Refuel
Refuel is a South African fuel management technology company that provides proprietary IoT hardware, cloud-based monitoring software, mobile refueling delivery, and SARS diesel rebate compliance solutions to large-scale fuel users in mining, agriculture, forestry, fishing, energy, and logistics.
- Company typePrivate
- Founded-
- HeadquartersJohannesburg, South Africa
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Refuel does
Refuel is a South African fuel management technology company headquartered in Johannesburg, founded in 2018. It sells a unified platform to large-scale fuel users in mining, agriculture, forestry, fishing, energy, and logistics, addressing fuel theft, fuel card fraud, manual reporting inefficiencies, and the time and crime exposure associated with retail refueling. The platform combines proprietary IoT hardware — fuel probes installed in plant tanks and mobile bowsers, digitally-controlled pumps, and wireless gateways — with bespoke cloud software hosted on AWS using Intel compute, plus a proprietary Refueler mobile app for pump control and order management.
The company's three core product lines are: IoT Fuel Management (real-time monitoring, automated reordering, theft detection via anomaly alerts, and reconciliation of dispensed vs. received volumes); Refuel Delivery (mobile on-site refueling for fleets, generators, and employees using digitally-controlled pumps); and the SARS Diesel Rebate Solution (session-based tracking that differentiates eligible from non-eligible fuel activities for SARS claims). Refuel also earns margin on fuel procurement by aggregating customer volumes with fuel seller partners. The company operates 24/7/365, offers multi-year enterprise contracts on a custom quote basis, and is led by CEO Ricky Luntz CA(SA), COO/CFO Craig Dogon CA(SA), and Riela Rugber in Finance and Operations.
Geographically, Refuel delivers mobile refueling in Gauteng and KwaZulu Natal with a franchise model for national expansion, while its IoT offering is deployed country-wide through a certified installer network. The company positions itself as a technology-led energy company modernising fuel industry operations through digitisation and transparency, though it remains a small team of six employees with no disclosed external funding, revenue, or institutional investors.
Refuel firmographics
Firmographics- Name
- Refuel
- Legal name
- Refuel
- Website
- https://refuel.co.za
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Refuel is a South African fuel management technology company that provides proprietary IoT hardware, cloud-based monitoring software, mobile refueling delivery, and SARS diesel rebate compliance solutions to large-scale fuel users in mining, agriculture, forestry, fishing, energy, and logistics.
- Ownership category
- akta.pro rank
Refuel industry classification
Industry- Product category
- Fuel Management Software
- NAICS
- Fuel Dealers (45721), Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914)
- SIC
- Totalizing Fluid Meters & Counting Devices (3824)
- akta.pro primary industry
- Fuel Card & Fleet Payment Programs (TLABAMAA)
- akta.pro secondary industry
- Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)
Keywords
Where Refuel is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Refuel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Personnel, Supply Chain, Marketing or Sales
Revenue model
- IoT Hardware and Software Solutions: Refuel provides proprietary IoT hardware (fuel probes, pumps, gateways) combined with cloud-based SaaS for real-time monitoring, automated reordering, and data-driven reporting. Hardware is installed at customer sites with ongoing software subscription fees for monitoring services.
- Mobile Refueling Services: On-site mobile refueling delivery service for fleets, generators, and employees at large corporates. Fuel is delivered via digitally-controlled app ecosystem providing transparency and control over volumes charged.
- Fuel Aggregation and Procurement: Refuel aggregates volumes across customers to negotiate competitive fuel pricing on their behalf through fuel seller partners, earning margins on fuel procurement.
- SARS Diesel Rebate Facilitation: Technology solutions enabling automated logging of fuel usage and consumption for businesses to apply for and secure SARS diesel rebates, streamlining the claims process with accurate data.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom enterprise pricing based on scale and requirements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels2 records
Refuel product offering
Product offeringCore offering
Refuel provides IoT-based fuel management for large-scale enterprise fuel users, combining proprietary hardware (fuel probes, digital-controlled pumps, gateways) with cloud-based SaaS for real-time monitoring, automated reordering, anomaly and theft detection, and SARS-compliant session-based fuel usage reporting. The company also operates mobile on-site refueling services for fleets, generators and large corporates, and aggregates customer fuel volumes to negotiate procurement pricing with fuel seller partners.
Product overview
Refuel is a South African fuel management technology company offering a unified platform comprised of three core product lines: IoT Fuel Management (proprietary hardware and software for real-time monitoring and theft detection), Refuel Delivery (mobile on-site refueling services), and SARS Diesel Rebate Solution (automated compliance and rebate claims). A supporting Data-Driven Fuel Management component leverages Intel compute technology on AWS for cloud-based reporting and reconciliation. The products work together to provide complete control over fuel consumption from monitoring through delivery to compliance reporting.
Differentiator
Problem solved
Functional benefit
Products and services
- IoT Fuel Management
Quantifiable outcome
- 5-10% of fleet/bowser/generator annual fuel stock is stolen without proper monitoring systems
- +2 more outcomes
Companies that use Refuel
Customer profileSegments6 records
Ideal customer profiles3 records
Refuel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature6 records
Refuel partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- IntelcoreRefuel leverages Intel's highly advanced compute technology in their fuel management solution, integrating Intel processors into their IoT and cloud-driven systems for data processing and analysis.
- AWS (Amazon Web Services)coreRefuel's bespoke software is built on the AWS platform, utilizing cloud infrastructure for hosting their fuel management software, data storage, and reporting capabilities.
- Fuel Seller PartnerscoreRefuel aggregates volumes across customers to negotiate competitive fuel pricing on their behalf. They procure quality fuel from partners which is randomly tested to ensure equipment isn't damaged by sub-par diesel.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Refuel competitors and assessment
Company assessmentDirect peers
- Booster: Mobile on-site fuel delivery service for commercial fleets in the US. Comparable to Refuel Delivery's mobile refueling model of bringing fuel to customer sites with digital metering and app-based ordering.
- FuelCloud: US-based IoT fuel management platform providing real-time tank monitoring, automated reconciliation, and theft detection for fleet and fuel storage operators. Directly comparable to Refuel's IoT fuel management product line.
- Vertrax: Fleet fuel management and automation platform for the distribution and supply chain industry. Overlaps with Refuel's IoT-enabled fuel monitoring and reporting, particularly for transport and logistics fleets.
Broad incumbents
- WEX Inc. Global fleet fuel card and payment solutions provider. A larger incumbent in the fleet fuel management space, addressing overlapping pain points (fuel fraud, fleet spend visibility) via payment rails rather than IoT probes.
- Piusi: Italian manufacturer of fuel transfer, dispensing, and monitoring equipment for fleet and agricultural use. Comparable in the hardware/pump layer of Refuel's offering, including mobile bowser and dispenser technology.
- Comdata: Major fleet fuel card and commercial payment provider. Adjacent incumbent serving overlapping fleet customers with fuel spend management, though primarily via card-based rather than IoT-based solutions.
Emerging players
- Fleetio: Fleet management software platform covering fuel tracking, maintenance, and reporting. Overlaps with Refuel's data-driven fuel management and SARS rebate reporting on the software and reporting layer.
Regional players
- Fueltek: South African fleet fuel management and pump control systems provider. Regional direct competitor in the same South African market addressing fuel management, monitoring, and diesel rebate use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Refuel social profiles
Digital presenceRefuel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Refuel leadership team
Management profileNumber of profiles
Profiles3 records
Refuel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Refuel 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 Refuel
What does Refuel do?
Refuel provides IoT-based fuel management for large-scale enterprise fuel users, combining proprietary hardware (fuel probes, digital-controlled pumps, gateways) with cloud-based SaaS for real-time monitoring, automated reordering, anomaly and theft detection, and SARS-compliant session-based fuel usage reporting. The company also operates mobile on-site refueling services for fleets, generators and large corporates, and aggregates customer fuel volumes to negotiate procurement pricing with fuel seller partners.
Is Refuel a public or private company?
Refuel is a private company. It is classified as unknown and is currently operating.
When was Refuel founded?
Refuel was founded in -1. It employs 1 to 10 people.
Where is Refuel based?
Refuel is headquartered in Johannesburg, South Africa, in the Africa region.
How does Refuel make money?
Four revenue lines are on record. IoT Hardware and Software Solutions are the primary driver. The others are mobile Refueling Services, fuel Aggregation and Procurement and SARS Diesel Rebate Facilitation.
Who are Refuel's main competitors?
Direct peers on record are Booster, FuelCloud and Vertrax. Broad incumbents are WEX Inc., Piusi and Comdata. Fleetio is listed as an emerging player. Fueltek is listed as a regional player.
Does Refuel have an API?
No public API is recorded for Refuel.
What industry is Refuel in?
Refuel's product category is Fuel Management Software. Its primary akta.pro industry code is TLABAMAA, Fuel Card & Fleet Payment Programs, with a secondary code of EUALAIAD, Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery). Its NAICS code is 45721 and its SIC code is 3824.