Motive launches in the UK to power safer, smarter, more sustainable fleet operations with AI.

At Motive, we believe accurate AI can improve the safety, productivity, and profitability of every business that operates fleets, regardless of industry or region. That’s why we are excited to announce that we have expanded to the United Kingdom. With the opening of a new London office and the appointment of regional vice president of UK markets, Nyanya Joof, our AI-powered solutions for Driver Safety, Fleet Management, and Workforce Management are now available for businesses in the UK with complex physical operations.

Our expansion builds on strong North American adoption and supports fleets across industries such as transportation, construction, field services, energy, utilities, and the food and beverage sector. “Motive’s mission is to empower the people who run physical operations with tools to make their work safer and more productive,” said Shoaib Makani, CEO and Co-founder of Motive. “We’re excited to bring that mission to the UK at a time when AI can make a meaningful difference—helping businesses reduce road collisions, lower costs, automate manual work, and accelerate the transition to more sustainable operations. Our platform is already delivering measurable results around the world, and we look forward to unlocking that same value for businesses in the UK.”

Businesses with fleets in the UK face growing challenges, including a projected shortage of 200,000 Heavy Goods Vehicle (HGV) drivers over the next five years; rising fuel, insurance, and maintenance costs; and heightened road casualties following nearly 130,000 incidents in 2024 alone. At the same time, businesses are under pressure to improve sustainability and transition to electric vehicles (EVs), while managing outdated, siloed systems that limit operational visibility and agility.

To help address these difficulties, Nyanya Joof will lead Motive’s regional strategy, hiring, and go-to-market (GTM) execution. With over 15 years of experience scaling GTM teams across Europe, she will oversee how Motive supports UK customers with tools designed to address their most urgent safety, workforce, and cost-related challenges.

Critical support for businesses in the UK that operate fleets

Protect workers, improve safety, and boost morale

Motive Driver Safety detects risky behaviours, such as mobile phone use and stop sign violations, to help prevent accidents before they happen. Businesses can exonerate drivers, reinforce safety standards through real-time coaching, and recognise safe driving, ultimately improving retention and morale.

Optimize spend

Motive Fleet Management helps businesses reduce insurance premiums by an average of 21%, lower maintenance spend, and improve fuel efficiency. With AI-driven visibility into vehicle health, routing, and utilisation, managers can make faster decisions and increase the efficiency of operations, delivering measurable savings.

Save time and increase productivity

Motive Workforce Management solution automates manual tasks such as scheduling, time tracking, payroll, training, and documentation, reducing administrative overhead and freeing teams to focus on higher-value work. The Motive Driver App also simplifies roadside inspections and compliance documentation, removing the need for paper-based systems.

Navigate the green transition

Motive helps businesses adapt to rising regulatory and sustainability demands, such as the UK’s 2030 Zero Emission Vehicle Mandate, by managing the shift to EVs with tools tailored for mixed-fleet environments. Our EV forecasting functionality, fuel-efficient routing, and digitised workflows enable teams to plan vehicle charging, optimise routes, and reduce downtime. EVs can cost up to 25% more to repair and take 14% longer to service than petrol vehicles, making Motive’s preventative maintenance and AI-powered safety capabilities critical for reducing electrification costs and maintaining fleet readiness. These capabilities are further strengthened by Motive’s recent acquisition of InceptEV, an advanced battery intelligence software startup. 

“Motive’s AI-powered platform is transforming how we manage fleet safety across parts of our U.S. operations — giving us the opportunity to prevent collisions, protect drivers, and respond faster with near real-time insights,” said Zach Spengler, Director of EHS at ABM Aviation. “There’s clear potential for businesses in the UK and beyond to benefit from the technology to enhance safety, streamline maintenance, and improve fuel efficiency at scale.”

Proven AI accuracy, trusted globally

We are excited to bring industry-leading AI accuracy to the UK. Our AI is trained on billions of miles of real-world data and validated by humans for up to 99% precision, successfully alerting up to 4x more than competitors. We also have the industry’s only expert Safety Team that validates every safety event to remove false positives. Motive customers are seeing real results. In fleets of 1,000 vehicles, businesses using Motive have reported £1.5M+ in annual savings across fuel, insurance, and safety costs. If you are interested in learning how Motive can help your fleet, visit gomotive.com/en-gb/. We are also hiring in the UK – click here to explore open roles.