Geotab and Vitality have teamed up to launch a data-driven behavioural science scheme in the EU and UK.

Geotab Vitality enables drivers to earn daily points when they drive safely

The connected vehicle solutions giant has formed a joint venture with the health and wellness specialist for a beta programme that rewards safer driving.

Geotab Vitality was launched in North America in February 2025 through an early adoption programme. Now launching this side of the pond, Geotab Vitality integrates Geotab’s AI-powered predictive collision risk analytics and benchmarking capabilities with Vitality’s behavioural science and ‘global driver status’.

The new platform enables drivers to earn daily points when they drive safely, and rewards them when they achieve personalised weekly driving goals.

Drivers get a risk rating relative to the overall population of drivers who are similar to them, incentivising them to enhance their driving behaviours through rewards.

The scheme challenges the industry’s traditional model of penalising poor driving habits by taking a positive approach that rewards them regardless of how they currently drive, or their skill level.

Edward Kulperger, senior vice president EMEA Geotab, said: “In today’s landscape, drivers face mounting pressures, from traffic congestion and encountering poor driving habits to demanding schedules. Ensuring their safety and enhancing their work day experience necessitates a blend of empathy and innovation.

“We see clear evidence of drivers’ openness to technological advancements, with 67% of British van and lorry drivers expressing support for new technology that helps improve overall driving performance. It’s a game-changer for drivers who can gain access to personalised insights and rewards, and for fleets who can now cultivate a culture of recognition to retain and reward their most valuable drivers.”

UK fleets will have access to an all-in-one behaviour change platform which uses Vitality’s science-backed toolkit to incentivise and reward driver excellence.

The programme aims to stimulate lasting improvements in driver performance, reduce accident-related expenses and drive down fleet risks, creating safer, more efficient operations.

Geotab Vitality will provide data-driven insights using a positive driver coaching experience and a ‘nudge-based’ behaviour change and rewards mechanism, helping to reduce risk and lower expenses. In addition, the new technology and positive approach to coaching can help improve driver wellbeing, which alongside rewards, is expected to support driver retention and recruitment for businesses.

Francois Theron, deputy CEO of Vitality Drive International, said: “Our joint venture with Geotab embodies shared value, creating safer roads for clients, lowering costs for businesses and fleets, rewarding drivers who drive well and creating safer roads across Europe for all. Together, we are offering a unique and innovative solution, using technology to tackle a key challenge – improving driver behaviour to make our roads safer.”

Geotab Vitality is currently integrated within MyGeotab, with planned expansion to Geotab Drive later this year, offering a comprehensive, end-to-end safety solution for fleets.

“This is just the first step,” added Kulperger. “The combined strength of Geotab and Vitality positions us to lead the industry to improve driver behaviour through positive, and data-driven coaching strategies. We’re excited about future opportunities with Vitality to further expand our collaboration into sustainability, efficiency and maintenance innovations.”

Geotab Vitality’s beta programme is available in all EU and UK countries with existing Geotab operations.