Across Europe, cities face more traffic, more pollution, and more safety problems. A Maltese start-up called Greenroads is working to change this. The company uses artificial intelligence (AI) and real-time data to help make roads safer, more efficient, and better for everyone.
Greenroads started after noticing a big gap. Many cities had cameras watching the roads, but no systems to understand what was happening. Traffic management was slow, fragmented, and mostly manual. The team saw an opportunity to help governments manage traffic better.
The company’s mission is clear: give public authorities real-time, GDPR-compliant insights on how roads are used by cars, cyclists, and pedestrians. Greenroads software analyzes live video from existing cameras and drones. The insights help governments plan better, reduce accidents, and lower emissions.
One project focused on pedestrian behaviour. Greenroads tracked movement for several months using existing cameras. The data showed fewer dangerous crossings and more use of walkways after infrastructure upgrades. This helped prove whether investments were working.
A Start-Up Grown with European Support
Greenroads grew with help from the European Institute of Innovation and Technology (EIT) through EIT Climate-KIC and EIT Urban Mobility. CEO Claire Ciancio first met EIT at a Social Impact Awards event in 2018. The team received early funding that allowed them to work full-time on the project.
Ciancio said that financial support, mentoring, and a European focus “were transformative.” It pushed them to look beyond Malta and grow across Europe.
Today, Greenroads is a known name in smart mobility. In Malta, the company uses 16 fixed cameras on key roads. In other cities, it works with municipalities that have over 200 data specialists. Its platform can also use drones to study traffic in specific areas. This is useful before road upgrades or temporary changes.
International Impact
One key project is with the City of Ghent in Belgium. Through the EIT Urban Mobility RAPTOR Programme, Greenroads helped the city use AI and drones to analyze traffic patterns. All video data was anonymised and deleted to meet privacy rules.
Ghent gained national attention for this work and was named “Innovation of the Month” on the EIT Urban Mobility Marketplace. It became a strong example of how cities can lead in smart mobility.
Innovation at Home
In Malta, Greenroads is leading a project called ROADEYE, developed with the University of Malta and Infrastructure Malta, supported by the Ministry for Education, Sport, Youth, Research and Innovation. The goal is to bring together multiple data sources to make roads safer and more efficient. Predictive tools are also being developed to help plan traffic rerouting and new strategies.
Greenroads’ technology grew from the Horizon 2020 MARVEL project and was recognised by the European Commission’s Innovation Radar. The company now joins the PATTERN consortium, an EU-funded partnership focused on improving infrastructure with technology. Several pilot projects are already running in Malta.
“Our AI-powered tools transform existing infrastructure, whether fixed cameras or drones, into intelligent mobility systems,” said Ciancio. The company helps cities understand movement in real time, improve planning, and reduce congestion.
Challenges and Future Plans
Expanding in different countries is difficult. Each has its own rules and systems. Ciancio believes more localised mentoring from EIT could help start-ups grow faster. She also says that EIT’s early support was essential and that more ecosystems like this are needed, especially in smaller countries.
Greenroads is continuing to improve. Its latest product allows municipalities to do short-term studies with temporary cameras. This makes smart mobility more affordable for smaller towns.
Ciancio also shares practical advice for new founders: “Build what people will pay for upfront. If they’re not paying, they’re just being polite. Ask talented people for help. Risk your idea—it’s better than missing your chance.”
From Malta’s roads to Belgium’s smart city pilots and EU research projects, Greenroads shows that even small countries can lead in smart mobility and innovation.
For more information, contact EIT Community RIS HUB Malta at malta@eitcommunity.eu or follow on LinkedIn.
