We got tired of GPS that was harder than the driving.

Friction Labs started with a simple, frustrating observation: putting a GPS tracker in a truck is easy, but getting it to report anywhere useful isn't. Texting setup codes to a device, guessing APN settings, waiting on a support line — a whole afternoon gone before the first dot shows up on a map.

And once it works, the big platforms lock you into multi-year contracts and apps built for someone with a dispatch team of twenty. The technology existed; it just wasn't built for the people doing the work.

So we built the thing we wished existed: trackers that arrive already set up, a live map that updates every few seconds when you're watching, alerts that tell you when something's wrong, and IFTA miles added up by state. You keep running the fleet. Fleet Tracker keeps watch.

We're a small, deliberately hands-on shop. We'd rather look after a few hundred trucks brilliantly than sell software to thousands and disappear.