Our Story
Proaction started on a couch in Phoenix.
In early 2024, our founders were working with a rental operation when they noticed something familiar: teams yelling across the warehouse, tracking assets on whiteboards, sticky notes, and spreadsheets. It was chaos. And it was everywhere.
Drake Bauer and Colin Knudsen had been introduced through a mutual friend years earlier. Both had spent time in mobility-focused startups, and had collectively owned over 150 cars. They knew the space. Shortly after, they met Jamie Rotbert, who brought a different lens: an engineering background at GE building wind turbines and working on energy systems. Together, they saw an opportunity to build technology that molded to how an operation worked, not forcing an operation to mold to a piece of software.
They started scrappy, building on Airtable, learning from customers, and bootstrapping for about six months. Then a chance introduction to a local trucking organization in the Midwest opened their eyes. The same pain points they had seen in car rental were showing up everywhere: fragmented tools, manual processes, and reactive workflows.
And it wasn't just vehicles on the road. Excavators, generators, and other expensive assets all need service, preventative maintenance, daily tracking, and total cost of ownership visibility. What started as a car-focused product quickly became something bigger – fleets of commercial assets.
Originally called Flete, the company quickly ran into a problem: saying "Flete" and "fleet" in the same sentence was confusing. Customers and investors started calling us "Getflete" just to avoid the awkwardness. By mid-2025, it was clear a name change was needed.
The new name came from a simple realization: fleets don't need another system of record. They need a system of action. A platform that helps teams stop reacting and start getting ahead. That's Proaction – a brand that aligns with our goal to take teams from reaction-based to proaction-based.
Today, we are building the fleet and asset operations platform for the AI era. A platform built with automation in mind. We take a workflow-focused approach with every customer because the only way to automate is to fully understand the workflows that exist today. And the only way AI implementation works is by eliminating disruption, which is how you get true buy-in to organizational change.
We also know that transformation doesn't happen overnight. Most of our customers start with one or two features and grow into more over time. Whether you're ready to revamp your entire tech stack or just want to plug Proaction into your existing tools, we meet fleets and asset-heavy operations where they are. This is just the beginning.
Our Story
Proaction started on a couch in Phoenix.
In early 2024, our founders were working with a rental operation when they noticed something familiar: teams yelling across the warehouse, tracking assets on whiteboards, sticky notes, and spreadsheets. It was chaos. And it was everywhere.
Drake Bauer and Colin Knudsen had been introduced through a mutual friend years earlier. Both had spent time in mobility-focused startups, and had collectively owned over 150 cars. They knew the space. Shortly after, they met Jamie Rotbert, who brought a different lens: an engineering background at GE building wind turbines and working on energy systems. Together, they saw an opportunity to build technology that molded to how an operation worked, not forcing an operation to mold to a piece of software.
They started scrappy, building on Airtable, learning from customers, and bootstrapping for about six months. Then a chance introduction to a local trucking organization in the Midwest opened their eyes. The same pain points they had seen in car rental were showing up everywhere: fragmented tools, manual processes, and reactive workflows.
And it wasn't just vehicles on the road. Excavators, generators, and other expensive assets all need service, preventative maintenance, daily tracking, and total cost of ownership visibility. What started as a car-focused product quickly became something bigger – fleets of commercial assets.
Originally called Flete, the company quickly ran into a problem: saying "Flete" and "fleet" in the same sentence was confusing. Customers and investors started calling us "Getflete" just to avoid the awkwardness. By mid-2025, it was clear a name change was needed.
The new name came from a simple realization: fleets don't need another system of record. They need a system of action. A platform that helps teams stop reacting and start getting ahead. That's Proaction – a brand that aligns with our goal to take teams from reaction-based to proaction-based.
Today, we are building the fleet and asset operations platform for the AI era. A platform built with automation in mind. We take a workflow-focused approach with every customer because the only way to automate is to fully understand the workflows that exist today. And the only way AI implementation works is by eliminating disruption, which is how you get true buy-in to organizational change.
We also know that transformation doesn't happen overnight. Most of our customers start with one or two features and grow into more over time. Whether you're ready to revamp your entire tech stack or just want to plug Proaction into your existing tools, we meet fleets and asset-heavy operations where they are. This is just the beginning.
Our Story
Proaction started on a couch in Phoenix.
In early 2024, our founders were working with a rental operation when they noticed something familiar: teams yelling across the warehouse, tracking assets on whiteboards, sticky notes, and spreadsheets. It was chaos. And it was everywhere.
Drake Bauer and Colin Knudsen had been introduced through a mutual friend years earlier. Both had spent time in mobility-focused startups, and had collectively owned over 150 cars. They knew the space. Shortly after, they met Jamie Rotbert, who brought a different lens: an engineering background at GE building wind turbines and working on energy systems. Together, they saw an opportunity to build technology that molded to how an operation worked, not forcing an operation to mold to a piece of software.
They started scrappy, building on Airtable, learning from customers, and bootstrapping for about six months. Then a chance introduction to a local trucking organization in the Midwest opened their eyes. The same pain points they had seen in car rental were showing up everywhere: fragmented tools, manual processes, and reactive workflows.
And it wasn't just vehicles on the road. Excavators, generators, and other expensive assets all need service, preventative maintenance, daily tracking, and total cost of ownership visibility. What started as a car-focused product quickly became something bigger – fleets of commercial assets.
Originally called Flete, the company quickly ran into a problem: saying "Flete" and "fleet" in the same sentence was confusing. Customers and investors started calling us "Getflete" just to avoid the awkwardness. By mid-2025, it was clear a name change was needed.
The new name came from a simple realization: fleets don't need another system of record. They need a system of action. A platform that helps teams stop reacting and start getting ahead. That's Proaction – a brand that aligns with our goal to take teams from reaction-based to proaction-based.
Today, we are building the fleet and asset operations platform for the AI era. A platform built with automation in mind. We take a workflow-focused approach with every customer because the only way to automate is to fully understand the workflows that exist today. And the only way AI implementation works is by eliminating disruption, which is how you get true buy-in to organizational change.
We also know that transformation doesn't happen overnight. Most of our customers start with one or two features and grow into more over time. Whether you're ready to revamp your entire tech stack or just want to plug Proaction into your existing tools, we meet fleets and asset-heavy operations where they are. This is just the beginning.
Our Story
Proaction started on a couch in Phoenix.
In early 2024, our founders were working with a rental operation when they noticed something familiar: teams yelling across the warehouse, tracking assets on whiteboards, sticky notes, and spreadsheets. It was chaos. And it was everywhere.
Drake Bauer and Colin Knudsen had been introduced through a mutual friend years earlier. Both had spent time in mobility-focused startups, and had collectively owned over 150 cars. They knew the space. Shortly after, they met Jamie Rotbert, who brought a different lens: an engineering background at GE building wind turbines and working on energy systems. Together, they saw an opportunity to build technology that molded to how an operation worked, not forcing an operation to mold to a piece of software.
They started scrappy, building on Airtable, learning from customers, and bootstrapping for about six months. Then a chance introduction to a local trucking organization in the Midwest opened their eyes. The same pain points they had seen in car rental were showing up everywhere: fragmented tools, manual processes, and reactive workflows.
And it wasn't just vehicles on the road. Excavators, generators, and other expensive assets all need service, preventative maintenance, daily tracking, and total cost of ownership visibility. What started as a car-focused product quickly became something bigger – fleets of commercial assets.
Originally called Flete, the company quickly ran into a problem: saying "Flete" and "fleet" in the same sentence was confusing. Customers and investors started calling us "Getflete" just to avoid the awkwardness. By mid-2025, it was clear a name change was needed.
The new name came from a simple realization: fleets don't need another system of record. They need a system of action. A platform that helps teams stop reacting and start getting ahead. That's Proaction – a brand that aligns with our goal to take teams from reaction-based to proaction-based.
Today, we are building the fleet and asset operations platform for the AI era. A platform built with automation in mind. We take a workflow-focused approach with every customer because the only way to automate is to fully understand the workflows that exist today. And the only way AI implementation works is by eliminating disruption, which is how you get true buy-in to organizational change.
We also know that transformation doesn't happen overnight. Most of our customers start with one or two features and grow into more over time. Whether you're ready to revamp your entire tech stack or just want to plug Proaction into your existing tools, we meet fleets and asset-heavy operations where they are. This is just the beginning.
