Brand Intelligence Graph
Company Overview
About Motive
Motive (formerly KeepTruckin, rebranded 2022) is a San Francisco-based fleet management and physical operations platform providing AI-powered telematics — video dashcams, GPS tracking, electronic logging device (ELD) compliance, driver safety coaching, and fleet spend management — to trucking, construction, oil and gas, agriculture, and field service companies managing commercial vehicles. Founded in 2013 by CEO Shoaib Makani and backed with $400+ million raised including a $150 million Series E in 2021 at a $2.85 billion valuation from investors including CapitalG (Google) and Andreessen Horowitz, Motive serves 120,000+ customers managing 1 million+ physical assets.
Business Model & Competitive Advantage
Motive's AI safety platform addresses the core operational and compliance challenge for commercial fleet operators: FMCSA ELD mandate compliance (electronic hours-of-service logging), real-time GPS visibility, AI dashcam analysis that automatically detects distracted driving, harsh braking, and lane departure, and fleet spend management tracking fuel, maintenance, and driver expenses in a unified platform. The single-platform approach replaces separate ELD, telematics, and dashcam vendors, reducing integration costs while providing unified data for safety, operations, and finance teams. The AI Driver Safety Score generates automatic coaching interventions that reduce fleet accident rates.
Competitive Landscape 2025–2026
In 2025, Motive competes in the commercial fleet telematics and ELD market with Samsara (NYSE: IOT, the dominant fleet intelligence platform since its 2021 IPO), Verizon Connect, Omnitracs, and Lytx (video telematics) for trucking and field service fleet management. The KeepTruckin-to-Motive rebrand signals the expansion from trucking-only ELD compliance to a broader physical operations platform serving construction equipment, agricultural machinery, and field service fleets beyond commercial vehicles. The 2025 strategy focuses on AI-powered predictive maintenance, expanding to construction and agriculture fleet operators, and building fleet spend management features that compete with corporate card products.
The Motive Story
The Breakthrough Moment
Motive founded 2013 as KeepTruckin by Shoeb Sheikh in San Francisco, targeting trucking industry's paper logbooks with affordable smartphone-connected ELD devices ($20/month SaaS vs. $1,000+ incumbent hardware). 2017 federal ELD mandate created massive adoption driving growth to 120K+ fleet customers. 2021 rebrand to 'Motive' reflected expansion beyond trucking into construction, oil/gas, agriculture, field services with integrated platform combining ELD compliance, GPS tracking, AI dashcam safety, maintenance, fuel cards. Reached $500M+ revenue and $3.8B valuation serving physical operations fleets.
Original Mission
"To make physical operations safer, more productive, and more profitable through intelligent fleet management technology and automation."
Founders
Recent Activity
View all →Fleet maintenance managers stay on top of preventive maintenance by turning scattered signals into one repeatable process. They centralize schedules, standardize inspections, use telematics to prioritize issues, assign repair ownership, and keep service records in one system. For organizations with... The post Fleet maintenance managers: Stay on top of preventive maintenance in 2027. appeared first on Motive .
An organization can have telematics and still experience avoidable downtime. Data can show that a problem exists, but teams also need a clear way to review the issue, decide what to do next, and keep everyone informed. When inspection defects,... The post Connected fleet maintenance data: 5 strategies to improve uptime in 2027 appeared first on Motive .
Most AI products are designed to live comfortably in the cloud — assuming stable high-speed Wi-Fi, low latency, and a user sitting patiently at a desk looking at a screen. Building Physical AI is an entirely different discipline. At Motive,... The post Engineering Physical AI: How we build real-world voice and autonomous agents at Motive appeared first on Motive .
Motive CEO Shoaib Makani joined The Vlad Kachur Show discusses full-stack AI, the shift from insight to action, and what a decade of real-world driving data has taught him about people. Much of AI is built for desk work. Motive... The post Why AI for the physical world is a harder problem — and a bigger one. appeared first on Motive .
Fuel cards help fleet teams move off personal card reimbursements or cash-based systems, which can be a relief, especially if you manage a large fleet of vehicles and drivers. But depending on your fuel card program setup, it may not... The post How fuel cards support business operations for large fleets. appeared first on Motive .
The global physical economy – the vast, complex network powering our food, water, energy, and supply chains – is undergoing a massive digital transformation. As businesses across international markets face mounting operational complexity, rising costs, and heightened safety demands, they... The post Driving global innovation: Why Santosh Swaminathan returned to Motive to build the future of physical AI. appeared first on Motive .
We’re pleased to announce that the California Air Resources Board (CARB) has issued an Executive Order certifying the Motive Vehicle Gateway under the Clean Truck Check program. This milestone reflects extensive field testing, data validation, and collaboration with CARB.  With... The post Motive is now CARB Clean Truck Check certified appeared first on Motive .
Driver-Vehicle Inspection Reports (DVIRs) are supposed to make vehicle inspections more consistent. But when they’re paper-based or sit in a standalone app, they can create frustration for everyone involved. Delayed, unclear, or siloed inspection information can kick off a chain... The post eDVIR: Why it’s time to go digital with vehicle inspections appeared first on Motive .
Truck Driver Appreciation Week celebrates drivers who keep the physical economy moving, but meaningful recognition shouldn’t end when the week does. Research shows recognizing drivers regularly whenever praise is earned can boost morale and productivity. Employees who receive valuable feedback... The post Beyond Truck Driver Appreciation Week: Creative ways to recognize and reward safe drivers all year long. appeared first on Motive .
Crossing from the U.S. into Canada and Mexico can be volatile and high-risk, especially if carriers treat cross-border compliance as a series of disconnected, manual tasks. But they can reduce avoidable mistakes by standardizing as many operational steps as possible.... The post Cross-border compliance checklist: How to keep freight compliant and avoid delays. appeared first on Motive .
The most consequential AI lives where people do the work. It runs in the cab, in the yard, and at the job site, keeping people safe and keeping work moving.  Today, Motive announces new capital to build and scale that... The post Motive secures more than $1.3 billion to scale AI across physical operations. appeared first on Motive .
The freight recession finally broke this year and rates hit levels the industry had never seen. Then fuel prices soared. At nearly $6 a gallon, the gap between what a truck is reimbursed and what it actually burns will decide... The post Diesel prices just hit an all-time record. Here’s what it’s doing to the freight recovery, and what you can still control. appeared first on Motive .
Company Timeline
Major milestones in Motive's journey
Key Differentiators
Market Leader
Motive is recognized as a market leader in the Transportation sector, demonstrating strong industry presence and customer trust.
Large Customer Base
Serves 120K, showing strong market traction and customer satisfaction.
Top 10 Ranked
Ranked #4 in the Transportation category, among the industry's best.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
Similar Brands
Geotab
Geotab is a Mississauga, Ontario-based fleet telematics company providing GPS vehicle tracking, driver behavior monitoring, EV fleet management, regulatory compliance (ELD, Hours of Service), and open
Verizon Connect
Verizon Connect is the fleet management and mobile workforce division of Verizon Communications (NYSE: VZ) — formed from Verizon's 2018 consolidation of Fleetmatics, Telogis, and Networkfleet acquisit
Transflo
Transflo is a Tampa, Florida-based transportation technology company that provides mobile workflow, document management, and telematics solutions for the trucking industry. Acquired by Pegasus TransTe
Blue Yonder
Blue Yonder (formerly JDA Software) is an AI-powered supply chain management platform providing demand planning, inventory optimization, warehouse management, and transportation management solutions f
Samsara
Samsara is a San Francisco-based IoT platform providing connected operations visibility for physical industries — fleet management (GPS tracking, driver safety cameras, HOS compliance), equipment moni
Oracle SCM Cloud
Oracle SCM Cloud is Oracle's (NYSE: ORCL) cloud-native supply chain management platform providing end-to-end supply chain capabilities — demand planning, inventory optimization, procurement, manufactu
Compare Motive with Competitors
Side-by-side AI visibility scores, platform breakdown, and market position.
Claim This Profile
Are you from Motive? Claim your profile to see full AI mention excerpts, get weekly visibility change alerts, and optimize how AI systems describe your brand.
Claim Motive Profile →Track AI Visibility in Real Time
Monitor how ChatGPT, Gemini, Perplexity, and Claude mention Motive vs competitors. Get alerts when AI recommendations shift.
Start Free Tracking →