We aim to enhance travel planning for everyone through our engaging, visual, and insightful travel planning platforms and products.
TOBY is guided by
these principles.
They drive our operations and decision-making, ensuring we provide the best possible experience for our customers and team.
Simplicity and Efficiency
How we interface and how we service our customers.
Customer Satisfaction
How customers engage and what feedback we receive.
Innovation and Adaptability
Continued development to meet the customer needs.
Less noise.
Less effort.
Better trips.
We've all built a trip across ten browser tabs, three booking sites and a notes app. TOBY replaces that with one friendly conversation.
Tell Toby what you want
A weekend in Lisbon? A cheap train through Italy? Just chat, no forms, no tabs, no hassle.
Toby does the digging
Routes, times, prices, places to stay, things to do. Pulled from across the web so you don't have to.
Shape it together
See it as a scrollable, visual itinerary. Swap a train for a bus, push it a day, swap that pricey hotel.
Book and go
When you're happy, book through TOBY and keep tickets and notes in one place for the trip.
Everything you need
in one place.
TOBY brings together what's normally scattered across maps, booking sites, comparison tools and travel blogs.
Conversational planning
Just chat. TOBY asks the right questions and shapes a plan that fits the trip.
Routes & options
Trains, buses, planes, cars. TOBY suggests routes you'd never have looked up.
Live, editable itinerary
Day-by-day, scrollable, social-feed style. Tap to swap, slide to reschedule.
Honest cost estimates
What it'll really cost — including the bits comparison sites quietly leave out.
Things worth doing
Local activities, food, evenings — picked for your kind of trip, not the average.
Booking & tickets
Book through TOBY and keep tickets, confirmations and notes together.
Learns your style
TOBY picks up what you like and gets sharper trip after trip.
Built around the why
A wedding, an away match, a long weekend — TOBY plans for the reason.
Built for the trips
you actually care about.
It understands the purpose of your trip and adapts the plan around your timing, preferences, and behaviour. As you use it, the system learns what you prioritise — speed, cost, comfort, certain modes, or specific patterns, and shapes routes and recommendations around what matters to you. The result is a journey that feels tailored, faster to plan, and far more intuitive than switching between multiple apps.
- 38%
- of Millennials & Gen Z still want personal travel service.
- 2030
- Gen Z set to overtake Millennials in OTA usage.
- 1 chat
- replaces ten browser tabs and three booking sites.
A disciplined path
to scale.
Every stage is tested, measured, and only expanded when the data proves it earns its place.
- Phase 01Where We ArePrototype complete
- Core platform architecture built and validated
- Working prototype proving intent‑driven planning
- Routing, mapping, and data ingestion operational
- Clear product narrative and market positioning
Now - Phase 02MVP LaunchRouta — sports‑fan app
- Routa MVP live for UK sports fans
- Fans planning real matchday journeys end‑to‑end
- Onboarding high‑intent travellers around fixtures
- Deep‑link transport search and booking pathways
- Early behavioural data feeding TOBY's intelligence
Next - Phase 03Beta PhaseDeeper integration
- Richer transport data integrated across modes
- Smarter multimodal, real‑time, context‑aware routing
- Expansion to broader UK travel audiences
- Enhanced personalisation and recommendations
- Strengthened data models and reliability
- Phase 04Audience GrowthBeyond early segments
- From niche use‑case to mainstream travel utility
- New channels: social, partners, creators, events
- Geographic expansion beyond the UK
- Broader coverage and cross‑mode decisioning
- More automation in planning and re‑planning
- Phase 05EcosystemPlatform layer
- TOBY becomes a travel intelligence layer
- API access for partners, events, and apps
- Adjacent verticals: mobility, hospitality, experiences
- A scalable ecosystem around intent‑driven travel
Routa: simple, smart, purpose‑driven travel.
Routa is the fast, modern way to plan real‑world journeys. Built on TOBY's travel intelligence platform, it brings routes, transport options, and live information into one clean, intuitive experience.
Whether it's a day trip, a weekend away, or a last‑minute plan, Routa removes the friction of using multiple apps and tabs. It gives users clear choices, smart recommendations, and a seamless path from planning to booking, all in seconds.
- Plan
- Real journeys, end‑to‑end — from idea to itinerary in seconds.
- Compare
- Routes, modes, and live options unified in one clean view.
- Book
- Smart recommendations and a seamless path straight to booking.
Travel planning is overdue a rethink.
For decades, the industry has been built around fragmented search tools, siloed transport systems, and user experiences that force people to plan their journeys manually. TOBY is rebuilding that foundation. We're creating an intelligent travel platform that understands intent, context, and real-time conditions, then assembles the best journey automatically.
TOBY acts as the travel brain: a unified layer that connects transport data, routing logic, live conditions, and user preferences into a single decision engine. Instead of juggling multiple apps, tabs, and sources, TOBY delivers one coherent, adaptive plan that updates as the world changes.
This is not another booking site. It's the infrastructure that sits underneath the next generation of travel products, powering smarter recommendations, seamless multi-modal journeys, and high-intent conversions for partners.
- •Unique Natural Language Travel Planning: Rapid prototyping and validation of NLP-driven itinerary creation.
- •Comprehensive Route Discovery: Enabling users to uncover travel options not available elsewhere.
- •Personalisation Algorithms: Delivering tailored recommendations based on user data and preferences.
- •Collaborative and Social Planning Tools: Facilitating group travel and itinerary sharing.
- •Integrated Booking and Itinerary Management: Streamlining the entire travel experience from inspiration to confirmation.
- •Convenience Seekers: Travellers who want fast, low-effort planning without juggling multiple apps.
- •Personalisation Seekers: Users who expect journeys tailored to their context, preferences, and constraints.
- •Choice Maximisers: Travellers who compare every option and want full visibility across modes and routes.
- •Value Hunters: Cost-conscious users optimising for the best price, timing, or combination of transport.
- •Assurance Seekers: Travellers who prioritise clarity, reliability, and confidence in every step of the journey.
- •Business Travellers: High-frequency users who need speed, accuracy, and seamless multimodal planning.
- •Sports Fans: Frequent, spontaneous travellers attending matches and events, often planning under time pressure.
Got a question?
say hello.
Whether you're a traveller, a partner, an investor, or simply curious about where TOBY is heading, we'd love to hear from you. Drop us a message and a real human will reply.