Many of the alternatives to Goto use a combination of fixed & percentage based fees, with important features only available for extra charge. By using a mixture of fee structures, often it's difficult to work out the real-world cost per job.

In this post, we're going to take a look at the pricing structure for three popular alternatives, and work out the actual cost per completed job. Using real-world data from Goto for the average fare per job, we will examine several scenarios based on driver count and monthly rides completed.

To calculate the estimated cost per job, we have to make a couple of assumptions. All of these services use Stripe and/or Braintree for payments, which charge 1.4% to 2.9% + £0.20 per transaction. To make the maths simpler, we'll assume the average fee per transaction is 2% + £0.20. We'll use the average fare across all Goto rides, £13, as our typical job fare. When converting between currencies we'll use the Barclays FX rates.

TaxiCaller

TaxiCaller, based out of Linköping, Sweden, is a popular dispatching tool used by taxi companies across the world. Multiple Jersey companies use their services, including Liberty Cabs, the JTDA and Yellow Cabs.

TaxiCaller charges a base price of £15/month/driver (with increasing discounts from 20+ drivers), which gives you access to the basic suite of tools and a TaxiCaller-branded passenger app.

For an additional £700 setup fee, a branded version of the TaxiCaller app can be purchased, which allows dispatchers to customise the passenger app colours and logo. It's not possible to customise the driver app. If a branded version is desired, you must also pay a yearly £79 fee to Apple for access to the App Store.

25 drivers, 200 rides per month, 0ver 6 months

  • Base price: £14 x 25 drivers x 6 months = £2100
  • Card processing fees: (2% + £0.20) x 1,200 rides x £13 = £550
  • App branding: £700
  • App store fees: £79
  • Total: £3,429
  • Cost per ride: £2.85 (22%)

15 drivers, 100 rides per month, over 6 months

  • Base price: £15 x 15 drivers x 6 months = £1350
  • Card processing fees: (2% + £0.20) x 600 rides x £13 = £275
  • App branding: £700
  • App store fees: £79
  • Total: £2,404
  • Cost per ride: £4.01 (31%)

Taxi Startup

Taxi Startup is another alternative, based out of Belarus.

Taxi Startup charges a base price of $99/month, plus 5% + 20p per completed trip, plus £0.09 per request. Card processing is supported by Stripe and Braintree, but fees are not included.

For an additional fee, a branded app can be purchased. However, pricing for this app is not available publicly, and is based on the customisation desired. We reached out to Taxi Startup to find out the customisation fee (for logo and colours), which came to $5,000 (!!).

Purchasing a branded app also gives a slight discount in ride fees, reducing the percentage to 2.9%.

25 drivers, 200 rides per month, over 6 months

  • Base price: $99 x 6 months = $594 = £477
  • Ride fees: (2.9% + £0.09) x 1,200 rides x £13 = £560
  • Card processing fees: (2% + £0.20) x 1,200 rides x £13 = £550
  • App branding: $5,000 = £4064
  • App store fees: Included, £0
  • Total: £5,651
  • Cost per ride: £4.71 (36%)

15 drivers, 100 rides per month, over 6 months

  • Base price: $99 x 6 months = $594 = £477
  • Ride fees: (2.9% + £0.09) x 600 rides x £13 = £280
  • Card processing fees: (2% + £0.20) x 600 rides x £13 = £275
  • App branding: $5,000 = £4064
  • App store fees: Included, £0
  • Total: £5,096
  • Cost per ride: £8.49 (65%)

Taxi Pulse

Taxi Pulse is a new player, which only offers a branded app. Instead of charging per ride, Taxi Pulse charges a high setup fee ($3,000), but only $5 per driver per month after initial setup.

Payments can be processed by Stripe or Braintree, and are not included in the fee.

25 drivers, 200 rides per month, over 6 months

  • Base price: $3,000 + $5 x 25 drivers x 6 months = $3,750 = £3,013
  • Card processing fees: (2% + £0.20) x 1,200 rides x £13 = £550
  • App store fees: £79
  • Total: £3,642
  • Cost per ride: £3.04 (23%)

15 drivers, 100 rides per month, over 6 months

  • Base price: $3,000 + $5 x 15 drivers x 6 months = $3,450 = £2,770
  • Card processing fees: (2% + £0.20) x 600 rides x £13 = £275
  • App store fees: £79
  • Total: £3,124
  • Cost per ride: £5.21 (40%)

Goto

Goto offers a complete package for just 5% per completed job. Every feature on the platform is included, and this fee includes card processing.

Both passenger and driver app can be customised, and there is no setup fee.

25 drivers, 200 rides per month, over 6 months

  • Base price: £0
  • Ride fees: 5% x 1,200 rides x £13 = £780
  • Card processing fees: Included, £0
  • App branding: Included, £0
  • App store fees: Included, £0
  • Total: £780
  • Cost per ride: £0.65 (5%)

15 drivers, 100 rides per month, over 6 months

  • Base price: £0
  • Ride fees: 5% x 1,200 rides x £13 = £390
  • Card processing fees: Included, £0
  • App branding: Included, £0
  • App store fees: Included, £0
  • Total: £390
  • Cost per ride: £0.65 (5%)

By using a mixture of fixed fee and percentage pricing strategies, along with up-selling additional features, other taxi app platforms charge significantly more than our flat rate 5%.

Signup to drive using Goto, and you could save up to 80% on your current taxi-app solution. So why pay more?