AttriX Keeps Its Direction Clear
Anthony Mainville, CEO of AttriX Technology. (Credit: Sonya Messier)
Anthony Mainville, CEO of AttriX Technology. (Credit: Sonya Messier)
Cap Nord 2025. (Credit : Sonya Messier)
Jaime Williams and Anthony Mainville. (Credit: Sonya Messier)
The Cap Nord event was hosted by Chloé St-Amand. (Credit: Sonya Messier)
Louis-Phillippe Papillon, VP Technology. (Credit: Sonya Messier)
Our journalist Claude Boucher moderated the panel discussion on the challenges facing the industry. (Credit: Sonya Messier)
Technology and telematics provider AttriX is celebrating its tenth anniversary this year. The milestone was highlighted during the company’s major annual user conference, held in October in Mont-Tremblant. Under the theme “Cap Nord,” the three days of workshops and presentations allowed fleet managers to discover the latest developments and share best practices.
A Geotab telematics technology integrator—and also the creator of additional tools that plug into Geotab’s open ecosystem—AttriX has carved out an enviable position in the trucking, passenger transportation, and construction industries. Initially focused on smaller fleets, the company has since been entrusted with the full integration of telematics tools for Groupe Robert, Hydro-Québec, and Quebec’s Ministry of Transport and Sustainable Mobility. For AttriX CEO Anthony Mainville, Cap Nord was also a reminder for him and his team to stay focused on the values that enabled the success of the company founded in 2015.
“It’s a bit of a trap that tech companies fall into—losing their initial values. That’s one of the reasons why we’re trying to slow down our growth, to get back to our roots. The relationships that built our name in the beginning must be secured with our existing customers: maintained and grown. But we also need to ensure we build the same kind of relationship with our larger clients.”
Prioritizing support
Anthony Mainville is particularly proud of the results of his team’s ten years of effort—efforts that led to the development of many tools, such as GoRoute and the Lighthouse Control Center. But today, like all telematics service providers, AttriX often sees under-utilization of the technology. For the CEO, with the rapid multiplication and exponential growth of tech tools, comprehensive user support is more important than ever.
“In all technologies, there’s an acceleration of new features, especially with AI. And I think every provider in the industry is rolling out incredible new functionalities. But the problem is that customers don’t always have time to step back and fully use them. It’s great to develop tech, but customers won’t use it if you don’t have someone there to support them—someone who can guide them and show them how these technologies benefit their operations.”
Expansion across Canada
The AttriX team recently expanded with the arrival of a pioneer in Canadian telematics. Jaime Williams has joined as Senior Director of Strategy. With more than 30 years of experience in the telematics industry—and as the founder of PeopleNet Canada in 2000—he brings a wealth of expertise.
“Anthony has a vision for the company’s future: expanding beyond Quebec, starting with Ontario, then Western Canada, and the Atlantic provinces. We’re currently developing a strategy to make that happen. We’ve hired staff in Ontario, and we plan to gradually expand throughout the rest of Canada.”
The arrival of Jaime Williams is a major asset for AttriX, says Anthony Mainville.
“He’s a very analytical, very composed person. He brings enormous experience. He’s one of the people who helped invent our technology. He understands the impact of losing your values and becoming distracted by growth. He helps me stay focused on the importance of remaining who we are—and, of course, on developing the rest of the Canadian market.”
For Jaime Williams, beyond its expertise as a Geotab technology integrator, AttriX has all the assets needed to grow beyond Quebec’s borders.
“AttriX’s competitive advantage lies in its customer service and deep industry knowledge. The company truly understands safety, compliance, and the daily operations of a transportation business. That’s a major strength. It also has an internal team of experts capable of effectively training clients’ staff and advising them on compliance issues. Training is essential. A true partnership between the telematics provider and the fleet is about making the product as simple as possible for all employees to use.”
