COTA launches new account-based ticketing digital payment system
COTA’s new digital payment system will work to reduce barriers to transit access through fare affordability and a seamless payment experience.
The Central Ohio Transit Authority (COTA) has announced the launch of its new digital fare payment system, which is designed to make purchasing fares easier; to ensure that customers pay the best price; and to increase equity and accessibility for all.
Utilising the market-leading Transit app, as well as Smartcards linked to personal COTA accounts, COTA is launching a full account-based ticketing (ABT) solution, powered by Masabi, the company bringing Fare Payments-as-a-Service (FPaaS) to public transit. The goal of the new system is to reduce barriers to transit access through fare affordability; increased access via retail options for purchasing and adding funds; and a seamless payment experience with the Transit app and COTA Smartcards.
Prior to the new digital system, those customers who didn’t have the means to purchase monthly passes up front were forced to pay the most to access transit. Fare capping technology empowers everyone to ride COTA for the same cost, regardless of their financial situation. Riders can simply scan the Transit app or tap their Smartcard on the validators when boarding, and they will never pay more than $4.50 per day or $62 per calendar month.