Motive, a US specialist in AI-powered integrated operations platforms for fleets, has made its UK debut with the opening of a new London office and the appointment of regional vice president, Nyanya Joof.

Motive’s AI-powered solutions for driver safety and fleet and workforce management are now available in the UK

Motive’s AI-powered solutions for driver safety and fleet and workforce management are already widely used in North America and will now be available in the UK, targeted at businesses with complex physical operations.

The firm, which raised $150m (£113m) in a new funding round last month to accelerate growth, supports fleets across industries such as transportation, construction, field services, energy, utilities and the food and beverage sector.

Shoaib Makani, CEO and co-founder of Motive, said: “Motive’s mission is to empower the people who run physical operations with tools to make their work safer and more productive. 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.”

The platform will help fleet operators face growing challenges, including rising fuel, insurance and maintenance costs; heightened road casualties; the pressure to improve sustainability and transition to electric vehicles; and managing outdated, siloed systems that limit operational visibility and agility.

As regional vice president, 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, including leadership roles at WeWork, she will oversee how Motive supports UK customers with tools designed to address their most urgent safety, workforce and cost-related challenges.

Motive’s AI-powered platform helps businesses protect workers, improve safety and boost morale through its Driver Safety solution, including its use of precise AI accuracy. The solution detects risky behaviours, such as mobile phone use, to help prevent accidents before they happen.

It also enables fleets to optimise spend. Motive’s Fleet Management solution helps businesses reduce insurance premiums by an average of 21%, lower maintenance costs and improve fuel efficiency through its AI-driven visibility into vehicle health, routing and utilisation.

The firm’s technology also saves time and increases productivity. Its Workforce Management solution automates manual tasks such as scheduling, time tracking, payroll, training and documentation. The Motive Driver App also simplifies roadside inspections and compliance documentation, removing the need for paper-based systems.

And Motive helps businesses adapt to rising regulatory and sustainability demands by managing the shift to EVs with tools tailored for mixed-fleet environments. Its EV forecasting software, fuel-efficient routing and digitised workflows enable teams to plan vehicle charging, optimise routes and reduce downtime.

Zach Spengler, director of environmental, health and safety at ABM Aviation, said: “Motive’s AI-powered platform is transforming how we manage fleet safety across parts of our US 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 the technology to enhance safety, streamline maintenance and improve fuel efficiency at scale.”