Sentiance’s mission is to make mobility safer and more sustainable through motion insights. As we continue to grow, we’re excited to welcome two accomplished professionals to our team, bringing decades of experience in customer success, sales, and mobility innovation.

Laura Friebe, Head of Client Success

Laura joins us with over 25 years of experience in the automotive industry, holding senior leadership roles across global business development and client success. Equipped with an MBA, she has a proven track record of using data-driven insights to drive growth and operational excellence. Passionate about sustainability, she thrives on building strategic partnerships and leading transformative initiatives.

At Sentiance, Laura plays a key role in driving client success and engagement, ensuring our partners maximize the value of the Sentiance platform. She’ll focus on delivering tailored solutions that help businesses enhance safety, sustainability, and operational efficiency.

James Duffy, VP Global Business Development

James brings extensive experience in mobility safety and business growth. As the former Co-founder & COO of Flare, he played a key role in developing innovative safety solutions. His expertise in scaling businesses and driving commercial success will support our mission of delivering cutting-edge motion insights to clients worldwide.

As VP Global Business Development, James spearheads strategic growth initiatives, forging new partnerships and expanding Sentiance’s footprint across key markets. His deep understanding of mobility, safety, and data-driven innovation will help businesses integrate motion insights into their operations, enabling smarter risk management and safer mobility solutions.

Both Laura and James are based in the UK but will be working with partners and clients globally, reinforcing Sentiance’s commitment to scaling our impact on a worldwide level.

We’re thrilled to have them on board as we continue driving innovation in mobility and safety. Welcome, Laura and James!