Cincinnati launches transit rewards with EZfare

Cincinnati Metro and the Transit Authority of Northern Kentucky (TANK) have launched EZfare Rewards, a new incentive initiative designed to encourage greater use of public transport.

Available through the Transit app, the programme is part of the wider EZfare regional ticketing system, developed by NEORide, a council of governments representing 35 transit agencies across ten US states.

“This programme makes transit more attractive not just in dense urban areas but also in suburban and rural communities where car dependency is higher,” Katherine Conrad (pictured), Executive Director of NEORide, told Cities Today. “EZfare Rewards is another tool to help agencies engage with riders.”

The initiative allows users to earn points by riding transit and submitting feedback through the app. These points can be redeemed for free mobile bus passes, providing a simple incentive for choosing public transport over driving.

Conrad explained that the programme is designed with flexibility in mind, allowing each participating agency to tailor campaigns to its own goals.

“Transit agencies that use EZfare are already focused on improving the rider experience,” she said. “This gives them another way to connect with their communities and support regional goals.”

The launch is part of NEORide’s broader efforts to modernise transit fare systems. Account-Based Ticketing is currently being rolled out across the EZfare network, with open payment systems planned for future implementation.

Early engagement metrics show promising signs, although Conrad noted it typically takes about six months of active use to gather meaningful data on behavioural change and satisfaction. Each agency will track different success indicators depending on their campaign objectives.

Conrad also confirmed that EZfare Rewards is built with future integration in mind, including first- and last-mile transport options and regional Mobility-as-a-Service (MaaS) platforms.

Equity remains a key consideration as the programme expands. While EZfare Rewards currently operates through smartphones, Conrad emphasised NEORide’s commitment to inclusive access.

“We recognise the importance of ensuring equitable access to mobility rewards,” she said. “This is an evolving programme, and equity considerations are central to its growth.”

Image: NEORide