Nudging for sustainable mobility: The REACTIVITY project

In a world grappling with growing challenges such as air and noise pollution, traffic congestion, and increasing chronic illnesses due to unhealthy lifestyles, the need for intermodal active mobility and technological tools for its implementation has never been more pressing. Recognizing this urgency, the REACITIVY project, implemented in cities like Lecce (Italy) and Braga (Portugal), emerged as a beacon of change.

The REACTIVITY project: A catalyst for change

In 2023, the REACTIVITY project nudged and promoted intermodality and active mobility by rewarding citizens with economic incentives to spend in local shops in Lecce (IT) and Braga (PT). At the same time, the project collected and monitored travel data to inform data-driven measures, policies, and investments.

With the project’s gamification and rewards mechanism, users accumulated points and achieved goals by opting for more sustainable modes of transport (i.e. walking, micromobility, public transport, carpooling), and won vouchers to spend in local shops joining the REACTIVITY network. By rewarding intermodality and active mobility, the project discouraged private car dependence for urban travel and supported the reduction of CO2 emissions. 

REACTIVITY press event in Braga.  

An innovative nudging solution

At the heart of the REACTIVITY project lies a technical solution designed to collect, gamify, engage, and define measures supporting intermodal active mobility, as well as an active mobility knowledge package to plugin into a multisource dashboard.    

The technical solution is twofold. Firstly, it enhanced the existing Pin Bike solution, enabling the rewarding of intermodal mobility behaviour. Secondly, it seamlessly integrated the collected data into the TIM Urban Genius Platform by TIM (Telecom Italia) to support multi-source monitoring in urban settings. 

The Pin Bike system certifies user travel by all forms of sustainable transport (i.e. walking, micromobility, public transport, carpooling) in urban areas. Data collected through the Pin Bike app is aggregated with information from other sources, such as sensors on urban buses. Furthermore, the tool supports the planning and co-creation of urban spaces, traffic control, and infrastructure development in a more efficient and ecologically sustainable way. 

Beyond supporting city authorities and encouraging local commerce, this tool also assists companies who, under the new European Corporate Sustainability Directive regulations in force from January 2024, will be required to track and report greenhouse gas emissions from employee commutes. The optimisation of home-work travel has now become mandatory for companies across Europe. 

Local businesses participating in the REACTIVITY network reward scheme. 

The results 

The REACTIVITY solution was implemented, tested, and validated in Braga and Lecce from July to November 2023, involving almost 700 citizens and 60 shops. The ouctomes were remarkable, showcasing a significant increase in active mobility (6,7% and 15,2% respectively), a reduction in car use (4,6% and 8,1% respectively), a substantial decrease in CO2 emissions (almost 30 tons collectively), and an impressive +80% user retention rate. 

In Braga, 475 users logged nearly 13,000 sessions, covering a distance of 103,891 kilometres and saving 18,728 kg of CO2 emissions. A little over €6,000 in incentives in the form of vouchers were reimbursed to the 35 local businesses engaged.  

Similarly, in Lecce, 162 active users completed over 6,400 sessions, covering 36,656 kilometres and saving 9,874 kgs of CO2. The pilot engaged 16 commercial businesses, and the users of the solution received vouchers earned through the use of public, sustainable, and active travel methods. Thanks to its participation in the REACTIVITY project, the Municipality of Lecce was awarded twice in 2023 for good administrative practice: at the City Vision of Padua event and the Urban Award as part of the Anci National Assembly.  

To delve deeper into the transformative Reactivity project and Pin Bike, visit their dedicated websites.

Why we invested in YUP? –  The (R)evolution in Micromobility Infrastructure

With the boom of new personal mobility devices (PMDs) in recent years, E-scooters are now one of the fastest-growing micromobility solutions in Europe, which has a unique potential to develop a world-leading ecosystem promoting sustainable urban mobility, with unparalleled potential to create new jobs, reduce air pollution, accelerate the transition toward climate targets. 

A new digital, green, and equitable economy fosters tremendous investment opportunities in both private (e.g., renewable energy installations or electric vehicle charging stations) and public facilities (e.g., digitalisation of electricity and mobility systems). To address this, Barcelona-based YUP is breaking the barriers for better safety parking & charging infrastructures, much needed to cover increasing micromobility vehicles demand. YUP aims to revolutionise the micromobility smart infrastructure, becoming the first European one-stop-shop provider for cities and corporates. 

How does YUP work?  

Through an iMaaS business model, YUP offers infrastructure network within cities and companies that has now secured more than 170 new customers during the first 24 months. Thanks to their sound financial management and a top-notch team, YUP has already reached financial break-even.  

Beyond the value that YUP already brings to the urban mobility landscape through charging stations, lies a colorful roadmap of products and features for both municipalities and corporates with high high-performance capabilities.  

The concept of home is a hard one for YUP. With more than 170 projects and 2.500 units delivered during the last 2 years, YUP has one key market: Spain. Currently, more than 40% of their business comes from Spain, and another 60% from 3 other international markets: France, Germany, and Greece. 

With a vast experience designing and manufacturing micromobility innovative charging solutions, YUP has the ambition to become European leaders in smart infrastructure development for cities. 

Following the acquisition of Zicler in 2022, YUP is planning to double their team in 2023 (recruiting the positions of C-levels and other key positions) and expand/ scale to 5 countries and preparing the expansion in USA, with the goal to deliver up to 10.000 new units and double the number of new clients (split between B2B and B2G). 

Why we invested in YUP? 

This is why, as an impact-driven investor, we believe that EIT Urban Mobility shall add value to its portfolio companies in many forms.  

Capitalizing on the network effects, EIT Urban Mobility has supported YUP on leveraging real sales opportunities through the largest European mobility network for YUP to scale more quickly and gain new consumers at little or no cost. 

The second component of our collaboration is that YUP has detailed plans for what they want to build and execute next and why. In our capacity as the largest European mobility ecosystem, EIT Urban Mobility will play a pivotal role in facilitating ongoing investment regulation, positively driven by Next Gen Funds. The current EU horizon for funding opportunities in transport and infrastructure represents in excess of EUR 1.100M ongoing from 2021 to 2027. 

From EIT Urban Mobility, we are truly convinced YUP will be able to onboard the most talented urban mobility enthusiasts thanks to their open, respectful and passionate company’s culture and values. 

The ultimate goal of raising capital isn’t only about cash. It is also about the new shareholders’ expertise, knowledge and network. The value generated by EIT Urban Mobility has facilitated a smooth cooperation and dynamics with YUP, and we are convinced that both new and existing investors will be loyal supporters of the company in future endeavors. YUP is well on their way to becoming a key player in the new global micromobility infrastructure industry. 

Do you want to know more about YUP’s mission and its solutions?

Visit the company website and LinkedIn.  

This article is part of Why we invested? series presenting EIT Urban Mobility equity portfolio.


This is an article of the series Why we invested in? Written by Pablo Garrido, Investment Principal at EIT Urban Mobility.

Why We Invested in SHQUARED – The Ultimate Space Sharing Platform

Urbanization is a global trend that is rapidly accelerating, with over half of the world’s population now living in urban areas. SHQUARED contributes to more sustainable urban development by maximizing the use of existing infrastructure and reducing the need for new buildings or parking structures. That´s why we invested in SHQARED!

According to the United Nations, the world’s urban population is expected to reach 68% by 2050, up from 55% in 2018. This rapid growth of urban populations has led to increasing demand for space, resulting in a shortage of land for residential, commercial, and industrial activities. In the context of urban logistics, space is a critical resource that is often limited and expensive.

Micro hubs are a potential solution to this issue, providing smaller and more strategically located logistics facilities that can reduce the need for larger distribution centres and improve last-mile delivery efficiency. And SHQAURED is the answer!

How does SHQUARED contribute to solve this issue? 

Finding suitable micro hubs in urban areas can be challenging, especially for small businesses. This is where SHQUARED’s space-sharing platform comes in, providing a practical and sustainable solution to the urban space shortage. The platform enables space owners to rent out and share their underutilized spaces, such as warehouses, garages, or parking lots, as micro hubs for urban logistic companies.

By sharing spaces, urban logistics companies can reduce their carbon footprint and contribute to a more sustainable urban logistics ecosystem. Considering that according to a report by the International Transport Forum, micro hubs can reduce delivery distances by up to 40%, resulting in lower delivery costs and reduced congestion and emissions, this is of utmost importance.

Another point to consider is that, according to a study by McKinsey & Company found that logistics and distribution centres occupy approximately 12% of urban land, while generating up to 30% of total urban traffic. Furthermore, the same study found that logistics and delivery costs account for up to 30% of the final price of goods and services in urban areas. And Shquared also plays a role in it, as it is currently working on a project together with the City of Munich to develop an online B2B Market Place for City Logistics Spaces tailored to the needs of the city. In the next months, the team plans to fully roll out their solution in Germany and subsequently in other European cities.

Christian Kink, Co-Founder and CTO at SHQUARED: “Working with the city of Munich on this important topic and with the great support of EIT Urban Mobility allows us to use our space sharing expertise and platform infrastructure to solve an urgent infrastructural problem in Munich and other urban areas. After adjusting our platform and processes to logistic-related requirements we are eager to offer this solution to other cities in Germany and Europe.”

Do you want to know more about SHQUARED’s mission and its solutions?

Visit the company website and LinkedIn.  

This article is part of Why we invested? series presenting EIT Urban Mobility equity portfolio.


This is an article of the series Why we invested in? Written by Johannes Kirschner, Investment & Portfolio Manager at EIT Urban Mobility, expressed his enthusiasm for SHQUARED: “I’m thrilled to support SHQUARED’s diverse and motivated team as they work towards making a positive impact on urban logistics in cities. I believe their space-sharing platform has the potential to offer a practical and sustainable solution to urban space shortage, enabling more efficient and cost-effective use of existing infrastructure.”

Supporting literature and sources:

Why we invested in MIOO Cycling? – bicycle service at your place

Bicycles are a popular, convenient, and sustainable mode of transportation, but they are also vulnerable to theft and damage. With the increasing popularity of cycling as a mode of transportation, the demand for infrastructure and support for bike riders is on the rise. A solution was needed, and MIOO is the answer.

MIOO Cycling is an app and platform offering smooth bike ownership throughout the bike’s lifecycle. It has been developed by a start-up which is part of our community. The app allows cyclists to keep track of their bike’s service history, book repair and maintenance services, and register the bike in the antitheft and insurance programme.  Additionally, the app’s potential for environmental impact aligns with the growing trend of sustainable investing. By investing in these innovative platforms, investors can support a more sustainable and equitable transportation system. 

How does MIOO work?  

The Swedish bike repair app is making at-home bike services easier than ever. You simply book a time and location through the app and a MIOO Bike Buddy will come to service or repair your bike wherever you are. It provides a range of services, including maintenance, repair, and accessories, making it easy for riders to keep their bikes in top condition. The insurance component protects against theft and damage, giving riders peace of mind. In the event of theft, the app’s antitheft programme enables the tracking of stolen bicycles in real time, increasing the chances of recovery. With MIOO Cycling, cyclists can feel confident and secure, knowing that their bikes are protected and well-maintained.

The difference between MIOO and all the many other mobile bike repairs that exist is that MIOO is not a bike repair mechanic scheme – MIOO is possible thanks to bike buddies. A bike buddy is a private individual that is passionate about bikes and know how to fix and maintain a bike on a every day need basis. Could be your neighbor or someone working next door. 

What are the benefits of MIOO?

Firstly, the app’s maintenance services promote the longevity and efficiency of bicycles. Well-maintained bikes require less energy to operate, reducing the overall carbon footprint of cycling as a mode of transportation. 

Secondly, the app’s insurance coverage encourages the use of bicycles as a primary means of transportation. By offering protection against theft and damage, the app provides reassurance to bike riders who may otherwise be hesitant to rely on their bikes for everyday use. 

Finally, as more people use the app and platform, the demand for bike-friendly infrastructure may increase, leading to a more sustainable and equitable transportation system. 

EIT Urban Mobility believes MIOO Cycling has the potential to revolutionize the cycling industry, making it more accessible and convenient for all. We look forward to seeing how this start-up develops and the positive impact it has on the cycling community.

Do you want to know more about #MIOO Cycling’s mission and its solutions? 
Visit the company website and LinkedIn. 

This article is part of Why we invested? series presenting EIT Urban Mobility equity portfolio.


About the author

Catarina Andrez – Impact Officer at EIT Urban Mobility, passionate about impact investments and supporting early-stage start-ups in their path to contribute to a future sustainable urban mobility. Contact at: catarina.andrez@eiturbanmobility.eu

Velo-city 2022 in Ljubljana

During the Velo-city conference 2022, that took place from the 14 until the 17 June, Ljubljana, the capital of Slovenia, was fully garnished with butterflies. Those represented the visual identity of the annual flagship event organised by our partner, the European Cyclist’s Federation, and that symbolises change, development and metamorphosis. Indeed, the Slovenian capital made a drastic shift in the last 10 years regarding cycling.

EIT Urban Mobility was fully present in Velo-city with a booth, that attracted those interested in our programmes and that could learn more about our mission, specially regarding Active Mobility.

During the 3 days event, different conferences brought together those involved in the policy, promotion and the provision of cycling facilities and programmes. Edwin Heesakkers, EIT Urban Mobility Innovation Hub West director, took part of the Focus on citizens, stakeholders and community plenary session on Wednesday. Heesakkers highlighted the importance to engage with youth, women and marginalised groups.

“We’re breaking the silos to make the changes together. Why? Because cities are for you, for us, for the people who live in them. And it is of utmost importance that each of you can have your say in designing the city you will live in” Edwin Heesakkers, EIT UM Innovation Hub West director

On Thursday, Anja Ilenič, EIT Urban Mobility RIS Hub Slovenia representative, took part of the Engaging citizens and building the cycling community session. Ilenič introduced EIT Urban Mobility, some of the RIS Hub Slovenia initiatives, and same as Heessakkers, also stressed the importance of involving the youth in the decision making process. The same morning, EIT Urban Mobility Innovation Lifecycle officer, Manuel Crespo Yáñez, attended the conference The latest innovations from bike-sharing and micromobility, where he presented one of our projects that was also present at Velo-city, Bicification.

“The future of urban mobility is active mobility” Manuel Crespo Yáñez, EIT UM Innovation Lifecycle officer

In order to preach by example, the EIT Urban Mobility team present in Ljubljana took part in the traditional Velo-city Bike Parade, together with hundreds of other enthusiastic bike lovers.

Indeed, the conferences are designed to encourage cycling as part of daily transport and recreation. Velo-city began in 1980 in Bremen (Germany) with deep ties in the founding of the European Cyclists’ Federation. The next world cycling summit will take place in May 2023 in Liepzig. More info here

EIT Urban Mobility Innovation Days

The EIT Urban Mobility Innovation Days are your chance to engage with EIT Urban Mobility and mobility innovators across Europe.

Why get involved?

  • Learn about the upcoming Innovation Call for Proposals 2022 and the development of Action and Interest Groups. 
  • Gain insights on the four challenge areas prioritised by the EIT Urban Mobility Innovation activities. 
  • Hear from thought leaders on key innovations in each area and see corporate and organisational pitches on latest innovations.  
  • Hear from city representatives on their current engagement with EIT Urban Mobility and the mobility challenges they wish to address. 
  • Become a part of an EIT Urban Mobility’s Innovation Action and Interest Group 
  • Start a dialogue with EIT Urban Mobility 

There will be four online sessions, for which registration is free and it is open to any European Organisation or those with EU research agreements. Sessions will focus on four thematic Challenge Areas: 

  • Future Mobility (18 February, 13:30 – 15:30) 
  • Active Mobility (23 February, 13:30 – 15:30) 
  • Sustainable City Logistics (24 February, 14:00 – 16:00) 
  • Mobility and Energy (25 February, 14:00 – 16:00) 

These Challenge Areas will be core to the upcoming Innovation Call for Proposals 2022, and the EIT Urban Mobility Innovation Days are a key first step in building Action and Interest Groups across all of EIT Urban Mobility’s Challenge Areas.