KeepTruckin Inc. has officially rebranded to Motive Technologies Inc. as of April 12. According a release, the new name reflects the customers it serves, the products it builds, and the mission of the company. Alongside its rebrand, Motive has launched the Automated Operations Platform, a combination of IoT hardware and AI-powered applications that connect and automate physical operations.

Currently, KeepTruckin has more than 120,000 customers with 700,000 vehicles and assets, and more than 1 million drivers using its technology, according to the company. 

Founded in 2013, the company builds technology to improve the safety, productivity, and profitability of physical operations. While its early customers were trucking companies, today Motive serves a broad range of industries across the physical economy.

To address the needs of its expanding customer base, Motive has launched the Automated Operations Platform. The platform combines Internet of Things hardware with artificial intelligence-powered applications that automate vehicle and equipment tracking, driver safety, compliance, maintenance, spend management, and more.

“Our technology provides businesses with real-time visibility into their operations and enables AI-based automation of key workflows,” said Jai Ranganathan, chief product officer. “By identifying the risks, problems, and opportunities companies have, and automatically taking actions on behalf of managers, Motive’s applications improve the safety, productivity, and profitability of physical operations.”

The global middle class has tripled over the last 20 years to more than 1.7 billion people, according to a release from Motive. As incomes rise, so does consumption, and expectations around quality, reliability, and speed of delivery are higher than ever. This exponential increase in demand combined with continuously rising expectations is placing unprecedented strain on the industries that power the physical economy — agriculture, manufacturing, construction, field services, trucking and logistics, and many more are struggling to keep up.

“Almost 50% of global GDP comes from the physical economy,” said Shoaib Makani, CEO of Motive. “And yet, it has been largely ignored by the technology industry.”