This paper evaluates the growing range of business models being applied within on-demand shared-ride road transport niches. Whilst examples of such services are long-standing; arguably as old as road passenger transport, new technologies have opened new niches. The services examined are drawn in part from those developed during an industrial-collaborative project within which the authors were partners, but also from similar initiatives observed in the wider sector during the project. The analyses draw upon information about services in the public domain, insights from being partners in the collaborative project and interviews with professionals responsible for innovations across the sector. Differences and similarities between the extant business models are examined, leading to illustrations which support a conceptualisation of the different approaches. A key innovation was the emergence of new models of partnership working, for example involving employers in part-funding flexible transport services. Challenges in partnering with employers included how to explain the business model to them and obtaining their acceptance that the service was appropriate for their needs. Established transport operators were also found to vary in their willingness to be involved in trialling innovative services. The largest difficulty was found in achieving sufficient revenue, however iterative progress was evinced in response to this challenge.