'Partner Spotlight Of The Month' Interview With Colin Ferguson At Optimize
28th March 2025
Welcome to the ninth of our ‘Partner Spotlight of the Month’ interviews.
We have already brought you customer, vendor and staff interviews, so we thought it would be interesting to see what our partners have to say about us.
This month we spoke with Colin Ferguson, Chief Executive Officer at Optimize, to find out his thoughts on all things Dakota.
1. How long have you been in your current role at Optimize?
Optimize was formed in 2018 and I have been in my current role since that time. Prior to that, I was the CEO and co-founder of another optimisation business we successfully built up from 2008 and sold to an aim listed telematics company in 2015, before completing an earn-out period and founding Optimize. I have been in the transport and logistics sector for over 35 years, since starting out as a transport planner, gaining my Certificate of Professional Competence in Road Haulage Operations and managing various transport and software companies.
2. Can you tell us more about Optimize?
At Optimize, we specialise in fleet and freight transport optimisation, decarbonisation and transformation. Using advanced artificial intelligence (AI), we tackle the complex challenges our clients face today and in the future.
Our proprietary algorithms drive productivity breakthroughs, helping businesses reduce emissions, enhance efficiency and maximise asset utilisation as they transition towards net zero. With our unique and innovative approach, we empower fleets, partners and end-users to achieve their sustainability goals.
As the transport sector embarks on the path to decarbonisation, businesses must navigate new vehicle types, energy sources and infrastructure requirements - adding a new layer of complexity to the ecosystem. Our AI-driven optimisation solutions address these challenges, integrating electrification, infrastructure and fleet transitions to deliver improved routes, duty cycles and operational efficiency.
3. What does your role within Optimize involve?
As the Chief Executive Officer at Optimize, my role is dynamic and wide-ranging from leading our team to supporting our customers and partners on their journey with us. I am responsible for executing the strategy of our Board and delivering shareholder value. We have built an environment founded on three core pillars: optimisation, decarbonisation and transformation, and have cultivated a team culture with a ‘can do’ attitude, working in collaboration with our customers and partners.
4. How long have you known the team at Dakota?
Given my length of time in the sector, I have worked with, collaborated with and/or met most of the credible providers of hardware and associated services that are complimentary to our technology. I first met Dakota around 10 years ago but it has really been in the last year or so our collaboration has ramped up, culminating in multiple roll outs of our joint solutions into the healthcare and service sectors.
5. What is Dakota like to interact with on a business basis?
Dakota is a fantastic company to collaborate with. Their innovative approach to improving efficiency makes them a valuable partner. Working with Dakota presents a great opportunity to integrate our class-leading algorithms with their powerful eTrakLogic solution, as we look to exploit our unique offering in the marketplace.
6. What attributes does Optimize require when seeking partnerships with businesses such as Dakota?
When seeking partnerships with businesses like Dakota, we look for companies that are searching to redefine innovation in their industry and align with strategic aims. Dakota’s new eTrakLogic solution exemplifies the forward-thinking approach we value; driving change and setting new standards within their sector. When augmenting with Optimize’s technology, we look for companies willing to take a bold step toward greater efficiency, sustainability and success, and we are proud to support them on their journey.
7. What benefits do you think Dakota’s partnership contributes to Optimize’s overall ecosystem?
Our partnership with Dakota offers the opportunity to enter new markets and create novel solutions to address the needs of customers in these sectors, which in turn increases our commercial footprint. It also offers our existing and new opportunities additional features and benefits that Dakota offers.
8. What are Dakota’s specific USPs?
Dakota has several USPs, from the combined experience of the management team who have been in the industry for several years, to the service wrap-around and how this is deployed. Additionally, the wider team have a wealth of knowledge and expertise, which combined with the products and services on offer, deliver a unique value proposition.
9. And finally, what do you hope the future holds for Optimize’s relationship with Dakota?
We recognise the value of this partnership and are excited about the opportunities the future holds. Together, we look forward to exploring new possibilities and delivering even greater benefits to our clients. Dakota’s eTrakLogic solution will empower customers with more opportunities to enhance their businesses, and we are proud to support Dakota on this journey.
For more information about the eTrakLogic Solution, see: