VIIA

What VIIA does

VIIA operates a mobile carpooling marketplace that connects sports fans traveling to away matches, enabling them to share rides and split trip costs. The platform is operated by VIIA LTD, a private UK company governed by the laws of England and Wales, with its Terms and Conditions enforceable since 16 December 2015. The product is currently in a pre-launch phase, gathering early-access email sign-ups through its website at viiatravel.com and having engaged 5,000+ supporters who helped shape the app's design and features. VIIA is the sole product, with no adjacent lines disclosed.

The platform functions as an online two-sided marketplace. Drivers post ride listings for trips to specific matches and set a Cost Contribution that must reflect genuine trip running costs (drivers are prohibited from profiting). Passengers book available seats and pay the Cost Contribution plus a 25% Platform Fee. Trust and safety mechanisms include mandatory identity verification (government-issued ID and, for Drivers, valid driving licence checks), Ride Code confirmation at trip start and completion, in-app reporting, and an emergency safety button. Payments are processed via Stripe Connect with a 24-hour post-trip dispute window before payouts. VIIA explicitly disclaims transport operator status: it does not own or operate vehicles, and driver insurance compliance is the driver's responsibility.

VIIA's business model is a transaction-based take rate, earning 25% of the Cost Contribution at the time of booking. The company markets travel as up to 70% cheaper than typical train fares for away-day trips, citing survey data that 68% of fans say travel costs prevent them from attending games. Distribution is direct-to-consumer through a self-serve mobile app, with go-to-market centered on community-led and event-driven growth targeting sports fan networks, supporter groups, and matchday occasions.

Name

VIIA

Legal name

VIIA LTD

Website

https://viiatravel.com

Company type

Private

Founded year

2015

Operating status

Operating

Short description

VIIA is a UK-based pre-launch mobile carpooling marketplace that connects sports fans traveling to away matches, enabling them to share rides, split trip costs, and travel with verified fellow supporters.

Ownership category

akta.pro rank

Product category

Peer-to-peer carpooling marketplace

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

App-Based Ride-Hailing Platforms (TNCs) (THAIAGAB)

akta.pro secondary industry

Rideshare (TNC) Personal Auto Insurance (FSAJAAAI)

Keywords

• Carpooling platform
• Ride sharing marketplace
• Sports fan travel
• Matchday carpooling
• Peer-to-peer mobility

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Platform Commission: VIIA charges a Platform Fee equal to 25% of the Cost Contribution, paid by Passengers at the time of booking. This fee covers Platform access, payment processing, safety features, and administrative services. The fee is earned upon Booking. Drivers receive no commission deducted from their earnings; however, Stripe charges its own commission for payouts.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels4 records

Core offering

VIIA operates an online marketplace mobile application that enables sports fans to publish ride listings for shared journeys to matches and to book available seats with other verified fans. Drivers set cost contributions to cover genuine trip running costs (no profit), and passengers pay the contribution plus a 25% platform fee, with payment processing handled via Stripe Connect. The platform is positioned as a technology intermediary only and does not own, operate, or control any vehicles.

Product overview

VIIA is a single-platform carpooling app designed specifically for sports fans. The platform connects Drivers (who publish ride listings offering available seats) with Passengers (who book seats on shared trips). The platform provides safety features including Ride Code verification, in-app reporting, and an emergency safety button. VIIA operates as a technology intermediary only and does not own or operate vehicles.

Differentiator

Problem solved

Functional benefit

Products and services

• VIIA Platform Mobile carpooling marketplace for sports fans that enables Drivers to publish ride listings (Trips) offering available seats and Passengers to request and book seats with other verified fans heading to the same matches. Includes mandatory identity and driving-licence verification, Ride Code trip confirmation, Stripe Connect-powered cost-splitting payments with a 25% Platform Fee, in-app safety and reporting tools, and a 24-hour post-trip dispute window. Targeted at UK sports supporters attending away-day matches.

Quantifiable outcome

• Fans can travel up to 70% cheaper than taking a train for typical away-day trips
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Uber: Global ride-hailing incumbent with a mature UK presence and broad portfolio including UberX, UberPool, and event partnerships. Comparable as a broader mobility marketplace competing for the same matchday-travel wallet, but operates a professionally-driven model rather than VIIA's peer cost-sharing model.
• Bolt: Major European ride-hailing platform operating in the UK. Comparable as a broader on-demand mobility option that fans can choose for matchday travel, though Bolt is professionally driven and far larger in scale than VIIA's pre-launch marketplace.
• FreeNow: Multi-mobility app operating in the UK offering taxis, private hire vehicles, and shared transport options. Comparable as a multi-modal UK mobility platform competing for matchday travel demand, though professionally driven rather than peer-shared.
• Via: On-demand shared-ride mobility platform with operations in multiple markets. Relevant as an incumbent in shared-ride technology and business model, though Via focuses on professionally operated shuttle-style services rather than peer-to-peer cost-sharing.

Direct peers

• GoCarShare: UK-based carpooling platform connecting drivers with spare seats to passengers traveling in the same direction. Highly comparable on geography (UK-only), product (ride-sharing marketplace), and target user (cost-conscious travelers), though not sports-focused.
• BlaBlaCar: The largest global carpooling marketplace, operating across Europe including the UK. Directly comparable to VIIA on the core product (peer-to-peer ride-sharing between individuals), business model (cost-sharing with platform commission), and target use case (inter-city travel), although VIIA is sports-verticalized where BlaBlaCar is general-purpose.
• Liftshare: UK-focused car-sharing and carpooling community with a member-based marketplace model. Comparable to VIIA on the two-sided marketplace structure and UK geographic focus, though Liftshare leans toward commuting and corporate schemes rather than event-driven fan travel.

Others

• Trainline: UK rail and coach booking platform used by fans to compare and book train tickets for away games. An indirect competitor/alternative for the cost-conscious matchday traveler VIIA targets, with VIIA explicitly positioning up to 70% cheaper than train fares.
• Zipcar: UK car-sharing service offering short-term self-drive vehicle rentals. Adjacent to VIIA in the shared-mobility space and competes indirectly for fans choosing between driving and carpooling, but operates a fleet-based rental model rather than a peer-to-peer marketplace.
• National Express: UK coach and bus operator with extensive event-travel services including dedicated matchday coaches to football grounds. Competes directly for the away-day travel wallet that VIIA targets, but via scheduled coach services rather than peer carpooling.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 VIIA