Keeping Toronto Moving

TORONTO, Sept. 2, 2026 /CNW/ -- Few industries have been reshaped as dramatically over the past decade as urban transportation. Smartphones changed how passengers book rides, ride-hailing platforms challenged long-established business models, and consumer expectations shifted almost overnight toward speed, convenience, and digital connectivity. For many legacy transportation companies, the disruption proved existential.

Yet Beck Taxi, one of Toronto's most recognizable brands, has continued to evolve while remaining true to the principles that built its reputation nearly six decades ago.

In an exclusive interview with The Canadian Business Journal, Kristine Hubbard, third-generation executive at Beck Taxi, reflected on the company's evolution from a small neighbourhood taxi operation into one of Canada's largest taxi brokerages. She also shared how a people-first leadership philosophy, combined with thoughtful innovation, has helped Beck navigate one of the most disruptive periods in transportation history.

"Technology is important, but it's secondary to the human element."

— Kristine Hubbard

Founded in 1967 by Jim Beck with just 25 taxis serving Toronto's Beaches and East York neighbourhoods, the company was built on a simple promise: provide fast service, operate clean vehicles, and employ professional drivers who knew the city inside and out.

Those principles became the foundation of the company's growth.

As Toronto expanded, so did Beck Taxi. The company grew from a local taxi operator into a major transportation provider while maintaining its identity as a family-owned business focused on customer service, reliability, and community connections.

Today, that legacy is being carried forward by Hubbard, whose leadership reflects both continuity and change. Having spent decades working inside the business—from answering phones as a teenager to helping oversee one of the country's largest taxi operations—she has experienced every major transformation the industry has faced.

Technology is important," Hubbard says, "but it's secondary to the human element."

That philosophy has become the foundation of Beck Taxi's strategy as the company competes in a transportation market increasingly shaped by automation, algorithms, and global technology platforms.

Innovation That Meets Riders Where They Are

The Beck Taxi app has become a cornerstone of the company's digital strategy, evolving well beyond a simple ride-booking platform. Designed to make every stage of the customer journey easier, the app allows passengers to book and track rides, receive fare estimates, pay securely, save favourite destinations, and access receipts—all while connecting them to Beck's network of professional drivers. Rather than replacing the traditional taxi experience, the app has been developed to enhance it, giving customers greater convenience without sacrificing the reliability and personal service that have defined the company for nearly six decades.

One of the app's latest innovations is Signal, Hail & Pay, a feature that brings together the familiarity of hailing a taxi on the street with the convenience of digital payment. Instead of booking a ride in advance, passengers can simply hail any available Beck Taxi, scan the vehicle using the app, and complete their payment electronically at the end of the trip. The feature preserves one of the most recognizable aspects of the taxi experience while offering the seamless, cashless convenience that today's riders increasingly expect.

For Hubbard, innovations like Signal, Hail & Pay reflect a broader philosophy about the role of technology in business. Every new feature is introduced with a clear purpose: to solve real problems for customers and drivers rather than simply keeping pace with industry trends. Whether it's simplifying payments, improving accessibility, or making the booking process more intuitive, the goal is always to enhance the experience without losing the human connection that has long distinguished the Beck brand.

That philosophy has guided Beck's approach to innovation from the beginning. Rather than adopting every new technology available, the company carefully evaluates whether it adds genuine value for the diverse communities it serves—from busy professionals and business travellers to seniors who rely on the service every day. By balancing digital innovation with dependable customer service, Beck continues to demonstrate that technology works best when it supports people, not replaces them.

A Legacy Built One Ride at a Time

For Hubbard, Beck Taxi's story is not simply about growth. It is about consistency.

When her grandfather founded the company in 1967, the objective was not to immediately become the largest transportation provider in Toronto. Instead, the focus was on becoming the best within a specific community.

"Technology is treated like a buffet. Just because it's there doesn't mean it's better."

— Kristine Hubbard

The main goal," Hubbard explains, "was to be the fastest with the cleanest cars and the most knowledgeable professional drivers."

Those priorities created a blueprint that would guide the company for decades.

As Beck expanded across Toronto, the company maintained the same core values that established its reputation: dependable service, professional drivers, and a commitment to passengers who rely on the company for important moments in their daily lives.

While transportation technology has transformed dramatically, Hubbard believes the fundamentals of customer service have remained unchanged. "People are looking to us for a service that takes care of them and their loved ones," she says. "They want to get where they need to go quickly, safely, and know what it's going to cost."

That emphasis on reliability has become increasingly valuable in an industry where consumers are often navigating uncertainty around pricing, availability, and service consistency.

For Hubbard, the relationship between customers and drivers remains at the centre of the business. It is a simple philosophy, but one that Hubbard believes has helped Beck differentiate itself in a highly competitive market.

"Drivers that are happy result in customers that are happy."

— Kristine Hubbard

The company's model is also different from many transportation platforms. Each Beck Taxi vehicle represents an independently licensed small business owner. Beck provides dispatch, marketing, technology, and support services, but the drivers themselves are entrepreneurs whose success is connected directly to the company's success.

That structure reinforces Hubbard's belief that Beck is not simply operating a fleet of vehicles—it is supporting a community of business owners.

Learning the Business from the Ground Up

Hubbard's leadership journey did not begin in an executive office.

She started working at Beck Taxi at age 15, learning the business from the front lines. Over the years, she gained experience working alongside dispatchers, customer service representatives, drivers, and operations teams.

That experience has shaped how she approaches decision-making today.

Unlike executives who enter an organization from another industry, Hubbard's perspective was built through decades of direct interaction with the people who make the business function every day. "I think getting to know the people," she says, "is probably the biggest advantage I could have."

For Hubbard, those relationships provide insight that cannot be captured in spreadsheets or reports.

She recalls a recent moment that perfectly illustrates the culture she values. While driving to the office on Eglinton Avenue, she noticed a Beck Taxi vehicle stopped nearby. "I knew exactly who that was," she says. "That's Daniel."

The two drivers—Hubbard and the Beck operator—rolled down their windows at the intersection and exchanged greetings before continuing their day.

It was a small interaction, but one that represents something much larger: a connection between leadership and the people working throughout the organization.

Despite Beck's size, Hubbard believes maintaining those relationships is essential. "I think it's the connection with people in a family business that really gives you the perspective of what's most important," she says.

That perspective has influenced how Hubbard views leadership in the modern workplace.

Earlier generations often relied on a top-down approach where change was introduced from executives and carried out by employees. Hubbard believes successful organizations today require collaboration and shared ownership.

"It's not just one leader anymore," she says. "Everyone is pushing in the same direction."

For Beck Taxi, that approach has become increasingly important as the company continues adapting to technological change while preserving the human relationships that built the brand.

About Beck Taxi

Beck Taxi is Toronto's largest taxi brokerage, offering easy ride booking by phone, app, or online, along with corporate accounts and custom transportation for special events. For more information, call 416-751-5555 or email feedback@becktaxi.com.

Featured Partners

Ingenico

Ingenico is a global leader in payment technology, offering smart terminals, a cloud-based payments platform, and end-to-end terminal management to help businesses succeed in the payments acceptance ecosystem. For more information, visit ingenico.com/ca-en or contact Ingenico Canada.

Crowe Soberman

Crowe Soberman LLP is one of the largest public accounting and advisory firms in Canada, providing audit, tax, advisory and risk services to small- or medium-sized businesses, individuals, not-for-profit organizations and public companies. For more information, visit crowesoberman.com or contact Crowe Soberman.

Baird MacGregor

Baird MacGregor Insurance Brokers LP has specialized in providing cost-effective insurance and unique risk management solutions since 1979, known throughout the business community for its accountability, consistency, innovation and excellence. For more information, visit bairdmacgregor.com or contact them at (416) 778-8000 / sales@bairdmacgregor.com.

About The Canadian Business Journal

The Canadian Business Journal is Canada's leading online business magazine, published by McCann Media, covering news and features across industries from finance, manufacturing, retail, food & beverage, to technology, services, and energy. For editorial or advertising inquiries.

SOURCE The Canadian Business Journal