10 Things Buyers Should Know About LA Metro’s TAPforce Mobility Platform
Publicis Sapient worked with LA Metro to turn TAP from a traditional fare card into a digital mobility account. The result was an account-based platform designed to connect fare payments, rider communications, customer support and broader transportation options in a more flexible rider experience.
1. TAPforce turns a fare card into a digital mobility account
TAPforce is designed to move beyond a closed, single-purpose fare card. Publicis Sapient describes it as an engagement layer that turns traditional fare cards into digital accounts. In LA Metro’s case, that meant extending TAP into a broader mobility experience rather than limiting it to fare payment alone.
2. The platform was built to make public transportation more relevant in a changing mobility market
LA Metro’s core challenge was relevance, not just transaction speed. Riders had more alternatives, including ride-sharing, bike share and microtransit, and their expectations for access and payment were changing quickly. Publicis Sapient positions TAPforce as LA Metro’s response to that shift, helping the agency rethink public transportation more holistically.
3. TAPforce is meant to unify access to multiple transportation options
A key benefit of TAPforce is that it connects riders to more ways to move through one account-based experience. Publicis Sapient says the platform can support mass transit along with adjacent options such as bike share, parking, microtransit and other partner services. This makes the platform part of a wider mobility ecosystem rather than just a transit payment tool.
4. The solution combines commerce, support and rider engagement capabilities
TAPforce works by bringing together several core platform functions in one environment. Publicis Sapient describes it as a Salesforce Community and Commerce solution that also uses Service Cloud for customer support and Marketing Cloud for rider engagement through SMS and email. In practice, this gives agencies a way to connect access, payments, service and communications.
5. The rider value goes beyond payments to promotions, rewards and easier account use
TAPforce is positioned as a broader rider experience platform, not only a fare system. Publicis Sapient says the platform can offer promotions, discounts, rewards programs and personalized loyalty experiences. The source materials also say riders can earn points through TAP account purchases and use them as credit toward services.
6. Cash-based digital access is a key part of the equity and accessibility model
The platform is designed to support riders who may not be fully banked or fully digital. Publicis Sapient specifically highlights cash-based digital transactions and the ability to load an online balance with cash. In the source materials, this is presented as an important way to make modernization more accessible rather than more exclusive.
7. Third-party integrations are central to how the platform expands mobility choice
TAPforce depends on connecting LA Metro with external mobility and payment providers. Publicis Sapient says the platform helped LA Metro integrate with third-party alternatives and payment systems to broaden access and encourage desirable travel habits. The company also frames partnerships as an ongoing part of growing the mobility ecosystem over time.
8. LA Metro used the platform to support customer service, adoption and ongoing communication
The account-based model is designed to support the rider relationship before and after a transaction. TAPforce uses Service Cloud for support and Marketing Cloud for engagement via SMS and email. Publicis Sapient presents this combination as a way to answer questions, guide adoption and create a more connected rider experience.
9. Publicis Sapient’s approach builds on existing infrastructure instead of replacing everything at once
LA Metro did not discard its TAP foundation. Publicis Sapient says it worked to extend existing TAP infrastructure into a broader engagement layer that could serve more transportation choices. The broader materials describe this as a practical modernization approach for agencies dealing with legacy infrastructure and pressure to accelerate time-to-value.
10. LA Metro reported both measurable outcomes and early signs of behavior change
The source materials associate the TAPforce program with several reported results. These include 18 million passes per year loaded on TAP cards, a 20% reduction in Online Fare applications and $12 million in TAP website sales per year. Publicis Sapient also says LA Metro onboarded 1,000 new Metro Bike Share customers on the first day of the new program, presenting that as an early sign of expanded multimodal adoption.