Geotab and Vitality have formed a joint venture to improve fleet safety by combining telematics data with behavioral science to incentivize safe driving.

The program provides commercial fleets with an all-in-one driver behavior change platform that rewards positive driving habits, Geotab says. The initiative builds on Vitality Drive, an insurance program that has helped reduce claims by 55% and cut road fatalities, according to the news release. Integrating Geotab’s AI-powered predictive collision analytics and benchmarking tools, the new platform offers a ‘nudge-based’ coaching system where drivers earn progress points and rewards for safe performance.

“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. “Ensuring driver safety and enhancing their workday experience requires a blend of empathy and innovation.”

Unlike traditional fleet safety programs that penalize poor driving behavior, Geotab Vitality takes a positive reinforcement approach. Drivers receive personalized weekly goals and can track their performance relative to drivers in similar industries, vehicle types, and geographic areas. Statuses are set using Geotab’s predictive collision risk model, which examines the leading causes of collisions.

“Together, we are offering an innovative solution that uses technology to tackle one of the most urgent challenges—improving driver behavior to make roads safer,” said Francois Theron, deputy CEO of Vitality Drive International.

Early trial fleets have already seen safety improvements through the program, Geotab claims. Incentives earned by drivers can be redeemed through a Rewards Mall featuring products from popular brands.

Geotab plans to integrate Geotab Vitality into Geotab Drive and the Geotab Safety Center later this year.