Israel, a country built on innovation, wanted to offer its 9 million citizens an easier way to pay for public transportation throughout the country. In partnership with Israel’s Ministry of Transportation, together we deployed a scalable payment solution that includes over 15 transit agencies in the country. The challenge was enormous: Getting an entire country on a single platform that would enable them to plan their journeys and pay for them, as well.
The previous ways to pay either required a physical card that needed to be topped up or the rider would need to pay in cash on the bus. Riders could get discounts only if they committed and paid for monthly, weekly, or daily passes, which wasted rider’s money if they didn’t use up their credits.
As the COVID-19 pandemic became more serious in Israel, transit agencies prohibited using cash to pay on buses and trains, making the physical card the only way to pay for transit. For one-time users or tourists, having to buy and charge a physical card was an extra burden, incentivizing them to search for alternative mobility options.