Routeware's New CEO Charts Course Back to Basics Amid Fleet Tech Evolution

This analysis is based on reporting originally published by Waste Dive. For ongoing coverage of the waste and recycling industry, subscribe to the free Waste Dive newsletter.

Jeremy Collins, who stepped into the role of Routeware CEO at the start of the year, is steering the established fleet technology company back to fundamentals. In an interview with Waste Dive, Collins emphasized a renewed commitment to tactical execution and enhancing the individual customer experience, signaling a shift in operational focus for the K1-backed firm.

Routeware, one of the sector's longest-running fleet management providers, currently supports approximately 1,500 customers with technology embedded in 18,000 waste and recycling vehicles. The leadership change follows a period of transition, including the departure of former CEO Paul Rafalowski last November and an interim period led by new executive board chairman Ray Greer.

"The ownership recognized the need for a new regime to propel the next phase of growth," Collins stated. "While our foundational strategy and team are solid, the connection and execution required refinement. It's about getting back to basics—not just living in the realm of strategy." He framed this recalibration as a typical challenge for companies navigating significant growth stages.

Collins brings relevant experience to this challenge, having previously led fleet management firm Azuga to over $100 million in annual revenue before its sale to Bridgestone. His arrival comes at a time when the fleet technology space is both competitive and rapidly evolving, with client expectations rising alongside advances in artificial intelligence and data analytics.

"The technology standard in waste management has transformed dramatically—even in the last five years," Collins observed. "As the market accelerates, so do customer demands for smarter, more integrated solutions."

Routeware's growth has been bolstered by strategic acquisitions, most notably the 2024 purchase of Rubicon's Smart City route optimization business. This move diversified its client base, now split evenly between private haulers and municipal clients in cities like Houston, Atlanta, and Miami. Collins highlighted the synergy: "Smart City is powerful alone, but combined with our core platform, it creates the real value we're now unlocking."

Internationally, Routeware is expanding its footprint in the U.S., Canada, the U.K., and Japan, with a recent U.K. launch of its Smart City platform showing particular promise. Looking forward, Collins said the company will remain "opportunistic" about acquisitions that expand product suites or geography but stressed an equal commitment to organic growth. "We're focused on controlling our own destiny, not just buying our way forward," he concluded.

Industry Voices: Reaction to the Strategy Shift

Michael Torres, Fleet Manager at a mid-Atlantic waste company: "Collins' focus on execution is welcome. In this market, reliability is everything. If Routeware can simplify and improve the user experience, they'll retain clients like us who are overwhelmed by overly complex tech promises."

Sarah Chen, Technology Analyst at GreenStreet Advisors: "This 'back-to-basics' narrative is a pragmatic response to integration challenges post-acquisition. Balancing Smart City's municipal focus with their core private hauler business is key. Their 50-50 client split could become a strategic advantage if managed well."

David "Skip" O'Malley, former operations director and industry blogger: "Oh, please. 'A new regime'? This sounds like the same old tune after a shaky period. They've cycled through CROs, the CEO left, and now it's 'back to basics.' Talk is cheap. I'll believe it when my drivers stop complaining about glitchy route updates and the support ticket response time drops below 48 hours."

Eleanor Vance, Sustainability Director for a major Southeastern city: "The U.K. expansion of Smart City is interesting. If their platform can deliver the efficiency gains they promise for municipal fleets, it could be a game-changer for public sector budgets and emissions goals. We're watching closely."