It takes London black cab drivers an average of three years to get through the Knowledge. Thus, the third birthday of Hailo, the innovative tech company that changed the way taxis are hired, was the opportune time to launch three new initiatives.

The brand, founded by London cabbies, has always focused on simplicity, innovation and service. The birthday announcements, unveiled last night at London’s Tobacco Dock, were complemented by research into how transport can be made simpler. These changes allow the company to stay true to its brand values while also shifting its communications strategy in light of renewed competition from other platforms.

“We believe in technology not getting in the way,” says Gary Bramall, CMO at Hailo. “It needs to be really transformative for anyone that uses it. We spend a lot of time with our drivers, treating them like customers. We try and get the technology out of the way, even though it’s the thing that we are proudest of. If you get that out of the way and make it really clear, really simple, really easy, like we do with the new version of the app, then we can be a technology company and that’s what we always wanted to be.”

Alongside a shinier, simpler new app, Hailo is putting more focus on its enterprise partners as a means to make the cab-booking process even simpler, more secure and more service-oriented. The Hailo for Business differentiates the brand in a decidedly competitive market as it allows companies to book multiple cabs through a single account without paying any of the traditional surcharges and fees that come with business accounts.

It’s new strategy focuses on ‘constructive disruption,’ or the use of technology to change things for the better, according to Hailo’s leaders. Co-founder Ron Zeghibe says Hailo will change the way transport works in London, and in all of Hailo’s many markets, but it doesn’t want to destroy what already exists in terms of public transport. “We need local government to redefine the public interest,” he says, but adds that the speed at which technology evolves will allow tech companies to shape what comes next. “Players in the market should not be allowed to pick and mix regulations,” he says in reference to Hailo’s competitors’ tactics.

Innovation is one side of the story, but Hailo’s stakeholder relations is one of its prime foundations. The relationship it has with its 14,000 cabbies in London alone has built the brand in terms of awareness and success. Bramall says the co-founders have a set of 40 ‘disciple’ drivers who act as brand ambassadors for Hailo in London. The company’s relationship with public and third sector partners is also essential to its sustainability. Zeghibe points to a strong partnership with TfL and a mature lobbying and public affairs function within the business. Bramall points to the partnership with the Rainbow Trust, which ensures that all Hailo cabs are accessible for disabled people.

The third birthday changes are to be the first of many, for the expanding company. “If we get a reputation as the most innovative company in our space, then we’re doing our job,” says chief technology officer Rorie Devine.