Motive Expands to the UK, Harnessing AI to Drive Safer, Smarter, and More Sustainable Fleet Operations
Motive, a leader in AI-powered Integrated Operations Platforms for the physical economy, has officially launched its services in the United Kingdom. This expansion marks a significant milestone as Motive opens a new London office and appoints Nyanya Joof as Regional Vice President to spearhead its growth strategy in the region. With a proven track record of success in North America, Motive is bringing its cutting-edge solutions for Driver Safety, Fleet Management, and Workforce Management to UK businesses operating in industries such as transportation, construction, field services, energy, utilities, and food and beverage.
“Motive’s mission is to empower the people who power physical operations with tools to make their work safer and more productive,” said Shoaib Makani, CEO and Co-founder of Motive. “We’re thrilled to bring this mission to the UK at a time when AI can make a transformative impact—helping businesses reduce road collisions, cut costs, automate manual processes, and accelerate the shift toward more sustainable operations. Our platform has already delivered measurable results globally, and we are excited to unlock similar value for businesses across the UK.”
Addressing Growing Challenges in the UK Fleet Industry
Fleet operators in the UK face mounting challenges that threaten operational efficiency, safety, and sustainability. A projected shortage of 200,000 Heavy Goods Vehicle (HGV) drivers over the next five years looms large, compounded by rising fuel, insurance, and maintenance costs. Additionally, the UK witnessed nearly 130,000 road collision incidents in 2024 alone, underscoring the urgent need for enhanced safety measures. At the same time, businesses are under increasing pressure to adopt sustainable practices, including transitioning to electric vehicles (EVs), while grappling with outdated, siloed systems that hinder visibility and agility.
To tackle these challenges head-on, Motive’s AI-powered platform offers innovative solutions tailored to the unique needs of UK businesses. Under the leadership of Nyanya Joof, who brings over 15 years of experience scaling go-to-market (GTM) teams across Europe—including leadership roles at WeWork—Motive will execute a regional strategy focused on hiring, GTM execution, and delivering exceptional customer support. Joof’s expertise will ensure that Motive’s tools address the most pressing safety, workforce management, and cost-related issues faced by UK fleets.
How Motive’s AI-Powered Platform Transforms Fleet Operations
Motive’s platform leverages advanced AI to deliver actionable insights and automation capabilities that enhance safety, optimize spending, and streamline operations. Here’s how it empowers UK businesses:
1. Protect Workers and Improve Safety
Safety remains a top priority for fleet operators, and Motive’s Driver Safety solution is designed to mitigate risks proactively. Using highly accurate AI, the platform detects risky behaviors such as mobile phone use, stop sign violations, and distracted driving, enabling real-time coaching to prevent accidents before they occur. Beyond preventing collisions, Motive helps exonerate drivers from false claims, reinforces safety standards, and recognizes safe driving practices. These efforts not only protect workers but also boost morale and improve driver retention—a critical factor amid the HGV driver shortage.
2. Optimize Spend and Enhance Efficiency
Cost management is a key concern for UK fleets, particularly given rising expenses related to fuel, insurance, and maintenance. Motive’s Fleet Management solution addresses these challenges by reducing insurance premiums by an average of 21%, lowering maintenance costs, and improving fuel efficiency. The platform provides AI-driven visibility into vehicle health, routing, and utilization, empowering businesses to make faster, data-driven decisions. By optimizing operations, Motive delivers measurable savings that directly impact the bottom line.
3. Save Time and Increase Productivity
Manual administrative tasks often consume valuable time and resources, detracting from higher-value activities. Motive’s Workforce Management solution automates processes such as scheduling, time tracking, payroll, training, and documentation, significantly reducing administrative overhead. The Motive Driver App further simplifies roadside inspections and compliance documentation, eliminating the need for paper-based systems. By streamlining workflows, Motive enables teams to focus on mission-critical tasks, boosting overall productivity.
4. Navigate the Green Transition
As the UK moves toward stricter sustainability regulations, including the 2030 Zero Emission Vehicle Mandate, businesses must adapt to meet evolving environmental demands. Motive supports this transition by providing tools specifically designed for mixed-fleet environments. Its EV forecasting software, fuel-efficient routing, and digitized workflows help teams plan vehicle charging, optimize routes, and reduce downtime. Given that EVs can cost up to 25% more to repair and take 14% longer to service than traditional petrol vehicles, Motive’s predictive maintenance and AI-powered safety features are essential for minimizing electrification costs and maintaining fleet readiness. These capabilities have been further strengthened by Motive’s recent acquisition of InceptEV, a leader in advanced battery intelligence software.
Real-World Impact: Testimonials from Early Adopters
Motive’s technology has already demonstrated its value in other markets. For example, Zach Spengler, Director of EHS at ABM Aviation, shared his experience: “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. There’s clear potential for businesses in the UK and beyond to benefit from this technology to enhance safety, streamline maintenance, and improve fuel efficiency at scale.”
A Bold Step Toward a Smarter Future
With its launch in the UK, Motive is poised to revolutionize fleet operations by addressing some of the industry’s most pressing challenges. By combining AI-driven insights with intuitive, user-friendly tools, Motive empowers businesses to operate safer, smarter, and more sustainably. The opening of the London office and the appointment of Nyanya Joof signal Motive’s commitment to supporting UK customers with localized expertise and tailored solutions.
As the UK fleet industry navigates a complex landscape of driver shortages, rising costs, and sustainability mandates, Motive’s arrival comes at a pivotal moment. By leveraging AI to drive innovation and efficiency, Motive is not just transforming fleet operations—it’s paving the way for a more resilient and sustainable future. Businesses across the UK now have the opportunity to harness the power of Motive’s platform to achieve measurable results and stay ahead in an ever-evolving market.
About Motive
Motive empowers the people who run physical operations with tools to make their work safer, more productive, and more profitable. For the first time, safety, operations, and finance teams can manage their workers, vehicles, equipment, and fleet-related spend in a single system. Motive serves nearly 100,000 customers from small businesses to Fortune 500 enterprises such as Halliburton, KONE, Komatsu, NBC Universal, and Maersk across a wide range of industries, including transportation and logistics, construction, energy, field service, manufacturing, agriculture, food and beverage, retail, waste services, and the public sector.
