FUELDIRECT SAAS LIMITED

What FUELDIRECT SAAS LIMITED does

Fuel Direct is a UK fuel card and SaaS expense-management service operated by Horizon SaaS Ltd, a division of CarbonPay Group Ltd, headquartered in Epsom, Surrey. The company issues physical fuel cards accepted at 3,600+ UK fuel stations, built on WEX Inc. transaction processing infrastructure with full per-litre discounts at Esso-branded stations and emergency acceptance at BP and Shell. The product targets a broad customer base spanning gig-economy drivers, self-employed tradespeople, small businesses operating 1-20 vehicles, company car programme managers, and mid-market fleet operators, with no credit check required for application and self-serve online onboarding.

The core technology stack centres on a web-based Smart Dashboard at dashboard.fueldirect.co.uk that handles application processing, ID verification, transaction monitoring, per-vehicle and per-driver spend controls, HMRC-compliant VAT receipt generation, card freeze/cancel functionality, and rewards point accrual. An interactive savings calculator and a 25+ article content library targeting niche UK trade personas support the self-serve top-of-funnel. The company has no public mobile app, no documented public API, and no disclosed AI/ML capabilities.

Revenue is generated transactionally rather than via subscription: a £9.99 one-off sign-up fee (often discounted through partner schemes), a £1 card validation charge, and a per-litre spread on discounted fuel purchases. There are no monthly fees, no credit check fees, and no disclosed minimums. Distribution is entirely digital and self-serve, supplemented by a partner/reseller programme channelling Fuel Direct benefits through UK trade associations, membership organisations, and business networks. No external funding rounds, acquisitions, or leadership changes are disclosed in the source data.

Name

FUELDIRECT SAAS LIMITED

Legal name

Horizon SaaS Ltd

Website

https://fueldirect.co.uk

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

Fuel Direct is a UK fuel card service for SMBs, sole traders, gig drivers, and fleet operators, offering per-litre discounts at 3,600+ stations and a web dashboard for spend control and HMRC-compliant reporting.

Ownership category

akta.pro rank

Product category

Fuel Card Services

NAICS

Fuel Dealers (45721)

SIC

Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Fuel Card & Fleet Payment Programs (TLABAMAA)

akta.pro secondary industries

Fuel Management & Fleet Card Programs (THADAKAH), Fleet Tax & Regulatory Reporting (IFTA/IRP, VAT/GST Fuel Reclaims) (TLABAMAH)

Keywords

• Fuel card services
• Fleet management software
• Fuel transaction platform
• Business fuel discounts
• SMB fuel management

Headquarters

HQ city

Epsom

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Fuel Transaction Discounts: Customers pay a small one-off sign-up fee (usually £9.99) and receive automatic per-litre discounts (up to 6p/litre) at participating UK fuel stations. The company earns revenue from the spread between the pump price and discounted rate, plus the sign-up fee. No ongoing subscription fees or hidden charges.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

FuelDirect SaaS Limited operates a UK business fuel card accepted at more than 3,600 fuel stations nationwide, including priority pricing at Esso sites and BP/Shell for emergency use. The card is paired with an online Smart Dashboard that delivers HMRC-compliant VAT receipts, real-time transaction monitoring, card freeze/cancel controls, expense tagging, and a savings calculator so tradespeople and fleet managers can track and reclaim fuel costs. Customers pay a £9.99 one-off sign-up fee, and revenue is generated on a per-litre transaction spread on every fuel purchase with no credit check or subscription required.

Product overview

Fuel Direct is a single unified product: a fuel card service for UK businesses, sole traders, and drivers. The core offering is the Fuel Direct Fuel Card, which provides automatic discounts at 3,600+ UK stations with no credit checks required. This is supported by the Smart Dashboard for account management, spend tracking, and HMRC-ready reporting. Additional features include a Fuel Savings Calculator for estimating savings and a Rewards Program for earning points on purchases. The company also offers Partnership Schemes for organisations to resell or distribute fuel card benefits to their members.

Differentiator

Problem solved

Functional benefit

Products and services

• FuelDirect Fuel Card UK business fuel card accepted at 3,600+ UK stations for tradespeople, sole traders, fleet managers, company-car programmes, and high-mileage rideshare and delivery drivers. Combines a payment card with an online Smart Dashboard that simplifies expense tracking, VAT reclaim, and fuel-cost visibility for self-employed drivers and small fleet operators.

Quantifiable outcome

• Save up to 6p per litre on Synergy Fuels; up to 5p per litre for standard customers
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• WEX Inc.coreTechnology or IntegrationWEX Inc. provides the underlying fuel card processing and transaction network infrastructure. The WEX logo is used under an existing agreement with Horizon SaaS Ltd. The card is accepted at 3,600+ UK fuel stations through the WEX network.
• Esso (Exxon Mobil Corporation)coreTechnology or IntegrationEsso branded service stations across the UK offer full fuel discounts to Fuel Direct cardholders. Esso logo used under permission with Exxon Mobil Corporation. This is the primary station network for discount benefits.
• CarbonPay Group LtdcoreStrategic or Co-development PartnerParent company. Horizon SaaS Ltd and Fuel Direct SaaS Ltd are both divisions of CarbonPay Group Ltd. CarbonPay branding appears on the platform as the sustainability partner (CarbonPay Mobility logo). The group provides the specialised payment platform solutions infrastructure.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Allstar Business Solutions: One of the UK's largest fleet fuel card providers, with broad multi-network acceptance and back-office integrations. Larger incumbent targeting fleets rather than the SMB/sole-trader niche Fuel Direct addresses.
• Esso Fleet (ExxonMobil): Fuel Direct's primary discount network (Esso) also markets its own fuel cards to UK fleets. Major incumbent with structural advantages on forecourt economics and customer acquisition through its branded retail network.
• Shell Fleet Solutions: Shell's own fleet fuel card offering for UK businesses, leveraging the Shell station network. Major incumbent with brand and balance-sheet advantages, but constrained to its own forecourt network.
• BP Fuel Card: BP's branded business fuel card programme, serving UK corporate fleets and SMBs. Comparable end market and product, with the backing of an integrated oil major's network and balance sheet.
• WEX Fleet Card: Fuel Direct's underlying processing partner (WEX Inc.) also sells fuel cards directly to fleets globally. Closely analogous technology stack and acceptance model, though WEX's direct offer targets larger enterprise fleets.

Direct peers

• Fuel Card Services: UK fuel card provider offering multi-network access (Shell, BP, Texaco) to SMEs and fleets. Closely comparable business model: per-litre discounts, online management, HMRC-ready reporting for UK business customers.
• UK Fuel Cards: UK fuel card broker/aggregator offering multiple card networks to UK businesses, sole traders, and fleets. Direct competitor in the same SMB fuel-card space, with comparable multi-network acceptance and pricing transparency positioning.
• Keyfuels: UK fuel card provider focused on commercial vehicle operators and HGV fleets, with HGV-specific network coverage and reporting. Comparable fuel card / fleet management hybrid offering for UK commercial customers.
• Fuel Express: UK fuel card comparison and distribution site serving small businesses and sole traders, including tradespeople. Directly comparable SMB/sole-trader target audience with multi-network acceptance.
• R2C Online: UK-based fleet management and fuel card provider serving SMBs and mid-market fleets with multi-network acceptance and spend analytics. Directly comparable customer base, product suite, and SaaS-led GTM model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fueldirect
• Instagraminstagram.com/fuel_direct
• TikToktiktok.com/@fueldirect

Compliance1 record

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 FUELDIRECT SAAS LIMITED