34 chapters.
One operating system for vehicle ownership.
Current Operational Status — August 2026
What is built and operating today, what is in pre-launch validation, and what remains a future opportunity. Commercial pricing is confirmed; hardware fulfilment, installation and activation are pre-launch and pending supplier onboarding and hardware validation.
Live / Built
- MotR consumer app (iOS & Android distribution)
- Secure customer experience and dashboard
- Secure Plus and Pro checkout (Stripe)
- Stripe subscriptions and payment-webhook processing
- Secure customer, order and subscription database
- Secure admin control centre
- Fleet in-app experience and enquiry form
- Fleet lead-management system
- Public Secure and Fleet landing pages
- SEO content and indexed landing pages
Pre-launch / Validation
- Final Secure Plus hardware selection (model under validation)
- Teltonika FMC920 procurement and physical testing (Pro)
- SIM / connectivity supplier selection
- Operational Flespi device connection (onboarding)
- Packaging and courier selection
- Professional installer onboarding
- First live customer tracker deployment
Future
- Formal recovery service
- Insurance relationships
- Automatic Fleet subscriptions
- National installation coverage
- Advanced telematics and driver analytics
Founder Vision
Vehicle ownership in the UK is fragmented across dozens of disconnected services. MotR exists to unify them into one premium, trusted relationship.
We built MotR because ownership should feel like one relationship, not twenty.
Every driver we spoke to kept the same mental spreadsheet — MOT dates, insurance renewals, service records, tax deadlines, mileage logs — scattered across apps, emails and paper. Fleets had it worse: compliance on clipboards, telemetry in one silo, servicing in another, no single source of truth.
What began as a free MOT and tax checker became a platform: compliance, health, security and fleet — one identity, one vehicle record, one experience. We did not set out to build an app. We set out to build the infrastructure for how the UK manages, protects and runs vehicles.
This memorandum sets out the business, the model and the opportunity. We invite partners who share our conviction that vehicle ownership is ready for an operating system.
Three beliefs that shape every decision.
Own the relationship
The driver, not the paperwork, is the customer. One account. One record. One trusted touchpoint.
Protection is a subscription
Hardware-backed security converts a one-time purchase into durable, recurring revenue.
Fleets deserve consumer UX
Small and mid-size operators are underserved by enterprise telematics. MotR meets them where they are.
Executive Summary
MotR is the operating system for UK vehicle ownership — a single account unifying compliance, security and fleet into one premium platform.
One account. Every vehicle. Every stage of ownership.
Drivers, fleets and insurers share a single source of truth for each vehicle's compliance, health, security and value — built on official DVLA and DVSA data.
A unified platform where free tools become a subscription.
Consumer
Free MOT, tax, health and reminders that convert engaged drivers into paying members.
Secure
Hardware-backed vehicle tracking and recovery with a recurring subscription.
Fleet
A business platform for compliance, telemetry and driver management.
Free tools acquire. Subscriptions monetise. Hardware compounds.
The Automotive Ownership Problem
UK vehicle ownership is fragmented, manual and stressful — costing drivers money and leaving fleets blind.
Ownership runs on reminders people forget and records people lose.
Fragmentation. MOT, tax, insurance, service, mileage and documents live in separate systems with no shared record.
Manual compliance. Drivers manage deadlines by memory. Miss one and the cost compounds — fines, invalid insurance, failed MOTs.
No security layer. Most drivers have no recovery plan. Stolen vehicles are rarely returned.
1 in 3
drivers miss an MOT deadline each year.
130k+
vehicles stolen in the UK annually.
60%
of SME fleets manage compliance on paper.
Where the friction lives.
Why MotR Exists
To replace a dozen disconnected services with one trusted account — owned by the driver, useful at every stage of ownership.
One identity. One vehicle record. Three products. A platform that compounds.
MotR turns the UK's rich official data infrastructure into a consumer-grade relationship. Every interaction — a check, a reminder, an alert — strengthens the same account and the same vehicle record.
One record
Every vehicle has a single, authoritative timeline shared across all products and partners.
One identity
The driver owns their account. Insurers, fleets and garages connect to it with consent.
From scattered services to one trusted home.
The MotR Platform
One account. One vehicle record. Three products. A platform that compounds with every interaction.
A single customer account, three commercial surfaces.
Built like infrastructure, felt like a consumer product.
One record
Every vehicle has a single, authoritative timeline shared across all products.
Composable
Consumer, Secure and Fleet share modules — data, identity, notifications, payments.
Intelligent
Vehicle DNA and AI turn raw data into guidance, predictions and alerts.
Consumer Platform
The free gateway: MOT, tax, health and reminders that build an engaged, retained audience.
The front door to vehicle ownership.
Instant value. A registration plate returns MOT status, tax, mileage and advisories in seconds.
Habit formation. Reminders and a digital glovebox turn one-time checks into a daily relationship.
Natural upgrade. Engaged drivers convert to MotR Secure and MotR+.
Every ownership moment, in one app.
MOT & Tax checks
Live DVLA/DVSA status, full MOT history and mileage.
Reminders
MOT, tax, insurance and service alerts before they bite.
Notifications
Push and email alerts with a dedicated notification centre.
Digital glovebox
Insurance, service receipts, MOT certificates and photos.
Garage
Servicing, MOT booking and partner referrals.
Documents
AI-extracted insurance policies and stored records.
From discovery to retained member.
AI Assistant
A vehicle-aware AI assistant that turns raw data into answers, guidance and proactive insight.
Ask anything about your vehicle. Get a grounded answer.
Context-aware. The assistant sees the active vehicle's timeline, health and compliance status.
MotR+ premium tier. Deeper diagnostics, fair-quote checking and valuation guidance sit behind the subscription.
Always-on. Conversational help reduces support load and increases engagement.
Vehicle-aware
Answers reference your actual MOT history and advisories.
MotR+
Premium AI: quote fairness, valuation, predictions.
AI turns engagement into subscription revenue.
Fuel Finder
An official-data fuel price tool that drives acquisition and daily engagement across web and app.
Official GOV.UK fuel prices, surfaced beautifully.
Official data. GOV.UK Fuel Finder station and pricing data, synced and deduplicated.
Location-aware. Nearby stations, brand filtering, amenities and live open status.
Public web + native app. A standalone public tool for acquisition, plus an authenticated in-app experience.
Price intelligence
Cheapest nearby fuel by type and distance.
Map + list
Interactive map with brand logos and navigation.
Favourites
Saved stations for registered users.
A high-intent, recurring need — owned by MotR.
Fuel price search is one of the most frequent, high-intent driving queries. Owning it puts MotR in the daily habit loop and creates a clean upgrade path into Secure and Fleet.
Public Fuel Finder pages are SEO-optimised and convert visitors into registered users; the in-app version deepens engagement with favourites and reminders.
Vehicle Intelligence
A health score, mileage log, expense tracker and timeline that make the vehicle's story visible and useful.
One timeline. Every event. A single source of truth.
Health score
A composite score from compliance, mileage and advisory signals.
Mileage tracker
Log and visualise mileage over time; spot clocking risk.
Expense tracker
Running costs, fuel and servicing in one ledger.
MOT timeline
The full MOT history — passes, fails, advisories and mileage — rendered as a premium, readable timeline.
Data depth creates retention and pricing power.
The richer the vehicle record, the harder it is to leave. Health scores feed the AI assistant, underpin valuation, and give insurers and fleets a reason to connect — each connection strengthening the moat.
Widgets & SEO Strategy
A free vehicle-check widget and an authority editorial engine that compound organic acquisition.
Two acquisition engines, one brand.
Widget platform
Garages, dealers and bloggers embed the MotR vehicle-check widget, extending reach and acquiring users through partner sites.
SEO authority clusters
Deep editorial hubs — MOT rules, tyre law, vehicle theft, fleet management — own high-intent UK search demand.
Authority content, owned demand, compound traffic.
Topical clusters. Hundreds of authoritative guides, calculators and car pages, each internally linked to the tools that convert.
Programmatic scale. Make, model and generation pages generated from vehicle data capture long-tail demand.
Conversion. Every public page routes intent into a free check, a reminder opt-in or a Secure purchase.
Why Secure Exists
Vehicle theft is a persistent UK problem with no consumer-grade recovery layer. MotR Secure turns protection into a trusted subscription.
130,000+ vehicles stolen in the UK each year — recovery is rare.
Theft is rising with keyless relay attacks. Specialist trackers exist but are sold and serviced like a hardware product, not a relationship. MotR Secure closes that gap: consumer-grade UX, hardware-backed protection, and a recurring subscription that keeps the customer for the life of the vehicle.
Protection that feels like the rest of the app.
One account. Secure lives inside the same MotR app the driver already uses for MOT, tax and reminders — no separate log-in, no separate brand.
Consumer UX. A premium dashboard, live map, journey history and instant alerts replace the clunky portals of specialist trackers.
Cross-sell engine. Every consumer user is a pre-qualified Secure prospect; every Secure customer is a pre-qualified Fleet lead.
Secure Product & Pricing
Two plans: Plus for self-install everyday protection, Pro for professional installation. Both combine a one-off hardware fee with a monthly subscription.
Two tiers. One subscription model.
MotR Secure Plus
Everyday protection, self-installed by the customer.
MotR Secure Pro
Professional installation, premium protection and recovery.
Live tracking, alerts and recovery — at both tiers.
Live location
Real-time GPS position with accuracy and journey history.
Instant alerts
Movement, ignition, battery and safe-zone notifications.
Safe zones
Home radius geofencing with entry and exit events.
Journey log
Every trip, with distance, duration and route.
Recovery
Recovery support for active theft events — planned; no recovery provider contracted yet.
Installation
Pro includes professional install; Plus is self-install.
Hardware acquires the customer. Subscription retains them.
The upfront fee covers device cost and dispatch. The monthly subscription is the durable revenue line — high retention, low marginal cost, and a natural cross-sell into Fleet for multi-vehicle households and businesses.
Secure Customer Journey
From the first free check to an activated tracker — a single, premium path inside one app.
A driver's journey, end to end.
Discover
Free MOT or tax check brings the driver to MotR.
Sign up
Free account; vehicle added to the garage.
Engage
Reminders, glovebox and health build daily trust.
Choose Secure
In-app /secure/dashboard shows Plus and Pro.
Checkout
Stripe Checkout collects payment and address.
Receive
Tracker dispatched to the door (Plus) or install booked (Pro).
Activate
Device live on the network; subscription begins.
Protected
Live map, alerts and recovery — every day after.
The dashboard that sells itself.
Always shown. Every authenticated user sees the premium MotR Secure dashboard — live map, protection score and activity — even before purchase.
Preview, not a wall. Without an active order, the experience is framed as a preview, with a clear "Get MotR Secure" call to action.
No separate sign-up. Secure is a product inside MotR, not a separate app or account.
In-app
/secure/dashboard — authenticated, vehicle-bound.
Public landing
/secure — no-auth product page with pricing.
Secure Checkout Journey
Stripe Checkout powers a clean, secure purchase. Two flows — public landing and authenticated app — share one backend.
One Stripe Checkout Session. One pending order.
Subscription mode. Each checkout combines a one-off hardware line item and a monthly subscription line item, configured per plan in Stripe.
Vehicle-bound. In the authenticated flow, the active vehicle is verified server-side and its registration, make and model are embedded in Stripe metadata and the SecureOrder.
Duplicate-safe. A pending unpaid order never traps the customer — the system inspects the Stripe session and either resumes the same plan or releases a stale one before creating a replacement.
Choose plan
Plus or Pro selected on /secure/plans.
Create session
Backend builds Stripe Checkout (subscription mode).
Pay
Customer pays via Stripe-hosted Checkout.
Order created
SecureOrder saved as pending; user returns to the app.
Public landing and authenticated app share one function.
Public landing
No vehicle, optional auth. Returns to /secure/success and /secure?checkout=cancelled. Used by visitors who haven't signed up yet.
Authenticated app
Vehicle required, ownership verified. Returns to /secure/dashboard with a success or cancelled banner. Vehicle details flow into metadata.
What Stripe collects
Billing address, GB shipping address, phone number and email — all captured securely by Stripe, never by MotR's own form.
Every order gets a human-readable reference.
Subscription & Webhook Lifecycle
A signed, idempotent Stripe webhook reconciles every payment event into the platform in real time.
Signed, idempotent, audited.
Signature verified. Every event is validated against the webhook secret before processing.
Idempotent. Each Stripe event id is logged exactly once; duplicates are ignored.
Audited. Every event is recorded with its processing status, related order and session, and an error trail if anything fails.
Six Stripe events run the full lifecycle.
Each event writes to the right record.
checkout.session.completed → upserts SecureCustomer, marks SecureOrder paid, creates SecureSubscription, and (for Pro) opens a SecureInstallation.
invoice.paid / payment_failed → updates SecureSubscription status, last payment and next payment date; flags the customer on failure.
subscription.updated / deleted → syncs period dates, cancellation and final status.
charge.refunded → marks the order refunded, cancels the customer, raises an alert.
SecureOrder
Payment + fulfilment status.
SecureCustomer
Status + Stripe IDs.
SecureSubscription
Live period + payment state.
SecureActivity
Append-only audit log.
Order & Fulfilment Lifecycle
From payment to an activated tracker — a structured, admin-managed workflow with device, IMEI, SIM and installation tracking.
Two paths to an activated device.
Every tracker is accounted for.
Device model
The tracker hardware model assigned to each order.
IMEI
Unique device identity, recorded once and never reused.
SIM / ICCID
SIM identity and phone number for connectivity.
Admin assigns a physical device to a paid order, records its IMEI and SIM, and registers it on the Flespi gateway (planned; onboarding in progress) — at which point it becomes a tracked SecureTracker with an activation status that moves from unassigned → assigned → configuring → active.
Professional install, booked and proven.
SecureInstallation record. Created automatically for Pro orders, capturing the install address, proposed and confirmed dates, installer and status.
Status flow. required → arranging → booked → completed (or cancelled).
Proof. Installation completion can be evidenced with a proof-of-installation file.
Required
Install record opened at payment.
Arranging
Admin assigns an installer (network onboarding in progress).
Booked
Date confirmed with the customer.
Completed
Proof captured; device moves to activation.
From hardware in a box to a live protected vehicle.
Secure Dashboards
A premium customer dashboard and a complete admin operations console — one operational view.
Live, calm, always-on.
Dashboard. Live map, protection score, security activity and one-tap access to map, history, alerts and settings.
Map. Real-time position, accuracy and tracker status.
History. Every movement, journey and protection event in one timeline.
Alerts. Movement, ignition, battery and safe-zone notifications, each toggled on or off.
Live location
Current position with address and update time.
Protection score
A composite security health indicator.
Activity log
Park, journey and safe-zone events.
The operations console that runs the business.
Customers
SecureCustomer records, status, plan and linked orders.
Orders
Every SecureOrder with payment and fulfilment status.
Fulfilment
Dispatch, installation and device assignment.
Trackers
Device, IMEI and SIM inventory with activation state.
Alerts
Open SecureAlerts, prioritised and acknowledged.
Audit
Append-only SecureActivity timeline.
Admin actions
Status changes, device assignment, installation booking, alert acknowledgement and internal notes — every action recorded against the acting admin.
Tracker, networks, recovery.
Secure Support & Renewal
Recurring revenue depends on retention. Support, payment recovery and renewal are first-class, not afterthoughts.
Support is built into the record, not a separate inbox.
Context-rich. Every customer has their orders, subscription, tracker, installation and activity in one profile — so support starts informed.
Self-serve first. The AI assistant and clear in-app settings deflect common questions.
Audited. Admin notes and activity entries create a complete history of every interaction.
Alerts
Payment failures and fulfilment delays surface proactively to admins.
Activity log
Every payment, dispatch, install and activation is timestamped.
The subscription is the asset.
Failed payments update the subscription to past_due, flag the customer, and raise a high-severity admin alert. Cancellations are recorded against the customer with a final status. Refunds are reconciled to the original order and audited end-to-end.
Fleet Vision
Bring the consumer-grade MotR experience to fleet operators — the underserved middle of UK telematics.
Small and mid-size fleets deserve better than enterprise software.
Underserved middle. Enterprise telematics is built for large operators. SME fleets — 2 to 100 vehicles — get clipboards, spreadsheets and dated portals.
Consumer-grade UX. MotR Fleet reuses the same identity, vehicle record and design language drivers already trust.
One platform, three buyers. A fleet operator can be reached as a consumer, converted through Secure, then scaled into a Fleet contract.
Tracking, compliance, drivers and documents — in one place.
Live tracking
GPS, geofences and journey history per vehicle.
Compliance
MOT, tax and service deadlines across the fleet.
Driver assignments
Routes, duty logs and vehicle handovers.
Fleet Onboarding & Enquiry
A structured enquiry captures real fleet detail and routes it straight into a managed sales pipeline.
A detailed, validated intake — not a contact form.
Fleet size bands. 2–5, 6–10, 11–25, 26–50, 51–100 and 100+, with optional car, van and HGV counts for a precise estimate.
Vehicle types. Cars, vans, HGVs, specialist or mixed.
Capabilities requested. Live tracking, security alerts, compliance, servicing, journey history, driver assignments, reporting, fuel visibility, documents, migration or custom.
Timescale. Immediately, within a month, 1–3 months, 3–6 months, or researching only.
Installation. Required, not required, or unsure.
Business email
Validated and normalised.
Phone
UK number validated.
Consent
Explicit opt-in to be contacted.
Validated, deduplicated, prioritised.
Submit
Authenticated user submits the in-app Fleet enquiry form.
Validate
Server validates email, phone, band, types, capabilities and consent.
Deduplicate
Rapid re-submission within 10 minutes is blocked.
Number
Lead assigned a collision-safe MF-YYYY-NNNNN reference.
Prioritise
Priority derived from size and timescale.
Alert
Admin alerts raised for new, large, urgent and immediate enquiries.
Fleet Lead Management & Administration
A complete admin pipeline turns enquiries into contracted fleets — managed, audited and prioritised.
From new enquiry to won fleet.
Every lead has a state, an owner and a priority.
Statuses. new → reviewing → contacted → qualified → proposal_preparing → proposal_sent → won / lost / archived.
Priority. low, normal, high or urgent — derived from fleet size and deployment timescale at submission.
Admin alerts. new_enquiry, urgent_priority, large_fleet, immediate_deployment, uncontacted_overdue, proposal_follow_up and won_awaiting_onboarding.
Activity log. Every status change, note, contact attempt and proposal is recorded against the acting admin.
Triage
Admins review and assign priority and owner.
Proposals
Scope and price tailored per fleet.
Won → onboarded
Contracted fleets move into active management.
One operator, one platform, one record per vehicle.
Fleet Commercial Opportunity
Per-vehicle subscriptions, enterprise contracts and a long tail of cross-sell — the highest-LTV line in MotR.
Revenue scales with vehicles under management.
Per-vehicle subscription. Monthly recurring revenue per vehicle grows linearly with fleet size.
Enterprise contracts. Larger fleets move to contracted, annualised terms.
Indicative funnel. Enquiry → qualified → proposal → onboarded, with conversion improving as the sales motion matures.
Enquiry to renewal — and expansion.
Enquiry
Operator submits fleet detail in-app.
Qualify
Needs confirmed; priority set.
Proposal
Tailored scope and pricing.
Onboard
Vehicles and drivers imported; trackers provisioned.
Operate
Live tracking, compliance and reporting.
Expand
Additional vehicles and capabilities each renewal.
Business Model
Three revenue lines, one customer account — each compounding the next.
Free tools acquire; subscriptions monetise; hardware compounds.
Consumer
Freemium. MotR+ premium subscription for AI features.
Secure
Hardware upfront + monthly subscription.
Fleet
Per-vehicle monthly subscription, enterprise contracts.
One account spans all three. A consumer who buys Secure becomes a high-intent Fleet prospect; a Fleet operator begins as a consumer. The model is designed to compound, not to stack unrelated products.
Diversified, recurring, compounding.
- MotR Secure
- MotR Fleet
- Consumer
- Partnerships
LTV grows with every product added to a customer.
- Stretch
- Base
- Conservative
- LTV
- CAC
Where the operating spend goes.
Tech-led
Engineering is the largest line — by design.
Leveraged ops
Install, logistics and recovery are partner-variable.
Unit economics
LTV grows with each product added to a customer.
Operational Flow
Every stage of the MotR Secure journey, step by step — from app download to a live, tracked, subscribed vehicle.
Fifteen stages, from download to live subscription.
How a driver finds MotR and buys Secure.
Customer downloads MotR
The MotR app is installed from the App Store or Google Play. On first launch the user creates a free account or continues as a guest — no payment is required to use the core MOT, tax and vehicle tools.
Adds vehicle
The user enters a UK registration. MotR queries DVLA and DVSA official data and creates a Vehicle record in the user's garage, populated with MOT history, tax status and vehicle specifications.
Uses app
The user accesses the free ownership tools — MOT countdown, reminders, timeline, fuel finder, mileage and expense tracking, and the digital glovebox. The free tier is fully functional; premium AI features require MotR+.
Chooses Secure
From the Glovebox or the Secure landing page, the user selects MotR Secure and picks a plan — Plus (self-install) or Pro (professional installation). Plan pricing and what's included are shown upfront.
Stripe payment
MotR opens a Stripe-hosted Checkout session in subscription mode. Stripe collects billing and UK shipping address, processes the card with Strong Customer Authentication, and returns the customer to MotR on success.
Order created
On successful checkout a signed Stripe webhook creates a SecureOrder (order number MS-YYYY-NNNNN) and a SecureCustomer record, marks payment paid, and raises a SecureActivity event. The order appears instantly in the admin dashboard.
From the admin dashboard to a live, subscribed vehicle.
Admin dashboard
The MotR admin team sees the new paid order in the Secure operations dashboard, with alerts for the actions needed — assign a device, arrange Pro installation, and dispatch the tracker.
Dispatch tracker
An admin assigns a physical tracker from stock, records the device model and IMEI against the order, and dispatches it to the customer's shipping address with tracked delivery.
Assign IMEI
The assigned tracker's IMEI and SIM ICCID are saved to the SecureTracker record, linking the physical device to the customer's order ready for activation.
Activate SIM
The SIM is activated on the cellular network for connectivity, and the tracker is registered in the Flespi gateway (planned; onboarding in progress) so telemetry can flow from the device into MotR.
Customer receives tracker
The customer receives the tracker by post. Plus customers fit it themselves; Pro customers await a booked professional installer.
Installation (if Pro)
For Pro, a professional installer visits the customer, fits and hardwires the tracker, and confirms installation with proof (installer network onboarding in progress). Plus is self-install — plug-and-play with no appointment.
Device activated
Once powered and connected, the tracker comes online. Flespi confirms the device is reporting and the tracker's activation status moves to active.
Vehicle appears live
The customer's vehicle appears on the live map in the MotR app, with real-time position, journey history and security alerts enabled for the first time.
Monthly subscription begins
The Stripe subscription is active; the customer is billed £8.99 (Plus) or £11.99 (Pro) monthly. Recurring revenue and gross profit begin from month one and compound for as long as the customer stays active.
Technology
A modern, modular architecture engineered for reliability, security and scale — described here at a high level.
A four-layer architecture.
Built for trust and scale.
Security first
Authenticated access, row-level isolation, encrypted telemetry.
Realtime
Live vehicle data, telemetry streaming, instant alerts.
Data integrity
Official DVLA/DVSA sources; every record traceable and auditable.
Modular
Shared services across consumer, secure and fleet products.
One account. One vehicle record. Shared intelligence.
Customer accounts
A single identity spans Consumer, Secure and Fleet.
Vehicle-centric
Every record is keyed to a vehicle, not a transaction.
Shared data model
Compliance, telemetry and documents live on one timeline.
Partners
Every external company MotR relies on — classified as active, public data, planned/onboarding, or future. Not every provider is a partner.
Live services powering the platform today.
These companies provide live, operational services inside MotR. They are suppliers and providers — not strategic partners unless a signed commercial agreement exists.
Stripe
Customer checkout, one-off hardware payment and recurring Secure subscriptions, with billing events and payment confirmation via a signed webhook.
Resend
Transactional email delivery for Secure order confirmations, fulfilment updates and account emails to registered users.
OneSignal
Push notifications delivering MOT, tax, insurance and service reminders across iOS and Android.
OpenAI
AI assistant powering the MotR AI mechanic, quote checker, smart insights and content generation.
Apple App Store
iOS distribution and subscription handling for the MotR consumer app.
Google Play
Android distribution and subscription handling for the MotR consumer app.
Authoritative data and open infrastructure — not commercial partners.
DVLA
Driver & Vehicle Licensing Agency. Vehicle tax status, keeper details and vehicle specifications for every UK registration.
DVSA
Driver & Vehicle Standards Agency. MOT test history — dates, results, mileages and advisory/failure detail — via official APIs.
GOV.UK fuel pricing data
Crown Commercial Fuel Finder. Live UK fuel station locations, opening times, amenities and pump prices.
OpenStreetMap / Leaflet
Open-source map tiles and the mapping library used by the Fuel Finder experience.
These are the same authoritative public sources used by GOV.UK and the open mapping community — never resold or repackaged third-party data.
Suppliers and platforms in selection or onboarding — not yet contracted or live.
Flespi
Planned telematics platform. Integration and operational onboarding in progress — not yet processing live customer trackers.
Teltonika / hardware supplier
Intended hard-wired Pro tracker (FMC920 or final approved equivalent). Supplier discussions in progress — not purchased, certified or deployed.
SIM provider
Cellular connectivity for trackers. Supplier selection / onboarding in progress.
Courier
Tracked dispatch of hardware to customers. Provider not yet selected.
Installer network
Professional installation for Pro. Supplier discussions / onboarding in progress — no national network exists yet.
Not yet active — relationships to be built as the platform scales.
Insurers
Future opportunity. Insurance relationships are not currently contracted.
Recovery providers
Future opportunity. No recovery provider is contracted; recovery is a planned capability, not a live service.
Strategic fleet partners
Future opportunity. Fleet is sold direct today; strategic partners are a later expansion path.
Kwik Fit — outbound affiliate
Kwik Fit appears only as an outbound affiliate/referral relationship for servicing, MOT, tyres, brakes and battery. It is not a strategic partner, and no signed commercial partnership is implied beyond the referral links in use.
MotR owns the customer relationship and the vehicle record. Providers supply specialist services underneath; public sources supply authoritative data; planned suppliers and future partners extend the platform as it scales.
Market Opportunity
A large, fragmented UK market with regulatory tailwinds and no unified incumbent.
A £6.4bn UK opportunity, unserved at the platform layer.
The UK has the data infrastructure (DVLA/DVSA), the regulatory pressure, and the digital maturity — but no single consumer-grade platform owns the relationship with the driver. MotR is built to be that platform.
Consumer, security and fleet — reachable through one account.
Consumer
40m+ drivers; daily, high-intent MOT and tax demand.
Security
130k+ annual thefts; no consumer-grade recovery layer.
Fleet
SME fleets underserved by enterprise telematics.
Fragmented incumbents, no platform owner.
| Category | Incumbents | MotR advantage |
|---|---|---|
| MOT / compliance | GOV.UK, point checkers | Unified account + reminders |
| Vehicle security | Specialist trackers | Consumer UX + fleet cross-sell |
| Fleet SaaS | Enterprise telematics | Consumer-grade, SMB-friendly |
| Insurance records | Insurer portals | Driver-owned, portable record |
The record is the moat.
Every check, alert and service entry deepens the vehicle record. The richer the record, the harder it is to leave — and the more valuable it is to insurers, fleets and future connected-services partners.
Risk
A disciplined approach to operational, technology, financial and governance risk.
Identified, owned, mitigated.
Data & compliance
GDPR-aligned, official data sources, row-level isolation, audited access.
Hardware supply
Vetted suppliers, dual sourcing, quality gates.
Operations
Partner SLAs, installation network capacity planning.
Commercial
Diversified revenue lines reduce single-product dependency.
Compliance is built into the platform, not bolted on.
Governance
Append-only audit logs across Secure and Fleet.
Compliance
GDPR-aligned data handling and retention.
Customer trust
Driver-owned records, consent-based sharing.
Secure Unit Economics
Every Secure sale carries two profit engines — an upfront hardware margin and a recurring subscription margin. Prices are confirmed; costs are management assumptions.
Secure Plus: self-install hardware with a recurring subscription.
Plus is the consumer self-install tier. A £89.99 upfront hardware payment funds a tracker; a £8.99 monthly subscription keeps it connected. The Plus hardware model is under final validation; costs below are management assumptions.
| Line item | Amount | Classification |
|---|---|---|
| Upfront (one-off at sale) | ||
| Customer upfront payment | £89.99 | Confirmed price |
| Stripe processing fee (1.5% + £0.20) | £1.55 | Published rate |
| Tracker procurement | £35.00 | Mgmt assumption |
| Installation | £0.00 (self-install) | Mgmt assumption |
| Packaging | £2.50 | Mgmt assumption |
| Shipping | £4.50 | Mgmt assumption |
| Warranty / replacement allowance | £0.00 | Not in base scenario |
| Total upfront cost | £43.55 | Derived |
| Upfront gross profit | £46.44 | Derived |
| Upfront gross margin | 51.6% | Derived |
| Monthly recurring | ||
| Subscription revenue | £8.99 | Confirmed price |
| Stripe subscription fee (1.5% + £0.20) | £0.33 | Published rate |
| SIM / data | £2.50 | Mgmt assumption |
| Flespi platform | £1.00 | Mgmt assumption |
| Customer-support allowance | £0.00 | Not in base scenario |
| Monthly recurring cost | £3.83 | Derived |
| Monthly recurring gross profit | £5.16 | Derived |
| Recurring gross margin | 57.3% | Derived |
Monthly recurring gross profit = subscription − Stripe fee − SIM/data − Flespi − support allowance.
Secure Pro: professional installation included, higher recurring margin.
Pro adds a professional installation and a richer hard-wired tracker (intended Teltonika FMC920 or final approved equivalent). The upfront margin is thinner after installation; the £11.99 monthly subscription produces a stronger recurring margin.
| Line item | Amount | Classification |
|---|---|---|
| Upfront (one-off at sale) | ||
| Customer upfront payment | £179.99 | Confirmed price |
| Stripe processing fee (1.5% + £0.20) | £2.90 | Published rate |
| Tracker procurement (intended FMC920 / approved equiv.) | £70.00 | Mgmt assumption |
| Professional installation | £60.00 | Mgmt assumption |
| Packaging | £2.50 | Mgmt assumption |
| Shipping | £4.50 | Mgmt assumption |
| Warranty / replacement allowance | £0.00 | Not in base scenario |
| Total upfront cost | £139.90 | Derived |
| Upfront gross profit | £40.09 | Derived |
| Upfront gross margin | 22.3% | Derived |
| Monthly recurring | ||
| Subscription revenue | £11.99 | Confirmed price |
| Stripe subscription fee (1.5% + £0.20) | £0.38 | Published rate |
| SIM / data | £2.50 | Mgmt assumption |
| Flespi platform | £1.00 | Mgmt assumption |
| Customer-support allowance | £0.00 | Not in base scenario |
| Monthly recurring cost | £3.88 | Derived |
| Monthly recurring gross profit | £8.11 | Derived |
| Recurring gross margin | 67.6% | Derived |
Monthly recurring gross profit = subscription − Stripe fee − SIM/data − Flespi − support allowance.
A blended customer is profitable from month one.
61.1% recurring margin
Blended monthly recurring gross profit as a share of subscription revenue.
Two profit engines
Upfront hardware margin plus compounding subscription margin — reported separately.
Positive from unit one
No minimum scale required for per-unit profitability.
Commercial Scaling Scenarios
How revenue, recurring gross profit and operating profit scale from one customer to ten thousand, under three overhead scenarios.
Upfront revenue and upfront gross profit by cohort size.
| Customers | Plus | Pro | Upfront revenue | Upfront costs | Upfront GP |
|---|---|---|---|---|---|
| 1 | 1 | 0 | £89.99 | £43.55 | £46.44 |
| 10 | 7 | 3 | £1,170 | £724.55 | £445.35 |
| 25 | 18 | 7 | £2,880 | £1,763 | £1,117 |
| 50 | 35 | 15 | £5,850 | £3,623 | £2,227 |
| 100 | 70 | 30 | £11,699 | £7,245 | £4,454 |
| 250 | 175 | 75 | £29,248 | £18,114 | £11,134 |
| 500 | 350 | 150 | £58,495 | £36,227 | £22,268 |
| 1,000 | 700 | 300 | £116,990 | £72,455 | £44,535 |
| 2,500 | 1,750 | 750 | £292,475 | £181,137 | £111,338 |
| 5,000 | 3,500 | 1,500 | £584,950 | £362,274 | £222,676 |
| 10,000 | 7,000 | 3,000 | £1,169,900 | £724,549 | £445,352 |
Upfront gross profit = Plus customers × Plus upfront GP + Pro customers × Pro upfront GP.
Monthly and annual recurring revenue and gross profit.
| Customers | MRR | Monthly recurring cost | Monthly recurring GP | ARR | Annual recurring GP |
|---|---|---|---|---|---|
| 1 | £8.99 | £3.83 | £5.16 | £107.88 | £61.86 |
| 10 | £98.90 | £38.48 | £60.42 | £1,187 | £725.00 |
| 25 | £245.75 | £96.19 | £149.56 | £2,949 | £1,795 |
| 50 | £494.50 | £192.42 | £302.08 | £5,934 | £3,625 |
| 100 | £989.00 | £384.84 | £604.17 | £11,868 | £7,250 |
| 250 | £2,473 | £962.09 | £1,510 | £29,670 | £18,125 |
| 500 | £4,945 | £1,924 | £3,021 | £59,340 | £36,250 |
| 1,000 | £9,890 | £3,848 | £6,042 | £118,680 | £72,500 |
| 2,500 | £24,725 | £9,621 | £15,104 | £296,700 | £181,250 |
| 5,000 | £49,450 | £19,242 | £30,208 | £593,400 | £362,499 |
| 10,000 | £98,900 | £38,484 | £60,417 | £1,186,800 | £724,998 |
ARR = MRR × 12 (full-year active subscribers, zero churn base case).
Monthly recurring gross profit = Plus customers × Plus monthly GP + Pro customers × Pro monthly GP.
Estimated monthly operating profit under three overhead scenarios.
| Customers | Operating profit — Lean (£1.5k) | Operating profit — Growth (£7.5k) | Operating profit — Scale (£25k) |
|---|---|---|---|
| 1 | −£1,495 | −£7,495 | −£24,995 |
| 10 | −£1,440 | −£7,440 | −£24,940 |
| 25 | −£1,350 | −£7,350 | −£24,850 |
| 50 | −£1,198 | −£7,198 | −£24,698 |
| 100 | −£895.83 | −£6,896 | −£24,396 |
| 250 | £10.41 | −£5,990 | −£23,490 |
| 500 | £1,521 | −£4,479 | −£21,979 |
| 1,000 | £4,542 | −£1,458 | −£18,958 |
| 2,500 | £13,604 | £7,604 | −£9,896 |
| 5,000 | £28,708 | £22,708 | £5,208 |
| 10,000 | £58,917 | £52,917 | £35,417 |
One-off upfront hardware profit is reported separately and is not included in monthly operating profit.
- Scale (£25k)
- Growth (£7.5k)
- Lean (£1.5k)
Upfront and recurring revenue scale with customers.
- Upfront revenue
- ARR
- ARR
- MRR
Gross profit compounds; the base grows acquisition by acquisition.
- Upfront GP
- Annual recurring GP
Unit Economics & Lifetime Value
Cumulative gross contribution per customer over 36 months — the foundation of the recurring-revenue case.
One customer. Two profit engines. Three years of compounding.
| Product | Month 1 | Month 6 | Month 12 | Month 24 | Month 36 |
|---|---|---|---|---|---|
| Secure Plus | £51.60 | £77.37 | £108.30 | £170.16 | £232.03 |
| Secure Pro | £48.20 | £88.75 | £137.41 | £234.73 | £332.06 |
| Blended (70/30) | £50.58 | £80.79 | £117.03 | £189.53 | £262.03 |
Gross contribution, not net profit. These figures are gross contribution before marketing / customer-acquisition cost, tax, refunds, warranty claims, central overhead and any partner distributions. They are a ceiling on per-customer economics, not a forecast of realised profit.
Zero-churn warning. Zero churn is used only to demonstrate simple unit economics. Real-world planning must include customer cancellations, failed payments and replacements.
Pro overtakes Plus as the recurring margin compounds.
- Secure Pro
- Blended
- Secure Plus
Pro delivers higher contribution over time despite a thinner upfront margin, because the ££8.11 monthly recurring gross profit is higher than Plus (££5.16). The blended curve is the operating assumption for portfolio planning.
Retention is the lever. Every additional month a customer stays active adds the same recurring margin — making retention the single highest-leverage variable in the model.
Break-even Analysis
Recurring break-even under three overhead scenarios, with sensitivity to cost, mix and churn. No single definitive break-even is presented as a company forecast.
Break-even depends entirely on the overhead scenario assumed.
| Overhead scenario | Monthly overhead | Blended monthly recurring GP / sub | Recurring break-even (subs) |
|---|---|---|---|
| Lean Launch | £1,500 | £6.04 | 248 |
| Growth | £7,500 | £6.04 | 1,241 |
| Scale | £25,000 | £6.04 | 4,138 |
Modelled scenario — not a guarantee
Break-even figures are modelled scenarios, not a guarantee or current company forecast. They move with every assumption change.
How break-even moves when assumptions change.
| Scenario change | Blended monthly recurring GP / sub | Growth break-even (subs) | Notes |
|---|---|---|---|
| Base case | £6.04 | 1,241 | 70/30 mix, zero churn |
| SIM/data +£1 / sub / month | £5.04 | 1,488 | Reduces monthly recurring GP |
| Flespi +£0.50 / sub / month | £5.54 | 1,353 | Reduces monthly recurring GP |
| Mix 50/50 Plus/Pro | £6.63 | 1,131 | More Pro raises recurring GP |
| Mix 90/10 Plus/Pro | £5.45 | 1,376 | More Plus lowers recurring GP |
| Tracker +£10 (both) | £6.04 | 1,241 | Recurring GP unchanged; reduces upfront GP by £10/customer |
| Installation +£15 (Pro) | £6.04 | 1,241 | Recurring GP unchanged; reduces Pro upfront GP by £15/customer |
| Monthly churn 2% | £6.04 | 1,241 | Per-sub GP unchanged; extends time to break-even, lowers LTV |
Financial Assumptions & Evidence Register
Every input behind the financial model in one place — its value, classification, source and editability. Last reviewed 6 August 2026.
Confirmed prices, published rates and management assumptions.
| Input | Plus | Pro | Classification | Source / notes |
|---|---|---|---|---|
| Customer upfront price | £89.99 | £179.99 | Confirmed price | Live Stripe price IDs in plan config |
| Monthly subscription | £8.99 | £11.99 | Confirmed price | Live Stripe price IDs in plan config |
| Stripe processing fee | 1.5% + £0.20 | 1.5% + £0.20 | Published rate | Published UK domestic-card rate; actual account rate may differ |
| Tracker procurement | £35.00 | £70.00 | Mgmt assumption | No supplier quote yet; Pro = intended FMC920 |
| Packaging | £2.50 | £2.50 | Mgmt assumption | No quote yet |
| Shipping | £4.50 | £4.50 | Mgmt assumption | No courier selected |
| Installation | £0.00 (self) | £60.00 | Mgmt assumption | Installer network onboarding in progress |
| Monthly SIM / data | £2.50 | £2.50 | Mgmt assumption | No SIM provider contracted |
| Monthly Flespi platform | £1.00 | £1.00 | Mgmt assumption | Flespi published rate; MotR plan unconfirmed (planned) |
| Warranty / replacement allowance | £0.00 | £0.00 | Not in base scenario | Not currently included in base scenario |
| Customer-support allowance | £0.00 | £0.00 | Not in base scenario | Not currently included in base scenario |
| Returns / refunds allowance | £0.00 | £0.00 | Not in base scenario | Not currently included in base scenario |
Scenario planning inputs and overhead scenarios.
| Input | Value | Classification | Source / notes |
|---|---|---|---|
| Plus / Pro sales mix | 70% / 30% | Mgmt assumption | Owner-editable; drives all blended figures |
| Assumed customer lifetime | 36 months | Mgmt assumption | Used for LTV horizon |
| Monthly churn (base case) | 0% | Mgmt assumption | Zero only to illustrate unit economics; real planning must include churn |
| New customers acquired / month | 500 | Mgmt assumption | User-adjustable scenario input |
| Marketing / acquisition cost | £0.00 | Not in base scenario | Not currently included in base scenario |
| Overhead — Lean Launch | £1,500 | Mgmt assumption | Scenario assumption, not confirmed expenditure |
| Overhead — Growth | £7,500 | Mgmt assumption | Scenario assumption, not confirmed expenditure |
| Overhead — Scale | £25,000 | Mgmt assumption | Scenario assumption, not confirmed expenditure |
Formula dependency
All margins, LTV, scaling and break-even figures derive from FIN_MODEL. Change an input and every table and chart updates.
Owner-editable
Every assumption above is editable centrally in the financial model. No figure is hard-coded into a table.
Last reviewed
6 August 2026. Figures are planning assumptions for discussion — not audited accounts or supplier quotes.
Roadmap
A staged path from consumer platform to international connected-services business.
From today to international.
Units under management.
- Vehicles
- Fleets
Series A — building the platform into a category.
Capital is deployed against the three highest-leverage levers: Secure hardware and installation scale, Fleet commercial team and onboarding, and consumer acquisition that compounds across all products.
On the figures in this document.
Vehicle DNA
The composite profile of a vehicle from official and behavioural data.
MotR Secure
Hardware-backed tracking and recovery subscription.
MotR Fleet
Business platform for multi-vehicle compliance and telemetry.
MotR+
Consumer premium subscription for AI features.
Illustrative only. All financial figures, growth scenarios and market sizes in this memorandum are illustrative assumptions prepared by management for planning and discussion. They are not forecasts, projections or audited accounts.
Sources. Vehicle-volume and market figures reference public DVLA/DVSA and industry data.
Confidentiality. This document is confidential and intended for the named recipient and their advisors only.