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Voi is on a mission to support cities in rethinking urban transportation by offering safe, sustainable and reliable micromobility for everyone.
Increasing safety is paramount for achieving our mission, requiring cross-sector collaboration. This Safety Report aims to increase transparency on what we do to improve safety to public-private partnerships for Vision Zero.
Fredrik Hjelm co-founded Voi in 2018 and has led the company ever since. As our CEO, he is ultimately responsible for ensuring that safety remains the top priority.
Voi has structured processes to identify and implement solutions to build the safest micromobility service on the streets. By gathering and analysing rider and accident data, we make informed decisions to mitigate risks and improve safety for all road users.
In 2021, Voi presented its first Safety Report, explaining our efforts to build a safer service. To inform our report, we consulted with leading safety experts and identified the following key risks contributing to micromobility accidents:
Vision Zero was born in Sweden, just like Voi. The core message of Vision Zero is that no loss of life is acceptable in traffic. For us at Voi, this also includes deaths related to air pollution and climate change.
Voi has identified the following safety performance factors impacting the risk of accidents associated with our service, and the ability to reach our Vision Zero target: zero fatalities and severe injuries in our value chain by 2030.
A lack of safe road infrastructure poses a significant risk for all vulnerable road users, including our riders. Data gathered through shared micro-vehicles can help inform how to make streets safer.
Christy Pearson is our Head of Central Policy, leading Voi’s efforts in shaping good regulations. With her expertise, we make data-driven decisions and create hyperlocal proposals for service design in cities, which are essential to improving safety.
Academic research conducted by economists from Vienna and Frankfurt observes how the introduction of shared e-scooters has impacted the rate of traffic accidents in several European cities.
They found that the number of accidents has remained stable in cities with a high bike-lane density, while an increase is observed in cities with limited cycling infrastructure. The researchers conclude that policymakers can play a pivotal role in improving safety for all vulnerable road users.
Potholes, lack of protected bike lanes and busy intersections can cause accidents for anyone riding a bike or e-scooter, including those using wheelchairs and personal mobility devices that also use bike lanes or paths. With structured data collection, Voi can support cities with insights to make streets safer.
Last year, Voi conducted a case study in Oslo to demonstrate the potential of accident data to identify hazardous areas for vulnerable road users. The study offers just a glimpse of the future opportunities for using micromobility data to make streets safer in cities.
Voi believes in the transformative power of technology to achieve Vision Zero. Vehicle and phone sensors allow us to constantly monitor the health of our fleet and develop cutting-edge solutions to identify and prevent accidents.
Nida Syed is leading her team of engineers in developing the tech infrastructure that enables us to connect and monitor thousands of vehicles in real-time. As our Engineering Manager, she is instrumental in exploring and developing new ways to identify and prevent accidents.
The next big technical leap in our industry is all about sensors and data. As a company committed to safety, we recognise the crucial role of technology in preventing accidents for our riders and other road users.
We collaborate extensively with partners to build intelligence around accident risks and develop cutting-edge safety features. One partnership that we are particularly proud of is the government-funded pre-study conducted with Autoliv, a Swedish traffic safety company. Through vehicle sensors and onboard cameras, we collected data to analyse how users ride e-scooters and potential risky riding behaviours. Following the pre-study, we are now expanding the collaboration with more partners through the project E-Safer.
Improvement of public education on traffic rules is crucial for the shift to micromobility and sustainable cities. As more young people delay or skip obtaining a driving licence, education is necessary to promote safer and more sustainable transportation choices.
Caroline Hjelm has been a key contributor to the growth of Voi's brand across Europe since day one and currently serves as our Head of Marketing. She plays a vital role in ensuring that safety is a central focus of our marketing strategy.
Last year, we campaigned for safety education across all towns and cities where Voi operated, promoted through a diverse set of owned, earned, paid channels – and on the streets in Europe.
Over 1.6 million unique users engaged with our safety education messages in the app and through emails, leading to a significant increase in users completing Voi’s traffic school, RideLikeVoila. To further educate riders and new users, we hosted safety events across all markets, meeting with local communities to teach them about safe riding.
Voi’s ambition for the safety of our users, non-users and staff adopts a Vision Zero approach, whereby we believe that all accidents are avoidable. We work hard to build supportive and diverse teams, promoting a culture of safety that permeates throughout the entire company.
As Voi’s Head of Health and Safety, Anna Östensson brings over 15 years of experience in the field to ensure that our employees are safe at all times.
By the end of 2018, Voi made a conscious decision not to operate with gig workers because shared micromobility is an operational-heavy business requiring workers to handle batteries and vehicles, among other safety-related risks. Therefore, Voi believes it is crucial to employ staff who are trained to execute procedures safely.
Health & Safety is an integral part of Voi’s culture and values. We follow a systematic approach to safety risk management and continuously strive for improvement to ensure we maintain high safety standards. All Voi employees are trained in Health & Safety awareness, and we regularly provide new safety training modules, available to all of our employees on their phones or desktop.
