Pedal

What Pedal does

Pedal Technologies Ltd. is a London-based private company founded in 2018 that operates a consumer vehicle intelligence mobile platform. The platform delivers real-time vehicle health monitoring, maintenance forecasting, family safety features, and AI-driven insights to individual drivers and households via a smartphone application. Its core technology combines a Bluetooth OBD-II sensor with an AI layer that processes thousands of data points — engine, fuel, battery, and tyre telemetry — and translates them into plain-language guidance, anomaly detection, and predictive maintenance alerts. Compatible with all petrol and diesel vehicles manufactured after 2001 across more than 17 manufacturers, the system serves use cases spanning multi-vehicle household management, teen driver safety, performance telemetry for enthusiasts, and small fleet oversight.

Pedal monetises through three subscription tiers: App Only at £3.99/month (20 software features, no hardware), Connected at £7.99/month (full features with OBD-II sensor, family share up to 6 members), and Fleet at £14.99/month (up to 5 vehicles, dedicated account manager). Annual billing provides a 20% discount, and a 30-day free trial with no credit card required lowers acquisition friction. Distribution is entirely digital via the Apple App Store, Google Play, and the company's website, with growth driven primarily by word-of-mouth within the driving community. The company has scaled to 500K+ active drivers, 98M+ miles tracked, and a 4.9 App Store rating.

The business is led by founder and CEO Richard Eaton and CTO Umair Butt, with a headcount of 11–50 employees. Pedal operates without disclosed institutional venture backing, having completed three funding rounds of undisclosed size (2018, 2022, 2023). Revenue figures, geographic revenue mix, and customer concentration metrics are not publicly disclosed. The platform has begun exploring B2B adjacencies through Garage Portal and Garage Connect, which connect vehicle owners directly to mechanic service providers.

Name

Pedal

Legal name

Pedal Technologies Ltd.

Website

https://pedalapp.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Pedal Technologies Ltd. is a London-based SaaS mobile platform that uses an AI-powered OBD-II sensor to deliver vehicle health monitoring, predictive maintenance, and family safety features to individual drivers, multi-vehicle households, and small fleets across the UK and global app store markets.

Ownership category

akta.pro rank

Product category

Connected Vehicle Software

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991)

SIC

Miscellaneous Transportation Equipment (3790), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Tire Pressure Monitoring (TPMS) & Tire Telematics (TLAEAFAK)

Keywords

• Vehicle intelligence software
• Connected car app
• OBD-II diagnostics
• Fleet management software
• Predictive maintenance

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain

Revenue model

1. App Only Subscription: Monthly subscription at £3.99 for 20 app-based features including car history, digital logbook, fuel finder, MOT/tax/insurance reminders, AI price market modelling, carbon calculator, and family share (up to 3 members). No hardware required.
2. Connected Subscription: Monthly subscription at £7.99 including all App Only features plus 10 connected features requiring the OBD-II sensor: real-time vehicle status, battery monitor, collision alerts, vehicle locator, stolen assistance, driver ECO score, garage portal, and breakdown assistance. Includes family share with up to 6 members.
3. Fleet Subscription: Monthly subscription at £14.99 for households and small fleets, including everything in Connected plus up to 5 vehicles, fleet dashboard, dedicated account manager, and priority support.
4. OBD-II Hardware: Physical OBD-II sensor hardware required for Connected tier features. Sold separately as part of the Connected plan onboarding.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Pedal provides an AI-powered vehicle intelligence mobile application that pairs with an OBD-II Bluetooth sensor to deliver real-time vehicle health monitoring, driver behaviour scoring, predictive maintenance alerts, geo-fence and collision detection, and resale price modelling. The product is sold via three subscription tiers — App Only (£3.99/month), Connected (£7.99/month) and Fleet (£14.99/month) — with an optional OBD-II hardware add-on, targeting individual drivers, multi-vehicle households, and small fleet operators.

Product overview

Pedal is a vehicle intelligence platform offering three subscription tiers: App Only (£3.99/mo), Connected (£7.99/mo), and Fleet (£14.99/mo). The platform requires no hardware for App Only features but integrates with the proprietary Pedal OBD-II sensor for Connected features. The product ecosystem includes the core mobile app, hardware sensor, Garage Portal, and Garage Connect features for mechanic integration. All tiers include family sharing capabilities with varying member limits. The platform supports petrol and diesel vehicles made after 2001 across multiple manufacturers including BMW, Mercedes-Benz, Audi, Volkswagen, Ford, Toyota, Range Rover, Nissan, Porsche, Hyundai, Honda, Vauxhall, Renault, Kia, Volvo, Jaguar, Peugeot, and Škoda.

Differentiator

Problem solved

Functional benefit

Products and services

• Pedal App Only A £3.99/month (or £38.35/year) entry-level subscription tier of the Pedal mobile app that uses AI-driven analysis of manually entered vehicle data and dashboard photos to surface insights, intended for individual drivers who want vehicle intelligence without buying hardware.
• Pedal Connected A £7.99/month (or £76.75/year) mid-tier subscription that includes the Pedal OBD-II Bluetooth sensor and unlocks real-time vehicle telemetry, AI insights, predictive maintenance, driver scoring and family safety features in the Pedal app.
• Pedal Fleet A £14.99/month (or £143.90/year) top-tier subscription for households and small fleets that provides multi-vehicle dashboards, driver behaviour ranking across vehicles and consolidated maintenance insights through the Pedal app and OBD-II sensors.
• Pedal OBD-II Sensor A proprietary OBD-II Bluetooth hardware device that plugs into a vehicle's diagnostic port and streams real-time data to the Pedal mobile application; bundled with the Connected and Fleet subscription tiers and compatible with petrol vehicles from 2001 and diesel vehicles from 2004 onward.

Quantifiable outcome

• 500,000+ active drivers using the platform
• +6 more outcomes

Named customers4 records

Segments8 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature9 records

Scale indicators5 records

Expansion highlights6 records

Direct peers

• Bouncie: Bouncie is a consumer/small-fleet OBD-II telematics device with a monthly subscription model that delivers vehicle health, location, geo-fencing, and driving behaviour insights. It is the closest direct competitor to Pedal Connected — similar hardware-plus-app subscription model targeting households and small fleets.
• Hum by Verizon: Hum is an OBD-II-based connected car service from Verizon offering vehicle diagnostics, roadside assistance, stolen vehicle help, and a Wi-Fi hotspot on a subscription. It directly overlaps with Pedal's Connected tier on hardware-based vehicle intelligence for consumers.
• Automatic (SiriusXM): Automatic (acquired by SiriusXM) pioneered the consumer OBD-II dongle + app category with features including crash alert, engine diagnostics, parking location, and driving score. It is a direct peer to Pedal on product form factor and target user.
• FIXD: FIXD sells an OBD-II sensor and app focused on translating engine codes into plain-language explanations for everyday drivers. Competes with Pedal Connected on the consumer diagnostic/vehicle-health angle with a similar hardware-plus-app subscription model.
• Zubie: Zubie is a connected car platform that combines an OBD-II device with a subscription app for vehicle health, location, and family/small-fleet tracking. Directly comparable to Pedal's Connected and Fleet tiers.
• Mojio (Geotab): Mojio provides a white-label connected car telematics platform using OBD-II devices, serving consumer, fleet, and insurance telematics use cases. Comparable to Pedal on telematics architecture, multi-vehicle/fleet angle, and SaaS delivery model.

Emerging players

• BlueDriver: BlueDriver is a professional-grade OBD-II Bluetooth scanner and app focused on diagnostic trouble codes and repair guidance. Comparable to Pedal's vehicle-health/AI diagnostics layer, though more diagnostic-focused and less oriented to ongoing family/fleet tracking.
• Carly: Carly offers OBD-II-based vehicle diagnostics and coding, with strong presence in the BMW/Mercedes/VW enthusiast community. Comparable to Pedal's "Enthusiast Driver" persona and the live-telemetry/fault-code reading capabilities highlighted in customer testimonials.

Broad incumbents

• OnStar (General Motors): OnStar is GM's OEM embedded telematics service providing automatic crash response, stolen vehicle assistance, diagnostics, and family features. It is a broad incumbent whose bundled, built-in alternative constrains the OBD-II aftermarket that Pedal operates in.
• Progressive Snapshot: Progressive Snapshot is an insurance telematics program using vehicle data to score driving behaviour and adjust premiums. It is a broad incumbent competing for the same vehicle data and driver-behaviour insights that power Pedal's ECO score and predictive analytics features.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thisispedal
• Facebookfacebook.com/thisispedal

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

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 Pedal