INIT to Revolutionize MARTA Fare System

Chesapeake, Va. / Atlanta, Ga., January 29, 2024  

In a bold move to redefine urban mobility, the Metropolitan Atlanta Rapid Transit Authority (MARTA) has contracted Innovations in Transportation, Inc. (INIT), to implement its Automated Fare Collection system, AFC 2.0.  This initiative marks a pivotal shift towards enhancing the transit experience in Atlanta, the ninth largest metropolitan area in the U.S., and home to over 6.1 million residents. AFC 2.0 aims to seamlessly integrate contactless payment options across various transit modes - incorporating bus, and heavy and light rail. This integration also extends to regional transit providers including CobbLinc, Ride Gwinnett, and Xpress.

“First and foremost, this new, state-of-the-art fare collection system will improve service and provide customers with a better overall experience,” said MARTA General Manager and CEO Collie Greenwood. “And from our side, AFC 2.0 will allow us to further optimize our operations and increase farebox recovery. It’s a major win for both MARTA and our riders.”  

MARTA's collaboration with INIT will revolutionize riders’ commute in Atlanta through the introduction of a unified, contactless 'tap and go' service. Paying fares will become a breeze with the use of mobile tickets, debit and credit cards, and mobile wallets. Passengers can tap to ride at fare gates in MARTA rail stations and at more than 1,800 fare validators at rail stations, bus rapid transit and light rail station platforms, and onboard non-Rapid vehicles.  AFC 2.0 will introduce smart, accessible, and efficient urban transportation.

Included in the contract are more than 275 ADA-compliant ticket vending machines (TVMs) to service riders with ticket purchases. INIT TVMs not only accept credit/debit cards, smart cards, smartphones, and wearables, but also cash transactions dispensing change in both bills and coins—a nod to inclusivity in the digital age.

INIT’s back-office software, MOBILEvario, will empower MARTA to offer pricing equity that caters to riders’ diverse needs — from employer initiatives, discounts for seniors and students, to special event pricing. Fare capping is also possible and emerges as a game-changer, allowing riders to travel freely after hitting their daily or monthly pass threshold, removing barriers to high, upfront transportation costs.

Cash-reliant travelers will be able to pay fares using the new onboard fare boxes from Genfare which will be integrated by INIT into the AFC 2.0 system. For added convenience, an expansive retail network of about 240 locations will eliminate the need for riders to trek to a rail station for tickets.

At the heart of MARTA’s 2.0 fare system is INIT’s open architecture design. This paves the way for futuristic features like integrated trip planning and Mobility-as-a-Service offerings, simplifying transit into a seamless experience.

As the 2026 World Cup approaches, MARTA's contactless payment system stands ready to welcome a deluge of visitors, showcasing its commitment to innovation, speed, and reliability. The AFC 2.0 project isn't just an upgrade: it's a testament to MARTA's unwavering dedication to enhancing passenger experiences and setting new standards in urban mobility.

About MARTA: Established in 1971, MARTA is among the largest transit agencies in the U.S., providing 95 percent of the public transit trips in the metro Atlanta region with 110 fixed bus routes, 38 heavy rail stations, 2.7 miles of light rail, and on-demand paratransit services. MARTA is primarily funded by a 1 percent sales tax in Fulton, DeKalb, and Clayton counties and a 1 1/2 percent sales tax in the City of Atlanta. MARTA’s FY 2024 operating and capital budgets total $1.6 billion. To learn more visit www.itsmarta.com.