The new app, which is slated to launch later this year, is the brainchild of Yossef Cohen, a former Apple developer who is now a venture capitalist and CEO of startup accelerator Chain.co.

He has also been a prominent voice in the car rental industry, most recently speaking out against the use of the term “car rental” in a recent Wall Street Journal op-ed.

It’s an important shift for the industry, Cohen said in a statement on Tuesday, adding that he is excited to see the app make the shift from a brand-name service to a more user-friendly option.