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Motive

Category: AI in Supply Chain / Logistics

An integrated AI-powered operations platform that automates safety, compliance, and efficiency for businesses powering the physical economy. Motive was founded in 2013. The company is led by Shoaib Makani. Based in San Francisco, USA. Team size: 3500+. Total funding raised: $567,300,000. Latest round: Series F. Key investors include ["Insight Partners","Kleiner Perkins","Index Ventures","GV (Google Ventures)","G2 Venture Partners","IVP","Scale Venture Partners"].

Founded
2013
Headquarters
San Francisco, USA
Team size
3500+
Total funding
$567,300,000

Value proposition

Reduces operational costs and accidents by using real-time Edge AI to detect unsafe behaviors, automate regulatory compliance, and optimize spend management through a single pane of glass.

Products and solutions

["AI Dashcam & AI Dashcam Plus (Edge AI safety)","Fleet Management (GPS tracking & ELD compliance)","Asset Tracking (Trailers, construction equipment, and tools)","Motive Card (Integrated corporate card and spend management)","Driver Safety & Coaching Software","Automated Maintenance & Fuel Management"]

Unique value

Motive distinguishes itself by consolidating fragmented point solutions (safety, finance, and telematics) into a unified 'Automated Operations Platform' powered by proprietary computer vision models.

Target customer

Fleet managers, safety directors, and operations executives in industries involving physical assets and mobile workforces.

Industries served

["Trucking & Logistics","Construction","Agriculture","Oil & Gas","Food & Beverage","Field Services","Waste Management"]

Technology advantage

Utilizes high-performance Edge AI (Ambarella SoC) to process video locally on the vehicle, enabling real-time detection of high-risk behaviors (like cell phone use or drowsiness) without the latency of cloud processing. This is supported by a massive dataset from 120,000+ customers used to train industry-leading safety algorithms.

How they differentiate

Motive differentiates through its 'Automated Operations Platform' which integrates high-performance Edge AI for safety with financial services (Motive Card). Unlike legacy telematics, Motive uses proprietary computer vision to detect unsafe behaviors in real-time on the device itself, reducing latency and insurance costs.

Main competitors

["Samsara","Verizon Connect","Geotab","Lytx"]

Key partnerships

["Insurance Partners (e.g., Progressive, Progressive Home) for data-driven premium discounts","Mastercard (Powering the Motive Card infrastructure)","OEM Integrations (e.g., Navistar, Volvo Trucks) for factory-installed hardware","Ambarella (AI vision processor collaboration)"]

Notable customers

["Halliburton","Komatsu","Blue Rhino","Knight-Swift Transportation","A&R Logistics"]

Major milestones

["Rebranded from KeepTruckin to Motive in May 2022 to signal expansion beyond trucking.","Achieved 'Centaur' status (over $100M ARR) and subsequently crossed the $500M ARR threshold in 2023.","Launched the Motive Card in 2021, the first corporate card integrated with a fleet management platform.","Released AI Dashcam Plus in 2024, featuring advanced Ambarella Edge AI chipsets."]

Growth metrics

Reached over $500M in Annual Recurring Revenue (ARR) as of late 2023; serves over 120,000 customers; valued at $2.85B.

Market positioning

A top-tier leader in the 'Connected Operations' space, positioned as a high-innovation alternative to legacy providers and the primary rival to public competitor Samsara.

Geographic focus

Primarily North America (USA and Canada), with growing operations in the Middle East, Europe, and Asia-Pacific.

Patents and IP

Holds numerous patents related to Electronic Logging Devices (ELD), automated driver coaching workflows, and AI-based vehicle event detection systems.

About Shoaib Makani

Before founding Motive, Shoaib was an investor at Khosla Ventures, where he focused on consumer and enterprise technology investments. He previously served as a Product Marketing Manager at Google and worked in Business Development at AdMob, which was acquired by Google in 2010.

Official website: