Heart of Iowa Regional Transit Agency

What Heart of Iowa Regional Transit Agency does

Heart of Iowa Regional Transit Agency (HIRTA) is a regional public transit authority established in 1981 under Iowa Code Chapter 324A through a 28E intergovernmental agreement among seven central Iowa counties (Boone, Dallas, Jasper, Madison, Marion, Story, and Warren). The agency provides door-to-door public transit across more than 4,100 square miles using a fleet of 80+ vehicles and a staff of 90+ employees, serving general residents as well as targeted segments including older adults, people with disabilities, veterans, and low-income individuals. Core delivery channels include a call center (1-877-686-0029), the HIRTA On Demand mobile app powered by Via, email booking, and the Health Connector kiosk at Dallas County Hospital, with NaviLens wayfinding and Google Translate integration enabling accessibility across English, Spanish, Mandarin, and 133 additional languages.

HIRTA's product portfolio includes the base door-to-door transit service, Health Connector (a U.S. DOT ITS4US-funded platform integrating healthcare appointment scheduling with transportation), HIRTA Flex Connect (checkpoint-style service in Perry), a Commuter Vanpool Program operated with Enterprise, the HIRTA Helps volunteer/RSVP program under AmeriCorps Seniors, Travel Training, Event Transportation, and an Adopt-A-Rider donation/store program. Fares were raised from $2.50/$5.00 to $3.00/$6.00 effective July 1, 2025, with limited-availability Des Moines trips priced at $25.00.

The agency's revenue model is government-anchored: contract services represent 34.65% of funding, federal FTA grants 19.14%, Iowa DOT state funding 14.68%, local tax contributions 13.68%, passenger fares 10.2%, competitive grants 7.28%, and donations 0.01%. Notable capital infusions include a $6.1 million FTA grant (2023) for electric vehicles and a new administration/maintenance facility, $2.87 million in DOT ITS4US funding (2024) for Health Connector Phases 2-3, and a $441,096 ICAM Pilot Program grant (2025) for hybrid vehicles and a Mobility Manager position.

Name

Heart of Iowa Regional Transit Agency

Legal name

Heart of Iowa Regional Transit Agency

Website

https://ridehirta.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

Heart of Iowa Regional Transit Agency (HIRTA) is a public transit authority providing door-to-door transportation across seven central Iowa counties, serving older adults, people with disabilities, veterans, and low-income residents via mobile app, call center, and volunteer programs.

Ownership category

akta.pro rank

Product category

Public Transit Services

NAICS

Special Needs Transportation (485991), Transit and Ground Passenger Transportation (485), Services for the Elderly and Persons with Disabilities (624120)

SIC

Local & Suburban Transit & Interurban Hwy Passenger Trans (4100), Transportation Services (4700)

akta.pro industry

PRIMARYTLAFAKAI

Special Needs & Senior Transportation Services

Transportation & Logistics/Passenger Transportation (Air, Rail, Bus, Taxi/Rideshare)/Paratransit & Non-Emergency Medical Transportation (NEMT)

SECONDARYTLAFAKAB

Non-Emergency Medical Transportation (NEMT) Providers

Transportation & Logistics/Passenger Transportation (Air, Rail, Bus, Taxi/Rideshare)/Paratransit & Non-Emergency Medical Transportation (NEMT)

SECONDARYTLAFAKAC

Wheelchair-Accessible Vehicle (WAV) & Stretcher Transport Services

Transportation & Logistics/Passenger Transportation (Air, Rail, Bus, Taxi/Rideshare)/Paratransit & Non-Emergency Medical Transportation (NEMT)

SECONDARYTLAFAKAF

Managed Transportation Programs (Health Plans/MCOs/TPAs)

Transportation & Logistics/Passenger Transportation (Air, Rail, Bus, Taxi/Rideshare)/Paratransit & Non-Emergency Medical Transportation (NEMT)

Keywords

• Public transit services
• Demand response transportation
• Rural mobility services
• Paratransit services
• Community transportation

Headquarters

HQ city

Urbandale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Contract Services: Contracts with various organizations and agencies for transportation services. Constitutes the largest revenue stream at 34.65% of total funding.
2. Federal Funding: Federal transit assistance through FTA formula grants and specific programs like ICAM and ITS4US. Represents 19.14% of funding.
3. State Funding: Iowa Department of Transportation funding for public transit operations. Represents 14.68% of total funding.
4. Local Funding: Local tax revenue and contributions from the seven-county service area. Represents 13.68% of funding.
5. Fare Revenue: Passenger fares from transit services including in-town, in-county, and shuttle trips. Represents 10.2% of funding.
6. Grants: Competitive grant funding from federal and state programs including DOT ITS4US, ICAM Pilot Program, NADTC, and others. Represents 7.28% of funding.
7. Donations: Charitable contributions and store proceeds supporting the Adopt-A-Rider program and rider assistance. Represents 0.01% of funding.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

HIRTA provides door-to-door public transit services across seven central Iowa counties (Boone, Dallas, Jasper, Madison, Marion, Story, and Warren), accessible to all residents regardless of age, income, or ability. Core services include demand-response rides scheduled by phone, mobile app, or web portal, plus specialized programs such as healthcare transportation integration via Health Connector, checkpoint-style transit in Perry (HIRTA Flex Connect), commuter vanpooling, volunteer driver support (HIRTA Helps), ADA-compliant paratransit, and event shuttles. Fares range from $3.00 in-town to $25.00 for longer trips to Des Moines.

Product overview

Heart of Iowa Regional Transit Agency (HIRTA) operates a multi-service public transit ecosystem across seven central Iowa counties. The core offering is HIRTA Public Transit, a door-to-door service accessible via the HIRTA On Demand mobile app (powered by Via platform). This is supplemented by specialized programs including Health Connector (ITS4US-funded healthcare-transportation integration platform with NaviLens accessibility), HIRTA Flex Connect (checkpoint-style transit in Perry), the Commuter Vanpool Program (Enterprise partnership), and HIRTA Helps volunteer program (AmeriCorps RSVP). Additional services include Travel Training for new riders, Event Transportation, and an Adopt-A-Rider donation/store program. The portfolio serves diverse populations including older adults, people with disabilities, veterans, low-income residents, and the general public across Boone, Dallas, Jasper, Madison, Marion, Story, and Warren counties.

Differentiator

Problem solved

Functional benefit

Brands

• HIRTA Helps: RSVP volunteer program offering nutrition assistance, transportation, and companionship services for older adults, people with disabilities, veterans, and low-income residents in Madison and Marion counties.
• HIRTA Flex
• Health Connector
• HIRTA RSVP

Products and services

• HIRTA Public Transit Door-to-door demand-response public transit service providing transportation for residents of Boone, Dallas, Jasper, Madison, Marion, Story, and Warren counties in central Iowa. Open to all ages, abilities, and income levels, with fares ranging from $3.00 in-town to $25.00 for trips to Des Moines. Accessible via phone, mobile app, or web portal.
• HIRTA On Demand App Mobile application for iOS and Android enabling users to schedule, change, or cancel rides, track vehicles in real-time, pay fares directly in-app, receive notifications, and book rides in multiple languages (English, Spanish, Mandarin natively). Powered by the Via (Ride With Via) technology platform.
• Health Connector Digital platform integrating healthcare appointment scheduling with transportation services for Dallas County underserved populations. Features kiosks at Dallas County Hospital, NaviLens wayfinding technology, multilingual support (English, Spanish, Mandarin plus 133 languages via Google Translate on the web portal), and coordinated booking between healthcare appointments and HIRTA rides. Funded by $3.97M+ in U.S. DOT ITS4US Deployment Program grants.
• HIRTA Flex Connect Checkpoint-style transit service operating in Perry, Iowa with designated stops at Trinity Lutheran Church, Dallas County Hospital, Hy-Vee, El Rey Market, Perry Public Library, and Northgate Estates. Enhances access to healthcare, employment, shopping, education, and community services.
• Commuter Vanpool Program Vanpool service operated in partnership with Enterprise that provides commuting transportation options for workers traveling to employment destinations within the HIRTA service area.
• HIRTA Helps (RSVP Volunteer Program) Retired & Senior Volunteer Program (RSVP) under AmeriCorps Seniors providing volunteer driver services for older adults, people with disabilities, veterans, and low-income residents in Madison and Marion counties. Includes nutrition assistance, transportation, and companionship support. Website: www.HIRTAHelps.org.
• Travel Training Program Free training program for older adults, people with disabilities, and non-English speakers to learn how to safely and independently use public transportation. Includes phone/email support, group trips, and one-on-one personalized training sessions.
• Event Transportation Shuttle service for special events (e.g., RAGBRAI, Knoxville Nationals) available at $75 per hour per vehicle. Includes wheelchair accessibility accommodations. Discounted rates available for nonprofit organizations.

Quantifiable outcome

• 95%+ on-time performance rate
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Dallas County HospitalcoreStrategic or Co-development Partner · 9 July 2024Health Connector initiative integrating healthcare appointment scheduling with transportation services. Includes kiosk at hospital, NaviLens wayfinding technology, and coordinated booking system for Dallas County residents to access healthcare appointments.
• Iowa State UniversitycoreStrategic or Co-development PartnerResearch partnership for Health Connector evaluation. Iowa State University Institute for Transportation conducts research on trip-level data to assess program effectiveness. Also partnered on long-term funding sustainability research for rural mobility.
• Aging Resources of Central IowacoreStrategic or Co-development PartnerPartnership providing donation-based transportation services for adults age 60 and older. Partially funds transportation for seniors in central Iowa communities.
• AmeriCorps SeniorscoreStrategic or Co-development PartnerFederal agency connecting individuals and organizations through service and volunteering. HIRTA operates RSVP (Retired & Senior Volunteer Program) under AmeriCorps Seniors framework, focused on Madison and Marion counties.
• United Way (Boone County, Marion County, Central Iowa, Story County)coreStrategic or Co-development PartnerPartnership with multiple United Way chapters across the service area for volunteer transportation programs and community support services.
• National RTAPminorStrategic or Co-development PartnerTechnical assistance provider for rural transit. HIRTA participates in National RTAP programs including Community Rides Grant Program and is recognized in Best Practices Spotlights.
• CCAM-TACminorStrategic or Co-development PartnerPartnership with Community Transportation Association of America - Technical Assistance Corporation for Community Rides Grant Program administration.
• CyRideminorStrategic or Co-development PartnerCity bus system for Ames, Iowa collaboration between City of Ames, Iowa State University, and ISU Student Government. Partnership for Story County services and Dial-A-Ride coordination.
• Enterprise (Commuter Vanpool Program)minorChannel Partner/ Reseller/ DistributorCommuter Vanpool Program partnership providing vanpooling options for commuters in the HIRTA service area.
• Central Iowa Regional Transportation and Planning Alliance (CIRTPA)minorStrategic or Co-development PartnerDesignated regional transportation planning agency for Iowa Department of Transportation Region 11. Coordinates planning and programming efforts across eight central Iowa counties.
• Access2CareminorChannel Partner/ Reseller/ DistributorInnovation arm of Global Medical Response developing managed transportation and medical-transport ordering services. Partnership for healthcare-related transportation coordination.
• Cities and CountiescoreStrategic or Co-development PartnerPartnerships with cities of Adel, Ames, Boone, Grimes, Newton, Norwalk, Ogden, Pella, Pleasantville, Waukee, and Winterset, plus all seven counties (Boone, Dallas, Jasper, Madison, Marion, Story, Warren) for local funding and service coordination.

Scale indicators17 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• National Express Transit: Large North American transit and paratransit services provider operating fixed-route, paratransit, and shuttle services across multiple states. Represents a broad incumbent in the contracted transit services space where HIRTA also operates contract services (34.65% of funding).
• Modivcare (formerly LogistiCare): Large publicly traded non-emergency medical transportation (NEMT) and managed transportation broker serving Medicaid, Medicare, and health plan clients nationally. Operates the same NEMT/managed transportation category as HIRTA's contract services but at significantly larger scale across multiple states.

Emerging players

• Ride Health: Healthcare-focused transportation coordination platform that connects patients with transportation to medical appointments via rideshare, NEMT, and volunteer networks. Operates in the same healthcare-transportation integration space as HIRTA's Health Connector program.
• TransLoc: Transit technology company providing on-demand microtransit platforms, fixed-route software, and ride scheduling tools for transit agencies. Comparable as a technology provider in the same on-demand transit space as HIRTA's Via-powered platform.

Regional players

• Iowa City Transit: Public transit agency serving Iowa City and Johnson County in eastern Iowa. Comparable Iowa-based municipal transit operator providing fixed-route bus service and complementary paratransit; serves a similar university-town demographic profile.
• Cedar Rapids Transit (Ground Transportation Center): Public transit operator serving Cedar Rapids and Linn County in eastern Iowa. Comparable as another Iowa municipal/regional transit agency providing fixed-route and paratransit services, though operating in a different geographic region than HIRTA.

Direct peers

• CyRide: Public bus transit system serving Ames, Iowa and Story County—the same Story County HIRTA serves. CyRide operates fixed-route bus service in partnership with Iowa State University, providing a directly comparable Iowa-based public transit operation with overlapping geography in HIRTA's service area.
• Des Moines Area Regional Transit Authority (DART): Regional public transit authority serving the greater Des Moines metropolitan area in central Iowa—the same central Iowa region HIRTA operates in. DART provides fixed-route bus, paratransit, and on-demand services that directly intersect with HIRTA's destination service to Des Moines ($25 fare tier).
• Via Transportation: Technology platform provider powering HIRTA On Demand app. Via also operates on-demand microtransit services for transit agencies and municipalities globally, making it both a technology partner and a direct competitor/peer in the demand-responsive transit space.
• Access2Care: Innovation arm of Global Medical Response that develops managed transportation and medical-transport ordering services. Listed as a HIRTA partnership channel partner, Access2Care operates in the same healthcare transportation coordination space and represents both peer and collaborator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ridehirta
• Facebookfacebook.com/ridehirta
• LinkedInlinkedin.com/company/hirta-public-transit
• Instagraminstagram.com/ridehirta

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heart of Iowa Regional Transit Agency