Motive, the AI-powered Integrated Operations Platform serving the physical economy, announced its official launch in the United Kingdom. Marking a significant step in its international expansion, the company has opened a new office in London and appointed Nyanya Joof as Regional Vice President to lead its UK operations.
With a strong track record in North America, Motive is now introducing its suite of AI-driven solutions-including Driver Safety, Fleet Management, and Workforce Management-to help UK businesses across transportation, construction, field services, energy, utilities, and food and beverage industries operate more safely, efficiently, and sustainably.
“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.”
Addressing Growing Challenges in Fleet and Operations
UK businesses are grappling with a series of complex challenges: an expected shortage of 200,000 HGV drivers in the next five years, increasing fuel and insurance costs, rising maintenance needs, and more than 130,000 road incidents reported in 2024. Simultaneously, there’s mounting pressure to meet sustainability goals, including compliance with the 2030 Zero Emission Vehicle Mandate.
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To meet these demands, Motive’s UK strategy will be led by Joof, who brings over 15 years of experience scaling go-to-market teams across Europe, including leadership roles at WeWork. She will oversee hiring, customer engagement, and regional execution to ensure that UK businesses can benefit from Motive’s end-to-end operational solutions.
How Motive’s AI-Powered Platform Supports UK Businesses
1. Enhance Safety and Worker Well-Being
Motive’s Driver Safety solution uses high-precision AI to detect risky behaviors—such as mobile phone usage and stop sign violations—enabling proactive accident prevention. Real-time coaching helps reinforce safe practices, while incident detection tools support driver exoneration and morale-boosting recognition programs.
2. Control Costs with Smarter Fleet Management
The Fleet Management solution helps businesses cut insurance costs by an average of 21%, minimize maintenance spend, and improve fuel efficiency. AI-powered insights into vehicle health, routing, and utilization empower faster decisions and leaner operations.
3. Boost Productivity with Workforce Automation
Motive’s Workforce Management solution streamlines administrative tasks like scheduling, time tracking, payroll, and training. Teams can shift focus to high-value work, while the Motive Driver App simplifies compliance with digital roadside inspection tools and paperless documentation.
4. Accelerate the Shift to Sustainable Fleets
As businesses prepare for zero-emission mandates, Motive offers tools to manage mixed-fleet environments effectively. From EV forecasting and route optimization to predictive maintenance, the platform supports seamless transitions to electric vehicles. With EVs costing up to 25% more to repair and taking 14% longer to service, Motive’s AI and its recent acquisition of InceptEV, a battery intelligence software startup, provide a critical edge in managing electrification costs.
“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.”