FREE NOW — status

FREE NOW is a mobility-as-a-service platform that provides a wide range of transportation options through a single mobile app. Its business model is based on facilitating and monetizing these connections, taking a percentage or a direct payment for rides and other services. The company's origin traces back to the 2009 launch of mytaxi in Germany. A pivotal moment in its history came in 2019 when Daimler AG (now Mercedes-Benz Group) and BMW Group formed a billion-euro joint venture called Your Now. This partnership rebranded mytaxi and other services like Kapten and Beat into FREE NOW, aiming to create a comprehensive multi-mobility "super app" to compete with global rivals like Uber and Bolt. This strategic alliance with two major automotive giants is a key part of FREE NOW's long-term vision and a significant competitive advantage. FREE NOW's core service is its on-demand ride-hailing, but it has expanded far beyond traditional taxis and private hire vehicles. The platform now aggregates multiple forms of transport, including e-scooters, e-bikes, e-mopeds, and car-sharing services through partnerships with other companies. For example, a user can open the app and book a taxi, rent a car from a partner like SHARE NOW, or find and unlock a nearby e-scooter from a provider like Tier or Voi. This multi-mobility approach is a central part of its brand identity, promising users the flexibility to choose the best option for their journey. The company operates in over 150 cities across nine European countries, including Germany, the UK, Ireland, France, and Spain. This extensive presence and local market knowledge are key differentiators from its competitors. While Uber and Bolt are global players, FREE NOW has a strong focus on building relationships with local taxi drivers and operators. In some markets, it is the leading taxi app, and this "taxi-first" strategy has helped it gain a foothold in cities where traditional taxis have a strong presence. The company also offers a "FREE NOW for Business" platform, allowing corporate clients to manage employee travel with centralized billing and reporting. A key part of FREE NOW's strategy is its commitment to sustainability. The company has pledged to invest in the electrification of its fleet and has a long-term goal of achieving net-zero emissions by 2030. It actively promotes the use of electric vehicles and micro-mobility options to help reduce the carbon footprint of urban travel. By combining its technological platform with strategic partnerships and a strong focus on local markets and sustainability, FREE NOW is positioning itself as a leader in the evolving landscape of European urban mobility.