Recruiting female drivers for a new ride sharing app has been no easy feat.

After hearing stories from female friends about feeling unsafe in taxis, 23-year-old Joel Rushton took matters into his own hands.

He's launching new female only ride sharing app - Drive Her - that will be available in Auckland in about a month.

Rushton told Kate Hawkesby there are even fewer female drivers than you might think.

"We didn't expect it to be as hard as it was, but that's the thing, there aren't that many female drivers out there because they don't feel safe, so we are actually creating a new market from scratch."

Rushton says we're lucky to live in a country where we value equality and this type of app is possible.

LISTEN TO JOEL RUSHTON TALK WITH KATE HAWKESBY ABOVE