EG On The Move (EGOTM) has launched a new in-house commercial fuel card, becoming the first independent fuel operator in the UK to introduce its own proprietary fleet fuel card.
The EG On The Move Fuel Card and EG On The Move Fuel Card Plus are respectively accepted across the EG On The Move and Welcome Break networks with the Plus card giving additional access to Tesco, Morrison and Sainsbury forecourts.
The launch of the fuel card supports EGOTM’s wider strategy of increasing commercial customer footfall while providing fleet operators with competitive pricing, modern sites and a customer welfare proposition.
Paul Davies, head of commercial fuel, EGOTM, says: “We are proud to launch our own EG On The Move Fuel Card. We are not a traditional, third-party fleet card provider, and we have complete control over both the service and the proposition. Everything is managed in-house, from card production and dispatch to pricing and account management which allows us to offer more competitive pricing, a more responsive service and same-day turnaround for new and replacement cards.”
He adds: “Furthermore, we own and operate a national site network in excess of 160 (EGOTM) petrol forecourts , and supply the fuel ourselves, so this makes our business accessible wherever you are on the UK road network, enabling us to stay on top of availability and remain highly competitive on price.”
Davies notes that much of the fuel card market is dominated by third-party resellers that do not own petrol forecourt networks and rely on site partners to accept their fuel card. “Their business model is built purely around fuel margin. Ours is different. Our fuel card investment rationale is to drive business user traffic to our sites. We want commercial drivers to refuel, use the site for a comfort break or work from there, whilst accessing our convenience retail and foodservice offers, including leading brands such as Starbucks, Greggs, Subway, Popeyes, Spud Bros, Sbarro and Chaiiwala. That is why we are committed to offering competitive prices that drive footfall, underpin value, and build long-term customer engagement.”
EGOTM customer data reflects that more than half of fuel card users regularly make in-store purchases, reinforcing the value of the site investment model and EGOTM’s ambition to onboard even more fleet customers nationwide.
Davies brings more than 20 years’ experience in the fuel and fleet sector to the role. He joined Applegreen in 2017, following 11 years at DDC Energy, to establish Applegreen’s UK fuel card operation. At the time, the network was relatively small, but demand for the fuel cards significantly accelerated following the acquisition of a majority stake in Welcome Break.
In 2025, EGOTM acquired the Applegreen UK network, comprising 98 sites, including its fuel card operation. Davies says the acquisition aligned closely with EGOTM’s site investment consideration, and the acquisition facilitated the launch of its own branded fuel card. Today, EG On The Move Fuel Card offers a rapidly expanding nationwide network, including access to over 160 roadside petrol forecourts along with more than 50 motorway service area locations, thus providing extensive HGV-access. The business has a clear ambition to become the UK’s largest independent forecourt operator, supported by a combination of new-build developments and the strategic acquisition of existing networks.
Existing Applegreen fuel card customers are currently being migrated onto the EGOTM fuel card. “The process is simple and seamless,” says Davies. “We print and dispatch cards from our own offices, avoiding delays associated with third-party card manufacturers.”
In addition to competitive pricing, high-quality sites and a bespoke service, customers benefit from a dedicated account manager, free fuel cards with no limit on the number issued, and no account fees or hidden charges.
Davies says: “Fleet and transport managers value simplicity, transparency and reliability. Our EGOTM fuel card has been designed to deliver and provide exactly that.”
Following the rollout of the fuel card, EG On The Move plans to launch the EV On The Move card, providing electric vehicle fleets with access to charging points nationwide.
