out until the system balances.
That's rational economics. But from the passenger side it means the price is unknowable until the moment you book, and highest precisely when you have the least choice: last trains gone, bad weather, luggage in hand.
| Journey scenario | Typical app price | Rushxo fixed fare |
|---|---|---|
| Heathrow → Central London, Tue 2pm (quiet) | £30–£38 | £35–£45 |
| Heathrow → Central London, Fri 6pm (surge) | £60–£85 | £35–£45 |
| Central London → Gatwick, 4:30am departure | £55–£90 | £50–£65 |
| West End → Zone 3 home, Sat 1am, raining | £45–£70 | £28–£38 |
| Dartford → Heathrow, school holiday Saturday | £70–£110 | £55–£70 |
With a licensed private hire operator like Rushxo, the fare is calculated once, when you book — based on distance, vehicle size and any extras like child seats. That number is confirmed to you in writing and it does not move:
Yes. Dynamic pricing is legal for app operators. Licensed private hire fixed fares are simply a different, regulated model where the price is agreed pre-journey.
Black cab meters don't "surge", but tariffs are higher at night and weekends (Tariff 2/3), and the meter keeps running in traffic — so the final price is still unpredictable.
Short, flexible, off-peak journeys where a cancellation wouldn't ruin your plans. For airports, early flights and nights out, pre-booking removes the risk.