Selftrack

What Selftrack does

Selftrack (Pty) Ltd is a South African GPS vehicle tracking and fleet management company founded in 2007 and headquartered in Pretoria, Gauteng. It serves two end markets from a single platform: individual consumers seeking stolen-vehicle recovery and personal/family safety tracking, and commercial fleet operators ranging from SMEs through to mid-corporate and enterprise customers in logistics, transport, construction, mining, security, insurance, car rental, and government. The company positions itself as a one-stop integrated provider rather than a pure telematics vendor, bundling hardware, software, installation, and 24/7 recovery under one contract.

The product stack is built on three proprietary pillars: SelfTRACK (advanced GPS telematics hardware with engine diagnostics, speed monitoring and trip history), SelfCAM (AI-powered video telematics including driver-fatigue detection, distraction alerts, ADAS, 4G live streaming and SMART MDVR multi-camera enterprise tiers), and SelfFLEET (a fleet management information system covering fuel management, maintenance scheduling, fines, e-Toll, accident management and BI dashboards). Supporting capabilities include Driver Tag RFID-based authorisation, battery-powered non-vehicle asset trackers, MeTrack OBD-II self-install trackers, and a SARS-compliant digital logbook. The platform is delivered through a self-serve website, an interactive 'Build Your Fleet Solution' tool, iOS and Android mobile apps, and a nationwide fitment centre network with mobile installers; recovery services are operated exclusively through a partnership with Afrisist.

Selftrack monetises via recurring monthly monitoring subscriptions, hardware unit sales across personal, fleet and asset tracking tiers, and bundled fleet management software. Standard subscriptions require no long-term contract and no credit vetting, while a 36-month debit-order option is offered at reduced monthly rates. The company holds VESA (Vehicle Security Association of South Africa) accreditation, is recognised by major South African insurers, and operates under a published POPI Compliance Manual. It is privately held and founder-operated, with no disclosed venture or private-equity funding, no M&A history, and operations confined to South Africa despite African-region recovery coverage.

Name

Selftrack

Legal name

Selftrack (Pty) Ltd

Website

https://selftrack.co.za

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Fleet Management & Telematics

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Transportation Services (4700), Computer Communications Equipment (3576)

akta.pro primary industry

Equipment & Tool Tracking (Powered/Non-Powered) (TLABAJAD)

Keywords

• GPS vehicle tracking
• Fleet management software
• Video telematics
• Asset tracking solutions
• Stolen vehicle recovery

Headquarters

HQ city

Gauteng

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Monthly Monitoring/Subscription Fees: Recurring monthly subscription fees for GPS tracking services across personal vehicle, fleet, and asset tracking plans. No long-term contracts required for standard subscriptions; a 36-month debit order option is available at a reduced monthly rate.
2. Hardware/Device Sales: GPS tracking devices (SelfTRACK, SelfCAM, MeTrack, battery-powered asset trackers) sold as hardware units, with free installation included on standard plans.
3. Fleet Management Software (SelfFLEET): Full FMIS platform providing fuel management, maintenance scheduling, fines management, e-Toll management, accident management, and custom BI dashboards — bundled within fleet subscription tiers.
4. Video Telematics (SelfCAM): AI-powered dashcam and MDVR camera solutions available in tiers: Basic Driver Recorder, Live DashCam with 4G streaming, and SMART MDVR multi-channel enterprise cameras. Revenue from device hardware plus ongoing cloud storage.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Selftrack is a South African GPS tracking and fleet management company that sells integrated telematics hardware (SelfTRACK vehicle units, MeTrack OBD-II plug-in, battery-powered asset trackers), AI-powered video telematics (SelfCAM), and a fleet management information system (SelfFLEET). The company sells subscriptions that bundle these devices with a web and mobile platform for realtime GPS location, geofencing, driver behaviour scoring, fuel and maintenance management, and 24/7 stolen vehicle recovery via its Afrisist partnership. Customers are both individual vehicle owners (Personal Tracking) and commercial fleet operators across logistics, transport, construction, mining, and agriculture.

Product overview

Selftrack is a South African GPS tracking and fleet management company offering an integrated platform of hardware devices and software modules. The core product ecosystem consists of SelfTRACK (advanced GPS telematics for realtime vehicle tracking and diagnostics), SelfCAM (AI-powered video telematics with driver monitoring dashcams), and SelfFLEET (fleet management information system for maintenance, fuel, and compliance). Additional offerings include Personal Tracking for individuals and families, Asset Tracking for non-vehicle valuables, Vehicle Tracking with integrated stolen recovery, and MeTrack (OBD-II self-install tracker). The three main product lines (SelfTRACK, SelfCAM, SelfFLEET) are designed to integrate within a single ecosystem for logistics and fleet operators, providing tracking, video monitoring, and fleet intelligence from a unified platform.

Differentiator

Problem solved

Functional benefit

Brands

• SelfTRACK: Advanced supervisor telematics featuring realtime GPS tracking, engine diagnostics, and speed monitoring.
• SelfCAM
• SelfFLEET

Products and services

• Vehicle Tracking Realtime GPS vehicle tracking solution with historical playback, unlimited SIM data, trip reports, SARS tax logbooks, unauthorized movement detection, speeding alerts, driving behaviour monitoring, remote immobilisation, and 24/7 stolen vehicle recovery. Targets individual car and motorcycle owners, with hardware installed via nationwide fitment centres.
• Personal Tracking GPS tracking solution for individuals and families, featuring realtime location, panic button for emergency alerts, instant notifications, mobile app and web access, geofence safe zones, and long battery life. Used for child tracking, elderly care, lone worker protection, and personal safety.
• Asset Tracking Battery-powered GPS tracking for non-vehicle assets including trailers, generators, boats, caravans, power tools, containers, construction equipment, and agricultural machinery. Includes geofence alerts, tamper detection, optimized low-power modes for months between charges, and insurance approval.
• Fleet Tracking (SelfTRACK) Advanced GPS telematics hardware for fleet operators, providing realtime vehicle tracking, engine diagnostics, speed monitoring, comprehensive trip history, and geofencing. Designed to integrate with SelfFLEET and SelfCAM in a unified fleet management ecosystem.
• SelfFLEET Fleet Management Platform Fleet management information system (FMIS) providing maintenance scheduling, fuel management, cost analysis dashboards, automated driver behaviour scorecards, fines management, e-Toll monitoring, accident management, asset lifecycle management, tyre management, SARS-compliant digital logbooks, and custom BI reporting dashboards.
• SelfCAM Video Telematics AI-powered video telematics product line with dashcams offering driver fatigue detection, distraction alerts, 4G live video streaming, two-way audio, impact detection, and event auto-tagging. Supports road-facing, driver-facing, cargo, and blind-spot cameras with cloud storage.
• MeTrack OBD-II Tracker OBD-II plug-in GPS tracker for instant self-installation without professional help, offering realtime tracking, geofencing, and movement detection by plugging directly into a vehicle's OBD-II port.
• Stolen Vehicle Recovery Service 24/7 nationwide stolen vehicle recovery service with advanced jamming detection, rapid response teams, and a dedicated recovery call centre operated through Selftrack's exclusive partnership with Afrisist. Includes automatic call-centre triggers for panic alerts and critical security events.

Quantifiable outcome

• Up to 30% reduction in operational costs for South African fleet operators
• +7 more outcomes

Named customers7 records

Segments11 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature8 records

Partnerships

One partnership is on record.

• AfrisistcoreStrategic or Co-development PartnerAfrisist is Selftrack's exclusive partner for 24/7 stolen vehicle recovery. Selftrack's GPS data feeds directly into Afrisist's nationwide recovery operations. The partnership includes automatic Call Centre action triggers for Panic Alerts and critical security events on Recovery plan subscriptions. Recovery Call Centre is available 24/7 at 0861 742 778.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Geotab: Global leader in commercial fleet telematics, offering GPS fleet tracking, ELD compliance, and a broad fleet management platform via resellers. Comparable to Selftrack's SelfFLEET/SelfTRACK offering for enterprise fleets, but at significantly greater scale.
• Verizon Connect: Telematics and fleet management suite (originally Fleetmatics) covering GPS tracking, video, asset and field service management. Comparable to Selftrack at the fleet-software layer and competes for larger enterprise fleet RFPs in markets where it is sold.
• Webfleet (Bridgestone): Bridgestone-owned fleet management and vehicle telematics platform serving commercial fleets across Europe, Africa and the Americas. Competes with Selftrack for fleet customers and brings Bridgestone's tyre-service integration as a differentiator.
• Samsara: US-listed (NYSE: IOT) Connected Operations platform covering fleet telematics, video-based safety, asset tracking and IoT. Closest analogue to Selftrack's integrated SelfTRACK+SelfCAM+SelfFLEET stack, but at enterprise scale and global reach.

Direct peers

• Netstar: Bidvest-owned South African telematics provider offering GPS vehicle tracking, fleet management and stolen-vehicle recovery to consumer, SME and enterprise customers. Competes head-to-head with Selftrack in logistics, mining and consumer tracking segments.
• MiX Telematics: South African-origin (Midrand) fleet and asset management telematics provider with global commercial-vehicle and consumer offerings. Comparable to Selftrack in fleet analytics, driver behavior scoring and enterprise fleet SaaS, though at much larger scale.
• Tracker South Africa: One of South Africa's largest vehicle tracking and recovery operators, serving both consumer and fleet markets with VESA-accredited devices and a national recovery network. Overlaps with Selftrack across personal tracking, fleet telemetry, and stolen-vehicle recovery services.
• Cartrack: South African-based fleet telematics, stolen-vehicle recovery and insurance-accredited tracking provider with a nearly identical product mix (GPS hardware, software platform, consumer and fleet subscriptions). Cartrack is the most directly comparable peer, only meaningfully larger and historically listed.
• Ctrack: South African telematics operator (part of the Novatel group historically, now part of Bridgestone-connected solutions ecosystem) providing vehicle tracking, fleet management and insurance-accredited solutions. Direct competitor across SME and enterprise fleet segments.

Emerging players

• Fleetio: Cloud-based fleet maintenance and management platform that integrates with third-party GPS hardware providers. Comparable to Selftrack's SelfFLEET maintenance/fuel-management functionality and represents the emerging software-first model competing with hardware-led operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Selftrack