Manchester has been selected as the first live city for Parc, an AI-powered parking platform designed to eliminate parking fines and remove friction from complicated parking payment systems.
Developed in its first host city – the North’s most ticketed with a fine issued every minute – the Manchester launch marks the company’s first fully operational city rollout before a national expansion in 2026.
Founded by tech entrepreneur Erin Short, the app automatically detects when a driver has parked, identifies if payment is required, and manages payments until the driver returns to their vehicle. Unlike traditional parking apps, Parc consolidates a fragmented market by integrating with all UK parking providers, covering more than 1.8 million spaces nationwide.
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The Manchester launch serves as a strategic “City Blueprint” for the company’s expansion. The model combines localised influencer support, partnerships, and guerilla activations to drive rapid adoption which the team plans to replicate across key UK cities throughout 2026.
Under the guidance of board advisor and behavioural economics expert Rory Sutherland, Parc is positioning itself as a consumer advocate. The strategy focuses on building a recognisable brand identity to differentiate the platform from traditional utility apps.
Founder Short said: “Parking today is built around human error. In Manchester alone, a fine is issued every minute, usually because someone is two minutes late or using the wrong app. We built Parc to remove that friction by making the process entirely automated.
“Manchester is the ideal location to prove this model because of its sophisticated tech ecosystem. While my focus is on the long-term product vision, we have assembled a leadership team with deep expertise in AI infrastructure and mobility to drive our commercial scale. Our strategy is to build a brand that resonates with the millions of drivers who feel underserved by current enforcement systems. By creating a repeatable ‘city blueprint’ here, we are setting the stage for a national rollout.”
Following early development and testing, Parc secured backing from a private investment group to support its commercial rollout and engineering growth. While Short remains a strategic adviser, the business is led by an experienced management team assembled to scale the platform at pace.
Short, who also serves as chief product officer at global wellness brand REVIV, previously founded and scaled the logistics platform Avail. Parc represents his latest venture in applying automation to everyday urban challenges.
