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 boosting the black cab trade, improving driver benefits and enhancing the passenger experience, FREENOW’s aim remains to be at the forefront of innovation in London’s iconic taxi industry.

Rasamny shares how FREENOW initiatives such as the Knowledge Grant and Strategic Partnerships are setting new benchmarks for supporting leaders and ensuring trade sustainability. It also addresses critical challenges facing the sector, including the sharp decline in new black taxi drivers and the impact of insufficient government support.

As taxi application no. 1 in London, 2024 was a pivotal year for FREENOW. One of our key aims is to continually support the black cab trade to ensure it is successful for years to come. Last year we took matters into our own hands and continued to support the trade with our Knowledge Grant, which supports and encourages more drivers to become black cab drivers. To date, over 700 drivers have been approved by FREENOW to join the program and 115 are already enrolled in knowledge schools and studying to become black cab drivers.

We also actively campaigned alongside other organizations representing the sector to ensure more support was given to the black taxi trade. We have recently seen progress on this front, with cross-party support for the taxi motion tabled in the London Assembly, urging the Mayor and TfL to address growing concerns about the declining 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 to our driver application to improve the quality of the job offer for drivers and improve the user experience for passengers. Our driver loyalty program has been a success, rewarding drivers for their commitment with fair and flexible benefits. Gold drivers get first access to early bird jobs, earn 45% more on average, and get priority for daily job offers.

Additionally, drivers with in-cab ads earn extra points to level up faster. The results speak for themselves – Gold drivers fill three times as many jobs up front and earn more, making it a win-win for both drivers and passengers.

In addition to our loyalty program, drivers with FREENOW in-cab advertising have the potential to earn on average up to £1,000 more per month than drivers without FREENOW in-cab advertising. Additional earnings are unlocked by benefits including on-demand allocation advantage, early priority advantage, additional loyalty points per trip and reduced commission. Another notable success of 2024 was the introduction of ONSI benefits which give black cab drivers exclusive access to accident and sickness insurance and compassionate and parental leave. More recently, ONSI On-Demand Pay has given drivers complete flexibility as to when they are paid. Whether they access earnings daily or before their regular weekly payday, drivers are now in control of their finances in a way that works best for them.

Supporting our drivers in the transition to electric vehicles has been our top priority, and collaboration across the sector is key to achieving this. We are proud to announce two key partnerships with OVO and bp Pulse, which offer drivers the best charging discounts. In addition to supporting drivers, we have also invested significantly in digital marketing and launch

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 get a 10% discount on black cab rides and access to priority assistance, making it easier than ever to save while staying stress-free on the go.

One of the biggest challenges this year has been the drop in new black taxi drivers. In 2023, only 185 new drivers were licensed, down from more than 1,000 in 2016. This decline is largely due to the financial burden on drivers, compounded by the rising cost of living. Our research found that 94% of drivers reported that the cost of buying or renting a taxi had a negative impact on their finances.

We were disappointed that there is no mention of direct support for taxi drivers in this year’s Autumn Budget. Given ongoing challenges such as driver retention and vehicle affordability, the absence of measures such as extending the Plug-in Taxi Grant (PiTG) until March 2026 puts our industry at risk. In addition, the recent reduction in the grant has already slowed down the transition to zero-emission vehicles, which is vital to improving air quality and achieving our net-zero goals. Without continued support, we fear more drivers will leave the industry, further putting the taxi sector at risk. We therefore continue to urge the Government to take proactive measures and address these significant gaps by providing significant support to the taxi sector, particularly in areas that impact accessibility, the EV transition and affordability.

Throughout 2025, our priority will be to continue to support the black cab trade. We build on the success of the Knowledge Grant by working closely with drivers and key stakeholders. In addition, we will continue to actively campaign with other industry representatives for more support for black taxi drivers, particularly following the recent motion by the London Assembly.

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 improve it, making it even easier to use. For example, high-value jobs such as airport transfers will be a key area, as they are in high demand and offer excellent earning opportunities for drivers, as well as providing passengers with more convenience and efficiency. We are also looking at ways to improve our loyalty program to ensure that every driver, whether part-time or full-time, can continue to benefit from working with FREENOW.