FleetMaster
FleetMaster is a cloud-native modular SaaS platform serving vehicle rental, leasing, and dealership operators across Europe and the Americas with end-to-end fleet lifecycle management. Acquired by UFOFLEET in May 2026, it now operates under the UFODRIVE Group.
- Company typePrivate
- Founded2011
- HeadquartersNazareth, Belgium
- Headcount—
- GTM typeB2B
- OfferingSoftware
What FleetMaster does
FleetMaster is a cloud-native fleet management SaaS platform founded in 2011 in Belgium, serving vehicle rental operators, leasing companies, and dealerships across Europe and the Americas. The platform addresses end-to-end fleet lifecycle operations—covering request intake, planning, check-in/check-out, invoicing, cost management, and reporting—delivered through six integrated modules (Management, Requests, Planning, Invoicing, Costs, Insights) layered over an open-architecture API. Built-in pricing engines support multi-currency and multi-region operations, while machine learning algorithms provide utilization optimization and TCO/ROI decision support across customer fleets. The product is positioned for enterprise fleet operators rather than SMBs, with direct enterprise field sales, annual subscription contracts, and quote-based pricing scaled to fleet size (from 0–50 to 10,000+ assets) and module selection.
The platform is differentiated by deep integration capability: customers connect FleetMaster to CRM, DMS, accounting, telematics, fuel card, fine management, and authentication systems via documented APIs and developer tooling (documentation.fleetmastersoftware.com), and the company emphasizes close customer collaboration and co-creation during implementation. Regional platform portals serve EMEA and Americas users separately, and a mobile application supports field operations including on-the-spot damage capture during check-out and check-in. Named enterprise reference customers include Daimler Mobility AG, Scania Rental, Alamo Mexico, and Terberg/Justlease Belgium; Daimler AG additionally holds a minority equity stake, making it both customer and shareholder.
FleetMaster was acquired by Cox Automotive in 2021 and subsequently acquired by UFOFLEET (UFODRIVE Group, Luxembourg) on May 13, 2026—the first acquisition by UFOFLEET since its October 2023 launch. UFOFLEET had grown to over 1 million users across 18 countries prior to the deal, and the combination targets the $500 billion fleet and mobility market, adding Hertz and Merchants Fleet to the joint customer base. Post-acquisition, FleetMaster operates as a subsidiary under UFOFLEET, with primary engineering in Ghent (Belgium) and headquarters in Mamer (Luxembourg).
FleetMaster firmographics
Firmographics- Name
- FleetMaster
- Legal name
- UFODRIVE SA
- Website
- https://fleetmastersoftware.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Short description
- FleetMaster is a cloud-native modular SaaS platform serving vehicle rental, leasing, and dealership operators across Europe and the Americas with end-to-end fleet lifecycle management. Acquired by UFOFLEET in May 2026, it now operates under the UFODRIVE Group.
- Ownership category
- akta.pro rank
Where FleetMaster is headquartered
LocationHeadquarters
- HQ city
- Nazareth
- HQ country
- Belgium
- HQ region
- Europe
Offices3 records
Markets served
FleetMaster business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: Cloud-native fleet management software delivered as a subscription service with modular pricing based on fleet size and required modules
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise fleet management with all modules |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
FleetMaster product offering
Product offeringCore offering
FleetMaster provides a cloud-native, modular fleet management software platform that supports the core business processes of vehicle rental, leasing, and dealership operators. The platform covers the full lifecycle — quoting, planning, asset management, invoicing, cost tracking, and business intelligence — with multi-currency, multi-region, and open-API support. Customers subscribe to the SaaS platform with modular pricing based on fleet size and selected functionality.
Product overview
FleetMaster is a modular fleet management software platform consisting of a core platform with six integrated modules: Management (asset/workforce digitization), Requests (quotes/availability), Planning (scheduling/planning board), Invoicing (billing/pricing engine), Costs (expense tracking/ROI), and Insights (reporting/business intelligence). The platform offers three industry-specific solutions for Rental, Leasing, and Dealership operations, and is accessible via regional portals for EMEA and Americas users with a separate developer documentation portal.
Differentiator
Problem solved
Functional benefit
Products and services
- FleetMaster Platform A cloud-native, modular fleet management software platform that digitizes asset, customer, driver, supplier, and document workflows for enterprise fleet operators across Europe and the Americas.
- Rental Solution
Quantifiable outcome
- Terberg grew from 0 to 2,000 assets in Belgium within 2 years using FleetMaster
- +1 more outcomes
Companies that use FleetMaster
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
FleetMaster technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature7 records
FleetMaster partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Cox AutomotiveminorCox Automotive acquired FleetMaster in 2021 and held it until May 2026 when UFOFLEET acquired it. This represents a former ownership relationship rather than an active partnership.
Scale indicators6 records
Recent moves5 records
Expansion highlights6 records
FleetMaster competitors and assessment
Company assessmentBroad incumbents
- Samsara: Public IoT/fleet management platform with broad telematics hardware plus software, serving fleet operators across multiple verticals; comparable to FleetMaster as a competing fleet management software stack, but with a horizontal rather than rental/leasing/dealer focus.
- Geotab: Large fleet telematics and management software vendor with a broad customer base across commercial fleets; competes with FleetMaster's fleet management functionality while being more horizontally positioned and telematics-first.
- Verizon Connect: Telematics-based fleet and asset management SaaS from Verizon serving SMB through enterprise fleets globally; overlapping capability with FleetMaster's planning, utilization tracking and cost management modules.
- Trimble Transportation: Enterprise transportation and fleet management software serving logistics, trucking and rental fleets; overlaps with FleetMaster's rental and leasing workflow capabilities at the larger, enterprise end.
- Webfleet (Bridgestone): Telematics-driven fleet management platform owned by Bridgestone, serving fleets across Europe and globally; comparable to FleetMaster on planning, vehicle tracking and driver management functionality.
- Element Fleet Management: Large outsourced fleet management services provider with proprietary technology for leasing clients; comparable to FleetMaster's leasing solution with broader services-led model and very different scale.
- Holman (Wheels/Donlen): Integrated fleet management and leasing provider with proprietary fleet technology platform serving enterprise fleets; comparable to FleetMaster's leasing-focused workflow on the customer and capability axis.
Direct peers
- Fleetio: Cloud-based fleet maintenance, operations and fuel management SaaS targeting commercial fleets; directly comparable as a modular fleet management software platform, though more maintenance-centric versus FleetMaster's rental/leasing/dealer orientation.
Emerging players
- Motive (formerly KeepTruckin): AI-powered fleet operations platform with telematics hardware and software for commercial fleets; overlaps with FleetMaster on planning and utilization insight but skews to trucking and field operations.
Others
- UFODRIVE / UFOFLEET: Parent group and intelligent operating system for fleet and mobility management across 18 countries; relevant as the integrating platform for FleetMaster post-2026 acquisition and increasingly overlapping in target customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
FleetMaster social profiles
Digital presenceFleetMaster financial estimates
Financial estimateRevenue estimate
Valuation estimate
FleetMaster leadership team
Management profileNumber of profiles
Profiles5 records
FleetMaster funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FleetMaster M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FleetMaster
What does FleetMaster do?
FleetMaster provides a cloud-native, modular fleet management software platform that supports the core business processes of vehicle rental, leasing, and dealership operators. The platform covers the full lifecycle — quoting, planning, asset management, invoicing, cost tracking, and business intelligence — with multi-currency, multi-region, and open-API support. Customers subscribe to the SaaS platform with modular pricing based on fleet size and selected functionality.
Is FleetMaster a public or private company?
FleetMaster is a private company. It is classified as corporate owned and is currently operating.
When was FleetMaster founded?
FleetMaster was founded in 2011.
Where is FleetMaster based?
FleetMaster is headquartered in Nazareth, Belgium, in the Europe region.
How does FleetMaster make money?
One revenue line is on record: saaS Subscription.
Who are FleetMaster's main competitors?
Broad incumbents on record are Samsara, Geotab, Verizon Connect, Trimble Transportation, Webfleet (Bridgestone), Element Fleet Management and Holman (Wheels/Donlen). Fleetio is listed as a direct peer. Motive (formerly KeepTruckin) is listed as an emerging player. UFODRIVE / UFOFLEET is listed as an others.
Does FleetMaster have an API?
Yes. FleetMaster operates an open architecture with API and customization possibilities. The platform offers a documentation portal at documentation.fleetmastersoftware.com for developers. Developer documentation is at documentation.fleetmastersoftware.com.