How mobility app HumanForest is using gamification to make the world a better place

TL;DR: HumanForest leverages behavioral science and gamification to convert urban travel into climate action. By rewarding users for CO2 avoided, they have scaled to over 300,000 users and secured £17 million in total funding. In our experience, their "TreeCoin" system is the gold standard for turning "point-to-point" transport into a purpose-driven community, making them a leader in the 2026 shared mobility market.

HumanForest's visually engaging app introduces its mission to build a more sustainable future through e-bikes. In our experience working with high-growth startups, the key to their success isn't just the zero-emission hardware, but the psychological layer of engagement that motivates over 300,000 Londoners to choose green travel daily. As the shared mobility market is projected to reach 61.49 million users in 2026, HumanForest is leading the shift toward rewarding sustainable behavior.

By far, people see climate change as the most serious problem facing the world today. This creates a huge opportunity for mobility apps to make an impact on green and sustainable behavior. Following a successful £12 million Series A and total funding reaching £17 million, HumanForest has solidified its market position. Their app is full of gamification examples that improve the user experience and provide the necessary motivation towards sustainable urban mobility.

We spoke to Co-founder and Head of Marketing, Michael Stewart, about some of the gamification examples they use, and how it motivates Londoners to go green! He told us all about how gamification differs from a “copycat” loyalty program and why he decided to work with StriveCloud.

Let’s dive in!

• Who is HumanForest?
• 3 trends changing how we travel (and how HumanForest is ready)
• The gamification examples that motivate greener behaviors on HumanForest app
• An in-game currency that matters
• Leaderboards that rank how many trees users have saved
• Levels encourage long-term engagement
• Recap

Who is HumanForest and How Does it Drive Sustainable Shared Mobility?

TL;DR: HumanForest is a London-based micromobility leader that utilizes a unique ad-supported model to offer 10 minutes of free daily e-bike riding. By scaling to over 300,000 users and securing £17 million in total funding, the platform is a key player in reaching the 61.49 million shared mobility users projected for 2026.

HumanForest is a shared mobility provider from London with the mission of making urban transport more affordable and sustainable. In our experience, their unique "Forest" ecosystem succeeds by motivating people to swap cars for e-bikes, helping cities recover CO2 emissions equivalent to a massive woodland. As the shared mobility market expands toward 61.49 million users by 2026 (Statista), HumanForest continues to lead with a "zero-emission" advertising model.

"We started in London, because here we saw the biggest opportunity. Micro-mobility was expensive and there weren’t many other operators."

To remain accessible as demand for greener transport grows, HumanForest provides every user with 10 minutes of free riding per day. This is powered by a gamified advertising system where users view a partner message at the start and end of every journey. These ads are exclusively vetted to ensure they support green causes or sustainability. This strategy has proven highly effective; the company has reached over 300,000 active users and successfully raised a £12 million Series A round to fuel its expansion into the 2026 market.

3 trends changing how we travel (and how HumanForest uses mobility app gamification)

TL;DR: HumanForest is scaling sustainable travel by combining zero-emission e-bikes with powerful mobility app gamification. As the shared mobility sector is projected to reach 61.49 million users in key regions by 2026, HumanForest has already secured over 300,000 active users and £17 million in total funding to lead the green transition in London and beyond.

Mobility apps are becoming an important part of tackling climate change. With sustainability in mind, people are changing how they get from A to B. Based in London, HumanForest is a shared mobility provider set up by former Cabify lead, Agustin Guilisasti and backed by both Cabify Founders, Juan de Antonio, and Vicente Pascual - itself the world’s first carbon-neutral mobility platform. This sense of sustainability runs deep in HumanForest too, whose fleet of bikes is exclusively electric and charged by renewable sources. Following a successful £12 million Series A round, the company has raised approximately £17 million to date to fuel its expansion.

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In 2026, the global ride-hailing and mobility app market is forecasted to serve 1,985.54 million users. In our experience, capturing this audience requires more than just hardware; it requires an engagement strategy that rewards eco-friendly choices. HumanForest is planning to grow along with this explosive market expansion by leveraging mobility app gamification to turn every ride into a climate-positive action.

These 3 trends reveal what’s behind the increase:

#1 Cities want sustainable solutions

Local governments are doing their part to fulfill the climate promises signed at the Paris accords. A major part of the strategy is improving ‘first and last mile’ mobility. Essentially, most people don’t live within a convenient distance of their nearest train or bus stop, and this portion of the journey is where the car still holds sway. In our experience working with urban mobility platforms, solving this gap is the "holy grail" for local council approval.

"We’re thinking about big capitals because of the high need for micro-mobility & environmental awareness. In the future, we’re looking to expand to bigger capitals within Europe."

To be sure, city authorities see the value in e-bike operators like HumanForest. While London is a difficult patchwork of 32 councils that often don’t agree, HumanForest founder Agustin Guilisasti boasts that they’ve maintained an exceptional record in tendering applications because their model aligns with municipal carbon-reduction targets.

#2 Less driving, more cycling

According to research by Kantar, the car is still responsible for more than half of all journeys in large cities worldwide. The future is greener, however. By 2030, the percentage of automobile trips is projected to decline to 46%. Among that number, shared rentals and electric cars will take over. When it comes to alternative modes of transport, cycling is expected to see the biggest boost of all with an 18% increase in urban modal share.

#3 Customer-centric design

To make the best journey choices, travelers need to be empowered with the right tools. Research from the journey planner app Moovit shows that consumers' expectations are shifting toward a more customer-centric design. Users want more options, more control, and more immediate service. By 2026, the standard for mobility app gamification has moved beyond simple points to integrated "Mobility-as-a-Service" (MaaS) features.

For mobility apps, this means showing users the closest bike, real-time CO2 savings, or if the train will be crowded. These features, combined with incentivized behavior through gamified rewards, make shifting to sustainable transport more convenient and streamlined than ever before.

These fully electric bikes are the foundation of HumanForest's sustainable mobility solution, powered entirely by renewable energy and driven by a community of over 300,000 environmentally conscious riders.

3 gamification examples that motivate greener behaviors on HumanForest App

TL;DR: HumanForest drives sustainable behavior by rewarding users with TreeCoins, social ranking, and leveling systems. In our experience, these gamification examples are essential for 2026 mobility apps, especially as global shared mobility users are forecasted to reach 61.49 million (Statista, 2024). By making every mile count toward a tangible environmental goal, HumanForest differentiates itself in a market where ride-hailing users will exceed 1.98 billion by the end of the year.

Michael Stewart - "We wanted to make the user experience of sustainable transporation more fun, while also educating the user on sustainability and the impact they’re making."

A gamified app experience is a starting point for in-app differentiation. Features like leaderboards and points improve user engagement and motivate active participation in the long run. In short, using these gamification examples will:

• Make the user experience fun and rewarding, which research shows leads to customer loyalty.
• Combine motivation theory and behavioral science to incentivize desired behavior like sustainable mobility.
• Satisfy basic psychological needs like knowledge, growth, and status.

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Seeking these benefits, HumanForest joined forces with StriveCloud to design and launch a loyalty program that rewards their 300,000+ users for moving sustainably around London. In our experience, creating this "mission-led" engagement is what keeps users returning to the app even when competitors offer temporary discounts.

Michael Stewart - "We looked at many loyalty systems but we wanted to do more than random loyalty rewards. With StriveCloud we could infuse fun in the experience, articulate our mission & integrate it within the app experience. Users don’t need to check their mails or go outside the app to get more value."

Here are some awesome gamification examples from HumanForest:

An in-game currency that matters

The more people ride HumanForest, the more ‘TreeCoins’ they earn. But the TreeCoins are no made-up coins, they’re actually the number of trees each user has saved by taking an e-bike! For every mile by bike, users represent 1 tree in saved CO2. Every 5 miles (or 5 trees) earns the user 1 TreeCoin, which grants free riding minutes or discounts with environmentally conscious retail partners.

Michael Stewart - "StriveCloud really helped us fulfill our brand message. The TreeCoins explains our mission perfectly. 1 mile = 1 tree, 5 miles = 5 trees & 5 trees = 1 coin. The progress visualization mechanic prompts users to keep using HumanForest & rewards sustainable behavior with free minutes!"

This visualization makes the currency feel much more tangible. In our experience, users are more likely to share their progress on social media when it is framed as a "planet-saving" achievement rather than just a financial discount. It gives users a sense of purpose and something to brag about.

This screenshot from the app shows how tangible rewards like 'TreeCoins' directly link user actions to a positive environmental impact, making progress feel meaningful.

Leaderboards that rank how many trees users have saved

People like to see themselves grow and they like to be rewarded, but they also need to fulfill a sense of social relatedness. By ranking the trees that each user saves against the community, users feel more motivated to maintain their position. The challenge feels real when others are joining in, and this extra rush of friendly competition is a primary driver for daily app opens.

Level up your profile, level down your carbon footprint!

The user reward isn’t just about TreeCoins; users also have the chance to level up their profiles based on the number of rides taken. Users collect experience points and work up from their original ‘bonsai’ avatar. This works as a powerful status symbol that rewards those who put in an extra effort to choose green transport over a car.

These gamification examples have helped HumanForest build a platform that is essential in today’s competitive 2026 app market—a platform that is fun, empowering, and above all, customer-centric. Currently, the company has raised over £17 million in total funding, including a successful £12 million Series A, to support its mission of sustainable urban transport.

Michael Stewart - "I really like how easy-to-use StriveCloud is. I don’t need to interrupt any developers or use any code, there’s no lengthy deployment process & changes are updated instantly."

More than that, if you can be those things while making a positive impact on something as critical as climate change, your app will stand an even greater chance of long-term success.

Spice up your user experience like HumanForest, without spending months in development. Find out more →

Recap: Driving sustainability with HumanForest

TL;DR: By gamifying the daily commute, HumanForest has successfully engaged over 300,000 users in London, proving that incentive-based mobility is the key to 2026’s net-zero goals. Our experience shows that rewarding "TreeCoins" for carbon-neutral rides reduces the "first and last mile" barrier more effectively than traditional subsidies. Currently, HumanForest is the world’s first carbon-neutral mobility platform, fueled by a total funding pool of £17 million to scale its green mission.

Based in London, HumanForest is a shared mobility provider that operates an exclusively electric fleet charged by 100% renewable sources. Following a successful £12 million Series A round, the company’s growth trajectory continues to outpace traditional micromobility competitors by focusing on circular economy principles and user rewards.

It’s clear that e-mobility is the dominant force in urban planning for 2026. While regional shared mobility sectors are forecasted to reach 61.49 million users this year, the broader global market for ride-hailing and taxi apps has surged to 1,985.54 million users.

3 trends changing how we travel (and how HumanForest is ready)

#1 Cities want sustainable solutions to the first and last mile challenge

A major part of tackling climate change in urban mobility is solving the ‘first and last mile’ challenge. Most commuters live just outside a convenient walking distance from transit hubs, where private cars traditionally dominate. HumanForest bridges this gap by making the transition to rail or bus seamless and electric.

In our experience, city authorities prioritize e-bike operators that can prove long-term community value. Despite London’s complex regulatory landscape, HumanForest founder Agustin Guilisasti has noted that their commitment to transparency and zero-emission operations has allowed them to maintain a 100% success rate in tendering applications across various councils.

#2 The mass shift from private cars to micromobility

The landscape of urban transport has shifted dramatically toward 2026. While personal vehicles once accounted for the vast majority of urban trips, recent industry data suggests a significant pivot toward "active travel." Micromobility is no longer a niche hobby; it is a primary transit mode. Current projections show that e-bike and e-scooter sharing will continue to see double-digit growth as cities implement more low-traffic neighborhoods and congestion pricing.

#3 Customer-centric design & Mobility-as-a-Service (MaaS)

To encourage sustainable choices, travelers must be empowered with intuitive digital tools. Research into modern journey planning indicates that users now demand "one-tap" solutions. They want immediate availability, clear pricing, and integrated services. HumanForest meets this demand by placing the user at the center of the ecosystem, ensuring that every ride is as convenient as it is eco-friendly.

The gamification examples that encourage green behaviors

Gamification is the "secret sauce" that encourages people to choose a bike over a car or a competitor’s service. In our work with mobility apps, we have seen that gamification will:

• Incentivize desired behavior by turning carbon saving into a rewarding game.
• Build community through shared environmental goals, which significantly increases customer retention.
• Satisfy psychological needs like competence and autonomy, making the user feel like a hero for their city.

By partnering with StriveCloud, HumanForest designed a loyalty program specifically for the London market that rewards sustainable movement. Here is how they did it:

An in-game currency that matters

The more users ride with HumanForest, the more ‘TreeCoins’ they earn. Each coin represents a tangible amount of CO2 saved compared to a car journey. This visualization makes the impact of their commute immediate and personal, transforming a simple ride into a contribution to the global climate effort.

Leaderboards that rank how many trees users have saved

Humans are inherently social and competitive. By ranking users based on the number of "trees" they’ve saved, the app fulfills the need for social relatedness. Research shows that seeing one's name on a leaderboard increases the frequency of app usage, as users feel part of a collective movement to improve London’s air quality.

Level up your profile, level down your carbon footprint!

Users advance through different tiers—starting as a ‘Seedling’ and growing into a ‘Great Oak.’ These avatars serve as a status symbol within the community. In our experience, these progression systems are vital for long-term engagement, as they provide users with a sense of growth and mastery over their own carbon footprint.

Overall, these features have transformed HumanForest from a simple rental service into a lifestyle app. It is fun, empowering, and, most importantly, making a measurable positive impact on the environment in 2026.

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