About Us

At Driven To Improve, we believe that everyone is responsible for their own driving and for setting a positive example for new drivers on the road. Whether you have a learner in the family or not, the way you navigate your journey impacts others—your attitudes and habits are observed, copied, and reflected in your children and those around you as they join the driving community.

It is vital that we inspire a change in how we all approach driving, because someone dies or is seriously injured every 17 minutes on UK roads—and it’s time we all stand up and say, “That is not okay.” This is something we can improve together by sharing skills and knowledge.

Driven To Improve has been created to turn all the talk, research, and wishes of parents into action—creating a safer future for young drivers. We aim to spark a societal change that keeps new drivers safer on the roads. Raising awareness, increasing knowledge and skills, and encouraging everyone to drive the way they would want their teenager to drive are what keep us moving forward.

We pride ourselves on high-quality content created by parents who are also real-life specialists in road safety and driver education. Our courses are written entirely by humans—we do not use AI to create content.

About Kate

An industry leading driving instructor and instructor trainer based in rural West Devon, Kate is well placed to understand the challenges that new drivers face along with their families, both in the countryside and in the city.

With a passion for road safety, she holds an NDORS licence and works with both post-collision and post-offence driver retraining, alongside her learner drivers.

More importantly, she is a Mum to Henry and Phoebe who keep her days busy and full of fun.

"From one parent to another, I want you to be able to protect your children and give them the best possible start to their independent futures. I have spent the last few years putting this course together to help you do just that."

About Neale

Dr Neale Kinnear is a Chartered Psychologist and internationally recognised behavioural scientist with over 20 years of experience applying insights about human behaviour to transport, technology, and risk.

He specialises in bridging the gap between academic research and commercial application, translating complex evidence into effective products and policies that save lives. 

Through his independent consultancy, Affective Mobility, he advises the transport and insurance technology sectors in the UK and USA. Previously, as Head of Transport Safety at TRL, he directed major research programmes that influenced national and international road safety policy. In the insurance sector, as Head of Behavioural Insights at Humn AI and Aon, he led the development of an AI-based driver risk platform.

Neale also contributes to international expert panels on road safety in the UK, USA, and Australasia.
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