Flashback: Mobility as a Feature

In this flashback episode of Talking Headways, host Jeff Wood revisits a conversation with David Henscher, Director of the Institute of Transport and Logistics Studies at the University of Sydney, about the future of mobility as a service (MaaS). Henscher critiques current MaaS implementations as largely ineffective, calling them little more than trip-planning apps that fail to change travel behavior or reduce emissions. He argues that the core problem lies in relying on government as the sole aggregator and financier, which lacks the financial flexibility and cross-sector incentives needed to drive sustainable outcomes. Instead, he proposes a radical reimagining: Mobility as a Feature, where private sector entities—particularly insurance companies and banks—take the lead as aggregators and funders. These multi-service providers could offer financial rewards (like lower premiums or discounts) to users who reduce vehicle kilometers traveled (VKT), while also incentivizing transport suppliers to join consortia through shared data and performance-based rewards. This model leverages existing business ecosystems and cross-subsidies, creating a self-sustaining system that aligns profit motives with societal goals. Henscher also introduces a companion idea—Car Mobility Clubs—for rural and underserved areas, enabling ride-sharing among community members. The episode underscores that the real barriers to sustainable mobility are not technological, but institutional: governance, trust, and the willingness to cede control to private partners with broader market reach.