What Jaama does

Jaama is a UK-based, privately held software company that builds Key2, an all-in-one fleet and asset management SaaS platform founded in 2004. Headquartered in Lichfield, Staffordshire with an additional UK site, the company employs 130+ specialists — approximately half in product and development, ~30% in customer-facing roles — and supports roughly 250 customers managing more than 1.5 million vehicles and assets across contract hire and leasing, vehicle rental, in-house fleets, public sector, and third-party fleet management companies.

Key2 is built on a modular architecture that unifies fleet, driver, workshop, fuel, and compliance data into a single system. Functional modules cover vehicle and asset optimisation, licence checking (Licence2Check, integrated directly with DVLA), workshop scheduling and job cards, driver risk profiling, fuel and mileage validation, O Licence and incident compliance, contract hire and leasing operations, and data/BI dashboards. The platform includes a driver-facing MyVehicle mobile app for walk-around checks and defect logging with GPS and photo capture. Native integrations with DVLA/DVSA, HMRC (Making Tax Digital), the Motor Insurance Database, CAP HPI (daily vehicle valuations), HR and finance systems, and fuel card providers underpin its compliance and operational workflows.

Commercially, Jaama operates a quote-based annual subscription SaaS model priced per fleet size and module scope, distributed predominantly through direct enterprise field sales with a complementary inbound demo funnel and website CTAs. The platform is also listed on G-Cloud and other UK public sector procurement frameworks. Customers include TCH Leasing (over 9,000 vehicles), Speedy Hire (over 1,700 vehicles), JCT600 Vehicle Leasing Solutions, Pertemps, Werfen, Aggregate Industries, Anglian Water, Denso, Skanska, and Cherwell District Council, spanning enterprise, public sector, and mid-market fleets. Jaama is ISO 27001 and ISO 9001 certified, GDPR-aligned, and FSQS-certified as of December 2025, and operates as a bootstrapped, founder-led business with no disclosed external funding.

Name

Jaama

Legal name

Jaama Ltd

Website

https://jaama.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Jaama is a UK-based SaaS company that builds Key2, an all-in-one fleet and asset management platform used by ~250 enterprises, leasing firms, rental operators, and public sector organisations to manage 1.5 million+ vehicles, drivers, compliance, and workshop operations.

Ownership category

akta.pro rank

Headquarters

HQ city

Tamworth

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription (Key2): Subscription-based SaaS model for Key2 fleet management platform. Pricing is quote-based and tailored to fleet size and requirements. Includes secure hosting, support, updates, and onboarding.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels7 records

Core offering

Jaama develops and sells Key2, a subscription-based SaaS fleet management platform that unifies vehicle, driver, workshop, fuel, and compliance data into a single modular system for fleet operators, leasing providers, hire and rental firms, fleet management companies, and public sector organisations. The platform includes the Licence2Check DVLA-linked licence verification service and the MyVehicle mobile app, and integrates natively with DVLA/DVSA, HMRC (Making Tax Digital), MID, CAP HPI, and fuel card providers.

Product overview

Jaama offers Key2 as its flagship all-in-one fleet management software platform with a modular architecture. Key2 serves as the core unified system connecting fleet operations, with specialized modules including Licence2Check for automated DVLA-linked licence verification, Workshop & Maintenance Management for digital job scheduling, Driver Management for risk profiling, Fuel & Mileage Optimisation, and Compliance & Risk Management. The platform includes dedicated solutions for Contract Hire & Leasing, Vehicle Hire & Rental, Public Sector, and In-House Fleet Operators. Key2 QuickStart provides a simplified version for smaller fleets. All modules integrate natively within the Key2 platform, eliminating data silos and providing a single source of truth across vehicles, drivers, compliance, and costs.

Differentiator

Problem solved

Functional benefit

Brands

• Key2: Jaama's flagship all-in-one fleet management software platform providing vehicle management, driver compliance, workshop scheduling, and cost control features.
• Key2 QuickStart
• Licence2Check

Products and services

• Key2 Jaama's flagship all-in-one fleet management SaaS platform providing total visibility, smarter automation, and real-time control over vehicles, drivers, and assets. Modular architecture scales from 100 to 10,000+ vehicles and serves fleet operators, leasing companies, hire and rental firms, fleet management companies, and public sector organisations.
• Key2 QuickStart Simplified version of the Key2 platform tailored for smaller fleets. Includes modules for vehicle and driver management, accident reporting, licence checking, defect tracking, maintenance scheduling, fuel and mileage, and the MyVehicle mobile app. Designed for organisations moving away from spreadsheet-based fleet management.
• Licence2Check Automated driver licence checking service that links directly with the DVLA to verify licence details for employees and agency drivers, with results feeding directly into Key2 for complete compliance picture. Operates as a standalone service or integrates with Key2.
• MyVehicle Mobile App Mobile application for drivers and workshop staff to complete daily walk-around checks, log defects with GPS and photos, update mileage, and close out job cards. Connects to Key2 for live updates from drivers in the field.

Quantifiable outcome

• 1000+ hours saved annually by customers through automated software solutions
• +4 more outcomes

Named customers14 records

Segments8 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability7 records

Feature10 records

Partnerships

Eight partnerships are on record, tiered core and supporting.

• WebfleetcoreTechnology or IntegrationWebfleet is a telematics partner referenced in the context of a joint webinar on fleet management challenges and priorities for 2026, covering topics including rising cost pressures, tightening compliance demands, electric van transitions, and the use of AI camera technology.
• CAP HPIcoreTechnology or IntegrationCAP HPI provides daily vehicle valuation and history data feeds integrated into Key2. JCT600 Vehicle Leasing Solutions uses these daily updates to ensure every quote is based on the latest vehicle information, supporting accurate pricing and risk assessment.
• DVLA/DVSAcoreTechnology or IntegrationNative integration with DVLA for automated licence checking and DVSA for compliance data. Licence2Check links directly with DVLA to verify licence details automatically.
• HMRCcoreTechnology or IntegrationNative integration with HMRC for Making Tax Digital compliance. Key2 enables VAT returns to be submitted to HMRC directly and allows users to request obligation dates and liabilities from HMRC.
• MID (Motor Insurance Database)coreTechnology or IntegrationNative integration with MID for insurance verification and validation, supporting compliance and risk management for fleet operations.
• Fuel Card ProviderssupportingTechnology or IntegrationKey2 integrates with fuel card providers to centralise fuel data, validating entries to catch duplicates, incorrect registrations, incompatible fuel types, or tank overflows.
• Logistics UKsupportingGTM or Marketing PartnerLogistics UK is a trade association member that Jaama partners with for industry visibility, thought leadership, and market access in the logistics and transport sector.
• G-Cloud FrameworkcoreChannel Partner/ Reseller/ DistributorKey2 is available via G-Cloud and public sector procurement frameworks, enabling easier purchasing and implementation for government and public sector organisations without lengthy bespoke procurement processes.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Chevin Fleet Solutions: UK-headquartered provider of fleet management software (FleetWave) serving in-house fleets, rental, leasing and public-sector operators. Closest direct competitor to Jaama in the UK all-in-one fleet management software category.
• Trakm8: UK-based telematics and fleet management solutions provider serving fleets, insurers and OEMs. Overlaps with Jaama in UK fleet software, though Trakm8 is more hardware/telematics-led.
• R2C (R2C Online): UK-based software provider for vehicle rental, contract hire and leasing operators. Directly comparable to Jaama's Contract Hire & Leasing and Vehicle Hire & Rental modules, serving many of the same customers.
• Tantalum: Provider of fleet and asset management software serving UK operators. Closely comparable in functionality to Jaama's Key2 platform for compliance, vehicle and driver management, with overlap in fleet and contract hire segments.

Broad incumbents

• Webfleet (Bridgestone): Bridgestone-owned telematics and fleet management platform with a large installed base across Europe. Comparable to Jaama in targeting commercial fleets and operators, but bundled with hardware/telematics and a much broader geographic footprint.
• Verizon Connect: Global fleet management software and telematics platform serving enterprise fleets. Competes with Jaama for large UK and international fleet operators with bundled hardware, software and connectivity.
• Geotab: Global telematics and fleet intelligence platform with one of the largest installed bases. Targets the same in-house and commercial fleet customers as Jaama with an ecosystem of integrated applications.
• Trimble Transportation: Enterprise transportation and fleet management software suite from Trimble. Comparable in serving large contract hire, leasing and logistics fleets, though typically at larger enterprise scale than Jaama.

Emerging players

• Samsara: AI-first connected operations platform combining telematics, video and asset tracking. Increasingly competing with traditional fleet software like Jaama, particularly in mid-market and enterprise fleets.
• Fleetio: Modern SaaS fleet management platform focused on maintenance, fuel, and operations. Competes with Jaama for in-house fleet and small/mid-market customers with a product-led, transparent-pricing motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/jaama
• Xx.com/JaamaLtd

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

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 Jaama