Smart cities involve collecting vast amounts of data via devices and wireless sensors, including personal data. In Finland, a big part of the smart city development is sustainable and seamless travel by public transport. In a city which aims to be carbon neutral by 2030, 25% of trips are by public transportation. Bicycling, walking, and public transportation together are responsible for 62% of all trips(1). The well-established Helsinki city travel app has been now complemented by a private sector offering, Whim. The company has added private transport, city bikes, taxis and car hire to the existing publicly provided travel options – trains, buses, ferries and trams - and plans to apply its subscription- based business model globally.