Start-up aims to plug gap in British market

Irish start-up CleverMiles is extending its safe driving application to the British market during the UK Castrol 20/20 Challenge.

The CleverMiles device is small and can be plugged into any car manufactured after 2000 in a matter of seconds. Once in place the application monitors and analyses driving behaviour using various metrics. The aim of the application is to encourage safer driving through an award scheme — drivers receive feedback on their behaviour after each journey and the idea is that through this and potential insurance benefits, better driving habits will be developed.

Chief executive James McNamara said the number of start-up competitions taking place in Ireland was a great boost to fledgling companies.