About me
With over two decades of experience in the fare collection industry, Endya Freeman has been a driving force behind innovative and equitable fare payment solutions. At the Jacksonville Transportation Authority (JTA) in Jacksonville, Florida, her contributions have significantly impacted the community. She participated in the implementation of JTA’s first smart card program and the MYJTA App, introducing convenient mobile payment options to the region.
In 2018, Endya's leadership was pivotal when JTA hosted the APTA Fare Collection/TransiTech Conference and rolled out completed mobile validation across its fleet. During the pandemic, she forged partnerships with Token Transit to develop fare programs that encouraged ridership. Most recently, under her guidance, JTA became the first agency to accept CASH App payments directly, and in 2024, they implemented mobile-based fare capping.
Endya has held prominent roles, including Jacksonville Chapter President of COMTO and Chair of the APTA Fare Collection Systems Committee. She is a recognized expert in the industry, often called upon for her insights. During the pandemic, she founded the Florida Fare Professional Group, fostering communication and best practices among Florida fare experts.
Her commitment to addressing digital literacy and fare equity challenges is evident in her work and her willingness to share her knowledge. Endya is an inaugural graduate of JTA’s yearlong Leadership Development Program. Her academic credentials include being a CPA from Florida State University and earning a MBA from Webster University.
