# GeoToll

Mobile Automatic Payment Solutions for Worldwide Tolling

## Elevator pitch
GeoToll pays your tolls using only your phone. Just sign up and enter a payment method on the app, Ready-Set-Toll(TM). When you’re ready to go, turn on the app with the ‘on’ switch. You can add multiple vehicles to your account. Just take a picture of each license plate and choose your current vehicle - whether it’s yours, a friend's, or a rental. For agencies, GeoToll means higher accuracy and elimination of costly tolling infrastructure. For drivers, GeoToll means unprecedented convenience.

- Canonical URL: https://wefunder.com/geotoll
- Entity ID: wefunder:company:64354
- Last updated: 2026-06-23T05:01:30Z
- Generated at: 2026-06-23T06:22:56Z

## Quick facts
- We developed unique, patented GPS mobile tolling tech and put it in our app, Ready-Set-Toll(TM)
- GeoToll’s mobile tolling tech is 99.999% accurate, surpassing current tolling tech
- We address a pain point in the $25B toll industry – expensive, outdated RFID-based tolling tech
- Our management team has had several 8-figure start-up exits with billion dollar companies
- Our CTO introduced GPS at Motorola with unique implementation patents, adding $4B to the business
- We are pilot tested by major tolling agencies and ready to deploy in 2021
- The industry knows mobile tolling is the “next big thing” and transponders will become obsolete

## Active fundraises
- wefunder:fundraise:37354: 4(a)(6) successful (USD)

## Story
GeoToll was founded when our team realized we had the complementary skills and experience to revolutionize the way people drive using mobile technology. Since then, our mission has been to provide toll operators and drivers with an innovative and robust mobile phone-based toll payment technology that is easy to use, saves time, and saves money. 10+ Patents LaterThe technology our team invented, called "e-GPS," uniquely allows for automatic tolling capabilities on all types of bridges, tunnels, HOV and express lanes – with over 99% accuracy. The GeoToll team’s groundbreaking work on this technology has resulted in 11 granted patents, as well as 9 patents pending. In pilots, 5% of transactions read by our GeoToll app were not read by the tolling agency, signifying substantial missed revenue for tolling agencies utilizing antiquated technology far less accurate than GeoToll.International Bridge, Tunnel and Turnpike Association Annual ConferenceRight Solution, Right Time International Bridge, Tunnel and Turnpike Association article on BATA's transition to all-electronic tolling within a yearThe coronavirus pandemic has dramatically expedited the tolling industry's shift to all-electronic tolling (or "AET"). The Bay Area Tolling Authority ("BATA"), mentioned in the article above, is one of our current pilots for providing AET solutions. We are in Phase 2 (out of 3) of our pilot test with BATA, with 99.9% accuracy to date. Our Future is BrightExpressions of Interest and/or Pilots:The partners above are just some of those who have either selected us for an exclusive pilot test or expressed interest in doing so. Our committed, entrepreneurial team has decades of experience in inventing technologies, building tech-enabled businesses, and selling those businesses in 8-figure exits. We would love for you to join GeoToll on our journey to make tolling cheaper, easier, and more accurate for both drivers and tolling agencies.A Word from Our CTO and Co-FounderThanks for reading, and welcome to the GeoToll team.

## FAQ
1. **Will this work with commercial vehicles?**
   - We have designed the system to work with commercial entities and vehicles.  The business rules for each State or area will ultimately determine what will be allowed.  
2. **Does your company already have approval from each state for this software to be used. If not what hurtles do you have to overcome for your software to be accepted.**
   - We do not have approval in any state, but are working with a number of tolling authorities across the country to gain approval. Approvals are not given by the state but instead by each tolling authority. Some states have multiple tolling authorities. Our business model is based on closing a single contract in 2021 and a second contract in 2022, which will lead to revenues and earnings as shown in our projections.
3. **How do you expect Tolling authorities to bear increased expenses if they adopt your system ? If passing on to riders, do you expect adoption to be affected ?**
   - Although each toll agency will independently decide if they will charge their drivers for use of our app, our intention and recommendation is that the app is free for all drivers. Our system will not cost tolling agencies more. Our fee structure will save toll agencies substantial cost by allowing them to eliminate toll collectors, dramatically reduce the number of toll violation letters that they will need to send out, and significantly reduce the number of manual plate reading that is done ...
4. **Hello, What are the early bird terms? Thanks**
   - The early bird perk is the one-for-one stock option bonus with a 5 year expiration and $2.00 per share exercise price. Investors (in the first $250K funds raised) will receive these bonus stock options at no additional cost which provides the investor with the right but not the obligation to purchase shares for up to 5 years at a fixed price of $2.00 per share.
5. **Why do you expect to gain market share from the toll-by-plate option which is more convenient and doesn't require any installation from the end-user? What if there are 2 people in the same car that drive through the tolls, would the app be able to differentiate and charge the ...**
   - Toll-by-plate is the most expensive toll payment method and one that toll agencies would be happy to eliminate. These transactions require obtaining the registered owner of the vehicle for the appropriate State DMV, mailing invoices, dealing with return to sender mail (8%), processing payments, mailing a second invoice to the ~50% of accounts who do not respond, and then eventually assigning accounts to a professional collection agency and writing off of accounts not collected by all methods....

## Team
- Wyatt Geist (Chairman & Founder)
- Jaime Borras (Advisor)
- Mallory DeBlauw (Financial Assistant )
- Rainford Knight (CFO)
- Tom Gustafson (Chief Strategy Officer)
- Ankur Agarwal (CEO)
- Connor Geist (employee)

## Q&A
- Q: In the investor q&a you state that “only our app provides GPS tolling that does not need a transponder” Doesn’t Paytollo also have the ability to use GPS without a transponder? Can you explain how your company’s approach is different than what paytollo is currently doing.
  - A: We refrain from remarking specifically about other companies. With that said, only GeoToll has achieved the accuracy levels that allow an agency to confidently implement a mobile phone-based payment means. Without this unique level of accuracy, the agency still depends on – and must continue to maintain – traditional, costly means of collecting tolls, namely RFID systems and pay-by-plate.
- Q: Hi there, I really like the prospect of any advancements in how tolling is operated. Some questions below: -As a driver, do I still need an account with the tolling agency? So for example, when I drive through the Bay Bridge in SF, what's the advantage for me to use an app vs. my FasTrak transponder? -As a driver, what happens if I don't have the app open when I drive (for example, I want to save battery or merely forget)? Does that mean I now get a toll violation? In the present-day scenario I know they read the license plate to see if it matches one on record if your transponder doesn't read. -As an agency, if license plate readers/cameras are no longer required, how do agencies catch toll evaders and identify them? The way the tech is described seems that it's meant as an alternative for people who comply, as opposed to those who don't observe the law (lane swervers, ETC runners, etc...)
  - A: 1. You do not need an account with the agency. All you need to do is open an account with GeoToll, which will collect and pay the toll on your behalf. Questions about your account or tolls charged? Simply contact GeoToll’s customer service center via text, email, or call and we will get you the answer with no long wait times. 2. When the app is open, the toll will be immediately paid by GeoToll and you will get a notification on your phone. If your phone is not on, is dead, or is not read (e.g., phone buried in center console), the toll agency will photograph your license plate and inform GeoToll of the toll transaction. We will notify you of the transaction and debit your account. 3. Cameras will be a part of tolling infrastructure for some time to come. They are needed in cases where GeoToll customers forget to turn on their phones, but more importantly, to photograph people who are trying to game the system and avoid tolls. This group will receive violation notices sent by the toll agency.
- Q: Hello, it would be good to get an update on this company, please.
- Q: Wefunder cancelled my investment with you guys for over €1,000 as they said it was not confirmed. Is it possible to still invest at this time?
  - A: Jack, I am very sorry for the cancellation. We very much appreciate your interest in investing with GeoToll. Unfortunately, as a an S-corporation, we can not accept investments from non-resident foreign investors. If you have a U.S. entity or are a foreigner but U.S. resident, then we can accept the investment. More details can be found here: https://aaronhall.com/can-a-foreigner-non-citizen-resident-alien-own-an-s-corporation/
- Q: I was excited to invest, but now I'm confused by the adoption process you have laid out. If your goal is to have the toll agency use your voluntary mobile data collection system, which will eliminate "expensive" pay by plate, in which case everyone without the app will now just drive through knowing pay by plate has been eliminated and they can't be caught. And if to avoid this the agency ALWAYS has to keep pay by plate, then what cost has been eliminated for them? They will still need coin for people without the app. I understand that the app user might see some value if they don't have a transponder, but am I missing something here?
  - A: Hello Larry, unfortunately, pay-by-plate will always be a part of electronic tolling as some motorists will not use the transponder, mobile app and choose to get an invoice. Each an every pay-by-plate transaction costs the agency approx. $1.80 for securing DMV registered owner information, mailing invoice(s), skip tracing return to sender mail and eventually write-off approx. 20% of the uncollected tolls. GeoToll is an optional payment method for pay-by-plate and RFID customers to use. Provided at a deep discount to the $1.80 pay-by-plate cost, agencies can realize significant savings by converting pay-by-plate to GeoToll Mobile Payment Solution. If you have any other questions, it would be my pleasure to answer your questions by phone - please call me at 212.300.5930.
- Q: Hi, I have a few questions about Geo Toll. You stated that Geo Toll was pilot tested by major tolling agencies: Are these agencies using the Geo Toll now? If not, how soon will approval be granted? Will you have to apply/get approval with each state with Toll service? Is the company producing any revenue at this time? What's the roll out plan? When will it start? Thanks in advance for your response.
  - A: GeoToll was successfully pilot tested and several agencies are now considering how to best to secure our services. In most cases, this will be through a competitive procurement process. We our confident that our enhanced GPS technology will be readily adopted by toll agencies after we secure our first toll agency customer. LA Metro issued a RFP for a pilot of mobile payment technology and GeoToll was awarded a contract for $340,000 in 2019.
- Q: I have invested but then I thought.. What is the difference in this and Easy Tag ? Most people who travel toll roads often enough have easy tag.. What makes this better ? Thanks !
  - A: Thanks for the question, Shelly. EZ-Tag is HCTRA’s brand name for their RFID (toll tag) device. Customers sign up, provide name, address, license plate, and credit card. In return they get a toll tag that they affix to the windshield of their car. They are now a formal EZ-Tag account holder. The difference between that and GeoToll: With GeoToll you don’t need to buy a toll tag (something you cannot remove from your windshield once you affix it). With GeoToll, you can drive any vehicle you want, since you are basically carrying your 'tag' with you - in the form of your mobile phone. All you do is enter that vehicle’s license plate number in the app and you are good to go (this includes rental cars, BTW (which means no fees!)). With GeoToll, you also do not need to keep a balance on your account. Then there are app-enabled features such as the ability to split and/or share tolls with passengers however you wish. The standard toll tag offers none of the above.
- Q: Thanks for responding to my previous question. As a follow up , ultimately riders need to install the app and start using for this to work. Which segment among a)current transponder users, b)new riders installing app instead of transponder, c)non-transponder users but paying once they receive bill from plate read, and d) willful violators do you see as your primary market ? You mentioned marketing as a way to increase usage. Are there any other options you are exploring to increase usage among riders ?
  - A: Correct – drivers need to download the app and establish an account. Regarding user segments, the app offers capabilities and features that appeal to all market segments you mentioned, save for willful violators (who are not likely to use GeoToll or any payment means to pay their tolls). Marketing methods include and/or will include digital marketing, content marketing, partnering with toll agencies and cash replenishment companies (entities such as PayNearMe which partner with retail outlets to allow customers ‘top-up’ various accounts with cash or debit), rental car companies, auto clubs and other organizations that represent all of the various market segments you mentioned.
- Q: Hi there, Thanks for your previous response and I appreciate you answering them in detail. Following up on one of the previous answers (toll evaders), you noted that you were able to catch more mis-reads than traditional methods. Is this figure for those who meant to pay (standard rate under pay-by-plate or unread transponder) and/or toll evaders who previously were not able to be processed? I guess what I'm misunderstanding is are trying to replace transponders/traditional pay-by-plate technology and willful toll evasion, or just transponders/traditional pay-by-plate technology?
  - A: GeoToll technology has been tested at 6 toll facilities and has been confirmed as more accurate than existing tag / reader and camera based toll systems. In short, GeoToll ‘captures’ vehicles not detected by those other two methods. Re: evasion, GeoToll is a more economical and more accurate alternative to traditional transponder and pay-by-plate tolling technologies and not a means to eliminate toll evasion. For enforcement, the agency employs ALPR and Back Office systems that photograph the plate, obtain a mailing address and then mail a bill. If the plate is a GeoToll customer, the agency simply bills GeoToll which in turn charges the driver the toll due.
- Q: Will the option to purchase stock be available for private company stock and then convertible to public stock years down the line? The possibility of going public in 5 years does not seem possible given where you guys are in the cycle. I love the concept, and I have sold Asset Management solutions to Turnpike operators. Understand the value of removing cost and maintenance for those assets as a value add.
  - A: Thank you for your important question. I am glad to provide additional insights for you and for other potential investors, as follows: 1. We are currently only offering a convertible note that can be converted to stock, as detailed in the convertible note details. 2. The company currently only has one class of stock because it is an S-corp (i.e. common stock only). This means that convertible note holders would convert in to the same types of shares owned by all other investors. There are no preferred shares that have any preference rights over the common stock owners. 3. If the company goes public via IPO, acquisition by a public company, or reverse merger in to a SPAC (special purpose acquisition corporation), the convertible notes will convert in to common stock and then these shares will be converted with all other common shares in to the publicly listed shares of the public entity. 4. It is unlikely that the company will be seeking an IPO as an exit strategy. 5. Companies like ours typically are acquired by large strategic investors once they achieve $15M in revenue or more. We are projecting to achieve $16M in revenue and $12M in earnings by 2023. 6. Software companies like ours can achieve an exit value of 10 to 15 times revenue. If GeoToll achieves only 10 times multiple on earnings by 2023, the company would be valued at over $120M. At the convertible note valuation cap of $33.5M, this would equate to a 358% (3.6x) return in 3 years. If we achieve a 10 times multiple on revenue by 2023, the company would be valued at over $150M. This would equate to a 448% (4.5x) return in 3 years.
- Q: How are the current pilot tests going? Any failures or successes to share?
  - A: GeoToll’s Ready-Set-Toll™ solution has been tested at six toll agencies. At each pilot, we ran the technology through more than a dozen use cases meant to stress the technology and determine whether all vehicles were detected and charged properly. GeoToll to date has averaged 99% success in all use cases, which surpasses the performance of today’s transponder and/or camera-based toll systems.
- Q: Why do you expect to gain market share from the toll-by-plate option which is more convenient and doesn't require any installation from the end-user? What if there are 2 people in the same car that drive through the tolls, would the app be able to differentiate and charge the correct amount to the correct person?
  - A: Toll-by-plate is the most expensive toll payment method and one that toll agencies would be happy to eliminate. These transactions require obtaining the registered owner of the vehicle for the appropriate State DMV, mailing invoices, dealing with return to sender mail (8%), processing payments, mailing a second invoice to the ~50% of accounts who do not respond, and then eventually assigning accounts to a professional collection agency and writing off of accounts not collected by all methods. All in, the toll industry recognizes a cost of $1.50 per pay-by-plate transaction. We expect a joint marketing effort to convert the toll-by-plate accounts to GeoToll’s Ready-Set-Toll™ solution, which incorporates unprecedented convenience and customer-friendly features. Yes, the app is able to differentiate and charge amounts to the driver and/or his or her passengers as agreed upon as the split charge of the tolls. The option for toll charge splitting, similar to splitting the cost of an Uber with a friend, is a unique feature built into GeoToll’s app, Ready-Set-Toll™.
- Q: Hello, What are the early bird terms? Thanks
  - A: The early bird perk is the one-for-one stock option bonus with a 5 year expiration and $2.00 per share exercise price. Investors (in the first $250K funds raised) will receive these bonus stock options at no additional cost which provides the investor with the right but not the obligation to purchase shares for up to 5 years at a fixed price of $2.00 per share.
- Q: How do you expect Tolling authorities to bear increased expenses if they adopt your system ? If passing on to riders, do you expect adoption to be affected ?
  - A: Although each toll agency will independently decide if they will charge their drivers for use of our app, our intention and recommendation is that the app is free for all drivers. Our system will not cost tolling agencies more. Our fee structure will save toll agencies substantial cost by allowing them to eliminate toll collectors, dramatically reduce the number of toll violation letters that they will need to send out, and significantly reduce the number of manual plate reading that is done when computerized plate reading does not work due to glare, lighting, weather, and other things that effect plate photo quality. Additionally, we have shown in our testing that we can significantly increase toll revenue by catching almost all of the "mis-reads" that occur with existing systems. These mis-reads add up to nearly 6% in lost tolls as an average across all toll authorities in the U.S. and amounts to ~$1B in revenue lost annually. For tolling authorities that choose to also use our system for HOV and express lane charges, they will also be able to generate additional revenue without having to add a significant amount of redundant equipment to detect drivers in non-general purpose driving lanes.
- Q: Does your company already have approval from each state for this software to be used. If not what hurtles do you have to overcome for your software to be accepted.
  - A: We do not have approval in any state, but are working with a number of tolling authorities across the country to gain approval. Approvals are not given by the state but instead by each tolling authority. Some states have multiple tolling authorities. Our business model is based on closing a single contract in 2021 and a second contract in 2022, which will lead to revenues and earnings as shown in our projections.