RoadHow

What RoadHow does

RoadHow is a UK-based SaaS platform, operated by Trigen Limited (company registration 11796092, headquartered in Birmingham), that delivers AI-driven driver training, knowledge assessment and behavioural risk profiling through a mobile application available on iOS and Android. The platform combines a content library of tens of thousands of questions with augmented reality hazard-perception videos, facial-recognition identity verification, and an AI/ML-generated Driver Profile that produces a RoadRating score, Willingness to Learn metric, Strengths/Weaknesses breakdown, and a Manipulation Index for fraud detection.

The product is sold through three coordinated revenue streams: a consumer subscription (RoadHow Premium, with RoadHow Rewards at £2.99/month or £29.99/year for partner discounts), white-label app and SDK licensing for enterprise embedding, and data-monetisation services that share Driver Profile and course completion data with insurers and MGAs for pricing, retention and risk assessment. Additional streams include in-app advertising and partner revenue share. Distribution is dual-track: direct-to-consumer via the app stores with freemium trials, and B2B via partnerships with insurers (Wrisk, Carrot Insurance), telematics providers (Tracker), claims specialists (AIS), insurance intermediaries (House of Insurtech), fleet safety organisations (Global Fleet Champions, Brake) and government road-safety initiatives (North Wales Police).

RoadHow raised a £500,000 seed round from Midven via the Midlands Engine Investment Fund in June 2021, shortly after launching its app in May 2021. It is led by CEO Adrian Ryan, COO Anne Ryan and Chairman Jon Morrell, with a roughly 40-person team split between UK leadership and India-based engineering.

Name

RoadHow

Legal name

Trigen Limited

Website

https://roadhow.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Driver Training and Insurance Risk Analytics Software

NAICS

Automobile Driving Schools (611692), Support Activities for Road Transportation (4884)

SIC

Transportation Services (4700)

akta.pro primary industry

Driver Behavior, Safety Scoring & Usage-Based Telematics (TLAEAFAF)

akta.pro secondary industries

Driver Behavior Scoring & Coaching Platforms (TLAEANAB), Fleet Safety Analytics, Benchmarking & Risk Scoring (TLAEANAI)

Keywords

• Driver training software
• Insurance risk analytics
• Augmented reality training
• Driver behaviour scoring
• Fleet safety solutions

Headquarters

HQ city

Solihull

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. RoadHow Premium Subscription: Paid subscription model for individual drivers accessing online driver training courses, Driver Profile, and premium features. Delivered via App Store (iOS/Android) with monthly or annual billing. Insurers may fund subscriptions as part of incentive packages.
2. RoadHow Rewards Subscription: Separate subscription service (£2.99/month or £29.99/year) providing access to deals and discounts from partner brands. Revenue share model with RoadHow Partners who pay for featuring.
3. Driver Data Services to Insurers: RoadHow shares Driver Profile and course completion data with insurance partners to enable better pricing, customer retention incentives, and risk assessment. Core B2B revenue stream.
4. White-Label/SDK Licensing: Enterprise licensing of white-labelled app or SDK modules to insurance companies, fleet operators, and technology partners for deployment under their brand.
5. In-App Advertising: Non-targeted in-app marketing displaying partner products and services to subscribers.
6. Revenue Share - RoadHow Partners: Revenue share arrangement where partners promoting RoadHow receive additional revenue streams. Partners upgrading customers to RoadHow Rewards generate share for the referring partner.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

RoadHow operates a cloud-based AI-powered driver training and risk management platform delivered via mobile apps (iOS/Android) and white-label/SDK deployments. It provides tens of thousands of training questions and augmented reality videos, a proprietary Driver Profile with RoadRating scoring, and shares driver data with insurance partners for risk assessment. Consumers subscribe through app stores while insurers, fleets, and telematics providers deploy white-labelled versions or integrate via SDK.

Product overview

RoadHow is a cloud-based SaaS platform and mobile application that delivers AI-powered driver training and behavioural change solutions. The core platform consists of the RoadHow App, RoadHow Courses (tens of thousands of questions with augmented reality videos), and Driver Profile/RoadRating system. The product portfolio includes RoadHow Premium (paid subscription with full course access and insurance integration) and RoadHow Rewards (discount/savings subscription). Deployment options include full white-labelled apps, SDK modules for selective integration, and the RoadHow Hub for analytics and administration. Additional features include the Glovebox (document storage), OCR document scanning, and Fleet Training solutions for corporate clients.

Differentiator

Problem solved

Functional benefit

Products and services

• RoadHow App Primary mobile application platform available for Android and iOS that delivers driver training courses, Driver Profiles, RoadRatings, and engagement features to help drivers become safer and more aware.
• RoadHow Premium Paid subscription service providing full access to RoadHow Courses, Driver Profile generation, and integration with insurance providers for premium discounts and incentives. Available monthly and annually via App Store.
• RoadHow Rewards Subscription service providing access to deals and discounts from RoadHow's specially selected partners, offering savings on top brands for drivers. Priced at £2.99 per month or £29.99 per year with a 14-day free trial.
• RoadHow Courses Comprehensive library of driver training courses including tens of thousands of questions and augmented reality videos covering topics such as vulnerable road users, hazard awareness, drivers hours, fatigue management, and vehicle-specific training for cars, vans, HGVs, minibuses, and PCVs.
• Driver Profile / RoadRating AI-generated driver knowledge profile consisting of real-time cumulative scores including RoadRating (overall driving knowledge score), Willingness to Learn, Strengths and Weaknesses, and Manipulation Index for fraud detection.
• White-Labelled App Customisable version of the RoadHow app that can be fully branded with client colours and logos, deployed as a white-labelled solution for insurance partners and fleet operators.
• RoadHow SDK Software Development Kit allowing clients to cherry-pick specific RoadHow functions and integrate them into their own business operations without deploying the full application.
• RoadHow Hub Central platform component providing content delivery, data analytics dashboards, reporting, and automated exports for corporate partners and fleet managers.
• Fleet Training Corporate fleet training solutions providing Driver CPC training for qualified drivers, integrating with existing fleet management systems and telematics solutions to target training at poorer scoring drivers.

Quantifiable outcome

• Advanced drivers completing training were nearly 70% better in all driving aspects (Brunel University study)
• +3 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability8 records

Feature10 records

Partnerships

15 partnerships are on record, tiered minor and major.

• North Wales PoliceminorStrategic or Co-development Partner · 22 April 2022RoadHow supported Olivia's Story initiative to help save young lives across Wales.
• House of InsurtechmajorStrategic or Co-development Partner · 24 March 2022Software-as-a-service specialist House of Insurtech announced data partnership with RoadHow for insurance intermediary services.
• TrackermajorTechnology or Integration · 25 February 2022RoadHow partnered with Tracker to provide insurers and brokers a powerful added-value driver training tool with telematics capabilities.
• Automated Insurance Solutions (AIS)majorTechnology or Integration · 27 January 2022Claims automation specialists AIS announced major partnership with RoadHow for claims handling integration.
• MyCarNeedsA.comminorGTM or Marketing Partner · 15 November 2021Online car servicing and maintenance comparison site partnered with RoadHow for customer acquisition.
• BrakemajorStrategic or Co-development Partner · 26 May 2021Road safety charity partnership dedicated to improving driver knowledge. Brake is a prominent UK road safety organization.
• Global Fleet ChampionsmajorStrategic or Co-development Partner · 26 May 2021Partnership to reduce occupational road risk and promote safer driving practices among fleet operators.
• WriskminorGTM or Marketing PartnerInsurance partner logo displayed on RoadHow website as valued partner.
• Carrot InsuranceminorGTM or Marketing PartnerInsurance partner supporting new drivers and plugging Covid learning gap through RoadHow platform.
• InsurTech UKminorGTM or Marketing PartnerIndustry association partner displayed on RoadHow website.
• PeaccceminorGTM or Marketing PartnerMarketing partner offering 20% discount to RoadHow customers.
• InsurforceminorChannel Partner/ Reseller/ DistributorInsurance technology distribution partner from House of Insurtech ecosystem.
• RoadSmartminorGTM or Marketing PartnerRoad safety training provider partner.
• CollingwoodminorGTM or Marketing PartnerPartner with logo displayed on RoadHow website.
• Digital GlueminorGTM or Marketing PartnerDigital marketing agency partner.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Octo Telematics (now part of Renesas): Established telematics and Usage-Based Insurance platform serving global insurers with behavioral driving data and analytics. Comparable to RoadHow's insurer data value proposition but at materially larger scale and with hardware-first rather than knowledge-first scoring.
• LexisNexis Risk Solutions: Large-scale provider of driver records, claims history, and risk scoring data to insurers and MGAs. Comparable to RoadHow in providing insurer-facing driver risk data products, but operates as a broad data incumbent rather than a knowledge/training-led platform.

Emerging players

• Marshmallow: UK InsurTech focused specifically on new and overseas drivers, leveraging non-traditional data for pricing. Comparable to RoadHow in the UK new-driver segment and in using auxiliary data signals to improve risk assessment for traditionally under-served driver cohorts.
• The Driving Company (formerly Driver Training Solutions): SaaS provider of driver CPC and online driver training solutions for fleets and training providers. Comparable to RoadHow's Fleet Training and RoadHow Courses modules, both delivering regulated and CPD-aligned driver education through a SaaS delivery model.
• Cuvva: UK mobile-first InsurTech offering flexible, short-duration motor policies with a data-led underwriting approach. Comparable to RoadHow in targeting younger and non-traditional UK drivers with app-based engagement and in pursuing data-rich underwriting, though focused on policy distribution rather than training.

Direct peers

• Cambridge Mobile Telematics: Market-leading mobile telematics and driver behavior analytics company used by insurers worldwide. Comparable to RoadHow in delivering driver risk scores into insurer pricing and engagement workflows, though CMT operates at much larger scale with telematics-native data rather than AR/training content.
• The Floow: UK-headquartered telematics and driver behavior analytics provider serving insurers and fleets globally. Comparable to RoadHow in serving insurance carriers with driver risk data and scoring, but differs by anchoring on real driving telematics rather than knowledge-based profiling.
• Intelligent Mechatronic Systems (IMS): Telematics and driver behavior scoring platform serving insurers and fleets. Comparable to RoadHow through insurer-facing risk scoring, and disclosed as an existing RoadHow technology partner evidencing direct market overlap.
• Wrisk: UK InsurTech platform that digitises and embeds motor insurance products for brands. Comparable to RoadHow through its UK insurance intermediary focus and data-sharing architecture; Wrisk is also disclosed as a RoadHow partner, evidencing ecosystem overlap.
• eDriving (by Solera): Driver risk management and training platform serving fleets and insurers with telematics-integrated eLearning. Highly comparable to RoadHow across both the training/coaching layer (similar to RoadHow Courses) and the risk-scoring/insurer data layer (similar to RoadRating).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RoadHow1
• Facebookfacebook.com/RoadHow-103781685170136
• LinkedInlinkedin.com/company/roadhowtech

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about RoadHow