New Braunfels Microtransit Service Rio Exceeds Ridership Goals in First Year
New Braunfels, Texas, a rapidly growing city, launched an on-demand microtransit service named Rio in November 2025, operated by Via Transportation. The service aimed for 10,000 rides in its first year but achieved this goal within 61 days. By its first anniversary, Rio had completed over 79,000 rides, nearly eight times the initial projection, serving more than 4,600 unique riders with an average rating of 4.9/5. The city partnered with Via for a turnkey solution, which included vehicles, drivers, technology, and FTA compliance management, allowing for a quick launch without needing to build infrastructure from scratch. The service successfully transitioned riders from a legacy rural provider by offering overlapping service for three months, conducting community outreach, and preserving advance booking options for critical medical trips. Rio also offers multi-channel booking and payment options, including a smartphone app, online, or by phone, with credit/debit cards or cash.