Gett CEO Marks New Global Strategy After Selling London Operations

Gett, the Israeli transportation solutions company, is shifting its global approach after selling its London operations to the American ride-hailing app Lyft four months ago. CEO Mark On, who recently assumed the global leadership role after 14 years with the company, explained that Gett is now focusing on serving Israeli users traveling abroad through a new app feature that allows ride bookings in 25 countries, including the US, Italy, and Spain, with plans to expand to over 70 countries. This service connects users to local transportation providers via a partnership with HQ (formerly Hip Mobility), enabling seamless bookings in Hebrew and payment in shekels.

On detailed Gett’s evolution, noting the company raised nearly $1 billion over the years but realized that building large-scale operations abroad was costly and inefficient. Instead, Gett invested in upgrading its technology platform, completed a two-year overhaul recently, and expanded its offerings to include vans, minibuses, and buses alongside taxis. On emphasized Gett’s identity as a technology company with R&D centers in Cyprus, Poland, and England, focusing on delivering a simple, impactful product that understands customer preferences.

Addressing competition, On is unfazed by Uber and Yango’s presence or the anticipated entry of Uber into Israel’s regulated market. He stressed Gett’s local expertise and commitment to quality service, highlighting its role as the official taxi operator at Ben Gurion Airport since September 2023, where average wait times have dropped to three to five minutes. On also clarified Gett’s cancellation policy balances fairness between drivers and passengers, and explained that all driver subscription fees fund the drivers directly, with no commission taken from passengers.

On reflected on Gett’s recent ownership changes, including a failed acquisition by Pango and a sale to local investors for $188 million, expressing no regrets and valuing the stability local investors provide amid Israel’s complex environment. He dismissed plans for an IPO, focusing instead on accelerated growth and value creation. On also shared personal insights, including his passion for yoga and belief that AI will empower workers to reach their highest potential. He highlighted Gett’s community initiatives during the recent conflict, such as providing free rides for soldiers, underscoring the company’s social commitment alongside business goals.

Looking ahead, On envisions Gett’s platform as a comprehensive mobility solution, potentially integrating scooters and even helicopters, aiming to reduce private car use by complementing public transportation. He emphasized continuous improvement, customer satisfaction, and maintaining high service standards as keys to Gett’s future success.