MaaS transit: The business of mobility as a service

In 2019, St. Louis Metro Transit was struggling to keep customers. Uber and Lyft, along with dockless shared bikes and scooters, had flooded streets, causing ridership to fall more than 7% in a single year. The agency didn’t try to fight for attention. Instead, it embraced its competitors.

Metro Transit dropped its internal trip-planning app, which had been developed with the Trapeze Group and directed riders to Transit, a private third-party app that offers mapping and real-time transit data in more than 200 cities. That app also included micromobility and ride-hailing information, allowing customers to not just look up bus schedules, but see how they might get to and from stops — or ignore the bus altogether.

The following year, Metro Transit partnered with mobile ticketing company Masabi and added a payment option on some bus routes. Now, the agency is planning an all-in-one app — via third-party providers Transit and Masabi — where customers could plan and book end-to-end trips across trains, buses, bikes, scooters and taxis.