Proelium Intelligence / About Us
The team behind Proelium built and scaled Corethree — the transport sector's leading mobile ticketing and data platform — from zero to a successful acquisition in 2022. We know what good looks like. And we know exactly what was missing.
The Story
In 2010, Ashley and Dawn Murdoch founded Corethree with a simple premise: transport operators were sitting on enormously valuable data, and barely anyone was helping them use it. What followed was twelve years of building, scaling and delivering, creating a mobile ticketing and data platform that became the backbone of some of the UK's most complex transport networks.
At its peak, Corethree was generating billions of data points and hundreds of millions in revenue for operators including TfL, FirstGroup, Arriva and TfGM. The team grew from two to thirty-five. The technology went from prototype to production infrastructure handling millions of real-world journeys every day.
In 2022, Corethree was acquired. It was the outcome that validated everything the team had built — but it also created the space to ask a harder question: what would we build if we could start again, with everything we now know?
The answer is Proelium Intelligence. Not another data platform. Not another reporting tool. Something genuinely different: a behaviour change engine that uses AI and existing telematics and customer data to reward the people who matter most, whether that's a commercial driver logging safe journeys or a commuter choosing to travel at off-peak times.
The technology works. The first enterprise clients are live. And the team building it is the same one that proved it was possible the first time around.
Ashley and Dawn Murdoch launch a mobile ticketing and data platform for transport operators.
Platform adopted by TfL, FirstGroup, Arriva and TfGM. Billions of data points generated.
From two founders to a specialist 35-strong operation delivering for dozens of clients.
Corethree acquired. The thesis — transport data is underutilised and enormously valuable — fully validated.
The founding team regroups with a new mission: use what we know to build what the sector actually needs.
Comprehensive suite of products including proprietary API, White Label App, ProControl CMS & Reporting and a powerful AI Layer
Safer drivers, higher morale, lower costs and stronger ESG.
The Team
Proelium is led by the same founding team that took Corethree from a blank page to the transport sector's most successful mobile ticketing and data platform. They understand this industry from the inside, having spent two decades working within it.
Ashley founded Corethree in 2010 and led it from inception to successful exit, growing the business from a two-person startup to a 35-strong team generating billions of data points for operators including TfL, FirstGroup, Arriva and TfGM.
At Proelium, Ashley leads product strategy and commercial development, applying everything learned at Corethree to a sharper problem: using AI and behavioural data to change what people do, not just measure it.
Dawn scaled Corethree's operations and product delivery as the business grew from its earliest clients to a complex, multi-operator platform serving some of the UK's largest transport networks.
At Proelium, Dawn leads operations and product delivery, ensuring every client relationship is backed by the kind of deep sector knowledge that only comes from doing it at scale before.
Our Philosophy
We spent years at Corethree generating insight for transport operators. The limiting factor was never the data — it was the gap between knowing something and doing something about it. Proelium exists to close that gap.
Monitoring and penalties create compliance. Rewards and recognition create motivation. The research is clear, and our experience in the sector confirms it: people perform better when they feel valued, not watched.
New platforms shouldn't mean ripping out existing infrastructure. Proelium is API-based because we've seen too many good operators held back by integration complexity. If the data exists, we can use it.
ProControl is self-service by design, not as an afterthought. We believe your team should be able to create, edit and manage their own programmes without raising a ticket. Dependency on vendors is a risk. Capability is an asset.
We've sat with fleet managers, ops directors and transport planners for two decades. The best product decisions come from that understanding — not from assumptions made at distance. We build for the problems we've actually seen.
Safer drivers mean lower insurance costs and fewer incidents. More engaged passengers mean higher retention and more revenue. The right incentive programme benefits the operator, the individual and the wider environment too.
What We've Built
Whether you operate a commercial fleet or a passenger transport service, Proelium has a platform built specifically for your challenge.
AI-powered driver engagement and incentivisation. Turn your existing telematics data into motivated, safer, more loyal drivers with no additional hardware and deployment in days.
Explore Proelium Fleet →An API-powered passenger engagement and loyalty engine that rewards the behaviours you want to see, from off-peak travel to new route exploration, while creating richer customer data.
Explore Proelium Mobility →If you're running a fleet or a transport operation and you want to understand what Proelium can do for you, we'd love to hear from you.
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