Motive
Motive is an AI-powered fleet management and driver safety platform serving nearly 100,000 customers across transportation, logistics, construction, energy, and manufacturing. It combines edge-AI hardware (AI Dashcams, Vehicle Gateways, sensors) with integrated software across safety, compliance, equipment, spend, and workforce management.
- Company typePublic
- Founded2013
- HeadquartersSan Francisco, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Motive does
Motive Technologies, Inc. is a San Francisco-based AI operations software company that provides a fully integrated hardware-and-software platform for physical economy fleets across transportation, logistics, construction, energy, manufacturing, food & beverage, passenger transit, and other industries. The platform comprises six product pillars — Driver Safety, Fleet Management, Equipment Monitoring, Spend Management (Motive Card), Workforce Management, and AI Vision — unified through edge AI on Qualcomm Dragonwing processors, the Event Validation Engine, and the Atlas AI assistant with Model Context Protocol integration. Motive serves nearly 100,000 customers from small businesses to Fortune 500 enterprises, with named logos including Halliburton, Maersk, NBCUniversal, KONE, Komatsu, Carvana, Cintas, and Xylem.
The company operates a hardware-enabled SaaS model with subscription pricing of $25–$50 per vehicle per month, hardware sales of AI Dashcams, Vehicle Gateways, and Sensors ($100–$300 per vehicle plus installation), and transaction-based revenue from the Motive Card fleet card program offering 2.5% cashback in year one (issued via Sutton Bank under Mastercard license). Distribution is multi-channel: enterprise field sales (President of GTM Thomas Hansen hired from UiPath/Amplitude), inside sales, online self-serve, app stores, the Motive Franchise Network, the Holman TPIN integration program, and 40+ insurance partners including GEICO DriveEasy Pro. ARR reached $501M as of September 2025 with 28% YoY growth and net dollar retention of 110% (core) / 126% (large customers), though the company has accumulated $978M in cumulative losses with $138.5M net loss in 9M 2025.
Founded in 2013 as KeepTruckin and rebranded to Motive in 2022, the company has raised $713M in cumulative funding (most recent $150M in July 2025 from Kleiner Perkins and AllianceBernstein at a 2022 valuation of $2.85B), confidentially filed for IPO in September 2025, and publicly filed its S-1 in December 2025 for listing on NYSE under ticker MTVE, led by J.P. Morgan, Citigroup, Barclays, Jefferies, and RBC Capital Markets. The company expanded internationally into the UK, Mexico, Canada, and India (300+ AI engineering hires announced November 2025), and opened a new Austin, Texas office in May 2026 as part of its 10-facility global footprint.
Motive firmographics
Firmographics- Name
- Motive
- Legal name
- Motive Technologies, Inc.
- Website
- https://gomotive.com
- Company type
- Public
- Founded year
- 2013
- Operating status
- Ipo
- Headcount range
- 1,001–5,000 employees
- Short description
- Motive is an AI-powered fleet management and driver safety platform serving nearly 100,000 customers across transportation, logistics, construction, energy, and manufacturing. It combines edge-AI hardware (AI Dashcams, Vehicle Gateways, sensors) with integrated software across safety, compliance, equipment, spend, and workforce management.
- Ownership category
- akta.pro rank
Motive industry classification
Industry- Product category
- Fleet Management Software
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118)
- SIC
- Electronic Components & Accessories (3670), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- AI Observability, Monitoring & Evaluation Platforms (Drift, Quality, Safety) (HDAEANAF)
- akta.pro secondary industries
- Enterprise AI Governance, Risk & Compliance Platforms (Model Risk, Audit, Policies) (HDAEANAE), End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)
Keywords
Where Motive is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Motive business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- SaaS Subscription (Integrated Operations Platform): Primary revenue stream from SaaS subscriptions to the Motive Integrated Operations Platform covering Driver Safety, Fleet Management, Equipment Monitoring, Workforce Management, AI Vision, and Spend Management modules. $501M ARR as of Sept 2025 with 28% YoY growth. Net dollar retention 110% for core customers, 126% for large customers. 89% multi-product adoption among core customers.
- Hardware Sales (Dashcams, Gateways, Sensors): Revenue from sale of AI Dashcam, AI Dashcam Plus, AI Omnicam Plus, Smart Dashcam, Vehicle Gateway, Asset Gateway Mini, Environmental Sensors, Door and Environmental Sensors, Engine Immobilizer, Driver ID Reader, Beacon, and Door and Environmental Sensor. Hardware is required for full platform functionality. $25-$50/vehicle/month subscription pricing typical.
- Transaction-Based Revenue (Motive Card Cashback & Fuel Rebates): Revenue from Motive Card fleet card program with cashback up to 2.5% in first year and 1.5% ongoing, plus fuel rebates from 38,000+ partner locations including Love's, TA, Casey's, 7-Eleven, Exxon, Mobil. Late fees of 5% of invoice balance (minimum $40) assessed when not paid by due date. Card issued by Sutton Bank, Member FDIC, under Mastercard license.
- Professional Services & Implementation: Revenue from implementation services, onboarding, custom training, and integration deployment. Motive emphasizes fast time-to-value with implementation in 2.6 months average, achieving #1 G2 ranking for implementation speed. Enterprise go-live services are part of go-to-market.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Motive enterprise fleet management: $25–$50 per vehicle per month (per Spytec 2026 analysis) |
| Subscription | Monthly | Motive AI Dashcam base plans: month-to-month flexibility with no exit penalties |
| Subscription | Monthly | Motive Card: 2.5% cashback year one, 1.5% ongoing; monthly fee per active card |
| One time/ perpetual license | Pay-as-you-go | Hardware purchases separate from subscription: $100-300 per vehicle hardware + $50-200 installation |
Go-to-market motion6 records
Distribution channels8 records
Marketing channels12 records
Motive product offering
Product offeringCore offering
Motive provides an integrated AI-powered operations platform for physical economy industries, combining AI-enabled hardware (AI Dashcam Plus, AI Omnicam Plus, Vehicle Gateways, Asset Gateways, Sensors, Beacons) with a SaaS software suite covering Driver Safety, Fleet Management, Equipment Monitoring, Spend Management (Motive Card), Workforce Management, and AI Vision. The platform delivers $501M ARR serving nearly 100,000 customers ranging from small businesses to Fortune 500 enterprises across transportation, logistics, construction, energy, and manufacturing.
Product overview
Motive offers a fully integrated AI-powered operations platform for physical economy industries (transportation, logistics, construction, energy, manufacturing, etc.) comprising six core product pillars — Driver Safety, Fleet Management, Equipment Monitoring, Spend Management, Workforce Management, and AI Vision — unified on a single platform with AI-powered automation at its core. The platform integrates hardware (AI Dashcam Plus, AI Omnicam Plus, Vehicle Gateway, Asset Gateway Mini, Environmental Sensor, Door and Environmental Sensor, Engine Immobilizer, Driver ID Reader, Beacon) with software features (Fleet Compliance/ELD, Fleet Telematics, GPS Fleet Tracking, Maintenance, Sustainability/Fuel Management, Reefer Monitoring, IFTA Fuel Tax Reporting, Accident Management, Driver Coaching, Analytics, Dispatch). The Motive Card (Spend Management) is the only fleet card combined with the same platform data. Supporting modules include Atlas (AI assistant), Automations, AI Answers (conversational AI), AI Coach (automated coaching), Performance Hub, Driver Rewards, and Emergency Response Assistant. The platform serves nearly 100,000 customers from small businesses to Fortune 500 enterprises across multiple verticals.
Differentiator
Problem solved
Functional benefit
Brands
- Motive Card: AI-powered commercial fleet card offering cashback, fuel rebates, AI fraud detection, spend controls, and IFTA automation; issued by Sutton Bank pursuant to a license from Mastercard International.
- Motive Driver App
- Motive Fleet App
Products and services
- Driver Safety AI-powered driver safety solution that prevents accidents and reduces insurance costs using AI Dashcam Plus and AI Omnicam with 360-degree video coverage, detecting 20+ unsafe behaviors in real time with up to 99% accuracy.
- Fleet Management All-in-one fleet management software providing real-time GPS tracking, telematics, compliance, fuel/sustainability insights, and maintenance management for fleet operators of all sizes.
- Equipment Monitoring High-accuracy equipment tracking and utilization insights for trailers, assets, and heavy machinery, including Asset Tracking, Utilization Monitoring, Preventative Maintenance, Reefer Monitoring, and OEM Integrations.
- Spend Management (Motive Card) AI-powered fleet card combining fleet management and spend management with 2.5% guaranteed cashback, fuel rebates at 38,000+ locations, AI fraud detection, customizable spend controls, and automated IFTA fuel tax reporting.
- Workforce Management
- AI Vision Customizable computer vision platform powered by the AI Omnicam that delivers industry-specific AI solutions for operational efficiency, worksite safety (PPE detection), cargo security, and passenger monitoring.
- AI Dashcam Plus Commercial vehicle dash cam powered by Qualcomm Dragonwing QCS6490 with dual forward-facing stereo vision, running 30+ high-precision AI models simultaneously, with license plate recognition and hands-free two-way voice communication.
- AI Omnicam Plus 360-degree camera system running 30+ AI models simultaneously with Qualcomm Dragonwing processor for edge AI processing, designed for side, rear, cargo, and passenger monitoring.
- Vehicle Gateway High-fidelity, low-latency GPS and telematics device with live GPS every 2 seconds, AT&T network with 3G fallback, 500 MB monthly free WiFi hotspot, and plug-and-play compatibility with standard 9-pin, 6-pin, and OBDII diagnostic ports.
- Asset Gateway Mini Compact dual-power tracker (battery or cable) with 1-min check-in rate, 5-year backup battery life, and 19.2 oz small form factor designed for harsh operating environments with Bluetooth connectivity.
- Door and Environmental Sensor Wireless sensor that combines temperature, humidity, and door-status monitoring in a single device, connecting to Motive's Vehicle Gateways and Asset Gateways to correlate door activity with temperature fluctuations.
- Motive Beacon Compact Bluetooth tracking device that leverages Motive's Mesh Network via Vehicle Gateways to locate containers, equipment, attachments, and tools with updates as frequent as every minute.
- Motive Driver App Mobile app for drivers that simplifies HOS recording, improves fleet safety, and increases productivity with features for ELD workflows, driver identification, checklists, DVIRs, document management, dispatch, and messaging.
- Motive Fleet App Mobile app for fleet managers to track their fleet, get important alerts, communicate with workers, and manage their business while away from the office.
Quantifiable outcome
- 170,000+ accidents prevented and 1,500 lives saved since 2023
- +11 more outcomes
Companies that use Motive
Customer profileNamed customers29 records
Segments13 records
Ideal customer profiles4 records
Motive technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability17 records
Feature10 records
Motive partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, flagship and minor.
- Revvo.aicoreRevvo.ai, AI-powered tire intelligence platform, was a Bronze Sponsor at Vision 26 summit. TireIQ platform integrates with Motive platform delivering real-time tire health monitoring, predictive maintenance alerts, and safety compliance tools directly within Motive fleet management systems.
- HolmanflagshipMotive became the first AI platform to join Holman's new Telematics Preferred Integration Network (TPIN) program announced March 2026. The integration connects real-time vehicle and driver data with Holman's fleet management and maintenance platform, providing fleet operators with a unified view of vehicle health, maintenance scheduling, driver safety, and total operating costs with service alerts triggered by mileage, engine hours, and diagnostic trouble codes.
- RapidSOScoreMotive launched its Emergency Response Assistant in Mexico in collaboration with RapidSOS. The system integrates with Motive's AI Dashcam collision detection (which detects severe collisions within seconds) to transmit critical data to emergency responders via RapidSOS, significantly improving incident verification and response speed, especially in remote areas.
- GEICOflagshipMotive and GEICO launched a partnership on November 18, 2025 linking AI-powered fleet telematics and safety data to commercial auto insurance discounts via GEICO's DriveEasy Pro telematics program. New GEICO policyholders who install Motive AI dashcams and telematics products and share driving data can unlock savings of up to 10% on premiums. Program is live in select U.S. states with nationwide expansion planned throughout 2026. GEICO is one of Motive's 40+ insurance partners.
- QualcommflagshipQualcomm Dragonwing QCS6490 processor powers the Motive AI Dashcam Plus and AI Omnicam Plus, delivering 3x more AI processing power than competing dashcams and 12 TOPS of local edge AI processing. Qualcomm highlighted the partnership as a platform for automating physical workflows beyond fleet management with potential applications across multiple verticals. Announced at Vision 26 summit May 2026.
- Carrier & Thermo KingcoreDirect reefer OEM integrations with Carrier and Thermo King via API integrations. Nearly all units from 2021 onward support Motive integrations natively without requiring Motive Asset Gateway or Vehicle Gateway. Enables remote two-way control, remote diagnostics, and unified fleet view for reefer monitoring, including temperature adjustment, operating mode management, and proactive maintenance.
- FleetiocoreFleetio and Motive integration delivers two-way DVIR sync and automatic fuel cost tracking to cut expenses and maximize vehicle uptime. Part of Motive's App Marketplace and Maintenance Management System (CMMS) integrations.
- MastercardcoreMastercard International Incorporated licenses the Motive Card program. The Motive Card can be used anywhere Mastercard is accepted, for any type of purchase approved. Mastercard and the circles design are registered trademarks of Mastercard International Incorporated.
- UKG, ADPcoreTimecard data from Motive Driver App integrates with UKG, ADP, and other payroll systems to streamline payroll workflows and reduce errors.
- John Deere, Caterpillar, Komatsu, VolvocoreOEM telematics integrations supporting AEMP 2.0 standard for heavy equipment, enabling centralized management of OEM telematics data in a single platform. Provides telematics data including engine hours, fuel remaining, low oil/charge alerts, and high temperature warnings.
- National Automobile ClubminorMotive offers 24/7 roadside assistance through National Automobile Club's 75,000+ provider network, providing 15-20% savings for customers. Pay-per-use model where customers only pay for what they use.
- Love's Travel Stops, TA, 7-Eleven, Petro Stopping Centers, TA Express, Road Ranger, Casey's, Yesway, Allsup's, Discount Tire, Speedco, Boss Shop, FlowBelowcoreMotive Card savings network partners — 38,000+ partner locations offering fuel rebates (Tier 1 savings averaging $0.20+/gallon on diesel) and discounts on maintenance, tires, labor. Includes Love's, TA, 7-Eleven, Exxon, Mobil, Discount Tire, Speedco, Boss Shop, FlowBelow.
Scale indicators16 records
Recent moves8 records
Expansion highlights7 records
Motive competitors and assessment
Company assessmentDirect peers
- Samsara: Samsara is Motive's most direct competitor, offering a similarly integrated IoT platform combining dash cams, telematics, equipment monitoring, and AI-powered fleet safety. Both companies compete head-to-head across the same customer segments and have ongoing patent and trade secret disputes.
- Geotab: Geotab is a leading fleet management and telematics platform ranked third in ABI Research commercial video telematics, offering GPS tracking, driver behavior monitoring, and integrations with major OEMs. Directly competes with Motive in enterprise fleet management and equipment monitoring.
- Lytx: Lytx is the #1 ranked provider in ABI Research Commercial Video Telematics, specializing in AI-powered video telematics and driver safety solutions. Directly competes with Motive's AI Dashcam and Driver Safety products across commercial fleets.
- Azuga: Azuga offers GPS fleet tracking, dash cams, driver behavior monitoring, and fuel card programs targeting SMB and mid-market fleets. Directly competes with Motive in fleet management and video telematics with a similar integrated hardware-software approach.
Broad incumbents
- Verizon Connect: Verizon Connect is a large incumbent offering fleet management, GPS tracking, and telematics as part of Verizon's broader enterprise communications portfolio. Provides overlapping capabilities with Motive but as part of a much wider telecom-focused portfolio rather than specialized AI fleet platform.
- Trimble Transportation: Trimble Transportation offers fleet management, telematics, and supply chain visibility as part of Trimble's broad industrial technology portfolio. Overlaps with Motive's fleet management and equipment monitoring but operates as a much larger incumbent with broader industry focus.
Emerging players
- Fleetio: Fleetio is a fleet maintenance and operations management platform with two-way DVIR sync and fuel cost tracking integrations with Motive. Focuses on maintenance management as a core offering rather than full hardware-enabled platform, making it more of an adjacent and partnering player.
- Platform Science: Platform Science provides an open IoT platform for commercial vehicles enabling third-party telematics and fleet management apps to run on in-cab devices. Adjacent to Motive with potential to enable or compete in connected vehicle workflows for enterprise fleets.
- Nauto: Nauto is an AI-powered driver safety and fleet management platform specializing in AI dash cams with distracted driving and collision detection. Direct overlap with Motive's Driver Safety product but with a narrower focus on video telematics rather than full integrated platform.
Regional players
- Donlen (Polaris Fleet): Donlen, a Hertz subsidiary acquired by Polaris, provides fleet management, leasing, and telematics services primarily in North America. Comparable to Motive's enterprise fleet offering but with stronger focus on fleet leasing and management services rather than AI-native integrated platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Motive social profiles
Digital presenceMotive compliance and trust
Trust signalCompliance10 records
Motive financial estimates
Financial estimateRevenue estimate
Valuation estimate
Motive leadership team
Management profileNumber of profiles
Profiles15 records
Motive funding detail
Funding detailFunding overview
Funding rounds13 records
Investors19 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Motive M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Motive
What does Motive do?
Motive provides an integrated AI-powered operations platform for physical economy industries, combining AI-enabled hardware (AI Dashcam Plus, AI Omnicam Plus, Vehicle Gateways, Asset Gateways, Sensors, Beacons) with a SaaS software suite covering Driver Safety, Fleet Management, Equipment Monitoring, Spend Management (Motive Card), Workforce Management, and AI Vision. The platform delivers $501M ARR serving nearly 100,000 customers ranging from small businesses to Fortune 500 enterprises across transportation, logistics, construction, energy, and manufacturing.
Is Motive a public or private company?
Motive is a public company. It is classified as public and is currently ipo.
When was Motive founded?
Motive was founded in 2013. It employs 1,001 to 5,000 people.
Where is Motive based?
Motive is headquartered in San Francisco, United States, in the North America region.
How does Motive make money?
Four revenue lines are on record. SaaS Subscription (Integrated Operations Platform) is the primary driver. The others are hardware Sales (Dashcams, Gateways, Sensors), transaction-Based Revenue (Motive Card Cashback & Fuel Rebates) and professional Services & Implementation.
Who are Motive's main competitors?
Direct peers on record are Samsara, Geotab, Lytx and Azuga. Broad incumbents are Verizon Connect and Trimble Transportation. Emerging players are Fleetio, Platform Science and Nauto. Donlen (Polaris Fleet) is listed as a regional player.
Does Motive have an API?
Yes. Motive provides a Developer Portal (developer.gomotive.com) and an App Marketplace (marketplace.gomotive.com) for partners to integrate with the Motive platform. Developers can build integrations to extend the platform's capabilities across driver safety, fleet management, equipment monitoring, spend management, workforce management, and AI Vision. Public APIs are available, with documentation accessible via the developer portal. Developer documentation is at developer.gomotive.com.
What industry is Motive in?
Motive's product category is Fleet Management Software. Its primary akta.pro industry code is HDAEANAF, AI Observability, Monitoring & Evaluation Platforms (Drift, Quality, Safety), with a secondary code of HDAEANAE, Enterprise AI Governance, Risk & Compliance Platforms (Model Risk, Audit, Policies). Its NAICS code is 33451 and its SIC code is 3670.