London, UK (November 11, 2025) – umob, the all-in-one mobility platform simplifying urban travel across Europe, today announces its official launch in London, powered by a key partnership with Forest, London’s most affordable and sustainable e-bike operator.
Starting this quarter, Londoners and visitors can find, book and pay for Forest’s all-electric bike fleet directly through the umob app – marking another major step toward truly integrated and sustainable mobility in and outside of Europe. A milestone in making multimodal, zero-emission travel effortless in one of the world’s most dynamic transport markets.
The partnership with Forest underscores umob’s commitment to building smarter, cleaner and more people-centric cities. London is one of the most advanced and diverse mobility markets – home to world-class public transport and a rapidly growing ecosystem of shared e-bikes, e-scooters, and car services. With millions of journeys taken daily across multiple operators, fragmentation remains one of the biggest barriers to seamless travel.
The partnership delivers real-time visibility and booking of Forest vehicles inside the umob app, allowing users to locate, unlock, and ride instantly. Forest’s distinctive green bikes will also feature umob branding across London, symbolising the growing collaboration between mobility operators and MaaS platforms.
Bibi Jorissen, CEO of umob, said: “London is a global leader in urban mobility innovation, and its citizens are already embracing shared and sustainable transport. Expanding to this city – in partnership with Forest – is a major step forward for our mission to unify mobility across the world. In London shared mobility, public transport and taxis perfectly come together and the collaboration demonstrates the power of MaaS in action: a unified experience for users, stronger visibility for operators, and a shared commitment to reducing emissions and congestion.”
Jamie Richards, VP of Sales at Forest, said: “We’re thrilled to be expanding our partnership with uMOB through our Forest Connect API, making Forest bikes accessible to even more Londoners. umob will also be showcasing their brand on our bikes, a format that’s delivering exceptional results for our partners. Forest bikes double as a powerful, highly visible Out of Home platform, driving sustainable brand awareness across the capital every day. Through Forest Ads, we connect our partners with 1.5 million app users and the 9 million people moving through London’s streets. We’re excited to see uMOB-branded Forest bikes in action, offering new riders their first journey for free, a fantastic example of our shared commitment to making sustainable travel more accessible for everyone.”
ABOUT UMOB:
umob is Europe’s leading mobility platform, connecting all public transport, shared mobility, taxis, and other operators in one app. With umob, users can discover, book, and pay for every trip in a single place – creating a seamless worldwide travel experience that supports sustainable urban living. Learn more at www.umob.app
ABOUT FOREST:
Forest is London’s affordable and environmentally sustainable micromobility platform. Forest was founded by Agustin Guilisasti (ex-Cabify) alongside co-founders Caroline Seton and Michael Stewart. The Company already completes more than 1.2 million rides per month. Its operations are ‘zero emission’, since every bike in its fleet, as well as all service vehicles, are certified to be powered only by renewable energy. Forest is one of the world’s first micro-mobility companies to have B Corp accreditation and the only micro-mobility company to have achieved Verra validation.
Contact details
Umob:
info@umob.app
Forest:
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