I get asked a lot, “What is FuelNOW?” What are you trying to accomplish? Where does FuelNOW want to go? And for me specifically, these fundamental questions come from so many different angles. For example, during the interview process when I’m speaking with top talent to join our company… during engagements when I’m wearing FuelNOW gear and our logo catches someone’s eye… with potential partners, investors or customers… and, naturally, even during our technology innovation team’s product discussions when we look at our next features and solution ideas. Honestly, it is a question we should always have in the back of our minds.

FuelNOW’s near-term vision is to be the leading last mile logistics digital technology stack within the energy ecosystem. Our goal is to connect all parties in a more meaningful, smarter way so that deliveries are accomplished easier, faster and smarter. The natural question that I tend to be asked most after sharing our near-term vision is the quintessential question: Why? If you haven’t worked in the downstream segment of the energy industry then I am afraid the answer to that question would be longer than this post, but I’d be happy to talk through it with you – just give me a ring! But, what is refreshing is that regardless of the “why,” I am increasingly delighted to see the industry showing indisputable signs of technology emergence as a primary renegade for evolving beyond the current state.

In support of this, I thought I’d share a video that was recently shared with me, which in some part compelled me to want to write this post. Regina Mayor, KPMG Global Head of Energy, speaks on how emerging technology is giving way to disruption in the energy ecosystem. In this piece, she reminds us the ecosystem isn’t so much on the trajectory path of using technology to “replace humans,” but moreover are open to automating many aspects currently seen as repetitive and routine.

How emerging tech is disrupting the energy ecosystem from CNBC.

There are some interesting points to take note of from Regina’s appearance, but here are the top take-aways that I particularly took note of:

  • 51% of Energy executives see technology replacing tasks so employees can focus on strategic activities
  • With 54% of Energy executives indicating their 2018 plans are to execute on M&A activities, their interest lies in growing the business without necessarily increasing their headcount. In order to achieve this approach, they are naturally looking for emerging technologies as a strategic key in shifting staff from maintaining repetitive tasks.

These take-aways are undoubtedly relevant, and supportive, to the energy ecosystem’s growing interest to look to technologies as equal weight in the strategic recipe for success. But, as it relates to FuelNOW, this is another great supporting voice that somewhat answers the question I am commonly compelled to answer when people ask, “Why is FuelNOW establishing the leading digital technology stack in the energy ecosystem?” Short Answer: The ecosystem wants it… the ecosystem needs it.


  1. Chris Hollerback

    Bridgette Penel I totally agree with your statement “Emerging technologies do not necessarily replace the need for humans, but instead empower humans to focus on strategic activities instead of day-to-day, repetitive tasks.” The most repetitive day-to-day task in fleet fluids maintenance comes down to individual vehicles within the fleet. On average a Class 8 truck has 6 fluid points to open, check, replenish, and close. Two saddle fuel tanks, DEF, oil, coolant, and windshield solvent. The last 3 are located within the elevated engine compartment of the truck, putting the driver/attendant at risk for a life altering elevational fall each time they are serviced.

    Depending on fleet size and allotted time, not all of these fluids get checked at every fueling interval. “Clustering” all of these fill points to a central location with a single connecting dispenser head, would reduce risk, labor , and time spent on fleet fluids maintenance by 80%. The fueling process as we know it has not changed in over 120 years and is well overdue for a change.

    FuelNow is a data acquisition service that monitors transactions of fuels and fluids, but does not get this far into this specific repetitive task. Pairing data acquisition to a proprietary plumbing retrofit system would enhance reliability and labor reduction within this fleet market segment and allow skilled technicians to focus on strategic activities instead of this (necessary but mundane) repetitive task.

    • Bridgette Penel

      Chris, I cannot believe I am just reading your awesome response! You bring up some very valid points, and you took the dimension of expanding technology into an area in fleet I haven’t even thought of. Your name is so fitting when I say, “Holler Back” at me on LinkedIn – let’s get connected – I’d love to pick your brain on your idea!

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