Getting to Know: Alicia Hartman, Luum


Posted: 11/20/2019
Category: Member Spotlight


Being born and raised in the Bay Area, I’ve had a front row seat to the meteoric rise in traffic — to near unmanageable levels — here over the past 20+ years. This experience has been the driving force (no pun intended) behind my passion for growing awareness about commuter benefits and TDM as a measurable asset for employers. I recently made the move to Luum — a developer of holistic commuter benefits software for employers — because we have a shared belief that technology for tracking commutes, engaging employees and managing a robust commuter benefits program is the key to behavior change and, ultimately, mitigating commuter gridlock in cities across the globe.

What brought you to TDM/how did you get involved in the field?

I started my TDM career working for Connie McGee at Enterprise Rideshare seven years ago. After moving to Edenred, I gained a deep understanding of pre-tax commuter benefits and how federal legislations impact employers.  I also discovered a passion for helping employers solve TDM issues—and a (slightly nerdy) desire to bring TDM programs to the forefront of an employer’s benefit program.

Why did you get involved in ACT?

Connie introduced me to ACT and really showed me the value of being involved in ACT at a local level. I’ve formed relationships within ACT over these last 5+ years, not only professionally but also personally, and the greatest thing about being involved in ACT is that it has given a history and context of transportation policy to be even more effective in my work.

Within your work, what do you see as the future opportunities/challenges for TDM?

I see a TDM industry looking to embrace technology and the vital role that employers play as a means to change commuter behavior. Many organizations have proved that the right combination of benefits and policies will create lasting behavior change – impacting not only our daily commutes (by improving traffic/gridlock in our urban cores) but also our personal mobility habits and the very fabric of our society.



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