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Motive: The $2.2B Bet on Physical Economy Tech
Why 4,716 employees are building the OS for trucking, logistics, and industrial operations
In a world obsessed with digital-first startups, Motive is playing the long game with the physical economy. They've built an integrated platform that manages 200,000+ vehicles and 1 million+ drivers, proving that logistics, not just SaaS, is where the real money lives.
"Motive isn't selling software—they're selling safety, compliance, and fuel savings. That's why 70% of their traffic is direct: fleet managers don't Google Motive, they live in it."
The Direct Traffic Moat
With 70% direct traffic and only 25% organic, Motive has achieved something rare: product stickiness that bypasses search engines. The average fleet manager visits daily. Their 'motive login' keyword gets 3,460 monthly searches—proof that users don't need to remember the full URL. This isn't marketing; it's infrastructure.
The Trustpilot Paradox
Here's the provocative take: that 1.7/5 Trustpilot rating isn't a bug—it's a feature. With 2,333 reviews, Motive is being graded by the toughest customers on earth: trucking companies that hate change. They're not building for app store ratings; they're building for ELD compliance, fuel tax reporting, and AI-powered dash cams that prevent accidents.
The tech stack reveals their hybrid DNA: Tailwind CSS and Ant Design for the web platform, PWA for offline capability in trucks, and Priority Hints for loading maps in dead zones. This isn't a consumer app—it's industrial software that happens to run in a browser.
- Shoaib Makani's team built the first AI dash cam that actually works in rain, snow, and dust storms
- Their 'Automated Workflows' turn raw GPS data into payroll, maintenance schedules, and HOS compliance
- The platform connects 500+ ELD devices, making them the Switzerland of fleet management
Motive is the operating system for moving things
While competitors chase features, Motive owns the data layer that makes fleets profitable. That's why they're worth $2.2B and growing.
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Motive: All-in-One Fleet Management & Driver Safety Platform
Motive provides an integrated platform to help improve the safety, productivity, and profitability of fleet operations for the physical economy.
Motive | Integrated Operations Platform for the Physical Economy
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Reviews (20)
Their sales team sucks!!!
Their sales team lie worse than some of these recruiters for trucking companies. All they wanna do is tie you into a contract on whatever new product their pushing. Play with the numbers and when you call them out on it, they play crazy. THEN, THEY KEEP SENDING YOU THE SAME CONTRACTS. Hoping you'd be foolish enough to sign it. Now, as far as an ELD, their product is top notch, but their sales team needs to be arrested for harassment.
Hi Team, Thank you for reaching out to Motive Support. I hope this message finds you well & sincere apologies for the inconvenience you are facing. To understand the issue better, I would like to arrange a call To assist you to the best of my ability, I would like to arrange a call. Could you please reply with the following information: Best Number to Call: Best Time to Call: Time zone: Best Email: Looking forward to your response. Thank you! Regards, Christine Thompson Motive Support
As a truck driver
As a truck driver, Motive is frustrating. The clocks don't work right, I have to log out and then back in every morning to get my time to reset. There's no night driving mode, so you have a white light glaring in your face while you're trying to see in the dark. I have to click 59 things up for my truck check which is stupid, I'm not looking at my truck if I'm busy clicking a screen. There's too many pages to go through to do you're load, nothing carries over like when I click arrived I also have to fill the address and location info out, duh, that should carry over. When I do a loaded call I have to fill that page, then do to a page under something completely not related to put my load number on the form page. I think a child developed this app. It doesn't work very well, is annoying to use and honestly shouldn't be in existence. Don't water your time on it. Junk
Motive is a scam
Motive is a scam, I was lied to by Griffin Waheb as to what services were going to be provided under the contract. He is no longer with the company. Now I am stuck dealing with Dennis Robinson, I am not allowed to talk to a manager. I have reversed the charges with my credit card as my credit card company found that I was lied to. Now Motive has turned me into collections, as they do with alot of customers. I will continue to fight this fraud.
Hey Matt, We hope you find this message in the best of your health! This is to inform you that we have shared your details with our concerned team for an audit. Once they complete the audit according to your request, they will reach out to you with further details. Meanwhile, your patience is highly appreciated! Regards, Emily Rose Motive Support
Excellent communication until you sign…
Excellent communication until you sign the paperwork. Once you do, it's crickets from them should you have an issue. From the start, I was not able to log in to my account to activate the device. It took 3 months to get them to fix that. Then the device didn't work on my truck, so I tried to cancel the service, but I never heard anything from them. Now, they have sent my account to a collection agency for not paying them. DO NOT SIGN
Hello Pearl, Thank you for reaching out to Motive Support. I hope this message finds you well & sincere apologies for the inconvenience you are facing. To understand the issue better, I would like to arrange a call. Would you please reply with the following information: Best Number to Call: Best Time to Call: Time Zone: Your Email Address: We look forward to your response. Thank you! Regards, Liam Morton Motive Support
Absolutely horrible service from…
Update: I am not able to answer your reply. Also, I don't want to be leaving my personal info here. Get in touch with Zain Khan my account manager. He knows the situation and he has my contact info. This needs to be resolved ASAP. Otherwise I will, unfortunately, have to involve our lawyer. Absolutely horrible service from Motive. I requested the cancellation of one of our units over a month ago, yet they still invoiced me for all units. I asked multiple times for the invoice to be corrected and was repeatedly told it would be updated — which never happened. I spoke with our account manager again today and was once again assured it would be fixed. I also specifically asked if there was any risk of our account being suspended and was reassured multiple times that it would not happen. Well, it did happen. Our account has now been suspended due to their complete incompetence, and we are in serious trouble because our units are no longer working in any of our vehicles. I will be seeking legal advice on how to proceed. If you don’t want to be put in this kind of position, I strongly recommend staying away from Motive.
Hello Leni, Thank you for reaching out to Motive Support. I hope this message finds you well & sincere apologies for the inconvenience you are facing. To understand the issue better, I would like to arrange a call. Would you please reply with the following information: Best Number to Call: Best Time to Call: Time Zone: Your Email Address: We look forward to your response. Thank you! Regards, Liam Morton Motive Support
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About gomotive.com
Motive provides an integrated platform to help improve the safety, productivity, and profitability of fleet operations for the physical economy.
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gomotive.com uses 16 technologies across their website including Wistia, PHP, WordPress, and more.
Video
Wistia
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PHP
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WordPress
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Amplitude, Google Tag Manager
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Lazy Loading, Priority Hints
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Twitter Cards, RSS, PWA
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gomotive.com receives approximately 1.7M monthly visitors and ranks #26,076 globally. The website has a bounce rate of 29% with visitors viewing an average of 8.1 pages per visit. Users spend an average of 8:38 on the site.
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