Burton Roofing Merchants has strengthened fleet safety, compliance and operational efficiency across its national transport operation through a partnership with Motormax and Geotab.
The UK roofing distributor operates more than 100 HGVs and LCVs across 37 branches. Following a period of expansion and acquisition activity, the business sought a unified platform to replace multiple legacy systems, improve fleet visibility and support drivers while meeting evolving regulatory requirements.
The integrated solution combines Motormax’s Safetymax camera and AI monitoring technology with Geotab’s telematics platform, providing near real-time access to vehicle diagnostics, tachograph data, driver behaviour insights and incident footage within a single system.
Motormax supplied a customised Safetymax installation, including multi-camera configurations, AI-based driver monitoring, side detection sensors and left-turn alarms. Additional bespoke applications were developed to monitor cranes, booms and stabiliser legs, supporting safer loading and unloading operations across the HGV fleet.
Geotab’s platform consolidates vehicle and driver data, allowing faster reporting, proactive fleet management and improved oversight across the business. The deployment has also supported better asset utilisation, enabling Burton Roofing Merchants to remove duplicate vehicles and reduce excess fleet following site integrations.
Martin Pollard, fleet and facilities manager at Burton Roofing Merchants, said: “We needed a robust, scalable solution to improve visibility across our fleet and ensure compliance with evolving regulations. The integrated solution with Geotab and Motormax has transformed how we manage safety and performance. We now have instant access to footage, data and analytics, helping us respond faster, support our drivers and strengthen operational control across the business.”
Pollard added that Motormax’s nationwide installation capability and understanding of compliance requirements had been particularly valuable, with the technology well received by drivers and supporting the protection of staff, customers and vulnerable road users.
The system supports full compliance with the Direct Vision Standard Progressive Safe System for the HGV fleet and includes AI driver monitoring to address risks such as distraction, fatigue and mobile phone usage. Bespoke in-cab alerts notify drivers of issues such as unstowed booms or stabiliser legs, with events captured and logged through the Geotab platform.
Following the rollout, Burton Roofing Merchants plans to continue specifying Geotab-equipped vehicles and is exploring additional AI-enabled features, including bridge-strike detection and forklift safety applications, as part of its ongoing fleet technology roadmap.
