Seatfrog · Train operator partnership
The future of First Class.
Our plan: get your customers excited about First Class before they reach the platform, and show them exactly what they are buying.
What customers told us
Customers don't understand what they're getting with First Class.
“It feels expensive. And it doesn't give you any information on what you get with first class.”
“I'm surprised. I thought I was looking at a standard ticket.”
“I haven't bidded in a while so I would need to check to see why it's valuable, because none of this was visible to me.”
Verbatim, from five recorded customer interviews, July 2026.
The experience today
Outside of pricing, we have no levers to increase yield.
The opportunity
Customers want to feel the experience of First Class before they're on the train.
Tap a seat, see the view.
Illustrative layout.
Meet your host
“I’ll bring breakfast to your seat. Coffee before we’ve left the platform.”
Your journey · a weekday morning intercity service
What if the benefits arrived in the order you meet them?
Before you board.The lounge. Coffee, quiet, a seat.
Through the door.Quiet. A seat that is yours.
Settle in.Coat off, bag beside you, legs out.
Breakfast arrives.Brought to your seat by the host.
Get some work done.A full table, Wi-fi on board.
Charge everything.Sockets at the window seat.
Arrive rested.Charged, fed, and not squeezed.Times illustrative. Ordering the benefits by the clock needs the service's own timing and catering data, the Tailor cards in the scope. Shown as a what if.
Same woman, same morning, same train. Both drawn from photographs of the real coaches. Standard is shown fairly on purpose: the point is what First adds.
Hear the difference.
Make them feel it before they bid.
Why it matters
Customers who can see First Class pay more for it, and know what they bought.
What's coming
Four steps, each one truer to the train they are on.
What every First Class coach has: a reserved seat, more legroom, a quieter coach, a table, power, Wi-fi.
What yours adds: a host, hot meals, wine and beer, shown by time of day so a short hop says drinks, not dinner.
Lounge access at both ends, with the hours, so the benefit starts before the train does.
The actual menu for the service they are looking at, so the plate they tap shows what is really on board.
Euston to Manchester
Mon 22 May · 07:00 → 09:07 · 2h 07m · direct
A wider seat, more legroom.Hot meals, brought to you.Wine and beer included.
A table at every seat.Power for your devices.
A seat to settle into.
‹ ›StandardFirst Class
First Class. All fees included. You set the most you’d pay. Win and you pay the winning price, not your maximum. Lose and you pay nothing.
✓ Your seat is reserved the moment you win.
Auctions reimagined, with First Class benefits at the heart of what we do.
This is conceptual, but we will build this experience tailored to your operator branding and experiment to drive revenue.
What we need from you.
| Your support and collaboration | So we can make this experience possible, and think bigger than either of us would alone |
| Assets | Your photography of the carriage, the seats, the table, the view, the food. Everything here is AI-generated from a handful of train operator images, as a sample of what can be done |
| Customer benefits by train service | Which train runs each service and what it offers, so we only promise what the seat in front of them has |
| Menus | By service, so the plate they tap shows what is actually on the train that morning |