Safety first
Every decision is measured against our ability to protect drivers, passengers, and communities. If it doesn’t improve safety, it doesn’t ship.
About Driving Better AI
We are technologists, driver coaches, and change-makers.
Driving Better AI is on a mission to help every driver make it home safe. We blend strategic advisory, software craftsmanship, and human-centred design to elevate mobility programmes around the world.
Our mission
Use technology, analytics, and human-centred coaching to make roads safer, reduce operational risk, and help drivers thrive. We believe safer mobility is achieved when strategy, software, and behaviour change work in harmony.
Where we work
Headquartered in Hong Kong, we support clients globally through hybrid teams that combine on-the-ground consulting with remote product delivery.
Values that guide every engagement.
Evidence always
We ground recommendations in data, research, and real-world testing—building trust through transparency and measurable outcomes.
Design for people
We craft experiences and workflows that respect instructors, drivers, and operators, ensuring technology feels intuitive, not imposed.
Partner to empower
Our goal is to leave teams stronger than we found them. We co-create with clients, upskilling them to own and evolve their programmes.
Leadership team
Experienced leaders across safety, product, and data science. We build teams tailored to each client engagement.
Elena Morris
Chief Executive Officer
Former fleet operations leader with 15+ years transforming driver programmes across Europe. Advocate for evidence-backed safety strategies.
David Iqbal
Chief Product & Technology Officer
Product leader specialising in applied AI and safety analytics platforms. Previously led global product teams at mobility scale-ups.
Priya Desai
Director of Advisory
Consultant and former regulator who helps organisations navigate compliance, privacy, and culture change for AI-led safety.
Luca Romano
Head of Data Science
Leads Driving Better AI’s behavioural modelling and analytics teams, ensuring insight quality and ethical AI practices across products.
Our vision for safer mobility.
2025
Expand AI-driven coaching to emerging markets, integrating with global telematics standards.
2026
Launch next-generation fleet intelligence with predictive risk modeling and automated compliance.
2027
Build partnerships with international regulators to standardize safety protocols worldwide.
2028
Achieve zero-accident vision through comprehensive driver empowerment and data-driven insights.