Passenger helicopter flight provider Blade has launched what it describes as “the largest urban air mobility initiative (UAM)” in the U.S., with the announcement that it will offer continuous daytime shuttle flights in New York, between midtown Manhattan and John F. Kennedy International Airport (JFK). The per-seat service, which will run on weekdays between 7 a.m. and 7 p.m. using a Bell 206L-4 operated by Zip Aviation, will fly between Blade’s lounge at the West 30th Street Heliport and the JFK helipad, with ground transportation then linking to the airline terminals, for $195 per passenger.

According to Blade, that cost is comparable to that for car service on the same route during rush hour but at a fraction of the time. At JFK, Blade will soon open a counter in the lobby of the TWA Hotel.

“The heavy traffic between urban centers and area airports is a key point of friction in city life,” said Blade CEO Rob Wiesenthal. “Our UAM service begins to remedy this issue at a reasonable price today, while paving the way for even more affordable solutions tomorrow driven by our partners’ next-generation electric aircraft.”

Earlier this year, Blade announced an agreement with American Airlines, whose Five Star Service passengers at JFK can book an airplane to helicopter transfer option at the time of their ticket purchase.