Geotab and Vitality launch safe driving rewards trial

Geotab and Vitality have launched a joint pilot scheme aimed at improving driver safety through a reward-based platform that links telematics data with behavioural science.

The beta programme, called Geotab Vitality, uses Geotab’s predictive collision risk analytics alongside Vitality’s behavioural tools to offer daily and weekly rewards for safe driving.

It is available to fleets in the UK and EU where Geotab is already operational.

The platform replaces traditional penalty-based coaching models with an incentive-led approach, offering drivers personalised goals and rewards based on driving behaviour, regardless of their starting skill level.

Drivers are scored against a “global driver status,” which ranks performance against peers with similar driving profiles.

Points earned through safe driving can be redeemed for small rewards such as gift cards via an in-app marketplace.

Rollout to Geotab Drive later this year

The platform will integrate directly into the MyGeotab interface, with a rollout to Geotab Drive expected later this year.

The initiative forms part of the UK’s wider effort to tackle road risk, with behavioural factors estimated to contribute to 95% of collisions.

The EU places the cost of road crashes at around €280 billion (£236bn) per year.

By combining real-time telematics data with behavioural insight, the joint venture aims to improve driver safety, reduce incident-related costs and support retention in a sector under pressure from skills shortages and compliance demands.

The launch follows similar efforts in North America earlier this year, where the scheme has already been trialled.

Unlike traditional training methods, the new approach uses nudge-based feedback and performance benchmarking to support sustained behavioural change across fleets.

Edward Kulperger, senior vice president EMEA Geotab, said: "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 work day experience necessitates a blend of empathy and innovation. 

“We see clear evidence of drivers' openness to technological advancements, with 67% of British van and lorry drivers expressing support for new technology that helps improve overall driving performance."

Kulperger said the reward-based platform can be a "game changer" for fleet managers to create a culture of recognintion to retain and reward their best drivers.

Francois Theron, deputy chief executive of Vitality Drive International, added: "Our joint venture with Geotab embodies shared value, creating safer roads for clients, lowering costs for businesses and fleets, rewarding drivers who drive well and creating safer roads across Europe for all."