AFAIK schools and work services were always part of the original idea, and appears to be where it has been most effective.
School travel was the driver behind the concept:
“VAMOOZ will seek individual customers to crowdfund regular services to specific destinations, such as schools and business parks that may not lie conveniently on the existing bus networks. Day trips will also be available to sports venues, shopping parks, festivals and events. Payment is made via the VAMOOZ app, and the final price for all customers decreases as more people commit to travelling.
The concept behind VAMOOZ is entirely new in the UK bus industry, and grew from busy buses during weekday mornings on the company’s popular
36: Riding Redefined route linking Harrogate with Leeds and Ripon, as a result of large numbers of young people travelling to schools and colleges in Harrogate.
Transdev approached parents and asked if any would be willing to commit to sending their children to school on a dedicated bus – and over a two-week period, over 70 parents said they would buy season tickets to travel on the dedicated school bus, plus the rest of Transdev’s network in Harrogate.”