Noticias
TB Game Changers | FREENOW: Journey Towards a Technological and Sustainable Future
Many may have spotted their red logo on taxi doors, while others might have already used their app to book an electric scooter or a car share. However, few are aware of how this German tech company, backed by the BMW Group and Mercedes-Benz Mobility, is reshaping urban mobility with technology developed right here in Barcelona!
This is FREENOW, a real TB Game Changer.
Itinerary
It all began over 15 years ago in Hamburg with ‘mytaxi,’ an app that allowed users to request a taxi with just a few clicks. As urban mobility evolved and alternative models took hold, the company recognized that people needed access to various transportation options from a single platform. That’s how, in 2021, the company rebranded as FREENOW and formed strategic partnerships to expand its services beyond taxis, integrating car sharing, scooters, bicycles, e-scooters, rental cars, and, in Germany, public transportation as well.
Today, with a presence in nine markets and over 150 cities, FREENOW has established itself as the leading Mobility-as-a-Service (MaaS) platform in Europe. In Spain, it is the go-to multimodal mobility app, offering over 10,000 taxis and 11,000 shared mobility vehicles to its users.
First stop: Barcelona
Barcelona is home to FREENOW’s only tech hub outside Germany. From this center, located in the heart of Plaça Catalunya, a team of 150 highly skilled professionals in technology and product development is responsible for creating and updating the taxi app for all of Europe. In its mission to modernize, digitize, and adapt the taxi industry to the new realities of urban mobility, the company has gained the trust of over 4,000 taxi drivers and 400,000 passengers in the city each year. And that number keeps growing, for obvious reasons.
“All our applications and services are designed to give people back their time. For us, that means ensuring your taxi arrives on time and that you have a pleasant ride. It feels like magic,” says Aram Sargsyan, COO of FREENOW and one of the key figures making that “magic” happen.
Sargsyan believes that technological innovation truly has value when it focuses on improving people’s everyday lives: “Every manager needs to use the service and experience the pain points that users face; only then can ideas emerge on how to eliminate those obstacles, and that’s when real innovation occurs.” This perspective is shared by Andrea Higa, Engineering Manager at FREENOW, who emphasizes that “technological development comes from listening closely to the user.” It’s precisely at the Barcelona hub where this principle has been exemplarily put into practice.
Upon entering the offices, the first impression isn’t the typical chaotic vibe of a tech company, but rather a space dedicated to personalized support for taxi drivers. Drivers frequently come here for help with app installation, to resolve questions, or to get familiar with the platform’s technology. This personal attention is crucial to ensure that technology doesn’t become a barrier in itself but rather an accessible tool for everyone.
Because every detail matters. “If you want good results, you have to pay attention to each and every detail,” Sargsyan remarks, comparing the company’s management to the process of making a good cup of coffee. It’s a magical, almost ritualistic process, where each element must be measured perfectly to achieve the desired results.
Colleagues on the Journey
With a coffee in hand, Aram Sargsyan traded Hamburg for Barcelona for a simple reason: “I wanted to be close to technology, and Barcelona was the perfect choice for that. In fact, it may have become the default option for all of Europe. From a tech perspective, you can find a wealth of talent, numerous startups, and global companies here.”
Jaume Viñas, Engineering Director at FREENOW, is part of that vibrant talent ecosystem that defines the city. With a solid background in the industry, he now leads the entire IT team at the hub. This diverse team is made up of professionals from various parts of the world, drawn not only by the company’s value proposition but also by the opportunity to work in such an attractive city as Barcelona.
When asked about job opportunities in the city, Andrea Higa, Engineering Manager at FREENOW, responds: “I think that’s one of the reasons I decided to come to Barcelona. There are many startups and growing companies, which attract young talent. Continuing to engage this audience not only generates more ideas but also encourages people to try new things and keeps the momentum going. There are plenty of opportunities that benefit us all and help us grow.” This also includes supporting female tech talent.
The Final Destination
FREENOW is guiding us toward sustainable, efficient, multimodal, and connected urban mobility, designed to transform cities and provide residents with a wide range of transportation options in a responsible manner. With technology as the driving force and the user at the center, Barcelona and its talent have been key players in this journey for quite some time now.
