Alta significantly expanded its TDM services in February 2024 when it acquired UrbanTrans North America. UrbanTrans was incorporated in 2000 in Denver, Colorado. Its ownership changed in 2012 when Joddie Gray, Aaron Gaul, and Matthew Kaufman purchased the firm and began operations as a woman-owned urban and transportation planning and behavior change marketing firm.

UrbanTrans specialized in innovative transportation solutions, with a focus on multimodal transportation planning, demand management programs, market-based policies, outreach and strategic planning. Additionally, UrbanTrans developed and implemented marketing plans and campaigns specifically designed to alter travel behavior. UrbanTrans’ reputation for developing effective, non-traditional transportation solutions maximizes the performance of existing transportation investments and enhanced travel options, now as Alta.