The Algorithm People

What The Algorithm People does

The Algorithm People Limited, trading as Optimize (and "Optimize Now AI"), is a UK-based software company that sells an AI-powered route optimisation platform to commercial fleet operators, with stated emphasis on ultra-low emission and electric vehicles. Founded in 2019 and headquartered in Newcastle Upon Tyne, the company markets a single unified platform under the Optimize brand, sold in four progressively-featured subscription bundles — Starter (£0.99/vehicle/day), Advanced (£1.49), Professional (£1.99) and a bespoke Enterprise tier — typically contracted over 12 to 60 months. The core technology combines an algorithmic route optimisation engine with dynamic re-optimisation, a rules engine, scenario planning, a driver app (EPOD, defect reporting, barcode scanning, image capture, GPS), a customer comms app, a client tracking portal, a live routes dashboard, a translator app, and machine learning capabilities exposed at the Enterprise tier. The company supports its offering with a 5% benchmark guarantee (first 3 months free if savings are not achieved) and a 3-month pay-as-you-go trial as part of a 5-step Validation → Action → Learn → Update → Execute onboarding program.

The platform is sold through a hybrid go-to-market combining self-serve pricing pages for smaller fleets, an enterprise field-sales motion with bespoke quotes and dedicated instances for large organisations, and a deep channel and integration ecosystem of TMS, FMS, telematics and field-service partners including Mandata, BigChange, VIGO, Geotab, SureCam, Bartec Municipal Technologies, Service Geeni, SDL Car Parts, VH3 AI, what3words, Sygic and Geosecure. Cumulative customer-outcome metrics cited on the website include 10,000+ vehicles optimised, 100M+ road miles saved and an average of 20% customer savings (up to 30% at the Execute stage). The customer base spans transport and logistics, builders merchants, dairy and laundry logistics, waste and municipal services, healthcare (NHS), insurance and resilience (Zurich) and non-profit (Fareshare), with named enterprise references including Pall-Ex Group and Selco.

The business is run as a private UK limited company with 11–50 employees, co-founded and led by Colin Ferguson (CEO) and Sarah Ferguson (Managing Director), with Mark Whelan as CTO. Only $617,289 of funding is disclosed (raised 2019), with no subsequent funding rounds in the source material, indicating a largely bootstrapped growth profile. The most material disclosed developments are the August 2025 expansion into Australia via Geosecure, a concentrated burst of strategic partnerships and integrations through 2025–2026 (Mandata, BigChange, Service Geeni, SDL Car Parts, VH3 AI and others), and contract extensions in the waste sector with Bartec Municipal Technologies. The Algorithm People also trades under the brand names "Optimize" and "Optimize Now AI" and operates a partnership-led distribution model that increasingly embeds its optimisation engine into third-party TMS, FMS and field-service platforms.

Name

The Algorithm People

Legal name

The Algorithm People Limited

Website

https://thealgorithmpeople.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

The Algorithm People, trading as Optimize, is a UK-based SaaS company that sells an AI-powered route optimisation and fleet management platform to commercial transport, logistics, field-service, waste, and public-sector operators via tiered subscription bundles and a deep TMS/FMS partner channel.

Ownership category

akta.pro rank

Product category

Fleet Route Optimization Software

NAICS

Custom Computer Programming Services (541511), Freight Transportation Arrangement (488510)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Carrier Sales & Capacity Sourcing Platforms (TLAEAJAD)

akta.pro secondary industry

Fleet, Asset Tracking & Telematics Location Platforms (BPAMANAF)

Keywords

• Route optimization software
• Fleet management software
• AI route planning
• Transport management software
• Fleet routing solutions

Headquarters

HQ city

Newcastle Upon Tyne

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Per-vehicle-per-day subscription bundles: Recurring subscription pricing tied to fleet size, billed per vehicle per day: Starter £0.99, Advanced £1.49, Professional £1.99. Annual or multi-year contracts available with 12–60 month terms (Step 3 "Learn").
2. Pay-As-You-Go (PAYG) trial / action phase: Customers can try Optimize on a 3-month award-winning PAYG basis during Step 2 ("Action") to verify efficiencies before committing to a longer-term bundle.
3. Professional services / pro-services days: Each bundle includes a fixed number of pro-services days (5, 10, 20 or 50 days), providing implementation, configuration, and ongoing expert support revenue alongside subscriptions.
4. Enterprise bespoke contracts: Enterprise tier is quote-based ("Call Us") with bespoke customisation, dedicated instances, 24/7 support and a dedicated project team, indicating custom enterprise contracts.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

The Algorithm People sells the Optimize platform, a SaaS route and transport optimisation solution that uses AI-powered algorithms to plan, optimise and dynamically re-optimise fleet routes. It is offered in tiered bundles (Starter, Advanced, Professional, Enterprise) with per-vehicle-per-day pricing, supplemented by driver apps, customer communications, tracking portals, rules engines, machine learning and professional services for fleet operators across transport, logistics, field service, waste and public-sector customers.

Product overview

The Algorithm People (trading as Optimize) offers a single unified AI-powered route optimisation platform named Optimize, sold as four progressively-featured subscription bundles (Starter, Advanced, Professional, and Enterprise) rather than separate products. The core platform provides route optimisation, geocoding, ETAs, statistics dashboards, and reporting at the Starter level; the Advanced bundle layers on an integrated Driver App with EPOD/defect reporting/barcode scanning/image capture/GPS tracking, API integration, and an AI assistant; the Professional bundle adds a customer comms app, client tracking portal, live routes dashboard, translator app, rules engine, dynamic optimisation, and scenario planning; and the Enterprise bundle delivers AI-enabled and machine learning capabilities, bespoke customisation, dedicated instances, capacity planning, slot booking, and 24/7 support. Together these tiers form an integrated platform-plus-modules architecture aimed at helping fleets optimise, decarbonise, and transform their operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Optimize AI-powered route and transport optimisation SaaS platform for fleet operators. Uses algorithmic optimisation, dynamic re-optimisation, rules engine, scenario planning, machine learning, an AI assistant, a Driver App with EPOD/defect reporting/barcode scanning/GPS, customer communications and a live tracking portal to reduce fleet mileage, costs, admin time and CO2 emissions. Sold via tiered subscription bundles (Starter, Advanced, Professional, Enterprise) per vehicle per day, with a 3-month PAYG trial, multi-year contracts and bundled professional services.

Quantifiable outcome

• 100M+ road miles saved
• +4 more outcomes

Named customers23 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability7 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered flagship strategic partnership, core strategic partnership, core channel partner (geographic expansion), core technology integration, core gtm partner, core channel partner (waste sector), minor gtm partner / testimonial partner and minor brand ambassador / endorsement.

• SDL Car Partsflagship strategic partnershipStrategic or Co-development Partner · 28 April 2026Announced 28 April 2026: Optimize and SDL Car Parts announced a strategic partnership to enhance operational efficiency and customer communications. SDL is also shown as a customer logo.
• VH3 AIcore strategic partnershipStrategic or Co-development Partner · 9 April 2026Announced 9 April 2026: VH3 AI and Optimize partnered to bring intelligence and optimisation together for field service operations.
• BigChangeflagship strategic partnershipStrategic or Co-development Partner · 26 November 2025Announced 26 November 2025: Optimize and BigChange announced a strategic partnership to power the future of field service management. BigChange is a field-service management platform integrating Optimize's routing capabilities.
• Geosecurecore channel partner (geographic expansion)Channel Partner/ Reseller/ Distributor · 13 August 2025Announced 13 August 2025: Optimize expanded into Australia through a partnership with Geosecure, using Geosecure as its in-country channel for the Australian market.
• VIGO (Transport Management System)core technology integrationTechnology or Integration · 16 June 2025Announced 16 June 2025: Optimize unlocked efficiency gains for VIGO transport management system users via integration with the VIGO TMS.
• Mandataflagship strategic partnershipStrategic or Co-development Partner · 12 June 2025Announced 12 June 2025 (following 18 March 2025 partnership announcement): Mandata and Optimize announced a "smarter future for logistics", integrating Optimize's AI route optimisation into Mandata's TMS for Transport and Logistics operators.
• Service Geenicore strategic partnershipStrategic or Co-development Partner · 11 June 2025Announced 11 June 2025: Service Geeni and Optimize entered a five-year partnership to deliver productivity benefits through combined offerings.
• SureCamcore gtm partnerGTM or Marketing Partner · 21 May 2025Announced 21 May 2025: SureCam and Optimize partnered to focus on safety and efficiency; SureCam (video telematics) refers to Optimize as award-winning and a fit for its fleet customers.
• Bartec Municipal Technologiescore channel partner (waste sector)Channel Partner/ Reseller/ Distributor · 2 April 2025Announced 2 April 2025: Bartec Municipal Technologies extended its contract with Optimize to deliver enhanced benefits to the Waste Sector, embedding Optimize in Bartec's municipal offering.
• what3wordscore technology integrationTechnology or Integration · 10 March 2025Announced 10 March 2025: Optimize integrated what3words to provide precise route planning and efficiency by using 3-word addressing within the optimisation engine.
• Live Data Solutionsminor gtm partner / testimonial partnerGTM or Marketing PartnerCEO James Reason of Live Data Solutions provided a testimonial ("Working with the team at Optimize has been a pleasure, and integration a smooth process"), implying Live Data Solutions is an integration/testimonial partner. Logo also shown.
• Rachel Riley MBEminor brand ambassador / endorsementOthersRachel Riley MBE is featured on the Optimize homepage (image with caption), functioning as a brand ambassador/endorser rather than a commercial partner.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Geotab: Geotab is a leading telematics provider with a large fleet management and route optimisation ecosystem. It is also listed as a minor integration partner of Optimize, illustrating the dual competitor/partner dynamic common in this space.
• Samsara: Samsara is a large IoT/fleet platform with telematics, video, and route planning capabilities. It overlaps with Optimize on fleet efficiency and dispatch workflows but operates at much larger scale and broader scope.
• Verizon Connect: Verizon Connect is a major fleet management platform that bundles telematics, dispatch and route optimisation. It competes with Optimize on AI routing for fleets but sells primarily as a broader fleet management subscription.
• Trimble Transportation: Trimble offers a broad transportation and route optimisation suite (formerly Trimble Maps/CoPilot) used by fleets globally. It overlaps with Optimize on AI-driven route planning but sits inside a much larger telematics and mapping portfolio.
• Omnitracs (Solera): Omnitracs is a long-established fleet management and route optimisation vendor for trucking and logistics. It competes with Optimize on dynamic routing and dispatch for commercial fleets but at much larger enterprise scale.
• Webfleet (Bridgestone): Webfleet is a Bridgestone-owned fleet management platform offering telematics and route optimisation. It competes with Optimize on AI-based route planning and is widely used in European fleets similar to Optimize's UK-centric base.
• Descartes (Visual Compliance & Route Planner): Descartes provides logistics and route optimisation solutions (e.g., Descartes Visual Compliance, routing & scheduling). It competes with Optimize on dynamic routing and slot booking but sells into a much larger enterprise customer base.

Direct peers

• Route4Me: Route4Me is a route optimisation SaaS used by fleets and field service operators for planning, dispatch and last-mile optimisation. It directly competes with Optimize on multi-stop routing and subscription-based fleet plans.
• PTV Group: PTV Group (now part of Umovity) is a specialist route optimisation and transport planning vendor. Its PTV xRoute / PTV Route Optimiser product directly competes with Optimize's core AI route optimisation capability.
• OptimoRoute: OptimoRoute is a SaaS route optimisation platform serving small and mid-sized fleets with planning, dispatch and tracking. It competes directly with Optimize on the Starter/Advanced per-vehicle subscription model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/AlgorithmPeople
• YouTubeyoutube.com/@optimize-r7c
• LinkedInlinkedin.com/company/optimize-now-ai
• Facebookfacebook.com/TheAlgorithmPeople

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors

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 The Algorithm People