Ohio’s Toledo Area Regional Transit Authority Launching Account-Based Ticketing with EZFare, Powered by Masabi
TARTA Goes Live with Fare Capping for Riders Who Simply Tap & Ride
Toledo, OH & New York, NY — Thursday November 14th, 2024 — Toledo Area Regional Transit Authority (TARTA), the public transit agency servicing 32 bus routes in and around the Toledo metropolitan area, today announced the launch of Account-Based Ticketing (ABT) with EZFare powered by Masabi’s Justride platform. This new update brings fare capping which allows fixed-route bus riders to get the value of an extended pass without paying the full upfront fee when paying with TARTA Cards or the EZfare app. The result is that a rider will not pay more than $3 per day, $15 per week or $45 per 31-day period for their rides no matter how often they travel – making for significant savings.
The introduction of ABT ensures a seamless and flexible payment experience for all users, who will no longer need to select their fare or purchase a pass before boarding. Instead, they can simply tap their TARTA smartcards or scan the barcode in the EZFare app to ride. The cards are linked to online accounts, allowing users to easily manage and reload their accounts wherever they are, eliminating the need to wait in line or use cash, and delivering a contactless, convenient way to pay for transit. These accounts can also be topped up with cash at select retail locations. Fare capping improves fare equity by ensuring all riders, regardless of income, have access to affordable transportation without the need to pay upfront for period passes. Additionally, a simplified reduced fare cap will be available for youth, seniors, individuals with disabilities, and low-income passengers, making transit more accessible to all.
EZfare, the leading regional fare payment platform developed by NEORide in partnership with Masabi, is now used by 15 transit agencies across Ohio, Michigan, Kentucky, and West Virginia. NEORide, the Council of Governments representing 36 transit agencies across 10 states, has pioneered the regionalization of public transit with EZfare, creating a seamless experience for riders across multiple counties and transit systems. It unites transit agencies under one easy-to-use digital fare solution, simplifying travel for residents and visitors alike. With EZfare, riders can move effortlessly across agency boundaries, increasing accessibility and fostering greater mobility throughout the region. Meanwhile, agencies benefit from economies of scale, reducing costs through shared resources and technology while improving operational efficiency.
“This latest update from Masabi makes regular travel on TARTA both quicker and cheaper for our riders,” said Sam Melden, Chief Communications & External Affairs Officer at TARTA. “Gone are the days of having to purchase a ticket ahead of time for your ride, from today it’s simply a matter of tapping your phone or smartcard and then automatically getting charged the best possible fare. At the same time the introduction of fare capping ensures that regular riders are rewarded with maximum daily, weekly or monthly charges, regardless of how many trips they make.”
“EZFare continues to expand and innovate, bringing new features online across our partner agencies which make using transit services intuitive and efficient for everyone,” said Katherine Conrad, Executive Director NEORide. “This launch of ABT by TARTA powered by our partners at Masabi is just the latest example of these developments, which we’re delighted to be sharing with riders in the Toledeo Area”
“Account-Based Ticketing brings a whole host of benefits to our TARTA and their riders – making the transit experience quick, simple and cost effective,” said Brian Zanghi, CEO of Masabi. “Our goal at Masabi is to enable transit agencies to quickly and cost-effectively offer their riders the option to pay using whatever is in their pocket, and we’re delighted to be launching with yet another EZFare agency.”
