Gett and Curb Mobility Partner to Integrate Yellow Cabs

Gett Expands Ride Options with Curb Mobility Integration

Gett, a ride-hailing company specializing in enterprise solutions, is bolstering its service offerings through a new partnership. The company connects passengers with rides across approximately 1,500 cities, utilizing a network of third-party fleets, and is strategically focusing on the resurgence of corporate travel.

New Partnership Details

Gett has established an agreement with Curb Mobility to incorporate yellow taxis into its application. This expansion will initially cover 65 cities throughout the United States. The move comes as Gett anticipates increased demand, with current ride volumes reaching roughly 80% of pre-pandemic levels – specifically, those seen in the first quarter of 2020.

It’s important to note that this collaboration does not involve any equity exchange between Gett, which has secured around $865 million in funding (including a recent $115 million round) and was last valued at $1.5 billion in 2019, and Curb. Curb was acquired by Verifone in 2015, but later operated as an independent entity following a spin-off in 2018, along with Verifone’s entire taxi business.

Curb's Broader Capabilities

Curb’s operations extend beyond a taxi-hailing app. The company provides services to approximately 50,000 cabs and 100,000 drivers. Furthermore, Curb develops hardware for taxi and fleet management, including metering systems, payment processing terminals, and passenger-facing interactive screens offering entertainment and information.

Gett’s Strategic Approach to Market Competition

To distinguish itself from larger competitors like Uber and Lyft, Gett is implementing a dual strategy focused on scalability and service differentiation.

Regarding scalability, Gett has been transitioning away from directly managing driver fleets in the U.S. for several years. In 2019, the company concluded its direct fleet operations in the New York metropolitan area, opting instead for a partnership with Lyft. This model is being replicated in other international markets where Gett lacks significant market share. However, in cities like London and Tel Aviv, Gett continues to work directly with drivers.

Growth of Partner Fleets

Currently, partner fleets account for one-third of Gett’s business. The company projects that these partnerships will represent the majority of its rides by the end of the current year as it continues to onboard additional partners.

Focus on Corporate Ground Transportation

Gett is heavily invested in developing a platform that integrates with corporate systems, streamlining ride ordering and expense reconciliation. The company emphasizes that its software offers a more cost-effective and efficient solution for businesses compared to alternatives, providing price comparison and increased service options.

Dave Waiser, CEO and co-founder of Gett, stated that this partnership “cements Gett’s position as a technology platform focused on corporate Ground Transportation Management (GTM), where spend is worth $79.6 billion globally.” He further noted that Gett has become a leader in the GTM category, serving over 25% of Fortune 500 companies.

Benefits for Curb and Drivers

For Curb, the integration provides its drivers with access to a wider customer base through the Gett app. This is particularly valuable in a market where riders have an increasing number of transportation choices, including e-bikes, scooters, and shared ride options.

Amos Tamam, CEO at Curb, explained that the partnership will “create new income opportunities for local drivers and ensure Gett’s business users have access to the same safe, reliable transportation options trusted by locals.” He added that integrating with platforms like Gett aims to increase the online visibility of taxis.

Note: This article has been updated to reflect Gett’s current fleet management strategy in Moscow, London, and Tel Aviv, and to clarify Curb’s ownership status.