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ROI Automotive exists to create a world where fleet works better for everyone. We bring together expertise in technology, data, marketing and specialist teams to unite fleets, OEMs, leasing companies and retailers through a connected digital and human fleet sales platform.

ROI Automotive is a unique business. We believe sustainable growth comes from alignment between people and technology, between buyers and sellers, and between companies and employees.

For more than two decades, ROI Automotive has operated at the centre of the fleet industry, trusted by OEMs, fleets, leasing companies and retailers alike. We understand where the hardest problems truly sit, not inside individual organisations, but between them. That belief shapes everything we build, how we operate, and why we believe the fleet industry works best when it works together.

The Fleet Industry Works Best When It Works Together

Fleet is one of the most interconnected parts of the automotive industry, yet it has historically been constrained by fragmented systems and disconnected processes. ROI Automotive exists to change that.

We design and operate the systems, services and expertise that enable OEMs, fleets, leasing companies and retailers to work together more easily. Together, these elements reduce friction and help suppliers deliver better service to fleets. Better service for fleets leads to stronger sales for suppliers and lower costs for all, because when fleets win, everyone wins.

Our platform brings together:

  • Digital technology that connects the ecosystem

  • Data and insight that enable defensible decisions

  • Marketing that creates clarity, confidence and preference

  • Expert teams that provide guidance, reassurance and support

Our Values Matter Because of the Role We Play

Our values weren’t dreamed up in a boardroom. They were captured early in our journey. Through independent interviews with employees and our clients. They have endured because they are real, and they continue to guide how we work today.

These values guide how we design platforms, how we collaborate with partners, how we protect data and customers, and how we hold ourselves accountable for outcomes, even when that means taking the harder path. These values are how we ensure that a connected ecosystem doesn’t just exist but works for everyone. They are not aspirations. They are expectations.

Our Values:

  • Rigorous execution – Provide faultless service and systems

  • Client service – Put our clients before ourselves

  • Innovation – Seize new opportunities and better ways of working

  • Humanity – Act with fairness, decency and respect

  • Resilience – Protect against adversity and build for the long term

  • Ambition – Strive for individual and collective growth

Leadership at the Centre of the Fleet Ecosystem

Leading at ROI Automotive requires a deep commitment to ROI’s cultural philosophy, matched with the discipline to govern, execute and deliver in a highly competitive, regulated and demanding market.

  • Chief Executive Officer

    Nigel Sandiford

    Nigel Sandiford is Founder and CEO of ROI Automotive and has led its evolution into a trusted ecosystem partner at the centre of the fleet industry. With a background in enterprise technology he leads ROI’s strategy, culture and long-term partnerships across the fleet ecosystem.

  • Chief Technology Officer and MD of CODIFI

    Lloyd Stretton

    Lloyd Stretton is Chief Technology Officer at ROI Automotive and Managing Director of CODIFI. With senior transformation experience in financial services, he is accountable for platform architecture, security and scalable technology, and is the creator of our digital platform connecting the fleet ecosystem.

  • Head of Operations

    Jonathan Woodhart

    Jonathan Woodhart is Head of Operations at ROI Automotive, accountable for operational delivery. With a background in psychology and high-performance team design, he ensures reliable execution, strong SLA performance, and the effective day-to-day application of AI alongside human expertise.

  • Chief Marketing Officer and MD of UNIFI

    Amy Close

    Amy Close is Chief Marketing Officer at ROI Automotive and Managing Director of UNIFI. With deep OEM and agency experience, she ensures influence, content and demand generation translate into measurable commercial impact across the fleet ecosystem.

  • Sales Director

    Ricky McFarland

    Ricky McFarland is Sales Director at ROI Automotive, delivering sales and commercial strategy. With senior OEM experience across fleet and commercial sales, he is accountable for long-term partnerships and sustainable growth.

  • Finance Director

    Sue Robinson

    Sue Robinson is Finance Director at ROI Automotive, leading financial control, governance and FCA compliance. A Chartered Accountant with over three decades’ experience, she underpins sustainable growth through rigorous discipline, transparency and resilience in regulated environments.

Proven, Compliant and Trusted

ROI Automotive operates within robust governance and assurance frameworks designed for complex, regulated environments. We are certified to ISO 9001 and ISO 27001, fully compliant with GDPR, PECR, EU AI Act and relevant data protection legislation, and SAF approved, giving partners confidence that data, processes and financial controls are handled with rigour and care.

Our platforms and services are built on enterprise-grade foundations. As an accredited Salesforce Partner, we design and operate systems trusted by global OEMs, leasing companies and large fleet operators.

Our Investors in People Gold accreditation reflects a long-term partnership with the capable, accountable people we work with. We also partner with Gartner and the Association of Fleet Professionals, ensuring our thinking is informed by industry experts, helping us anticipate change, not react to it.

Careers at ROI Automotive

Our people work across technology, data, marketing, sales and operations to solve challenges at the very centre of our industry. If you want to do work that is shaping the future, we’d love to hear from you.

Explore careers at ROI Automotive