BBA 2025 Winner Profile: DEI – Transreport Limited

UK-based accessibility technology firm Transreport Limited has been awarded the British Business Award for DEI (Diversity, Equity and Inclusion) at the British Chamber of Commerce in Japan’s annual gala celebrating UK–Japan business relations, held in early November.

The category is intended to embody the evolving spirit of the UK–Japan business community: 'one that values understanding, accessibility and opportunity for all. It acknowledges those who are shaping environments where difference is respected, collaboration is strengthened and every voice carries weight.'

Transreport was recognised for its platform Passenger Assistance, which enables railway passengers who need assistance, such as the elderly or persons with disabilities, to submit advance requests to station staff via their smartphone or PC. Designed in close collaboration with users, the system is part of a wider effort by Transreport to build a consistent, scalable standard for accessible travel, first proven in the UK and now expanding internationally. Since April 2025, Transreport has been partnering with Osaka-based Hankyu Railway to provide Passenger Assistance to travellers who need it in Japan’s Kansai area.

Reflecting on the win, Jay Shen, CEO and founder of Transreport, said the accolade is 'a powerful endorsement' of the firm’s 'mission to transform accessibility across the transport sector in both the UK and Japan.

'We are excited about what this win represents—not only for our team, but for the disabled communities who co-create our technology with us. Their lived experience shapes every aspect of our innovation,' he continued. 'The award reinforces our belief that everyone deserves to travel with confidence, and it energises us to push even further, continuing to set new standards for an accessible railway. This approach has already supported millions of journeys in the UK, demonstrating that inclusive design benefits both passengers and operators.'

UK-based success

Transreport’s successful foray into Japan, which began with the establishment of Transreport Japan KK and an Osaka office in 2023, builds on the firm’s strong track record of supporting transport accessibility in the UK.   

The idea was sparked by Shen in 2016, when he became aware that people with mobility issues faced significant barriers to travel, including the requirement to provide the train operator with at least 24 hours’ notice of their intention to travel should they need assistance. Furthermore, there was no consistent method to request help across train operators.

Seeing a gap in the market, Shen launched Transreport as a startup and later secured initial funding to develop its Passenger Assistance technology from Contracts for Innovation, a programme that connects UK public sector bodies with businesses to solve complex challenges by funding the development and trial of innovative solutions.

The resulting Passenger Assistance app was launched in the UK in partnership with Rail Delivery Group, the UK’s rail industry body, in 2021 and was used by an estimated 200,000 people in its first three years of operation. Today, the technology supports millions of requests annually in Great Britain, becoming a recognised model for accessible rail travel.

In Japan, the technology is in use across all 87 Hankyu stations in the Kansai area, which together facilitate an average of 22,000 assistance requests per month. Passengers on Hankyu lines can request assistance for boarding, alighting and other needs before departure, allowing operators to provide faster and more effective support. Features include enhanced screen reader compatibility to promote inclusive use for both passengers and staff. Moreover, once passengers have entered their profile information, they do not have to input it again, allowing for smoother, quicker arrangements from their second use of the app.

Embedding DEI

For Transreport, it was vital that the app meet the needs of customers in Japan. In the development stage, the firm’s team carried out usability testing with wheelchair users, visually impaired passengers, older travellers and station personnel to ensure the app would not only be effective but also help to relieve anxiety while supporting independence and dignity.

Usability testers reported reduced stress, as well as feelings of confidence and safety, while Hankyu staff said the advance requests improved preparedness and coordination, enabling more consistent assistance.

By joining the usability testing with potential users, Transreport’s team gained insight into the daily lives of elderly and disabled people as well as Hankyu staff. This process allowed them to integrate lived experiences into the technology and to experience working with diverse people, fostering empathy and understanding.

At the April 2025 launch, Transreport convened operators, government officials, startups and investors to share findings as best practices and partnered with a Japanese wheelchair tennis athlete, who is acting as an ambassador for Passenger Assistance.

'These impacts extend to society by proving accessibility can be embedded in rail operations, setting new standards. Our approach places dignity, confidence and independence at the heart of mobility, showing inclusive design benefits passengers, employees and communities,' said Shen.

Internally, Transreport has woven DEI into the fabric of the organisation and is striving to ensure its workforce reflects the inclusive values it champions externally. Recent initiatives include the development of leadership pathways for women, the introduction of awareness programmes to support LGBTQ+ inclusion, and the hosting of cross-cultural training to bridge its teams in the UK and Japan.

Eyeing expansion

Looking ahead, Transreport aims to scale Passenger Assistance beyond Hankyu Railway under the vision of 'one standard, one experience,' thereby supporting Japan’s ageing population and the development of more inclusive, sustainable communities.

Plans include working with Hankyu Hanshin Properties to bring greater accessibility into hotels and shopping malls.

'Winning this award strengthens our commitment to driving industry-wide progress in accessibility and inclusion. Moving forward, we aim to set a new benchmark for accessible travel by deepening our collaboration with disabled people, continuing to invest in innovation and prioritising inclusive design across all our products,' said Shen.

'We hope this recognition accelerates our efforts and encourages more partners across government and the transport industry to join us in building a system where accessible travel is the foundation, not the exception. We see this as the beginning of an important new chapter for our work in Japan and across Asia.'