The color of money might be green, but the color of Lyft’s new membership plan is pink.

The ride-share company Lyft is introducing Lyft Pink, a monthly membership for riders that provides, among other perks, better access and savings, including 15% off on all car rides.

The plan, which will cost $19.99 a month, is targeted at frequent Lyft customers who take more than two or three rides a week.

Lyft, founded in 2012, has previously maintained promotional programs such as Lyft Pass, which gives riders discounts on a set number of rides, but Lyft Pink represents the company's first full-fledged membership program.

Along with reduced fares, the perks of Lyft Pink will include complimentary bike and scooter rides, priority airport pickups and relaxed cancellations.

"With Lyft Pink, riders can travel smarter across Lyft’s transportation network of shared rides, bikeshare systems, electric scooters, car rentals and transit partnerships, all within the one app," Lyft said in a statement.

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Lyft Pink could also appeal to anyone used to losing his or her wallet, phone or some other valuable in a Lyft car, because a Lyft Pink membership waives lost-and-found fees, too.

On top of these features, Lyft plans to announce exclusive partnership benefits, car rental perks and other surprise offers.

Lyft Pink will launch later this year, but interested users can now sign up for a membership using the wait list here.

Follow USA TODAY's Kevin Wheeler on Twitter @kdub_333