fuelGenie
fuelGenie is a UK business fuel card provider and Worldline subsidiary, offering free cards at Tesco, Morrisons, and Sainsbury's forecourts plus a fuelGenie+ premium tier covering 2,200+ stations including Shell, serving SMBs, commercial fleets, and UK public sector organizations.
- Company typePrivate
- Founded2006
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What fuelGenie does
fuelGenie is a UK-based business fuel card provider operating as a trading name of Worldline IT Services UK Limited, which is itself a subsidiary of the European payments company Worldline (headquartered in Belgium). The company was founded in 2006 and is headquartered in Beeston, Nottingham, with a registered office in London. It issues free business fuel cards accepted at over 1,350 supermarket petrol stations across Tesco, Morrisons, and Sainsbury's, and offers a premium tier (fuelGenie+) that extends acceptance to over 2,200 stations including most Shell locations for a £0.50 per card monthly fee. fuelGenie serves small businesses, sole traders, commercial fleets, and public sector organizations, with the latter accessed through the Crown Commercial Service RM6186 fuel cards framework.
The core product is a cloud-based fuel card management platform supporting both free and premium tiers, with a "Manage My Account" web portal providing 24/7 administrative functions such as card ordering, spend limits, transaction reporting, vehicle registration number (VRN) restrictions, and HMRC-compliant invoicing. A mobile app on iOS and Android offers driver-facing station location, fuel price checks, and on-the-go account management. The company monetizes the platform primarily through transaction pass-through on fuel purchases (with no markups), the £0.50 monthly fee on fuelGenie+ cards, a £3+VAT monthly low-spend account fee for accounts spending under £500, and ancillary administrative fees (paper invoicing, failed direct debits, credit card handling).
The go-to-market is a self-service PLG model with online application and automated credit checks via Creditsafe and TransUnion, complemented by direct enterprise sales for public sector accounts through the CCS framework and a UK-based customer service team. fuelGenie has been operating for over 17 years, is authorized and regulated by the Financial Conduct Authority (FRN 1009329), and is GDPR compliant. No public revenue figures are disclosed, and the deferred credit agreement is exempt from FCA Consumer Credit Regulation.
fuelGenie firmographics
Firmographics- Name
- fuelGenie
- Legal name
- Worldline IT Services UK Limited
- Website
- https://fuelgenie.co.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- fuelGenie is a UK business fuel card provider and Worldline subsidiary, offering free cards at Tesco, Morrisons, and Sainsbury's forecourts plus a fuelGenie+ premium tier covering 2,200+ stations including Shell, serving SMBs, commercial fleets, and UK public sector organizations.
- Ownership category
- akta.pro rank
fuelGenie industry classification
Industry- Product category
- Business Fuel Cards
- NAICS
- Gasoline Stations and Fuel Dealers (457), Fuel Dealers (457210), Fuel Dealers (45721)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum Bulk Stations & Terminals (5171)
- akta.pro primary industry
- Fuel Card & Fleet Payment Programs (TLABAMAA)
- akta.pro secondary industries
- Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs) (EUALAIAK), Fuel Management & Fleet Card Programs (THADAKAH), Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)
Keywords
Where fuelGenie is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
fuelGenie business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Fuel Card Transaction Revenue: Revenue generated from fuel card transactions at participating petrol stations. Companies pay pump prices directly with no markups or surcharges from fuelGenie
- fuelGenie+ Monthly Card Fee: fuelGenie+ premium tier charges £0.50 per card per month providing access to over 2,200 petrol stations including Shell network plus additional benefits
- Low-Spend Account Fee: Small monthly account fee of £3 + VAT applied only to accounts with monthly spend below £500 threshold
- Paper Invoice Administration: Optional £5 charge for customers requesting paper invoices instead of digital
- Failed Payment Recovery: £49 admin fee for returned Direct Debits and 2.35% handling fee for credit card payments
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | fuelGenie Free Card - No fees for basic supermarket fuel card |
| Subscription | Monthly | fuelGenie+ Premium Card - £0.50 per card monthly for extended network |
| Subscription | Monthly | Low-Spend Account Fee - £3 + VAT monthly for accounts under £500 spend |
| One time/ perpetual license | Monthly | Paper Invoice Option - £5 per invoice |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
fuelGenie product offering
Product offeringCore offering
fuelGenie provides free business fuel cards accepted at major UK supermarket petrol stations (Tesco, Morrisons, and Sainsbury's) at low supermarket pump prices, with a premium fuelGenie+ tier extending acceptance to over 2,200 stations including most Shell locations. The cards are backed by a 24/7 online account management platform and a mobile app that enables businesses to control spending, set driver limits, view transactions, locate stations, and download HMRC-approved invoices for simplified VAT reclaim.
Product overview
fuelGenie offers a dual-tier business fuel card solution. The core product is the free fuelGenie card providing access to low-cost supermarket fuel at Tesco, Morrisons and Sainsbury's petrol stations with no fees. The premium tier fuelGenie+ extends coverage to over 2,200 stations including Shell sites for a £0.50 monthly fee per card. Both cards are supported by a comprehensive digital platform consisting of the fuelGenie mobile app (for iOS/Android) for on-the-go account management, station finding, and fuel price comparison, and the Manage My Account online portal for 24/7 administrative functions including card management, transaction reporting, spend limits, and HMRC-compliant invoicing. An alternative prepaid account option is also available for businesses preferring upfront payment.
Differentiator
Problem solved
Functional benefit
Brands
- fuelGenie+: Premium fuel card tier offering access to over 2,200 petrol stations including Shell, with additional benefits like 24/7 facilities at selected sites and larger vehicle access, for a small monthly fee.
Products and services
- fuelGenie Fuel Card
- fuelGenie+ Premium Fuel Card
- fuelGenie Pre-Pay Account
Quantifiable outcome
- Save over 3p per litre compared to national average fuel prices
- +4 more outcomes
Companies that use fuelGenie
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
fuelGenie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
fuelGenie partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and supporting.
- TescocorePartnership with Tesco for fuel card acceptance at Tesco petrol stations and Tesco Express locations where fuel is ESSO. fuelGenie cards accepted at all Tesco fuel forecourts across the UK.
- MorrisonscorePartnership with Morrisons for fuel card acceptance at Morrisons petrol stations. Drivers can collect My Morrisons loyalty points when refueling.
- Sainsbury'scorePartnership with Sainsbury's for fuel card acceptance at Sainsbury's and Sainsbury's Local petrol stations. Drivers can collect Nectar points when refueling.
- ShellcorePartnership with Shell for fuelGenie+ premium tier, providing access to most Shell petrol stations (over 2,200 total locations). fuelGenie+ customers can collect Shell Go+ rewards and access Shell V-Power fuel.
- Worldline IT Services UK LimitedcoreParent company that owns and operates fuelGenie. Registered in England and Wales (company number 8514184). Authorised and regulated by FCA (FRN 1009329).
- Crown Commercial Service (CCS)coreAccredited supplier on Crown Commercial Service RM6186 Fuel Cards and Associated Services Framework. The only dedicated supermarket fuel card provider listed on this government procurement framework.
- CreditsafesupportingCredit reference agency used for business credit checks during application process. FCA regulated (FRN 742313). Uses TransUnion data partners.
- TransUnionsupportingConsumer credit and identity data provider used via Creditsafe for credit reference checks. FCA regulated (FRN 805757).
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
fuelGenie competitors and assessment
Company assessmentDirect peers
- Keyfuels: UK commercial fuel card focused on HGV fleets and commercial operators with site network and reporting tools analogous to fuelGenie's offering to commercial fleet customers.
- UK Fuels: UK fuel card provider serving SMBs and fleets with multi-brand acceptance and online account management, operating in the same product category and customer segments as fuelGenie.
- Radius Payment Solutions: Radius acquired UK Fuels and Keyfuels and operates multi-brand UK fuel card programmes with fleet telematics; directly comparable as a scaled consolidator in the same SMB/fleet fuel card space as fuelGenie.
- AllStar Fuel Cards: UK business fuel card provider accepting multiple fuel brands at thousands of sites; directly comparable because fuelGenie's website runs dedicated comparison pages against AllStar on per-transaction and annual fees for the same SMB and fleet customer base.
- Total Fleet Solutions: Total's UK fuel card programme offering multi-site acceptance and online management for commercial customers; directly comparable product targeting the same UK commercial fuel card buyers as fuelGenie.
Others
- Checkout.com: European payments platform headquartered in London and operating in adjacent B2B payments/transaction processing; thematically comparable as a peer European payments business sharing investor and competitive mindshare with Worldline.
- Worldline: Parent company of fuelGenie's operating entity Worldline IT Services UK Limited; included as the parent/ecosystem participant that owns the platform, provides regulatory cover (FCA FRN 1009329), and shapes strategic direction.
Broad incumbents
- Shell Fleet Solutions: Shell's fleet card programme offers acceptance at Shell stations and partner sites plus telematics; directly relevant because Shell is fuelGenie+'s premium-tier network partner and a major competitor in the same UK fleet fuel card market.
- BP Plus: BP's B2B fuel card programme offering acceptance across BP and partner sites; comparable as a major branded incumbent competing with fuelGenie for UK commercial fleet accounts.
- Esso Card (Fleet): Esso's UK fleet fuel card programme provides branded acceptance and fleet reporting; comparable as one of the established incumbent fuel card products competing for the same UK fleet customers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
fuelGenie social profiles
Digital presencefuelGenie compliance and trust
Trust signalCompliance2 records
fuelGenie financial estimates
Financial estimateRevenue estimate
Valuation estimate
fuelGenie leadership team
Management profileNumber of profiles
fuelGenie funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
fuelGenie 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 fuelGenie
What does fuelGenie do?
fuelGenie provides free business fuel cards accepted at major UK supermarket petrol stations (Tesco, Morrisons, and Sainsbury's) at low supermarket pump prices, with a premium fuelGenie+ tier extending acceptance to over 2,200 stations including most Shell locations. The cards are backed by a 24/7 online account management platform and a mobile app that enables businesses to control spending, set driver limits, view transactions, locate stations, and download HMRC-approved invoices for simplified VAT reclaim.
Is fuelGenie a public or private company?
fuelGenie is a private company. It is classified as corporate owned and is currently operating.
When was fuelGenie founded?
fuelGenie was founded in 2006. It employs 101 to 250 people.
Where is fuelGenie based?
fuelGenie is headquartered in London, United Kingdom, in the Europe region.
How does fuelGenie make money?
Five revenue lines are on record. Fuel Card Transaction Revenue is the primary driver. The others are fuelGenie+ Monthly Card Fee, low-Spend Account Fee, paper Invoice Administration and failed Payment Recovery.
Who are fuelGenie's main competitors?
Direct peers on record are Keyfuels, UK Fuels, Radius Payment Solutions, AllStar Fuel Cards and Total Fleet Solutions. Others are Checkout.com and Worldline. Broad incumbents are Shell Fleet Solutions, BP Plus and Esso Card (Fleet).
Does fuelGenie have an API?
No public API is recorded for fuelGenie.
What industry is fuelGenie in?
fuelGenie's product category is Business Fuel Cards. Its primary akta.pro industry code is TLABAMAA, Fuel Card & Fleet Payment Programs, with a secondary code of EUALAIAK, Fuel Pricing, Loyalty & Payments Platforms (POS, Mobile Pay, Fleet Cards, Loyalty Programs). Its NAICS code is 457 and its SIC code is 5500.