Government and private automobile and trucking fleets invest enormous sums in equipment like tire sensors and aerodynamics for improved mileage and safety but  “there’s very little investment in driver behavior,� according to Eric Weiss, VP of Worldwide Marketing at GreenRoad Technologies. GreenRoad is primarily about auto and driver safety but the same systems that discourage aggressive driving also help their customers harvest the low hanging fruit of improved auto and truck fuel usage. Innovative software and electronics target driver behavior and, according to their empirical data, can lower fuel usage by 11 percent.  According to fueleconomy.gov, aggressive driving can lower gas mileage by 33 percent at highway speeds. Unsafe drivers also waste fuel and increase carbon emissions as vehicles burn 10 percent to 15 percent more fuel when driven aggressively. GreenRoad has won a number of customers in the U.S. and in the U.K. where occupational driving is the number three most dangerous job behind coal mining and deep sea fishing. GreenRoad’s business model is software as service -- the company leases its systems out to fleet owners and consumers for “a few tens of bucks per month per vehicle.�  Its underdash system combines a GPS unit, an accelerometer, a cellular modem, and its “secret sauce,� the software that interprets the accelerometer data and avoids false positives and false negatives. The sensor system detects overly spirited acceleration and cornering as well as emphatic braking and speeding. The driver is provided with real time feedback in the form of a red, yellow or green light. If a driver violates the GreenRoad rules -- their employers and family are alerted and they are not allowed to have any pudding after dinner.  Nope, strike that -- GreenRoad absolutely tries to avoid the Big Brother is Watching You model in favor of a more positive approach. This VC-funded start-up has 60 employees, just had a record revenue quarter, and is currently selectively hiring.  Their customers include T-Mobile, the U.K. Ministry of Defense, and Ryder Trucks. The firm has received about $20 million in VC funding from Virgin Green, Amadeus Capital, Balderton Capital and Benchmark Capital.