• Motivation is the key to driver improvement

    Behavioral changing platform, Vitality, in partnership with Geotab proves incentive-based solution can improve driver behavior.
    Feb. 27, 2025
    5 min read
    Jade Brasher | FleetOwner
    Francois Theron, deputy CEO of Vitality Drive International, addresses the crowd at Geotab Connect 2025 in Orlando, Florida.

    ORLANDO, Florida—Ask drivers how well they drive, and about 80% will say they’re great. “However, if you look at the real driving data... you see exactly the opposite,” Francois Theron, deputy CEO of Vitality Drive International, said addressing the crowd during the Geotab Connect 2025 keynote. Only “about 30% of people sit in that top driving segment.”

    Self-assessment and reality paint two entirely different pictures. This highlights the need for driver coaching among fleets.

    Geotab announced in its keynote that the company seeks to redefine how fleet managers encourage safer drivers. Its solution leverages a behavior change solution in partnership with Vitality, a behavioral management platform.

    "Together with Geotab, we’re redefining fleet management through a program that rewards safer driving,” Adrian Gore, Vitality CEO, said in a video shown during the keynote speech at Geotab Connect 2025.

    The program aims, Gore said, to improve driving behaviors by combining three things: Geotab’s telematics data and each driver’s predictive collision risk; Vitality’s science-backed approach in behavioral changes; and incentives for drivers and businesses to encourage improved driver behaviors.

    Geotab has lofty goals for this partnership, hoping it will help foster not only safer but also healthier drivers.

    “We're talking about behavioral change, not just isolated to how safe you are on the road,” Geotab CEO Neil Cawse said to media after the keynote where the partnership was announced. “We're talking about other behaviors that can lead to better welfare for the employees.”

    About the Author

    Jade Brasher

    Senior Editor Jade Brasher has covered vocational trucking and fleets since 2018. A graduate of The University of Alabama with a degree in journalism, Jade enjoys telling stories about the people behind the wheel and the intricate processes of the ever-evolving trucking industry.    

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