Geotab and Vitality aim to redefine commercial fleet management through the joint venture, leveraging a behavior change solution that rewards safer driving.
Geotab, a global provider of connected transportation solutions, and behavior change experts Vitality have formed a joint venture to enhance driver safety and well-being. Their new solution combines telematics data with behavioral science to reduce risk and improve road safety.
Geotab and Vitality aim to redefine commercial fleet management through the joint venture, leveraging a behavior change solution that rewards safer driving.
Vitality, whose Vitality Drive insurance program has seen its members have 55% fewer claims and significantly lower road fatalities than national averages, will come together with Geotab’s expansive telematics network of over 4.7M vehicles and AI-powered predictive collision analytics to encourage positive driving habits.
The new platform, Geotab Vitality, enables drivers to earn progress points as they drive well, incorporating personalized weekly driving goals, incentivized with rewards. The driver will also be given a status reflecting risk level relative to drivers in similar industries, vehicle types, and geographic areas, with statuses set using Geotab’s predictive collision risk model.
Using Data and Behavioral Science to Improve Fleet Safety
The initial joint offering will provide fleets access to an all-in-one behavior change platform that uses Vitality’s science-backed toolkit to incentivize and reward driver excellence. The program aims to improve driver performance, reduce accident-related expenses, and drive down fleet risks, creating safer, more efficient operations.
Recent data from the National Highway Traffic Safety Administration (NHTSA) underscores this challenge, revealing that motor vehicle crashes cost American society $340 billion. Human behavior emerges as the leading factor in collision risk and associated costs, with distracted driving, reduced vehicle safety, and loss of vehicle control accounting for 60% of collisions.
The joint offering will empower organizations, providing data-driven insights using a positive driver coaching experience, nudge-based behavior change, and rewards mechanism to reduce risk and lower expenses.
In addition, the new technology will consider how it can improve driver well-being, which, alongside the rewards, is expected to support driver retention and attraction.
“This joint venture unites two purpose-driven leaders in their field to uniquely address the human side of fleet management,” said Sabina Martin, vice president of product management at Geotab.
“In today’s landscape, drivers face mounting pressures, from traffic congestion and encountering poor driving habits to demanding schedules. Ensuring their safety and enhancing their workday experience necessitates a blend of empathy and innovation. It’s a game-changer for drivers who can gain access to personalized insights and rewards and for fleets who can now cultivate a culture of recognition to retain and reward their most valuable drivers,” Martin continued.
“This joint venture with Geotab embodies shared value: safer roads for clients, lower costs for businesses and fleets, happier, more rewarded drivers, and a more socially responsible society,” said Francois Theron, deputy CEO of Vitality Drive International. “Together, we are able to offer a unique and innovative solution that uses technology to tackle one of the most urgent challenges – improving driver behavior to make our roads safer.”
Positive Reinforcement and Rewarding Safe Driving
Geotab Vitality challenges the industry’s traditional model of penalizing poor driving habits. Instead, this dynamic solution takes a positive approach, incentivizing drivers to enhance their habits through rewards — regardless of how they currently drive or their skill level.
Initial trial fleet customers have already experienced the program’s benefits, participating in an early adoption program that helped evaluate the impact of behavior change programs on driver safety scores.
Incentives earned through the program are redeemed for products from popular brands included in a “Rewards Mall.” Geotab plans to integrate Geotab Vitality into Geotab Drive and the Geotab Safety Center later this year, offering a comprehensive, end-to-end safety solution for fleets.
“This is just the first step,” Martin said. “The combined strength of Geotab and Vitality positions us to lead the industry in improving driver behavior through positive and data-driven coaching strategies. We’re excited about future opportunities to expand our collaboration into sustainability, efficiency, and maintenance innovations.”
