Bridj

There are a number of startups trying to change the way passengers get around urban environments [..] Boston-based Bridj [r]ather than launching another single ride-hailing service [..] is building a series of dynamically generated bus routes [..]

From a user point of view, customers sign up, identify their origin and destination points, and then Bridj tells them where to go to meet one of its minibuses. Rather than use the same static routes as your usual city bus routes, Bridj dynamically designs routes that aggregate commuter pickups where demand is highest.

That leads to sub-10 minute wait times, as well as much faster commutes than its passengers are used to.

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2W: One-size-fits-all

3W: Customization + Personalization. Dynamically generated bus-routes, perfect example.