EIT Urban Mobility helping Startups to scale and drive future mobility

For me, this was a very special interview for three reasons. First, I firmly believe that EIT Urban Mobility is a cornerstone in fostering innovation for smarter, more sustainable cities. Second, startups like Optiyol and Bruntor represent the future, driving forward revolutionary ideas in logistics and urban transport. Finally, having three incredibly passionate and visionary leaders — Tuba Yilmaz-Gozbasi from Optiyol, Raimonds Jurgelis from Bruntor, and Lluis Puerto from EIT Urban Mobility — made this conversation truly inspiring. Together, we delved into the opportunities, challenges, and transformative success stories in urban mobility, uncovering how EIT Urban Mobility plays a pivotal role in their journey toward reshaping the future of transportation.

EIT Urban Mobility: A Catalyst for Startups

Bridging Innovators with Market Opportunities

EIT Urban Mobility plays a critical role in supporting startups like Optiyol and Bruntor. Lluis explained their mission as an impact investor, bridging the gap between innovators and the market while fostering sustainable urban transport solutions. Their approach includes partnerships with established ecosystems in hubs like Paris, Berlin, and Tel Aviv to identify proven startups, while also working with regional hubs in Central, Eastern, and Southern Europe to ensure innovation reaches underserved areas.

Tailored Support for Every Stage of Growth

EIT Urban Mobility tailors its resources to startups at every stage. Early ideation programs like EIT JumpStarter and incubation initiatives nurture raw ideas into viable business models. Acceleration and scaling initiatives, often in partnership with institutions like TUM in Munich or KTH in Stockholm, provide fundraising support, product-market fit analysis, and market expansion opportunities.

Optimising Logistics with Optiyol’s AI-Driven Solutions

Integrating Data for Smart Route Planning

Optiyol leverages advanced AI-driven algorithms to optimise logistics and service deliveries. By integrating data such as orders, vehicles, maps, and operational rules, the company has created a highly modular and self-learning system adaptable to a wide range of geographies and sectors. Tuba highlighted that Optiyol stands out because of its ability to execute large-scale projects efficiently with a small, agile team, enabling clients to achieve automation and cost savings while reducing environmental impacts.

Success Stories: MediaMarkt and PepsiCo

One key success story comes from Optiyol’s work with MediaMarkt, a leading electronics retailer. Operating in 25 Turkish cities, Optiyol’s solution automates omni-channel logistics, ensuring seamless integration of in-store and e-commerce orders. By offering real-time tracking, personalised delivery windows, and optimised routes, the system has enhanced customer satisfaction while reducing costs and emissions. Another standout example involves PepsiCo, where dynamic route optimisation and mobile app solutions have streamlined deliveries from depots to retailers. This has not only minimised fuel consumption but also revolutionised cost management with transparent, automated reconciliation between shippers and carriers.

Challenges in Scaling: Change Management and Rapid Growth

Tuba emphasised two key hurdles in scaling Optiyol. The first is change management, as convincing longstanding operations to embrace automation and AI-based solutions is a slow process. The second challenge lies in managing rapid growth, which involves balancing scalability with maintaining the company’s core culture and values.

Bruntor’s Revolutionary Approach to Last-Mile Delivery

Innovative Cargo Scooters for Urban Efficiency

Bruntor’s innovative cargo scooters aim to redefine last-mile delivery with a focus on accessibility, efficiency, and sustainability. Designed for short-distance logistics, these scooters eliminate the inefficiencies of conventional cargo bikes and vans. Their “stand-and-ride” design ensures seamless movement for tasks requiring frequent stops, making them ideal for urban settings.

Inclusivity in Design: Empowering a Broader Workforce

Raimonds stressed that Bruntor’s scooters cater to diverse demographics, especially older users and individuals unable to use traditional bicycles. By empowering a broader workforce, including postal workers with an average age of 50+, Bruntor is making logistics jobs more accessible and enjoyable.

Overcoming Challenges: Regulations and Customer-Centric Development

However, Bruntor has faced significant challenges in innovation and commercialisation. The lack of unified European regulations for micro-mobility vehicles creates inconsistencies across countries. Raimonds highlighted the struggle of being classified differently in each region, which often hinders scaling efforts. To overcome these challenges, Bruntor has involved end-users directly in the development process, such as postal workers, turning real-world insights into a competitive advantage.

Closing the Innovation Divide Across Europe

Lluis emphasised EIT Urban Mobility’s commitment to addressing the innovation divide in Europe. By targeting funding for Central, Eastern, and Southern Europe, the organisation combats brain drain and fosters innovation in smaller, less developed markets, ensuring more balanced growth across the continent.

Key Trends Shaping the Future of Urban Mobility

Electrification and Autonomous Vehicles

The panel identified several key trends set to shape urban mobility. Electrification, connectivity, and digitalisation are at the forefront, driving advancements like autonomous vehicles, drones, and multimodal transport solutions.

The Rise of Shared Micro-Mobility

Raimonds emphasised the potential of shared micro-mobility lanes and solutions, which are increasingly popular among younger city dwellers.

Digitalization: The Foundation of Urban Transformation

Tuba highlighted the urgent need to digitise logistics operations, enabling real-time tracking and data-driven decision-making. Both agreed that these trends are collectively shaping a transformation in urban mobility, with digitalisation playing a central role in improving efficiency and sustainability.

Advice for Aspiring Urban Mobility Startups

Leveraging Resources to Scale and Grow

Both Raimonds and Tuba offered advice for aspiring startups in urban mobility. They underscored the importance of leveraging resources like EIT Urban Mobility, which provides funding, mentorship, and networking opportunities crucial for growth.

The Market as the Ultimate Validator

Lluis concluded with a vital reminder: while support programs are valuable, the true test of a startup’s success lies in its ability to thrive in the market and deliver measurable impact.

Conclusion: Inspiring Smarter and More Inclusive Cities Together

This engaging discussion showcased how startups like Optiyol and Bruntor, supported by EIT Urban Mobility, are driving the future of urban transportation. From AI-driven logistics to inclusive micro-mobility solutions, innovation is reshaping cities for the better. The shared vision of sustainable, smart, and inclusive urban transport is within reach — fueled by collaboration, digitalisation, and bold entrepreneurship. Together, let’s stay inspired and connected as we work toward smarter mobility solutions for all.