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LUMINI is ROI Automotive’s AI-enabled teams division, combining intelligent automation with expert human teams to deliver fleet sales and service at scale, while elevating confidence, trust and service quality.

Cost, convenience and trust are pulling in opposite directions

  • Reducing Cost-to-Serve is Unavoidable

    Fleet is under sustained cost pressure. Customers demand better value, competition continues to intensify, and margins are under strain. OEMs must reduce cost-to-serve and scale efficiently.

  • Expectations for Service Quality Keep Rising

    At the same time, fleets expect more. Faster responses. Better availability. Greater convenience. They want suppliers to be easier to work with, more proactive and more reliable, across every interaction.

  • Digital Efficiency Erodes Trust

    Digital self-serve, automation and AI are essential for scale, but they do not create trust. When decisions are complex or high-risk, fleets still need reassurance, judgement and accountability. These experiences define service perception and brand differentiation far more than routine digital transactions.

The future of fleet sales is human and AI working as one system
We Believe Scale and Trust Must be Designed Together

Reducing cost-to-serve and increasing scale cannot come at the expense of confidence and trust. LUMINI exists to help organisations operate efficiently without eroding the reassurance fleets need when decisions carry risk, cost or consequence.

We Believe Digital Should Handle the Routine so Humans Handle What Matters

Automation and self-serve should add value to customers, not just reduce costs for suppliers. LUMINI uses digital and AI to handle high-volume, repeatable activity, so expert humans are focused on the moments that genuinely shape outcomes, decisions and relationships.

We believe trust is built by people, not platforms

Technology enables speed and availability, but trust is created through accountability, experience and judgement. In moments such as negotiation, exception handling, complaints or complex guidance, human engagement is not a cost to be minimised, it is the differentiator that defines service quality and brand confidence.

LUMINI delivers AI-powered sales and service teams at scale
LUMINI is delivered with enterprise discipline, expertise and control

  • Deep Automotive and Fleet Expertise

    LUMINI is built on more than two decades of automotive and fleet experience. Our teams are fleet specialists, trained to handle negotiation, exception management, policy interpretation and complex guidance with confidence. This ensures conversations are commercially relevant, context-aware and aligned to how fleet decisions are actually made.

  • Disciplined, Consultative Engagement with Predictable Outcomes

    LUMINI teams are trained to hold consultative conversations, focused on the customer need and designed to inform, reassure and progress decisions responsibly. Behind every interaction sits a disciplined, data-led operating model. Activity, quality, outcomes and compliance are measured continuously, enabling consistent delivery, rapid improvement and predictable performance at scale. The result is engagement that feels human and trusted, but operates with the reliability and control of an enterprise system.

  • Secure, Compliant and Enterprise-Ready

    LUMINI operates within the same governance and assurance frameworks as the wider ROI platform, including ISO 9001 and ISO 27001 certification, full GDPR, PECR, EU AI Act compliance, and SAF approval.

LUMINI is trusted by the global fleet industry

1,400 Major Fleets, 31 Passenger Car Brands, 7 Commercial Vehicle Brands, 48 Leasing Companies, and 500+ Retailers in 11 Countries use LUMINI to sell, guide and support fleet customers.

1,400

Major Fleets

31

Passenger Car Brands

8

Commercial Vehicle Brands

98%

FN50

500+

Retailers

13,402

Annual Vehicle Sales Through
Our Virtual Sales Teams

88,789

Fleet Agreements
Generated Per Year

11

Languages & Countries