AI-powered integrated operations platform Motive has expanded its reach to the UK with the opening of a new London office.

The company also appointed Nyanya Joof as regional vice-president.

The company, which has seen success in North America, is extending its offerings in driver safety, fleet management, and workforce management to sectors such as construction, energy, field services, food and beverage, transportation and utilities. 

Joof has more than 15 years in developing go-to-market teams in Europe and holding leadership roles at companies such as WeWork.

Her role will involve leading the company’s regional strategy and overseeing the implementation of Motive’s solutions for UK customers.

Motive’s technology focuses on enhancing driver safety by using AI to identify and address risky driving behaviours.

This includes real-time detection of actions such as mobile phone use and stop sign violations to prevent accidents and promote safe driving practices.

In the realm of fleet management, Motive’s solution offers insights into vehicle health, routing, and utilisation, which can assist businesses in making informed decisions for more efficient operations.

For workforce management, the platform provides automation of routine tasks such as scheduling and payroll, aiming to reduce the administrative burden on businesses.

The Motive Driver App is designed to streamline compliance processes and reduce the need for paper-based documentation.

As the UK moves towards meeting environmental targets such as the 2030 Zero Emission Vehicle Mandate, Motive’s platform includes tools to support the shift to electric vehicles.

The platform’s capabilities for managing mixed-fleet environments are enhanced by the acquisition of InceptEV, a startup specialising in battery intelligence software.

Motive CEO and co-founder Shoaib Makani said: “We’re excited to bring that mission to the UK at a time when AI can make a meaningful difference—helping businesses reduce road collisions, lower costs, automate manual work, and accelerate the transition to more sustainable operations.

“Our platform is already delivering measurable results around the world, and we look forward to unlocking that same value for businesses in the UK.”