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 →For operations leaders, a surprise breakdown is more than a repair bill — it’s a safety risk on the road, lost productivity, and a hit to margins, morale, and customer trust. Managing maintenance across scattered spreadsheets and disconnected software keeps... The post Motive launches Maintenance: Take control of maintenance costs with one system. appeared first on Motive .
Visibility across field services has come a long way. Nearly every operation can now see where its vehicles are, track its equipment, and manage its assets from a single screen if they have the right platform. What most operations still... The post Advancing technology in field services: the 2026 state of fleet and workforce management appeared first on Motive .
Learn how to measure fleet safety ROI using proven metrics to quantify impact, reduce risk, and prove the business value of safety initiatives. The post What’s the ROI of investing in fleet safety? 4 concrete benefits. appeared first on Motive .
Field service leaders do not need to be sold on the idea that the job is getting harder. Costs are climbing, skilled labor is scarce, and customers expect faster, more reliable service than ever. What they need to know is... The post How field service fleets are using AI to solve their top 3 challenges. appeared first on Motive .
Go beyond plastic with a mobile fleet card. Discover how mobile fleet cards deliver instant issuance, tighter spend controls, and a better spend experience. The post Why mobile fleet cards are the next step in fleet spend management. appeared first on Motive .
Manual dispatching, paperwork orders, and fix-it-when-it-breaks maintenance rarely appear as a line item on a P&L but they still carry a price. Field service operations that run on spreadsheets, phone calls, and clipboards lose hours every week and money every... The post The hidden costs of manual operations for field service fleets. appeared first on Motive .
Thank you to every Motive customer who has trusted us to monitor and protect their equipment. Customer feedback and results have helped Motive Equipment Monitoring earn top recognition in G2’s Summer 2026 Asset Tracking reports. Motive earned the top overall... The post Motive Equipment Monitoring earns #1 rankings across G2’s summer 2026 asset tracking reports. appeared first on Motive .
Close the gaps in your cold chain with this 12-step freight audit checklist to prevent spoilage and rejected loads. The post Costs of breaks in the cold chain for shippers and carriers. appeared first on Motive .
When you choose fleet technology, you’re choosing more than the features available today. You’re choosing a platform, and a partner, that needs to keep up as your business, safety goals, and operating environment change. That’s why sustained momentum matters. For... The post The fastest growing in our category eight quarters running. appeared first on Motive .
Hands-free two-way calling keeps drivers and dispatch connected in real time — tightening dispatch workflows and speeding hazard response. The post How real-time driver-to-dispatch communication improves fleet operations. appeared first on Motive .
Use these best practices and tools to solve IFTA fuel tax reporting challenges when routes change unexpectedly. The post Understanding IFTA and its reporting challenges for routes that change. appeared first on Motive .
Fleet leaders ask a fair question: can an AI dashcam really be accurate enough to trust with safety-critical decisions, or will it flood teams with false alerts and missed events? Motive achieves high accuracy by combining high-precision cloud-based AI models... The post How the Motive AI Dashcam Plus sets new standards for accuracy. 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.
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