By Harriet Santhana
“Our goal has always been clear — to take the headaches out of fleet management for SMEs, and give them tools that help them grow without adding stress,” she said.
From Family Business to Regional Solution
SafeTruck began eight years ago as a project kickstarted by its current CEO, who drew inspiration from the pain points faced by his family’s small business in managing logistics.
“He told me about the constant delays, the inefficiency, and how much time the logistics department was taking away from focusing on the core business,” Low recalled. “We realised that if we could digitise and automate that side of the business, we could free up so much potential, not just for his family’s business, but for so many SMEs in Malaysia.”
With the help of industry professionals and practical lessons from the family business, they laid the foundation for what would grow into a fleet management and telematics platform designed to make high-level logistics technology accessible to small businesses.
What Fleet Digitisation Means for SMEs
Cut fuel costs and lower emissions with AI-powered insights and smart fleet fuel management
For many SMEs, fleet management still means relying on paper logs, manual checks, and reacting only when problems arise. SafeTruck changes that by replacing guesswork with a real-time, data-driven system.
“Fleet digitisation is about giving business owners full visibility,” Low explained. “You can see exactly where your vehicles are, how fast they’re going, how the drivers are behaving, and how much fuel is being used from one platform.”
By integrating GPS tracking, IoT sensors, and AI analytics, SafeTruck enables SMEs to:
- Track and optimise routes in real time.
- Detect and address unsafe driving behaviour.
- Predict maintenance needs before breakdowns occur.
- Cut down on fuel costs and paper waste.
For SMEs, the benefits are immediate — lower operating costs, improved delivery reliability, and stronger safety compliance. “When you’re running on tight margins, those small efficiencies add up fast,” said Low.
A Business Model Built Around SME Flexibility
From the start, SafeTruck was built with SME realities in mind. The company offers modular subscription packages, enabling businesses to select the features they need without incurring unnecessary expenses.
“Some clients start with just GPS tracking, then later add AI telematics, driver safety systems, or ESG monitoring,” Low noted. “We designed it so they can grow into the system, rather than be overwhelmed from day one.”
This adaptability has allowed SMEs to scale without increasing overheads. One client, for example, maintained its headcount but expanded its fleet significantly after adopting SafeTruck; aided by AI facial recognition for driver verification, distracted driving alerts, and 24/7 monitoring support.
Telematics – A technology that combines telecommunications and informatics (computer systems) to gather, store, and transmit data from remote devices, most commonly vehicles, over a wireless network.
Adapting and Innovating for Growth
As a startup, SafeTruck embraced experimentation. “We are constantly innovating, testing new ideas, looking at global leaders in this space, and asking, ‘How can we adapt this for SMEs in Malaysia?’” Low said.
The company also conducts competitor analysis to enhance service quality and address market gaps. The company’s growth coincided with Malaysia’s push for higher road safety standards, aligning SafeTruck’s goals with national initiatives.
“We were fortunate to grow at a time when there was strong government support for road safety and SME digitisation,” she reflected. “It gave us the momentum to bring features to market faster.”
The Power of Strategic Partnerships
SafeTruck’s trajectory has been shaped by the backing of early-stage investors and ecosystem partners.
“Cradle gave us the foundation,” said Low. “Their pre-seed funding allowed us to prove our concept and get those crucial early clients.”
NEXEA invested in capital, mentored the founders and introduced SafeTruck to enterprise-level partners, helping the company secure strategic corporate relationships.
Meanwhile, according to Low, MDEC played a central role in developing SafeVision Video Telematics, SafeTruck’s first AI-powered driver monitoring system. “That solution has made a huge difference for our clients in improving road safety and compliance,” Low noted.
Technology with an Environmental Conscience
While AI can be resource-intensive, SafeTruck takes a measured approach to its implementation. “We’re not a big tech giant running huge data centres,” Low explained. “We focus on efficiency and small-scale, targeted solutions, so we’re not wasting energy or creating unnecessary infrastructure.”
The digitalisation of fleet operations has also helped SMEs reduce paper usage, indirectly lowering deforestation and waste. ESG tracking is built into the platform, allowing businesses to monitor their environmental impact alongside operational performance.
Driving Behaviour Change and Safety Standards
For Low, SafeTruck is as much about shaping behaviour as it is about tracking vehicles. “Technology is only half the equation. The other half is getting people to drive better and operate more responsibly,” she said.
The platform includes incentives for safe driving and penalties for unsafe practices, as well as driver competitions that encourage continuous improvement. Performance tracking compares driver behaviour before and after using SafeTruck, showing clear safety gains.
“The logistics sector was the first to reopen after COVID-19,” Low pointed out. “That shows how essential it is to our economy. We want to make sure it’s also one of the safest sectors to work in.”
Scaling Beyond Malaysia
Today, SafeTruck tracks over 20,000 vehicles, with operations in Pakistan and Indonesia. Expansion into Thailand and the Philippines is next, with strategies tailored to local fuel prices, regulations, and market needs.
“Scaling isn’t just about entering a new market,” Low said. “It’s about understanding its challenges, adapting to them, and building local talent to drive the business forward.”
She added, “There’s so much talent in Malaysia. We want to showcase it across the region and have Malaysia recognised as a hub for logistics innovation.”
Balancing Business and Life
Low embraces the “mompreneur” label as she recently welcomed a newborn while steering SafeTruck’s operations. “None of this would be possible without my family’s support,” she said. “They’re my anchor. And having a strong, committed team at work makes all the difference.”
Her philosophy is simple. Expect challenges and view them as opportunities for growth. “Nothing comes easy,” she reflected. “But if you stay adaptable and surround yourself with the right people, you can overcome anything.”
A Malaysian Innovation with Global Potential
SafeTruck’s journey shows how local innovation, when combined with empathy for SME realities, can create lasting impact. By digitising fleet operations, promoting safer roads, and embedding sustainability into logistics, the company is helping SMEs not just survive, but thrive at home and abroad.
“We’re a business built by Malaysians, for Malaysians and now for the region,” Low said. “Our mission – help SMEs move smarter, safer, and further.”
