West Midlands Metro

What West Midlands Metro does

West Midlands Metro is an urban light-rail tramway operated by Midland Metro Limited (company number 10932342, trading as West Midlands Metro) on behalf of the West Midlands Combined Authority (WMCA) and Transport for West Midlands (TfWM). The network connects Birmingham to Wolverhampton across 37 stops organised into 4 zones using a fleet of 40 five-carriage trams running at 4–11 minute peak frequencies, carrying roughly 8 million passenger journeys annually and 25,000 daily riders across 2.5 million km of operation.

The core product is the tram ride itself, underpinned by a multi-channel ticketing platform: the MyMetro mobile app (iOS/Android) handles ticket purchase, storage, and activation and hosts app-exclusive bundles such as the Flex & Save 10-day pass at £60.80; self-service ticket machines at every stop accept cash, contactless, Apple Pay, Google Pay, Swift Go and Swift Pay-As-You-Go; the Swift smart card supports pay-as-you-go and direct-debit monthly passes; and onboard conductors provide temporary onboard sales ahead of the planned Buy Before You Board (Tap and Cap) system scheduled for 2026. Wider technology features include real-time passenger information displays at every stop, 100% low-floor trams with dedicated wheelchair spaces, and over 700 free Park & Ride spaces across five sites including EV charging at Bradley Lane.

Revenue comes primarily from passenger fares (zone-based day tickets from £3.30 to £7.60 adult, weekly passes at £28.70, monthly adult subscriptions at £90.20, annual passes at £979, student discounts up to 38%, family tickets from £9, and combined metro+bus or metro+rail products such as NX+Metro and nNetwork). A secondary revenue stream is advertising on tram wraps, tram-stop wraps, internal coving panels, and digital screens, sold through a partnership with Global. Customer segments are horizontal: daily commuters, university and college students (18+), leisure and family travellers, mobility-impaired passengers using accessibility features, and Park & Ride drivers. Integration with National Express buses, West Midlands Railway, and nNetwork ticketing, plus partnerships with Midland Metro Alliance (network construction) and charity/community sponsorships, round out the operating model. Financial results are not publicly disclosed as the operator sits within the WMCA public-sector umbrella.

Name

West Midlands Metro

Legal name

Midland Metro Limited

Website

https://westmidlandsmetro.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

West Midlands Metro operates the regional light-rail tram network connecting Birmingham to Wolverhampton across 37 stops in 4 zones, serving daily commuters, students, leisure travellers, and mobility-impaired passengers via the MyMetro app, ticket machines, Swift smart cards, and direct-debit subscriptions under franchise from the West Midlands Combined Authority.

Ownership category

akta.pro rank

Product category

Urban Light Rail Services

NAICS

Urban Transit Systems (4851), Mixed Mode Transit Systems (485111)

SIC

Transportation Services (4700)

akta.pro primary industry

Tram/Streetcar Operators (TLAFAEAC)

akta.pro secondary industries

Tram/Streetcar Operators (THAIABAC), Metro/Urban Rail Operators (Integrated Multimodal Agencies) (TLAFAEAG)

Keywords

• Urban light rail
• Tram services
• Public transit
• Passenger transportation
• Ticket sales

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Passenger Fares: Primary revenue from zone-based ticket sales across 4 zones. Fares range from £3.30-£7.60 for adult day tickets, with season tickets, student passes (up to 38% discount), and family tickets available. Revenue collected via app, ticket machines, conductors, and Swift cards.
2. Advertising: External and internal advertising opportunities including full tram wraps, tram stop wraps, internal coving panels, and digital screens. Fleet of 40 trams (5 carriages each) and 33 stops available for advertising. Contact via Global on 0333 006 8540.
3. Integrated Transport Tickets: Joint ticketing products with National Express buses (NX+Metro), nBus services, and nNetwork (bus+train+tram) providing multi-modal travel across West Midlands

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels12 records

Core offering

West Midlands Metro operates an urban light rail tram network connecting Birmingham to Wolverhampton across 37 stops and 4 zones, running 40 trams (5 carriages each) and carrying approximately 8 million passengers annually. The service is supported by the MyMetro mobile app for ticketing, ticket machines at every stop, onboard conductors, and the Swift smart card system for tap-to-ride functionality.

Product overview

West Midlands Metro is a tramway network operated by Midland Metro Limited, providing urban light rail services connecting Birmingham to Wolverhampton across 37 tram stops organized into 4 zones. The core offering includes tram travel services supported by the MyMetro App (mobile ticketing and journey planning), Metro Ticket Machines (self-service kiosk at all stops), and the Swift smart card system for tap-to-ride functionality. The product portfolio spans multiple ticketing products including Metro Only Tickets, Flexible Day Bundles, Unlimited Exploring Tickets, Family Tickets, and combined multimodal tickets (Metro + nBus, Metro + NXWM, nNetwork). Subscription options include Direct Debit Monthly Passes offering unlimited travel for regular commuters. Additional services encompass Park & Ride facilities (700+ free spaces), Save-a-Space pre-bookable parking, Journey Planner tools, and the upcoming Buy Before You Board contactless payment system. The network is undergoing major expansion with extensions to Dudley, Birmingham Eastside, and East Birmingham to Solihull, ultimately tripling the network size to 80+ tram stops and increasing capacity from 8 million to 30 million annual passengers.

Differentiator

Problem solved

Functional benefit

Products and services

• West Midlands Metro Tram Network Urban light rail tram network connecting Birmingham to Wolverhampton with 37 tram stops across 4 zones, operating 40 trams serving approximately 8 million passengers annually.
• MyMetro App Mobile application for purchasing tram tickets, receiving service alerts, checking tram times, and storing digital tickets; offers exclusive app-only bundles including 3-day, 4-day, 7-day, 10-day, and Flex & Save tickets.
• Metro Ticket Machines Self-service ticket kiosks at every Metro tram stop for purchasing single, day, weekly, and monthly tickets and topping up Swift cards; accepts cash, contactless, Apple Pay, Google Pay, Swift Go, and Swift Pay As You Go.
• Metro Only Tickets Zone-based unlimited tram travel tickets available as 1-day, weekly, 4-week, and annual passes for adult, child, and family categories across Metro travel zones 1-4.
• Flexible Day Bundles Bundle tickets allowing 3, 4, 7, or 10 travel days to be used at the customer's convenience over an extended period; available exclusively through the MyMetro App.
• Unlimited Exploring Ticket Hop-on, hop-off day ticket enabling unlimited tram travel within chosen zones for a full day, available via MyMetro App or ticket machines from £3.30.
• Family Metro Tickets Family day tickets offering unlimited tram travel for 1-2 adults and up to 4 children within all zones, available from £9.
• Student Season Tickets Monthly tram passes offering students up to 38% savings on adult fares, with unlimited travel in all zones during term times; requires valid student ID and photocard.
• Direct Debit Monthly Passes Subscription-based monthly travel passes loaded onto Swift cards where customers pay for 13 days and receive unlimited rides for the remainder of the month.
• Swift Smart Card Reusable photocard smart card for loading Metro tickets and passes, supporting direct debit monthly passes, pay-as-you-go balances, and season tickets.
• Park & Ride Free car parking facilities at selected tram stops with over 700 spaces across the network, including disabled parking, bike shelters, and EV charging at some locations.
• Save-a-Space Pre-bookable parking reservation service at selected Park & Ride sites allowing users to reserve and pay for a guaranteed parking space from £3.60 per day.
• Metro + National Express (NX) Tickets Combined tram and National Express bus tickets offering unlimited travel on National Express buses and Metro trams; available as weekly and 4-week Regional Travelcards.
• Metro + nBus Tickets Combined tram and bus tickets enabling unlimited travel on National Express buses and Metro trams within West Midlands travel zones; available as 1-day and weekly passes.
• nNetwork Tickets Multi-modal tickets offering unlimited bus, train, and tram travel within West Midlands travel zones; includes Daytripper, 1-day, weekly, and 4-week options.
• Advertising Services External and internal advertising opportunities including full tram wraps, tram stop wraps, internal coving panels, and digital screens across a fleet of 40 trams and 33 stops.

Quantifiable outcome

• 3x less CO2 emissions per passenger compared to car travel
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor, core and major.

• Clayton Hotel BirminghamminorGTM or Marketing Partner · 8 April 2026Sustainable travel partnership encouraging hotel guests to use Metro. Part of eco-initiative to promote public transport. Following opening of Albert Street and Millennium Point stops near the hotel.
• Midlands Air Ambulance CharityminorOthers · 1 January 2026Charity of the Year 2026 partnership. Charity operates three air ambulances and critical care cars saving lives across West Midlands. No government or NHS funding - relies entirely on public support. Metro colleagues choose yearly charity partner.
• Midland Metro AlliancecoreStrategic or Co-development PartnerStrategic partnership delivering the £1.3 billion network expansion programme. MMA designs and constructs new tram extensions on behalf of TfWM and WMCA, including Wednesbury to Brierley Hill, Birmingham Eastside, and East Birmingham to Solihull extensions. Working to extend network by approximately 34km.
• Transport for West Midlands (TfWM)coreStrategic or Co-development PartnerRegulatory and operational partner. TfWM oversees the West Midlands transport network and contracted Midland Metro Limited to operate and maintain the Metro system on behalf of West Midlands Combined Authority. Provides Swift card infrastructure and integrated ticketing.
• West Midlands Combined Authority (WMCA)coreStrategic or Co-development PartnerGovernment authority providing £1.3 billion investment for network expansion. Spearheading public transport integration across the region linking Wolverhampton, Birmingham, Dudley, Brierley Hill, Digbeth, North Solihull, Birmingham Airport, NEC and HS2.
• National Express West MidlandsmajorStrategic or Co-development PartnerJoint ticketing partnership offering NX+Metro tickets for unlimited travel on National Express buses and Metro trams. Adult Regional Travelcard (All Zones): £137/month. Students and child options available. Ticket acceptance during service disruptions.
• nNetwork (Bus and Train Operators)majorStrategic or Co-development PartnerIntegrated ticketing partnership covering unlimited bus, train, and tram travel within West Midlands zones. nNetwork Daytripper: £8.90; 4 Week: £147. Connects Metro with National Rail and multiple bus operators.
• GlobalmajorChannel Partner/ Reseller/ DistributorAdvertising sales partner managing tram and tram stop advertising inventory. Contact: 0333 006 8540 or [email protected]. Offers external tram wraps, T-bar wraps, tram stop wraps, internal coving panels, and digital screen advertising slots.

Scale indicators12 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• London Trams (Tramlink): London Trams operates the Tramlink network in south London as part of Transport for London. Comparable to West Midlands Metro as a UK light rail operator under a transport authority, with similar integrated ticketing (Oyster/contactless) and zone-based fare structure.
• Edinburgh Trams: Edinburgh Trams is a single-line light rail operator serving the Scottish capital, operated on behalf of the City of Edinburgh Council. Comparable to West Midlands Metro as a UK tram operator with similar ticketing structure and government franchise model, though smaller in scale and geographic footprint.
• Manchester Metrolink: Manchester Metrolink is the UK's largest light rail/tram network, operated by KeolisAmey on behalf of Transport for Greater Manchester. It is the most directly comparable UK tram operator to West Midlands Metro, sharing the same business model of zone-based ticketing, multi-modal integration, and ongoing network expansion under government franchise.
• Nottingham Express Transit (NET): NET operates two tram lines serving Greater Nottingham, operated by Nottingham Trams Limited on behalf of Nottingham City Council. A directly comparable UK light rail operator with similar zone-based ticketing, multi-modal integration with buses (NCT), and government-backed expansion ambitions.
• Sheffield Supertram: Sheffield Supertram is a light rail operator serving South Yorkshire, now under public ownership following Stagecoach exit. Comparable to West Midlands Metro as a UK tram operator with similar operational profile and government-owned/influenced structure post-privatization.
• Tyne and Wear Metro: Tyne and Wear Metro operates a light metro system in the North East of England, owned by Nexus (Tyne and Wear Passenger Transport Executive). Comparable to West Midlands Metro as a UK light rail/metro operator with multi-modal integration via the Pop card smart ticketing system.

Broad incumbents

• First Bus: First Group operates bus and rail services across the UK, including bus routes participating in West Midlands nNetwork integrated ticketing. Comparable as a broad incumbent transport operator with similar multi-modal integration model and franchise operations.
• National Express West Midlands: National Express is the dominant bus operator in the West Midlands and a major integrated ticketing partner of West Midlands Metro (NX+Metro tickets). Comparable as the incumbent surface transport operator in WMM's core geography with overlapping customer base.
• Arriva UK Bus: Arriva operates extensive bus services across the UK including routes in the West Midlands and participates in nNetwork multi-modal ticketing. Comparable as a broad incumbent bus operator with overlapping multi-modal ticketing and customer overlap in the WMM region.
• Stagecoach: Stagecoach is a major UK public transport operator with extensive bus services and historic light rail operations (Manchester Metrolink, Sheffield Supertram). Comparable as a broad incumbent in UK public transport with overlapping ticketing partnerships and franchise experience relevant to WMM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/WMMetro
• YouTubeyoutube.com/channel/UCVzF7kLIBT7u7bnKjzhqMWw
• Facebookfacebook.com/wmmetro
• LinkedInlinkedin.com/company/west-midlands-metro
• Instagraminstagram.com/officialwestmidlandsmetro
• TikToktiktok.com/@officialwmmetro

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 West Midlands Metro