The battle for the future of the taxi rages on this morning, with London-based Hailo announcing it has raised $30 million led by Union Square Ventures.

In October, my colleague Steve Annear covered the launch of the cab driving app in Boston, the company’s first U.S. city, putting it head to head with livery service and taxi app Uber. The company also announced that it will launch in New York City this quarter.

The new financing brings the company’s total funds raised to over $50 million, and USV Opportunity Fund Partner John Buttrick will join the company’s board. Virgin group founder Richard Branson also invested in the round.

“We first met the Hailo team at the end of 2011, just after they launched in London. The company did a superb job in this market and are now the dominant e-hail application in London by a wide margin,” said Buttrick in the release. “We believe the Hailo platform will develop into a global network and will significantly improve transportation experiences in cities around the world. We are thrilled to lead this round of financing as Hailo expands into the United States – including our hometown of New York City – Asia and continental Europe.”

Hailo further announced the addition of Tom Barr, former Starbucks Head of Coffee Business, as the company’s new president. The company operates in 10 cities across six countries, with $100 million in sales, according to the release.