FREENOW REVIEW: The successes and challenges of 2024 and what to expect next year
In an exclusive interview with TaxiPoint, Nour Rasamny, Head of Operations at FREENOW UK, outlines the company’s successes, challenges, and goals as it navigates 2024 and beyond. With a firm commitment to bolstering the black cab trade, improving driver benefits, and enhancing passenger experience, FREENOW’s aim remains to be at the forefront of innovation in London’s iconic taxi industry.
Rasamny shares how FREENOW’s initiatives, such as the Knowledge Subsidy and strategic partnerships, are setting new benchmarks for supporting drivers and ensuring the trade’s sustainability. She also addresses critical challenges facing the sector, including the sharp decline in new black cab drivers and the impact of insufficient government support.
What are the successes FREENOW has experienced in 2024?
As London’s No. 1 taxi app, 2024 has been a pivotal year for FREENOW. One of our key objectives is to continuously support the black cab trade to ensure it’s set for success in the years to come. Last year we took matters into our own hands and continued to support the trade with our Knowledge Subsidy, which supports and encourages more drivers to become black cab drivers. To date, over 700 drivers have been approved by FREENOW to join the programme and 115 are already enrolled with Knowledge schools and studying to become a black cab driver.
We have also actively campaigned alongside other organisations representing the sector to ensure more support was given to the black cab trade. We recently saw progress on this front with cross-party support for the taxi motion presented at the London Assembly, urging the Mayor and TfL to tackle the growing concerns over the decline in the number of taxis in London and the lack of support for existing drivers. The London Assembly has now urged the Mayor to introduce a Taxi Action Plan to safeguard the future of London’s iconic black cabs.
During 2024, we introduced many improvements in our driver app to improve job offer quality for drivers and improve user experience for passengers. Our driver loyalty programme has been a success, rewarding drivers for their commitment with fair and flexible benefits. Gold-tier drivers get first access to prebook jobs, earning 45% more on average, and are prioritised for daily job offers.
Plus, drivers with on-cab ads earn extra points to reach higher tiers faster. The results speak for themselves - gold drivers complete three times as many prebook jobs and earn more, making it a win-win for both drivers and passengers.
In addition to our loyalty program, drivers with the FREENOW on cab advertising have the potential to earn up to £1k extra on average per month vs. drivers without the FREENOW on cab advertising. The additional earnings are unlocked by benefits, including on-demand allocation advantage, prebook priority advantage, additional loyalty points per trip, and reduced commission. Another standout success of 2024 was the introduction of ONSI benefits giving black cab drivers exclusive access to accident and sickness insurance and compassionate and parental leave. More recently, ONSI’s On-Demand Pay has provided drivers with complete flexibility over when they get paid. Whether accessing earnings daily or ahead of the usual weekly payday, drivers are now in control of their finances in a way that works best for them.
Supporting our drivers in transitioning to EVs has been our top priority, and sector-wide collaboration is essential to achieving this goal. We are proud to have announced two key partnerships with OVO and bp pulse which give drivers the best discounts on charging. Besides supporting drivers, we have also invested significantly in digital marketing and the launch of
new services to attract and retain passengers. One example is FREENOW PLUS - our new subscription service designed to reward loyal users and enhance their travel experience. For just £5.99 a month, subscribers enjoy 10% off rides in black cabs and have access to priority support, making it easier than ever to save while staying stress-free on the move.
What challenges has FREENOW faced in 2024?
One of the biggest challenges this year has been the decline in new black cab drivers. In 2023, only 185 new drivers were licensed, compared to over 1,000 in 2016. This drop is largely due to the financial burden on drivers, worsened by the rising cost of living. Our research found that 94% of drivers reported that the cost of buying or renting a taxi has negatively impacted their finances.
We were disappointed that the Autumn Budget this year didn’t include any mention of direct support for taxi drivers. With ongoing challenges such as driver retention and vehicle affordability, the absence of measures like extending the Plug-in Taxi Grant (PiTG) to March 2026 puts our industry at risk. In addition, the recent reduction in the grant has already slowed the transition to zero-emission vehicles, which is vital for improving air quality and achieving our net-zero targets. Without continued support, we fear that more drivers will leave the industry, further putting the taxi sector at risk. That is why we continue to urge the Government to take proactive action and address these significant gaps, ensuring meaningful support for the taxi sector, particularly in areas that impact affordability, EV transition and accessibility.
What will be FREENOW’s focus for 2025?
During 2025, our priority will be to continue supporting the black cab trade. We’re building on the success of the Knowledge subsidy by working closely with drivers and key stakeholders. In addition, we will continue to actively campaign, alongside other industry representatives, for more support to be provided to black cab drivers, particularly following the recent London Assembly motion.
We will also focus on our product. We know the driver app is the core of the driver experience, so we’re committed to continuing to enhance it, making it even more user-friendly. For example, high-value jobs like prebook airport transfers will be a key area, as they’re in high demand and give drivers excellent earning opportunities as well as giving passengers greater convenience and efficiency. We’re also looking at ways to refine our loyalty program to ensure every driver, whether part-time or full-time, can continue to benefit from working with FREENOW.
