Background Merwede is an envisioned neighbourhood in Utrecht (the Netherlands) that provides an instructive case to learn about the governance challenges of digital mobility platforms. Unique about Merwede is how the development of a mobility platform is envisioned to be integrated into the development of a new neighbourhood. Methodology This article discusses the case of Merwede and provides insights into its proposed mobility platform and how it is made. It illuminates governance challenges relevant to the design and operation of an unconventional mobility concept by disentangling outstanding practical issues concerning three key governance dimensions—organizational structures, decision-making processes, and instruments. Results The research provides an empirical illustration of governance questions that come up when mobility becomes a service and is integrated into the urban fabric from the very beginning of a development process. Already in the plan development stage, Merwede illustrates that difficult decisions are to be made and competing interests come to the fore.