Turbo, launched in November 2017 by a collaboration of universities and industry partners, offers an integrated loyalty program and has over 75 providers and 10,000 cabs in London. The company is focused on research and development in reinforcement learning, deep learning, and natural language processing to enhance the user and driver experience. Turbo aims to be the most trusted and internationally diversified brand in the transportation industry, providing hassle-free transportation and contributing to society. They are 45% cheaper than regular private hire vehicles in the UK and have a fixed pricing model. Turbo is endorsed by various organizations and is incubated at Nottingham University Innovation Lab.